When people go and eat at Chef Marcel Larrea’s establishment’s for the first time: there’s always a sense of awe. The plates are all designed to give the best flavours in a very straightforward way. It’s never overly theatrical. Yet this simplicity is exactly what makes the food look and taste so good. He focuses on the essence of a dish and interprets it in his own way.
Our goal with this campaign was to convey a clear picture of what Chifa was without overwhelming the consumer with too much information. As this visual was going to be displayed in Montreal metro stations, we wanted to let the food attract attention and speak for itself.
We also made the most of the shoot by taking extra shots of the plates in various perspectives so that they could use them on social media to promote their new menu.