# Brent Herrig Creative > Brent Herrig is a commercial food, drink, and hospitality photographer and director with studios in New York and London and production worldwide. The studio shoots food, beverage, restaurant, hotel, and portrait campaigns for brands, agencies, and hospitality groups, produces motion and cinemagraphs, and builds hybrid photo plus AI production systems. - Founder: Brent Herrig, photographer and creative director - Studios: New York (Manhattan) and London (South Hampstead) - Contact: info@brentherrig.com, https://brentherrig.com/contact - Image licensing: https://brentherrig.com/licensing - Last updated: 2026-08-27 This file is the readable text of every page on brentherrig.com, in one fetch, extracted from the same HTML a crawler sees. The short index is at https://brentherrig.com/llms.txt --- ## Home URL: https://brentherrig.com Commercial food, beverage, and hospitality photographer specializing in visual production and AI creative services for global brand campaigns. ### Food & Beverage Photographer & Director. ### NYC + London Bases. Global Execution. Imagery that makes people order the dish, buy the bottle, and book the room. Stills and motion for brand campaigns, delivered ready for every channel. ### Featured Portfolios Specialized visual production for food, beverage, and hospitality brands globally. View Portfolio #### Food Photography Shot Shake Shack's menu launch campaign, delivered across every channel. View Portfolio #### Beverage Photography Pour, splash, and serve for LVMH brands like Chandon and Belvedere. View Portfolio #### Advertising Commercial Photography 18 deliverables, stills and motion, from one collaboration campaign for Belvedere and Chandon. View Portfolio #### Hospitality + Lifestyle Photography A full property refresh for The Clocktower, Starr Restaurant Group, shot in one day. View Portfolio #### Food + Drink Video Stills and motion captured together. One crew, one day, both deliverable sets. View Portfolio #### Portrait Photography Chefs and founders, including Marcus Samuelsson and Eric Ripert. View Portfolio #### Case Studies Deep dives into complex creative production projects. Trusted By ### Trusted By Leading brands for the last two decades, shooting across five continents. ### Creative Services From single hero shots to full campaign production. The studio delivers high-fidelity visual assets designed for impact. every channel. #### Visual Production Photography + Motion Integrated photography and motion capture for cohesive brand storytelling across all channels. - • Hero campaign imagery - • 4K video loops and social shorts - • Campaign asset libraries Learn More #### Hybrid Production Shoot + AI Extensions Combine traditional photography with AI generation to extend assets and create impossible variations. - • Base photography capture - • AI-generated backgrounds and extensions - • Seasonal and regional variations Learn More #### AI Creative Creative Prompting + Systems Direct AI to produce on-brand imagery through sophisticated prompting and art direction principles. - • Prompt libraries and style guides - • Generated image sets - • Brand-safe AI workflows Learn More #### AI Consulting Advisory + Governance Executive advisory for teams building durable AI production capability and governance. - • Visual playbooks and audits - • Governance frameworks - • Multi-week implementation Learn More ### What does your brand do? Pick a category to see the kind of work that fits. - Commercial food and beverage photography - Motion and video production for brands - Hybrid photo and AI production - Restaurant and hospitality visual campaigns - Product photography and styling - Creative direction for advertising campaigns - AI workflow consulting and team enablement - Multi-platform asset library creation Book a Call Service areas ### Where the studio works #### New York Studio and on-location production across Manhattan and the wider city. Studio and locations ##### Food Photographer NYC Menus, plated dishes, chef portraits, and campaigns. View work ##### Cocktail Photographer NYC Campaign stills and motion for bars and spirits brands. View work ##### Restaurant Photographer NYC Interiors, menus, and the staff who run the room. View work ##### Hotel Photographer NYC Rooms, public space, and the bar, in one property day. View work ##### Corporate Photographer NYC Executive headshots, events, and office lifestyle. View work #### London Studio in South Hampstead, the base for UK and European production. Studio and locations ##### Food Photographer London View work ##### Cocktail Photographer London View work ##### Hotel Photographer London Rooms, interiors, bars, and the spaces guests remember. View work ##### Corporate Photographer London View work ### Meet Brent Brent Herrig has spent two decades shooting food and drink for LVMH, Diageo, American Express, and the restaurants and hotels people talk about, working out of NYC and London. His background is in commercial food, beverage, and hospitality photography. Over time, the work expanded. First into motion. Then into hybrid production. Now into advising teams on how to plan, extend, and actually use the visual assets they invest in. He cares about craft. Lighting, composition, timing, and knowing when to keep things simple. He also cares about systems. How a shoot turns into a campaign. How assets get reused instead of forgotten. How creative teams avoid starting from scratch every time. Make the work strong. Make it usable. Make it last. ### Hybrid Production: Beyond the Camera Hybrid production isn't a fixed line. It is a flexible circle. Whether starting with physical capture, existing assets, or AI concepts, the studio blends reality and generation to create otherwise impossible imagery. #### Concept & Capture Start with a shoot, a sketch, or a library of assets. The entry point is flexible. #### Controlled Expansion Extend backgrounds, change seasons, or defy physics. Blend the real and the generated. #### Unbound Creativity Deliver campaigns that scale without the constraints of traditional production. ### How Projects Work #### A clear process from brief to delivery #### Pre-Production Brief, placements, shot list, styling direction, crew, and logistics. We align on deliverables before shoot day. #### Production Studio or on-location. Still and motion captured together when it improves efficiency and output. #### Post + Delivery Retouching, color, compositing, and exports organized by channel and usage. ### AI Studio Creative systems that integrate AI into real production workflows, scaling output without sacrificing craft. #### AI Creative Direction Art-directed AI generation that stays on-brand and production-ready. #### Hybrid Production The perfect blend of real photography and AI generation for impossible imagery. #### Creative Automations Systems that turn repetitive tasks into efficient, repeatable processes. #### AI Enablement Training and consulting to help teams adopt AI tools effectively. #### Voice AI Branding Custom voice models that match a brand's persona for consistent audio identity. #### AI SEO + GEO Consulting Optimizing how search engines and AI systems understand and surface your brand. Client Results ### What Matters Most Next 01 / 09 I highly recommend Brent, very professional photographer, has great suggestions to help create the best image for you. He is very easy to work with. He is punctual in both onsite visits and finishing his edits for review. I would definitely recommend Brent. Ehren Ryan Chef | Common Lot Click anywhere ### Spoonfuls of Inspiration #### Culinary Fine Art Prints A long time personal project exploring different chefs favorite spoons and what inspires them to cook. Each spoonful captures a different chef in an abstract portraits of self expression; with a focus on texture, color, technique, flavor, and composition in a single frame. Available as limited edition prints. Andrew Valenzuela Limited Edition Marcus Samuelsson Limited Edition Gunnar Karl Limited Edition Jenny Dorsey Limited Edition Ron Ben-Israel Limited Edition Sean Newton Limited Edition Nick Curtin Limited Edition Joey Ward Limited Edition Eric Chavot Limited Edition Chika Tillman Limited Edition ### Frequently Asked Questions Common questions about working together What deliverables should brands plan for paid and organic? Most campaigns need hero stills for web and print, square and vertical crops for social, short-form video loops, and high-res masters for OOH or packaging. The team plans deliverables during pre-production to ensure every format is captured efficiently on shoot day. Do you shoot in London and New York? Yes. Brent and his team have access to studios all over New York City and London, and regularly shoot