My first videography client was Stella Rosa Wines. An international brand that was well-known in the wine industry, I had to learn a lot about how to capture their product without hurting their brand.
Their first foray into Youtube was recipe videos - mainly, cocktail recipes and food/wine pairings. They didn’t believe in the power of Youtube (this was in 2012, when people were still sceptical about Youtube’s influence on consumers) so they didn’t put much thought and resources behind it. As a budding videographer, I worked with their budget to develop my reel so that I could use my portfolio for future clients.
The first set of videos were decent but not impactful, something was missing… It wasn’t until they hired someone internally that acted as a production designer and art director who helped me decorate the sets to elevate the production value. When the 2nd batch of videos were released, they gained traction on Youtube and Facebook, which convinced the Stella Rosa team to invest more in video content.
From there, I worked closely with art directors and food stylists to help me craft beautiful sets that aligned with the company’s branding and elevated the production value. Now, I’ve learned a thing or two from food stylists where I can honestly do it myself - but I’d rather hire one of my professional food stylists to spruce up my sets :)
In this comprehensive guide, we'll dive into the world of food styling and share invaluable tips to help you create visually stunning recipe videos that leave your clients amazed.
The Power of a Well-Styled Set
The first step in creating captivating recipe videos is to design a well-styled set. The set serves as the backdrop for your food & beverage videos and sets the tone for the entire video. Consider the following elements when styling your set:
- Choose a background that aligns with the brand: Determine what kind of setting encapsulates the brand’s essence and message. Whether it’s wallpaper that aligns with the brand’s color palette or a built-out set like a kitchen, figure out what truly represents the brand in the camera frame. You can also opt for a more uncluttered background that allows your dishes to take center stage. White or light-colored backdrops work well, as they create a sense of freshness and simplicity, which also allows you to add graphics in the editing phase.
- Incorporate texture and props: Add depth and visual interest to your set by introducing textured surfaces, such as wooden cutting boards or marble countertops. Select props that complement your dishes, such as utensils, cookware, or fresh ingredients. Don’t forget to add branded props or products on the set as well so the viewer can remember the company’s name throughout the video if you are working with a brand.
- Use strategic placement: Arrange your props and ingredients in an aesthetically pleasing manner. Consider color harmony, balance, and focal points to create visually appealing compositions. For topdown recipe videos, look at the camera framing and place items around the surface so that there is symmetry with a little bit of chaos. Sprinkle some flour on the top right corner, crumple a napkin on the side, or throw some berries across the top of the frame, use your props to add some flare to your shots.
Handling Products with Care
When working with client products, it's essential to handle them with utmost care to maintain their integrity. Here are some tips to ensure you handle products correctly:
- Maintain freshness: Prioritize using fresh, high-quality ingredients. Check for any blemishes or imperfections before incorporating them into your recipe videos. Fresh ingredients not only enhance the visual appeal but also contribute to the overall taste and experience. For the food stylists, they usually use liquids like glycerin so spray on produce so they look wet and fresh from the store. You can also just use a water spray bottle to create that look of freshness.
- Showcase unique features: Highlight the key features and qualities of the products you're working with. Whether it's the vibrant colors of fresh produce or the intricate details of artisanal ingredients, focus on capturing these elements to showcase the product's value. When you introduce the product in the video, hold it up to the camera and let the viewer see the label. Place the product on the surface as well so it’s visible throughout the video to increase brand recall.
- Be mindful of hygiene: Cleanliness and hygiene are of utmost importance. Ensure your hands, utensils, and work surfaces are clean before handling any ingredients. This not only maintains food safety but also enhances the professionalism of your videos. You don’t want to handle food with your dirty hands if your client’s brand leans towards a cleaner look. Ask your client how they want their products and food handled so they can tell you exactly how to shoot the video properly.
Attention to Lighting and Composition
Proper lighting and composition play a significant role in making your recipe videos visually appealing and clear to the viewer.. Consider the following:
- Utilize natural light: Whenever possible, take advantage of natural light. Set up your shooting area near a window to benefit from soft, diffused light. Natural light creates a warm and inviting ambiance that makes your dishes look more appetizing. Plus, if you don’t have a budget, you can shoot in a room with a window open and use daylight-balanced led lights to fill in the shadows. It’s also easier to color grade in post.
- Artificial lighting options: Like I stated above, you can use LED lights to fill in the shadows or even act as your key light to brighten the set. Softbox lights or ring lights can help create consistent and well-balanced lighting conditions for your videos. A lighting hack is using a strong LED light aimed at the ceiling (must be a white ceiling) to bounce the light directly on to your surface. This reduces hot spots and diffuses the light evenly and over a larger area.
- Rule of thirds: Apply the rule of thirds to compose your shots. Divide your frame into nine equal parts using two horizontal and two vertical lines. Position key elements, such as the main dish or focal point, along these lines or at the points where they intersect, creating a visually pleasing composition. Also, know what aspect ratio you’re delivering so if you are delivering in landscape for Youtube and vertical for TikTok, keep all your action in the middle so you don’t crop out essential items and actions when you are in post.
Showcasing the Process
To make your recipe videos engaging and relatable, don't forget to capture the process of preparing the dish with dynamic shots and framing. This helps your audience connect with the recipe and adds authenticity to your videos. Consider the following techniques:
- Step-by-step shots: Break down the recipe into steps and capture each stage in detail. This allows viewers to follow along and replicate the dish themselves. Use close-ups, medium shots, and wide shots strategically to showcase the techniques and ingredients used.
- Action and slow-motion shots: Incorporate dynamic shots of chopping, stirring, or pouring ingredients. These shots add movement and energy to your videos, making them more captivating and immersive. Also apply slow motion to the video by shooting at a high framerate like 60fps. People love slow motion in food recipe videos and it will make your video more visually appealing.
Conclusion
Mastering the art of food styling in recipe videos is a valuable skill that can set you apart from the competition. By paying attention to set design, product handling, lighting, composition, and shot selection, you can create visually stunning videos that leave your clients impressed and satisfied.
Remember, it's not just about showcasing the dish itself; it's about creating an immersive experience that captures the essence and beauty of the culinary world. At Creative Haven, we’re a video production company that specializes in food and beverage video content so we truly understand what it takes to make a recipe video shine. So take these tips and create some amazing recipe videos with food styling!