Every brand has a distinct personality and a unique approach. That unique personality needs to be highlighted to customers to create an identity and conversation. Strong photography can add life to a brand, leads to more immersive consumer dialogue and increases sales.
In the heart of Jesmond, an independent cakery and bakehouse, Cake Stories invited students to promote their letterbox bake campaign through photographic storytelling. And not only did students photograph the cake but they most likely ate it too. We are not jealous at all. Take a look (and try not to drool).
Supported by: Cake Stories
Mentored by: Jennine Wilson (Photography)
Project Contributors: Hannah Evans – Owner of Cake Stories, Julie Howden – Food Photographer, Katherine Wildman – Copywriter
Project Outline:
Whilst we are being thrust into a changing post-COVID economy, businesses are having to adapt and rethink how to develop new sides to their business, in addition to how it has previously been run. There are trends emerging which are changing the way in which a brand are speaking to customers. One trend that is coming through is localism. The term ‘local’ has a new meaning, as we are all literally working much more from our own homes. The hub of the city centre is quietening and people are engaging much more with local clusters of independent shops and businesses.
Brands are developing content to keep customers engaged and show that they care. Top social media platforms are being utilised to make interactive, local and empathetic posts, putting the experiences of their audiences first.
The Brief:
As the Photographer and Stylist, you are to position yourself in the taste buds of the customer. Selecting a Cake Stories delicious signature bake, you will style a set, photograph an image featuring the cake, and creatively write a caption to describe the delicious experience of scoffing it! You must twist the concept and produce some kind of delicious mishap involving the cake (in the same set).
You will work with an art director (your mentor, Jennine Wilson). The art director and a photographer are part of a well-prepared collaborative team. The art director must ensure the creative strategy is met. They oversee the stylists, which may include food, apparel, product, hair and makeup team members. They both assist and direct the photographer to ensure the team gets “the shot.” And once the planned shot is perfectly captured, the best art directors encourage and support the photographer to go off script and capture the unexpected.
Project Results: Please view the final results of the students’ work from Monkseaton High School, Berwick Academy and The Duchess’s Community High School:
Thank you & Well done!
All we have left to say is thank you and well done, not only to the students but to the teachers at Berwick Academy, The Duchess’s Community High School, Monkseaton High School, North Tyneside Learning Trust, to the parents who helped along the way, the companies that have supported and contributed to these briefs and the TICE team that plugged away at the project week after week.
To the students – we hope you have enjoyed these projects, we hope in years to come that you can proudly present an industry written project you did, achieved, quite frankly smashed. Well done and congratulations from everyone here at TICE.