on location throughout the US, UK, and Europe. Both markets are covered directly, with no visa friction. Do you shoot elsewhere in the world? Yes. Travel for larger campaigns is standard. Brent has a wide network of collaborators and partners in the industry who can help with logistics almost anywhere in the world. How does hybrid production differ from a reshoot? Hybrid production uses AI to extend what the team captures on set. Backgrounds, variations, and seasonal swaps are generated from real photography. A reshoot means starting over. Hybrid means more output from the same shoot day. What does the process look like with agencies? The studio integrates with existing workflows. Creative directors share concepts, the team handles pre-production logistics, executes the shoot, and delivers files in preferred formats. Brent Herrig Photography is comfortable working within agency timelines and approval chains. How fast can you turn around assets? Standard turnaround is 7-10 business days for fully retouched images. Rush delivery is available. Raw selects can be provided within 24-48 hours of the shoot for quick internal reviews. How does usage and licensing work? Usage is quoted separately based on media type, geography, and duration. Common packages include social-only, digital advertising, or full buyouts for all media including broadcast. The studio is transparent about licensing terms upfront. Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com NYC +1 516-596-8546 / LON +44 7833 833726 --- ## About Brent Herrig | Food and Drink Photographer URL: https://brentherrig.com/meet-brent Traditional photography craft meets modern AI systems. Visual production, hybrid workflows, and creative automation for brands worldwide. Based in London + NYC. ### All About Brent Herrig ### Designed by Taste. Driven by AI Systems. Brent creates visual production and hybrid workflows powered by AI systems. From photography to motion, campaigns to automated content pipelines, he helps teams stand out and scale up with less stress and more story. The Evolution ### Beyond the Job Title CHAPTER 01 // THE TINKERER #### "As a kid, I was the one taking things apart." For most of my career, I had one answer: "I'm a photographer." But my story didn’t start with a camera. I was that kid taking apart my remote control race car and solving puzzles for fun. From high school woodshop to tinkering with HTML and C++, I’ve always seen design, code, layout, and imagery as pieces of one big puzzle. I wasn't just capturing the surface; I was figuring out how it all fit together. CHAPTER 02 // THE EYE #### "The job title became my whole identity." That early curiosity took me to New York City, where I built a career in commercial photography. Food, cocktails, portraits, brand stories. That was my world, and it felt natural to let the title define me. But years later, working in London, the early pattern caught up with me. I realized that while I still loved the craft, my work had evolved. I was solving deeper problems than just the frame. CHAPTER 03 // THE SYSTEM #### "Bridging the gap between craft and technology." I realized my work had shifted, but my identity hadn't. Today, I pair a photographer’s eye with websites, SEO, workflows, and AI. I help the surface look good while ensuring the systems underneath work even better. If you were not allowed to use your job title, how would you describe yourself? For me, I am still that kid who loves solving puzzles. Now I just do it with cameras, code, websites, SEO and AI. The Record ### The short version Brent Herrig is a commercial food, drink, and hospitality photographer and director with close to two decades behind the camera. The studio has been working since 2007 and runs from two bases, a New York production network in Manhattan and a London studio in South Hampstead, shooting worldwide from both. Clients include LVMH, Diageo, American Express, JP Morgan Chase, Pepsi, Shake Shack, and Nobu, alongside restaurant groups, hotels, and the agencies who work with them. The full list by category is on the clients page. Six cookbooks in print carry his photography, as principal or lead food photographer: Cooking Whole30 with Melissa Urban, The Dead Rabbit Drinks Manual and Mixology and Mayhem with Sean Muldoon and Jack McGarry, Made in Mexico with Danny Mena, BBQ&A with Myron Mixon, and the Scarpetta Cookbook for Scott Conant. Covers and credits are on the press page. The work has run in Bon Appetit, Saveur, and Food & Wine. Iowa Public Radio featured the Spoonfuls of Inspiration fine art series, and Iowa Stater ran an alumni feature on shooting food in 2023. He teaches and speaks on commercial photography and AI production, including at Iowa State University; those dates are on the speaking page. The Narrative ### Life Behind the Lens Adventures in the Wild - Brent Herrig The Craft in Action - Shooting Spoonfuls Icelandic Inspiration - Travel Photography Portrait by Peter Hapak European Assignments - Paris Celebrations & Milestones Personal Moments - Brent & Kari Vietnam Travels - Culinary Exploration The Art of BBQ - Personal Passions Moroccan Adventures Award Winning Collaborations - Dead Rabbit Cabo San Lucas - Hospitality Production Creative Portraits Foundation ### Craft First Brent started with film, lighting diagrams, and obsessive attention to detail. Every frame was intentional. Every setup was built by hand. That foundation in traditional photography taught him to see light, compose with purpose, and deliver work that brands trust. The craft is still the baseline. Everything else builds on top of it. Clients ### Built for Agencies and Brands Brent works with creative directors, brand leads, and marketing teams who need assets that perform across paid, web, and social. From campaign launches to ongoing content programs, he delivers work that stops the scroll and drives conversion. The output is platform-ready, brand-consistent, and built to scale. Innovation ### Hybrid Production A single shoot day produces a full content library. Photography, motion, seasonal variations, format adaptations, and channel-specific assets all from one production. Quality stays high because the craft is still there. Speed increases because systems handle repetition. Technology ### AI, Used on Purpose AI tools let Brent extend a shoot, reimagine a background, or generate variations without another production day. The craft is still required. Quality control is always on. Hybrid production combines traditional photography with AI extensions in a way that actually works. #### Explore Further Internal ##### The Approach How projects run, from source quality to reusable asset systems. View Page Internal ##### Partnerships How the studio collaborates with agencies, brands, and hospitality groups. View Page Internal ##### Studios + Locations Bases in New York and London, available worldwide. View Page ### Ready to move faster without cutting corners? Discuss your project with the team. From campaign launches to ongoing content programs, Brent helps teams stand out and scale up with hybrid production and AI systems that actually work. London + New York. Available worldwide. --- ## Studio Approach | One Shoot Day, A Full Content Library URL: https://brentherrig.com/about/approach One shoot day becomes a full content library. How the studio plans, shoots, and extends visual systems for food, drink, and hospitality brands. The Methodology ### One Shoot Day. A Full Content Library. Built to move. Built to last. The studio plans, shoots, and extends visual systems that work across every platform and outlive the campaign that commissioned them. ### Trusted by Global Brands, Agencies, and Hospitality Groups Why It Works ### A New Way to Produce Content The Old Way - A separate production for every channel - Reshoots every season, every format change - One hero image, endless crop requests - Finished files scattered across drives The Hybrid Way - One capture day, planned for extension - AI variations replace repeat productions - Every format delivered from the start - A versioned content library your team can search deliverables from one Chandon x Belvedere campaign 1 day full property refresh for The Clocktower 3-4 wks from first call to production #### Craft-Driven Execution The studio leads with lighting, composition, and timing. No matter the technology involvement, the fundamental principles of high-end photography and motion remain the bedrock of everything the studio does. #### Systemic Thinking We don't just shoot for a single use. Concepts are designed to be part of a larger ecosystem, ensuring they can be resized, extended, and reused across all digital and physical channels. #### AI-Integrated Workflows We use AI as a force multiplier, not a