Vegan fast food Genesis has commissioned me to create the first visuals to advertise the opening of their Shoreditch restaurant.
Their philosophy is that the experience of eating should elevate one’s soul. Using all fresh, organic vegan ingredients, they work their plant based alchemy to raise fast food to a higher level. I therefore chose to work with triangles, with their directional association of elevation. It's also the alchemical symbol for fire, bringing a subtly magical implication of flame grilling to this transcendental burger. The neon light featuring in almost all the pictures is a reference to the fast food culture, and the restaurant owner's interest in cosmology is reflected with other elements such as a Mayan pyramid or stars.
Photography and Art Direction : Alessandra Kila
Set Build : Jason Synnott
Food Stylist : Neus Monte Perlas
Photographic Assistant : Rees Thompson
Retouching and Colour Grading : Recom Farmhouse