The Challenges of Shooting Food

Food advertisements face difficulty in making food look appealing on camera due to food wilting under studio lights and looking unappetizing when static. In the past, advertisers relied on illustration to control the look of food, but with the rise of television, they faced new challenges. The late 1960s brought scrutiny to food advertising, leading to a push for truth in advertising. However, food started moving in ads in the 1970s, thanks to Albert Buten, who introduced the concept of flying food. Buten's tabletop genre and techniques like prep shots, craved shots, and hero shots became industry standards.