replacement. From background extensions to seasonal variations, generative tools are integrated to multiply creative output for clients. ### Built to Move Built to move means every asset ships ready for the channels where it will live. One hero shoot day becomes the raw material for an entire content library, and that movement gets planned before the camera comes out. - Vertical crops for social, wide frames for web - Motion loops and stills for paid placements - Seasonal and regional variations without a reshoot - Negative space and texture plates planned upfront One tabletop set, one shoot day: four finished deliverables from the Chandon x Belvedere campaign. ### Built to Last Built to last means the work holds value long after the campaign that commissioned it. Trends fade; honest texture, appetite appeal, and controlled light do not. Each shoot adds to a content library that compounds instead of starting over. - Consistent lighting, color, and styling across productions - Files versioned, tagged, and delivered with usage guidance - Assets from different shoots sit side by side without visual drift Controlled light and honest texture do not expire. The Process ### How a Project Runs #### Discovery Goals, channels, formats, and usage needs mapped on a short call. #### Planning Shot lists, styling, and lighting built with extension in mind. #### Production Hero frames, supporting angles, and texture plates captured on set. #### Extension Post-production and generative tools multiply the material into the full content library. #### Delivery A structured library with clear usage rights, ready for web, social, paid, and print. Most projects move from first call to production inside three to four weeks. ### Commercial Reality Meets Creative Ambition The Philosophy The way brands use visual assets has changed fundamentally. A single hero image is no longer enough; teams now need dozens of variations for social, web, display, and localization. Our approach bridges the gap between high-end commercial production and the need for high-velocity output. We plan shoots with "extension" in mind by capturing the organic textures and light that only a real lens can provide, then using advanced post-production and AI to build out the brand world. This "Hybrid Production" model allows us to deliver big-budget scale without the traditional logistical overhead. It's faster, smarter, and infinitely more usable. It also changes the economics. Instead of budgeting a separate production for every channel and season, teams invest in one strong capture day and a system that multiplies it. The cost per finished asset drops while visual quality stays constant, which is what makes consistent brand presence sustainable. "We don't just deliver images. We deliver visual intelligence." #### Explore Further Internal ##### Partnerships How Brent Herrig Creative collaborates with agencies, brands, and hospitality groups. View Page Internal ##### Meet Brent Background, craft, and how the studio works. View Page Service ##### Services Visual production, hybrid production, and AI creative systems. View Page Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Creative Partnership Models URL: https://brentherrig.com/about/partnerships Partnership options with Brent Herrig Photography: retainers, project engagements, and hourly consulting for food, beverage, and hospitality photography. Partnerships ### Creative Partnership Models for Premium Brands Choose the engagement style that fits your vision and goals. #### Visual Production Retainers For brands building long-term creative partnerships. Starting at $15,000/month Most Partnerships: $18,000-$30,000/month - Visual strategy, content production, and asset management - Customized by scope, complexity, and content volume - Quarterly or annual agreements available - Ongoing creative direction + execution velocity Ideal for: Premium brands launching products or building sustained campaigns Limited capacity: Accepting 2-3 new retainer partners in Q1 2025 #### Project-Based Engagements For campaigns with defined scope and timeline. Starting at $12,000 per project Most projects: $15,000-$40,000+ - Studio & digital content engagements built for measurable impact - Transparent estimates & timelines from discovery through delivery - Full creative ownership + strategic direction - AI-enhanced production workflows for maximum asset value Ideal for: Product launches, seasonal campaigns, brand refresh initiatives #### Hourly Consulting & AI Studio For agile work, rapid prototyping, and flexible partnerships. $350/hour No minimum engagement - Visual intelligence consulting and creative direction - AI content creation and digital exploration - Remote editing and rapid prototyping - Ideal for testing the studio's workflow before larger commitments Ideal for: Rapid iteration, spec work exploration, ongoing advisory relationships The Process ### How the Studio Partners with Brands #### Discovery Intro call or intake form where the team learns the vision, challenges, and goals. No pressure, just honest conversation about fit. #### Strategy Alignment The studio develops a visual strategy scope with transparent estimates and timelines. Brands know exactly what is included before committing. #### Creative Development Shot lists, mood boards, brand strategy, and AI integration defined before production begins. Nothing happens until everyone is aligned. #### Collaboration Live feedback during production (in-studio or remote), real-time approvals, proactive communication. You're involved, not waiting. #### Delivery & Optimization Fast digital delivery, organized asset libraries, usage guidance. Retainer clients receive ongoing optimization and performance tracking. Common Questions ### Partnership & Production FAQ Have a specific question not listed here? Contact the Studio #### Explore the Studio Service ##### AI Enablement for Teams Training and consulting to help partner teams adopt AI tools with craft intact. View Page Service ##### AI SEO + GEO Consulting Optimize how search engines and answer engines surface your brand. View Page Internal ##### The Approach How projects run, from source quality to reusable asset systems. View Page Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Contact & Booking URL: https://brentherrig.com/contact Inquire about new photography, motion, or consulting projects. Book a discovery call with Brent Herrig Photography. Let's Connect ### Start a Project. Whether you have a defined brief or just the seed of an idea, the studio is ready to explore how Brent Herrig Photography can bring vision to life. #### Book a Call Need to discuss a partnership or strategy project quickly? Book a 30-minute discovery call directly into Brent's calendar. New York City nyc@brentherrig.com +1 516-596-8546 London lon@brentherrig.com +44 7833 833726 info@brentherrig.com +44 7833 833726 Studios ### Based in New York and London Two studio bases, one production system. Pick a city for local capabilities, studio access, and direct contact details. #### New York Studio Manhattan studio access and a production network for food, drink, and hospitality shoots across the city. Visit the New York page → #### London Studio South Hampstead HQ, the primary base for UK and European production. Visit the London page → --- ## Studios + Locations URL: https://brentherrig.com/contact/locations London and New York studio access, plus a global production network for shoots anywhere in the world. Studios ### BHC Locations + Studios ### London + New York based + Global capability with studio partners ### London #### South Hampstead Flexible base for agency work, hospitality, and hybrid production across UK, EU, and UAE. Fully equipped for table-top and lifestyle shoots. - Prop kitchen access - Styling partners - Producer support - Live Capture through tethered workflow Explore Studio Details ### New York Partner Studios #### Manhattan Studio Partners Premium studio setups for food and beverage with fast turnaround. The studio maintains strong partnerships with top-tier rental houses and studios. - Full motion crew partners - Equipment rental partnerships - Client video village - On-set production support Explore Studio Details ### Beyond the Studio #### Global Production, Wherever the Story Lives Not every shoot belongs in a studio. When a project calls for a real place, a real environment, or a local perspective, production should feel just as smooth. I work with a trusted network of crews, producers, stylists, and studios worldwide. That means you can shoot where it makes sense creatively, without added friction or uncertainty. ### Global Production Standards #### Reliable execution across every location, from brief to delivery. Global crew and studio partnerships Local staffing with trusted production teams Pre-production planning, call sheets, and logistics handled centrally Remote approvals and real-time feedback Hospitality, lifestyle, and brand narrative expertise From one location to many markets, the process stays clear, calm, and reliable. ### How Projects Move #### Brief Define the story, scope, and deliverables. #### Pre-Production Planning, crew, locations, and shot lists locked. #### Production Focused shoot days with tight feedback loops. #### Delivery Final assets, cutdowns, and campaign-ready outputs. Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## NYC Food & Beverage Photographer | Manhattan Studio URL: https://brentherrig.com/contact/new-york New York food and beverage photographer with a Manhattan production network. Specialized in culinary, cocktail photography, and high-end advertising. Foundation ### New York Food and Beverage Photographer + Director ### Brent Herrig Photography, New York Studio ### Production Capabilities Anchored in Manhattan, our New York presence relies on a network of premium partner studios and rental houses. This allows us to scale production size up or down depending on the brief—from intimate daylight food lofts to full soundstages for major commercial work. Tier 1 Rental House Partnerships Scalable Soundstages Daylight Food Lofts Full Crew Rostering Central Manhattan Access Digital Tech & Retouching Support #### Contact Details Location Studio assignments based on production scale. Manhattan, New York, USA Phone +1 516-596-8546 Email nyc@brentherrig.com ### Start a New York Project Tell us about your project and we will get back to you within 2 business days. London ### Also shooting in London Brent splits time between New York and London. UK and European productions run from the South Hampstead base. #### London Studio South Hampstead HQ, the primary base for UK and European production. Visit the London page → Hire in New York ### Three ways to book a New York shoot #### Food Photographer NYC Restaurants, menus, chef portraits, and food campaigns, shot on location across the city. View the page → #### Cocktail Photographer NYC Bars, spirits brands, and drink campaigns, stills and motion, on location in New York. View the page → #### Restaurant Photographer NYC Interiors, bar and service, plated dishes, and staff portraits, one production for the whole room. View the page → ### Explore Portfolios Discover Brent's specialized work in food, beverage, and commercial photography across New York and Manhattan. #### Food Photography Culinary Performance Artisan food photography focused on texture, appetite appeal, and commercial brand standards in New York. - • Commercial Food Styling - • CPG Product Heroes - • Editorial Plating Learn More #### Cocktail & Drinks Liquid Motion Specialized beverage photography capturing perfectly chilled bottles, precise pours, and craft mixology in the Manhattan area. - • Spirits Advertising - • High-Speed Liquid Motion - • Glassware Styling Learn More #### Advertising Creative Global Campaigns High-impact commercial campaigns for global brands that require absolute technical precision and Manhattan-scale production. - • National OOH Assets - • Campaign Visual Systems - • High-End Retouching Learn More Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## London Food & Drink Photographer URL: https://brentherrig.com/contact/london London food and drink photographer with a South Hampstead studio, working across London and the UK on advertising, spirits, and culinary production. Global HQ ### London Based Food & Drink Photographer ### Brent Herrig Creative, London Studio ### Production Capabilities Located in the leafy, creative hub of South Hampstead, our London HQ is the base for UK and European production: planning, pre-production, and post. It sits close to Central London agencies and the transport links out to the rest of the country. Shoot days themselves run where the brief needs them. On location in your venue, in a rented London studio, or in a partner space wherever the production travels. Every space is booked to the same standard, so the setup below is what you get on the day regardless of which room the shoot lands in. Hiring for a food or drink shoot in the city? The London food photographer page covers how shoot days run here, what a day includes, and the European assignments worked from this base. Specced into every shoot space Full Tethered Capture Workflow Prop Styling & Kitchen Prep Area Client Lounge & Review Area High-Speed Internet (1Gbps) Equipment Rental Partners nearby Post-Production Suite #### Contact Details Address Note: Full address provided upon booking. South Hampstead, London, UK Phone +44 7833 833726 Email lon@brentherrig.com ### Start a London Project Tell us about your project and we will get back to you within 2 business days. New York ### Also shooting in New York Brent splits time between London and New York. US productions run from the Manhattan network. #### New York Studio Manhattan studio access and a production network for food, drink, and hospitality shoots across the city. Visit the New York page → ### Explore Portfolios Discover Brent's specialized work in food, beverage, and commercial photography across London and New York. #### Food Photography Culinary Performance Artisan food photography focused on texture, appetite appeal, and commercial brand standards. - • Commercial Food Styling - • CPG Product Heroes - • Editorial Plating Learn More #### Cocktail & Drinks Liquid Motion Specialized beverage photography capturing perfectly chilled bottles, precise pours, and craft mixology. - • Spirits Advertising - • High-Speed Liquid Motion - • Glassware Styling Learn More #### Advertising Creative Global Campaigns High-impact commercial campaigns for global brands that require absolute technical precision. - • National OOH Assets - • Campaign Visual Systems - • High-End Retouching Learn More Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Image Licensing URL: https://brentherrig.com/licensing How photography and motion from Brent Herrig Photography LLC is licensed: rights are granted per project by media, territory, and term. Contact for usage. Usage and rights ### Image licensing Every photograph and motion asset on this site is copyright Brent Herrig Photography LLC. Nothing here is stock. Usage is licensed per project, and the terms are agreed in writing before a shoot begins. ### What a license covers A license is permission to use specific images in specific ways. It is separate from the production fee, which pays for making the pictures. Clients own the usage they license. Copyright in the images stays with Brent Herrig Photography LLC unless a written buyout says otherwise. Every license is written against four things: - Media. Where the images run: paid social, web, out of home, print, packaging, editorial, internal. - Territory. Which markets: one country, a region, or worldwide. - Term. How long the usage runs, most often one, two, or three years from first use. - Exclusivity. Whether the images can appear in other work during the term, and in which categories. Renewals and extensions are normal. If a campaign performs and you want to keep running it, the term can be extended without a reshoot. ### What is not included by default Unless the agreement says so in writing, a license does not include resale or sublicensing to third parties, use by a parent company or sister brand, use as a trademark or logo, or use as training data for machine learning models. Talent, property, and location releases carry their own limits, and those limits sit on top of the license. ### Using an image you found on this site Portfolio images are published to show the work, not to be reused. Downloading, reposting, or running any image from this site in your own material needs a license first. That includes editorial and press use, which is usually straightforward to clear and often free, but still needs a request. If an image is already published somewhere with credit and you want to reuse it, say where you saw it. It makes the request faster to answer. ### Credit Credit reads Brent Herrig. Where a credit line is possible, include it. Where it is not, such as most paid placements, the license still stands and no credit is required. ### Who holds the rights Copyright sits with Brent Herrig Photography LLC, a New York company. Work produced in the UK and Europe may be contracted through Brent Herrig Creative LTD. Licensing terms are the same either way, and the contracting entity is named on the agreement. ### Request usage Send the images you want, where they will run, which markets, and for how long. A quote comes back against those four points. Request a license --- ## Photography & Motion Portfolio URL: https://brentherrig.com/work-overview A curated collection of commercial, editorial, and creative projects spanning food, cocktail, advertising, and motion production. Commercial Visual Impact ### Visual Identities That Drive Brand Revenue & Recognition ### Browse how we partner with global brands to create visuals that stop the scroll, drive reservations, and build lasting market authority. ### Food Photography Convert viewers into customers with high-fidelity appetite appeal. ### Cocktail & Drinks Drive beverage sales with premium liquid motion. ### Advertising Creative High-Impact Commercial Campaigns ### Case Studies Strategic results and production breakthroughs. ### Hospitality & Interiors Capturing the atmosphere that turns browsers into guests. ### Culinary + Chef Portrait Photography The Faces Behind the Craft ### Cinemagraphs Hypnotic motion that stops the scroll. ### Dessert Photography Irresistible decadence that drives sales. ### Editorial Food Authentic storytelling that establishes authority. ### Motion & Video Production Cinematic storytelling that brings your brand to life. ### Spoonful Photography Elevated visual identity through fine art. ### Corporate Photography Headshots, Events & Recruitment Marketing ### Culinary Photographer Portfolio #### Professional food photography focused on the exact textures and details that define your brand's quality and drive commercial performance. ### Beverage Photographer & Liquid Motion Director #### Specialized beverage photography capturing the perfect pour and kinetic energy of spirits, built for high-end spirits advertising. ### Advertising Creative High-Impact Commercial Campaigns #### Strategic advertising photography for global campaigns. Delivering high-impact visual assets for spirits, CPG brands, and international agencies. ### Integrated Creative Solutions #### Detailed strategy and execution deep-dives behind our most complex creative projects, from luxury spirits campaigns to high-end hybrid productions. ### Hospitality Photographer #### Interior and lifestyle photography that tells a brand story, designed to showcase the soul of luxury hotels and michelin-starred restaurants. ### Culinary + Chef Portrait Photography The Faces Behind the Craft #### Professional environmental and studio portraits of Michelin chefs, artists, and creators. Capturing the authentic energy of elite culinary leadership. ### Living Photos & Dynamic Loops Hypnotic motion that stops the scroll. #### The intersection of still photography and subtle, looping motion. Organic cinemagraphs that drive engagement for luxury food and beverage brands. ### Dessert Photographer Portfolio #### Specialized dessert and pastry photography focusing on texture and appetite appeal for high-end bakeries and commercial sweet brands. ### Editorial Food Photographer #### Documentary-style food and hospitality photography for global publications and cookbooks. Authentic storytelling for the world's best culinary brands. ### Food Films & Motion Director #### High-impact motion production and video direction for elite food, beverage, and hospitality brands across every platform. ### Culinary Fine Art #### A limited edition series of photographic prints celebrating the intersection of culinary craft and fine art storytelling. ### Corporate Photographer #### Elevating your employer brand with authentic recruitment imagery, executive portraits, and dynamic event coverage for global enterprises. Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Food Photography for Brands and Products URL: https://brentherrig.com/food-photography Food photography portfolio and commercial food photographer for brands, restaurants, cookbooks, and CPG. Work for Pepsi, Shake Shack, and Maille. NYC and London. Food + Beverage ### Food Photography ### Commercial food photography for brands, restaurants, and CPG Start a project ### Commercial food photography #### New York, London, worldwide Food photography is the commercial craft of photographing food and drink so it looks appetizing and stays true to the brand selling it. This is the commercial food photography portfolio of Brent Herrig, a food photographer working from studios in New York and London. The work below runs across advertising campaigns, packaging, restaurant menus, cookbooks, and social. Food photography clients include Pepsi, Shake Shack, Benihana, Maille, McCormick, Sabra, Katz's Delicatessen, Restaurant Associates, Tao Group Hospitality, and Union Square Hospitality Group, plus plated and portrait work with Daniel Boulud, Eric Ripert, Marcus Samuelsson, Missy Robbins, Rita Sodi, and Daniel Humm. Advertising and packaging Restaurant and hospitality Cookbook and editorial CPG and product Stills and motion from one shoot day Studios in New York and London. Available worldwide. On set ### Texture, light, and appetite appeal Commercial food photography lives in the details, the steam, the glisten, the crumble, because those are what read as appetite in a still frame. Lighting is built per dish rather than per room, so a menu, a pack shot, and a campaign hero all come off the same shoot looking like one brand. Controlled on set: brand-true color, edge detail, and lighting that repeats across shoot days. On location ### From the kitchen to the plate The story of a dish starts before service. We shoot the process, the ingredients, and the people cooking, which gives a brand a full set of supporting frames rather than a row of plated heroes. Active kitchens are normal working conditions here, not an obstacle. Shot in working kitchens without stopping service. Selected work ### Food photography portfolio Commercial food photography from campaigns, cookbooks, menus, and packaging. Open any frame for the dish and, where the work is public, the client. ### Trusted by Pepsi, Shake Shack, Benihana, and Union Square Hospitality Group Food work for Shake Shack, Pepsi, Benihana, Katz's Delicatessen, Restaurant Associates, Tao Group Hospitality, Maille, McCormick, Sabra, Whole30, Doritos, and Tostitos, plus plated work with Daniel Boulud, Eric Ripert, Marcus Samuelsson, Missy Robbins, and Daniel Humm. 150 recipes photographed in 7 production days for The Whole30 Cookbook. 15 stills, 12 motion loops, 5 cinemagraphs, and 4 parallaxes in one day for Shake Shack At Home. Campaign-ready hero imagery and cutdowns Multi-platform asset sets for paid and organic Consistent lighting systems across shoots Retouching standards for ad-level polish Hybrid extensions when reshoots are not possible ### How Projects Work #### A clear process from brief to delivery #### Pre-Production Brief, placements, shot list, styling direction, crew, and logistics. We align on deliverables before shoot day. #### Production Studio or on-location. Still and motion captured together when it improves efficiency and output. #### Post + Delivery Retouching, color, compositing, and exports organized by channel and usage. ### Food photography services and specialties Six ways the food photography work gets used. Every one of them can come off a single production. #### Restaurant and hospitality Menu, room, and table shot together so the dining experience reads before a guest books. Shot on location, in service or around it. #### Editorial, cookbook, and publisher work #### Advertising and commercial #### Product and CPG #### Stop motion, cinemagraphs, and loops #### Chef and personality ### Select Clients A selection of brands, publications, and partners the studio has worked with in this category. #### Chefs - Daniel Boulud - Eric Ripert - Marcus Samuelsson - Missy Robbins - Scott Conant - Rita Sodi - Gavin Kaysen - Amanda Cohen - Daniel Humm - Daniel Rose #### Restaurants - Acquolina - Akashi - Antojitos - Haru - Musette - The Hill - RA Sushi - Marcus Samuelsson Group - Pier i Cafe - Benihana - Fulton Fish Market Cooperative - Schilling - Katz's Delicatessen - Restaurant Associates - Tao Group Hospitality #### CPG Brands - Maille (Unilever) - Sabra - McCormick - Whole30 - Tostitos - Fritos - Cheetos - Doritos #### Published Books The Whole30 Cookbook Melissa Hartwig Urban Houghton Mifflin Harcourt, 2016 Made in Mexico: The Cookbook Danny Mena with Nils Bernstein Rizzoli, 2019 BBQ&A with Myron Mixon Myron Mixon with Kelly Alexander Abrams, 2019 The Scarpetta Cookbook Scott Conant Houghton Mifflin Harcourt, 2013 ### Explore related work Discover the studio's other core specializations and how they integrate across its production systems. #### Cocktails + Beverage Liquid Artistry Liquid motion and high-end spirits photography for global brands. - • Signature serves - • Atmospheric lighting - • Motion loops Learn More #### Hospitality + Lifestyle Spaces & Ambience Capturing the character and architecture of luxury hotels and restaurant interiors. - • Interior sets - • Lifestyle capture - • Brand narrative Learn More #### Advertising Commercial Production Strategic visual assets for global brand campaigns and OOH marketing. - • Product heroes - • Composite images - • OOH assets Learn More #### Food Photographer London UK + Europe Hire a food and drink photographer from the South Hampstead studio base in London. - • Menu + plated work - • Chef portraits - • UK and EU travel Learn More #### What is food photography Definition + Guide The plain definition, what a food photographer does, and how a shoot is run. - • Definition - • What a shoot includes - • Common questions Learn More ### FAQ about Food Photography #### What does a commercial food photography shoot include? A shoot day covers pre-production and shot list, lighting and styling on set, capture of hero frames plus supporting angles and negative space options, and retouched final files. Motion loops and cinemagraphs can be produced on the same day rather than booked separately. #### Do you shoot food photography in New York and London? Yes. There are studio bases in New York and in South Hampstead, London, and the work travels from both. UK, EU, and US productions are routine, and so are multi-market shoots that need one consistent look across cities. #### Do you have a food stylist? We work with a network of top-tier food stylists and prop stylists. We can build the right team for your specific project needs. #### Can you shoot in our restaurant kitchen? Yes, we are experts at shooting in active kitchens. We work efficiently to capture the action without disrupting service. #### Do you shoot recipes for cookbooks? Yes. We have extensive experience shooting full cookbooks, managing shot lists, and holding consistency across 50+ recipes. The Whole30 Cookbook ran 150 recipes across 7 production days. #### What about lighting? We bring professional lighting to every shoot, so results stay consistent regardless of the venue's natural light. #### Do you handle retouching? All final images include professional retouching so the food looks its best while staying natural and appetizing. We hold ad-level polish across all deliverables. #### How does usage and licensing work for food photography? Licensing is scoped to the project: specific campaign usage through to broad commercial rights for multi-channel brand use. Usage is agreed in writing before the shoot. #### What does a typical shoot day look like for a restaurant or brand? We start with hero setups and lighting, then move into a production flow capturing plated dishes, process shots, and environmental ambiance. Efficiency comes from the order of work, not from rushing frames. Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Cocktail and Beverage Photography for Brands URL: https://brentherrig.com/cocktail-photography Cocktail and beverage photography for brand campaigns. Liquid motion, cinemagraphs, and drink assets for agencies and hospitality groups in New York and London. ### Cocktail + Drinks Photography ### Cocktail and beverage campaigns for agencies and hospitality groups ### From Bottle Heroes to Liquid Motion #### New York • London • Worldwide We produce beverage photography services built for paid ads, web venues, launches, based in London, New York and worldwide. Hero stills + supporting angles Motion loops and short clips Channel-ready crops and exports ### Spirits and Beverage Campaign Production Premium stills and motion designed for launch days, paid media, and brand systems. We control reflections, highlights, and condensation so every frame reads high-end. Studio or on Location ### Visuals designed to sell This is drink photography built around conversion. Lighting and composition are tuned to make liquids look fresh, glass look clean, and the product feel premium. Bottle heroes • Menu-ready cocktails • Liquid motion When drinks look clean, cold, and alive. ### Selected Cocktail + Drinks Work A mix of bottle heroes, on-premise lifestyle, and liquid motion built for brand campaigns. See full portfolio on request. ### Trusted by Ketel One, Tanqueray, and Belvedere Vodka Spirits and bar work for Ketel One, Tanqueray, Belvedere Vodka, Patron Tequila, Cincoro Tequila, The Botanist, Baileys, Hennessy, WhistlePig, Chandon, Casa Dragones, Smirnoff, and Diageo, plus bar programs at The Dead Rabbit, Blacktail, and Employees Only. Campaign work, editorial, and launch production. Campaign-ready visuals for spirits and luxury hospitality brands. High-speed liquid motion and precision bottle photography. Integrated still and motion production in a single shoot day. London and New York based with global deployment capabilities. ### How Projects Work #### A clear process from brief to delivery #### Pre-Production Brief, placements, shot list, styling direction, crew, and logistics. We align on deliverables before shoot day. #### Production Studio or on-location. Still and motion captured together when it improves efficiency and output. #### Post + Delivery Retouching, color, compositing, and exports organized by channel and usage. ### Drinks & Beverage Creative Specialties Need a drink photographer on location? Let's plan the shoot. #### Product Packaging Label-true lighting with controlled reflections and crisp detail. Built for ecommerce, print, and OOH. #### Lifestyle and On-Premise #### Splash and Liquid Motion #### Stop-Motion / GIFs #### Recipe Development #### On-Location Shoots ### Select Clients A selection of brands, publications, and partners the studio has worked with in this category. #### Spirits Brands - Ketel One - Diageo - Tanqueray - Belvedere Vodka - Patron Tequila - Cincoro Tequila - The Botanist - Baileys - Hennessy - WhistlePig - Chandon - Bayou - HH Bespoke Rum - Casa Dragones - Smirnoff - Averna #### Bars & Hospitality - Dead Rabbit - Blacktail - Employees Only - Castell Terrace #### Published Books The Dead Rabbit Drinks Manual Sean Muldoon, Jack McGarry, Ben Schaffer Houghton Mifflin Harcourt, 2015 Best New Cocktail & Bartending Book, 2016 Tales of the Cocktail Spirited Awards The Dead Rabbit Mixology & Mayhem Sean Muldoon, Jack McGarry, Jillian Vose Houghton Mifflin Harcourt, 2018 ### Explore Further These specialties combine cleanly when you need a full campaign system. #### Cocktail Photographer NYC New York Drink Campaigns The New York cocktail work: bar programs, spirits brands, and campaign motion. - • Menu volumes - • Spirits + bottle - • Pour motion Learn More #### Food Photography Culinary Content Capturing the texture and flavor of world-class cuisine. - • Plated heroes - • Process shots - • Editorial sets Learn More #### Hospitality + Lifestyle Spaces & Ambience Luxury bar interiors and hotel lifestyle photography. - • Interior sets - • Lifestyle capture - • Brand narrative Learn More #### Advertising Creative Commercial Production High-impact visual assets for global brand campaigns. - • Product heroes - • Composite images - • OOH assets Learn More Also from Brent Herrig Creative Visit cocktailphotographer.com → Our dedicated cocktail photography site with additional portfolio work, pricing guides, and beverage-specific resources. ### FAQ about Cocktail + Drinks Photography #### Do you provide beverage styling? Yes. We bring beverage stylists focused on ice control, garnish precision, and liquid management so drinks hold up under lights. #### Can you shoot on location at our bar or distillery? Yes. We use mobile studio lighting for clean reflections and consistent results in real spaces. #### How many cocktail recipes can we shoot in a day? For campaign hero setups: typically 6 to 10. For simpler social or ecommerce: 15 to 20 plus, depending on complexity and prep. #### Do you handle retouching? Yes. Glass cleanup, label refinement, liquid tone, and compositing when needed. #### How can Generative AI be integrated? We use AI for previsualization, concept iterations, and controlled extensions when it saves time or expands options without lowering quality. #### Do you deliver video assets? Yes. Hybrid production includes 4K video, motion loops, and cinemagraph-style assets alongside stills. #### What is your typical turnaround and how do we book? Most selects are turned around quickly for review, with finals delivered on an agreed schedule based on volume and usage. Start by sharing your launch date, channels, and shot list needs, then we confirm scope and lock a production date. Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Hotel and Resort Photographer NYC and London URL: https://brentherrig.com/hospitality Professional hotel and resort photography. Luxury interiors, property lifestyle, and hospitality brand campaigns in London, New York, and worldwide. Hospitality + Lifestyle ### Hotel + Resort Photography ### Capturing the atmosphere of luxury spaces. ### Spaces That Invite You In #### Interior and lifestyle photography for hotels and restaurants. We photograph hotels and resorts to make people want to book. Interiors that feel warm and true to life, lifestyle moments that show service and energy, and food and cocktail imagery that sells the full experience. Based in London and New York. Available worldwide. Hotel interiors and architecture Resort amenities and experiences Restaurant and bar spaces Food and cocktail storytelling ### Atmosphere & Ambience Great hotel interiors photography is about balance. We shape light to keep spaces inviting while protecting highlights, exterior views, and color accuracy. Straight lines stay straight. Materials look rich. The room reads exactly how it feels in person. Built for hero headers, booking pages, and brand campaigns. ### The Guest Experience Resorts are sold through moments. We capture the toast at the bar, the service at the table, the morning light in the suite, and the energy of shared spaces. Lifestyle photography helps future guests picture themselves there. Arrival and check-in energy, Dining and cocktail scenes, Staff interaction and service, Amenities in use A mix of hotel interiors, resort lifestyle, restaurant spaces, and food and cocktail experiences. ### Selected Hotel + Resort Photography Work Full portfolio available on request. ### Trusted by Rosewood Hotel Group, Nobu, and Union Square Hospitality Group Hotel and restaurant group work for Rosewood Hotel Group, Nobu, NH Hotels, AC Hotel Marriott, The Mark Hotel, Union Square Hospitality Group, STARR Restaurant Group, Benihana, and The Dinex Group. Consistent imagery across properties, campaigns, and seasonal updates. Need a full production partner or just the hero assets? We scope to your timeline. ### How Projects Work #### A clear process from brief to delivery #### Pre-Production Brief, placements, shot list, styling direction, crew, and logistics. We align on deliverables before shoot day. #### Production Studio or on-location. Still and motion captured together when it improves efficiency and output. #### Post + Delivery Retouching, color, compositing, and exports organized by channel and usage. ### Specialty Areas of Hospitality Photography Full coverage for properties and destination resorts. Suites, amenities, public spaces, and lifestyle moments built for booking. #### Hotel Interiors Photography Lobby, bar, restaurant, suites, and common areas with straight lines, balanced exposure, and natural warmth. #### Resort Lifestyle Photography #### Excursion & Tour Photography #### Restaurant and Bar Photography #### Food and Beverage Photography for Hotels #### Amenities and Wellness Photography #### Architectural Details and Design, Textures ### Select Clients A selection of brands, publications, and partners the studio has worked with in this category. #### Hotels - Rosewood Hotel Group - Nobu - NH Hotels - AC Hotel Marriott - The Mark Hotel #### Restaurant Groups - Union Square Hospitality Group - STARR Restaurant Group - Nobu - Benihana - The Dinex Group ### Explore Further These specializations pair well when a hospitality campaign needs space, food, and people in one system. #### FoodPhotography Culinary Content Capturing the texture and flavor of world-class cuisine. - • Plated heroes - • Process shots - • Editorial sets Learn More #### People + Portraits Human Storytelling Authentic environmental portraits of chefs, makers, and teams. - • Team sessions - • Executive portraits - • Behind-the-scenes Learn More #### Cocktails + Beverage Liquid Artistry Specialized beverage photography capturing the perfect pour. - • Signature serves - • Atmospheric lighting - • Motion loops Learn More ### FAQ about Hotel + Resort Photography #### Do you shoot hotels and resorts? Yes. We photograph boutique hotels, resort properties, and hospitality groups. Interiors, lifestyle, amenities, and food and beverage can be scoped together. #### Can we shoot while open to the public? Yes. We plan around low-traffic windows and work efficiently to avoid disruption. When needed, we capture lifestyle moments with controlled blocking. #### Do you provide models/talent? Yes, if the concept requires it. We can coordinate talent or work with real staff for a more authentic look. #### What about lighting large spaces? We bring location lighting designed for hotel interiors. The goal is natural warmth, clean lines, and balanced views without making the space feel staged. #### Do you have liability insurance? Yes. Proof of insurance can be provided upon request. Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com London and New York. Worldwide travel. --- ## Advertising Photographer NYC and London URL: https://brentherrig.com/advertising-photography Advertising photography for global campaigns. Product, CPG, and OOH imagery specializing in liquid motion and hybrid production in London & NYC. ### Advertising Photography ### High-impact visuals for global campaigns. ### Campaigns That Convert #### Strategic imagery designed to stop the scroll. Campaign imagery has one job: earn attention and hold it long enough for the message to land. We build frames that read instantly, even at thumbnail size, then scale cleanly to landing pages, print, and billboards. Product launches and seasonal pushes Rebrands and new packaging Paid social, display, and homepage takeovers OOH and retail placements If a placement matters, we plan for it before production. Based in London and New York. Available worldwide. ### Precision and Polish Advertising demands control. Lighting, reflections, texture, edge detail, and color accuracy are treated like brand assets. You get files that reproduce cleanly at scale and hold up under scrutiny. What we control on set and in post: spec highlights, brand-true color, and clean composites. ### Concept to Execution We partner with creative directors, in-house teams, and agencies to take an idea from brief to final delivery. That includes pre-pro planning, crew, styling, location or studio logistics, and post production that matches your guidelines. If your concept is complex, that's the point. We build the plan that makes it real. A mix of product heroes, CPG, hospitality campaigns, and composited advertising frames. ### Selected Advertising Photography Work Full portfolio available on request. ### Trusted by Nespresso, Ketel One, and Shake Shack Campaign and launch production for Nespresso, Ketel One, Pepsi, Chandon, Belvedere, Cincoro Tequila, Shake Shack, Doritos, Unilever, Baileys, American Express, Chase, LVMH, and Tanqueray. Need a full production partner or just the hero assets? We scope to your timeline. ### How Projects Work #### A clear process from brief to delivery #### Pre-Production Brief, placements, shot list, styling direction, crew, and logistics. We align on deliverables before shoot day. #### Production Studio or on-location. Still and motion captured together when it improves efficiency and output. #### Post + Delivery Retouching, color, compositing, and exports organized by channel and usage. ### Commercial Capabilities #### Campaign Creative Hero campaign imagery built for paid, web, print, and OOH. #### Product & CPG #### Liquid & Splash #### Motion & Video #### Retouching & Compositing #### Art Direction ### Select Clients A selection of brands, publications, and partners the studio has worked with in this category. #### Brands - Nespresso - Ketel One - Pepsi - Chandon - Belvedere - Cincoro Tequila - Shake Shack - Doritos - Unilever - Baileys - American Express - Chase - LVMH - Owl's Brew - Smirnoff - Averna - Tanqueray ### Explore Further These specialties combine cleanly when a campaign needs food, beverage, and motion in one system. #### Food Photography Culinary Content Capturing the texture and flavor of world-class cuisine. - • Plated heroes - • Process shots - • Editorial sets Learn More #### Cocktails + Beverage Liquid Artistry Specialized beverage photography capturing the perfect pour. - • Signature serves - • Atmospheric lighting - • Motion loops Learn More #### Motion + Cinemagraphs Dynamic Imagery Engaging short-form video and stop-motion assets. - • Stop-motion - • Social loops - • Cinemagraphs Learn More ### FAQ about Advertising Photography #### Do you handle production logistics? Yes. We can manage production end-to-end including studio or location, crew, casting, styling coordination, and schedule management. We also plug into agency production teams when you already have one. #### What is your turnaround time? Proofs typically land within 3 to 5 business days depending on volume. Finals are delivered on a schedule aligned to your campaign date, with staged delivery available when deadlines are tight. #### Do you shoot for OOH / Billboards? Yes. We shoot to large-format requirements and deliver files prepared for OOH specs. If you have placement sizes, we plan crops and negative space during pre-pro. #### Can you match our existing brand guidelines? Yes. Share your style guide and references and we'll match lighting direction, color, framing, and retouching style so new work blends into your existing library. #### Do you offer licensing buyouts? Yes. We offer usage-based licensing and full buyouts depending on your needs. We'll recommend the cleanest option based on channels and duration. #### Do you work with agencies and in-house teams? Yes. We collaborate with both. Some clients come with a full creative team, others need a partner who can help shape the visual plan. Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Commercial Motion and Video Production URL: https://brentherrig.com/motion Professional food and beverage cinematography and motion production for global brands. High-impact visual storytelling for all digital channels. ### Food & Beverage Director & Cinematographer ### Tabletop motion for the culinary lifestyle. ### Showreels, Tabletop Motion & Visual Storytelling #### Leading Director in Commercial Video Production Eating is an active experience, and we capture that energy for the screen. As a food cinematographer, Brent applies vast cooking know-how to tabletop directing, using constant light and camera movement to bring products to life. We treat every production as a beautiful puzzle, ensuring that high-speed liquid motion, robotic arm precision, and lifestyle moments come together in one cohesive creative goal. Brent Herrig Creative is a culinary motion production company based in New York and London, shooting commercials, ads, and promotional material for food and drink brands. One booking covers the stills and the video marketing assets, shot by one crew on one lighting plan, so the campaign holds together across the website, paid placements, and the social feed. Commercial Showreels + Tabletop Motion Cinemagraphs + Social Media Loops 4K Master Edits + High-Speed Capture ### Social-First Strategy We keep various final projects in mind while capturing. Your images will be sized for both 4K output and 1×1 social grids. From engaging animated GIFs to high-retention recipe reels, we ensure your visual story connects on every platform. ### Hybrid Production Working with a team experienced in both stills and motion saves time and money. We ensure both productions aim for one cohesive creative goal. By utilizing camera movement and lighting skills honed in food photography, we deliver a library of assets that look like they belong together. ### Selected Food & Beverage Director & Cinematographer Work ### Trusted by Global Brands, Agencies, and Hospitality Groups ### How Projects Work #### A clear process from brief to delivery #### Pre-Production Brief, placements, shot list, styling direction, crew, and logistics. We align on deliverables before shoot day. #### Production Studio or on-location. Still and motion captured together when it improves efficiency and output. #### Post + Delivery Retouching, color, compositing, and exports organized by channel and usage. ### Motion Capabilities #### FoodFilm Director Services Leading director for food and beverage brands. We nail the bigger editorial picture, bringing products to life with technical tabletop motion control and professional art direction. #### F&B Social Media Reels #### Cinemagraphs #### Stop-Motion #### Beverage Showreels & Liquid Motion #### Food Cinematography ### Explore Further Discover the studio's other core specializations and how they integrate across its production systems. #### Advertising Commercial Production High-impact visual assets for global brand campaigns. - • Product heroes - • Composite images - • OOH assets Learn More #### Hospitality + Lifestyle Spaces & Ambience Luxury bar interiors and hotel lifestyle photography. - • Interior sets - • Lifestyle capture - • Brand narrative Learn More #### Food Photography Culinary Content Capturing the texture and flavor of world-class cuisine. - • Plated heroes - • Process shots - • Editorial sets Learn More ### FAQ about Food & Beverage Director & Cinematographer #### Are you a video production company, and where do you shoot? Yes. Brent Herrig Creative is a culinary motion production company based in New York and London, working on location worldwide. We shoot commercials, ads, and promotional material for food and drink brands: tabletop motion, cinemagraphs, and social loops, with the stills delivered from the same shoot day. Post production covers edit, color grading, and sound design. #### Do you shoot vertical video? Yes, we prioritize vertical (9:16) formats for social media campaigns to ensure maximum screen real estate on mobile devices. #### Can we get stills and video from the same shoot? Yes! This is our specialty. We design lighting setups that work for both, allowing us to capture a comprehensive library of content in a single production day. #### Do you handle video editing? We offer full post-production services including editing, color grading, sound design, and text overlays/graphics. #### What format do you deliver? We deliver final assets in whatever format you need, such as MP4, MOV, GIF, or specialized codecs for broadcast. #### Do you work with food stylists for video? Yes, motion styling requires specific skills (steam, drips, melting). We work with stylists experienced in keeping food looking fresh on moving camera. Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Cinemagraphs for Food and Drink Brands URL: https://brentherrig.com/cinemagraphs Cinemagraphs, parallax loops, and stop motion for food, drink, and hospitality brands. Still photography with one element left moving, captured alongside the stills in NYC and London. Food + Beverage Motion ### Cinemagraphs ### Still photography with one thing moving. ### Cinemagraphs, Parallax Loops, and Stop Motion #### Hybrid still and motion assets, produced in the same day as the stills A cinemagraph is a photograph where one element keeps moving and everything else stays frozen. The martini glass holds still while the pour never ends. The burger sits perfectly plated while steam keeps rising. That contrast is what stops a thumb mid-scroll, and it is why these assets hold attention longer than a static frame in the same feed placement. We have been producing cinemagraphs for food and drink brands for over a decade. They are captured on the same set, with the same lighting, as your stills, so the motion assets and the photography look like they belong to one campaign rather than two separate productions. Cinemagraphs + Parallax Loops Stop Motion + Social Cutdowns MP4, WEBM, and GIF Delivery Captured alongside stills on the same shoot day. The Technique ### One moving element, everything else locked We shoot high frame rate video on a locked-off camera, then mask the frame in post so only the chosen element animates. The loop point is hidden inside the motion itself, which is why a good cinemagraph never appears to restart. Liquids do this best: pours, drips, condensation, steam, and ripples all move in ways the eye reads as continuous. Roughly 2 to 4 hours of post per finished loop Where It Runs ### Built for the placement, not just the portfolio Every platform has its own rules for file size, loop length, and aspect ratio. We deliver each loop cut for where it actually runs: 9:16 for Stories and Reels, 1:1 for feed, 16:9 for site heroes and digital signage, plus a GIF fallback for email and programmatic display. One capture session produces the full set. Vertical, square, and wide from one shoot Motion Portfolio ### Selected Cinemagraph and Loop Work Cinemagraphs, parallax loops, and stop motion produced for spirits, restaurant, and hospitality brands. ### Trusted by Ketel One, Belvedere, and Chandon Cinemagraph, loop, and stop motion work for Ketel One, Belvedere, and Chandon, plus Nespresso and Shake Shack. Motion is captured on the same set and the same day as the campaign stills. Loops produced alongside the stills, not booked as a second shoot day. ### How Projects Work #### A clear process from brief to delivery #### Pre-Production Brief, placements, shot list, styling direction, crew, and logistics. We align on deliverables before shoot day. #### Production Studio or on-location. Still and motion captured together when it improves efficiency and output. #### Post + Delivery Retouching, color, compositing, and exports organized by channel and usage. ### The Formats, Explained Cinemagraph, parallax, stop motion, and loop all get used interchangeably. They are different techniques with different costs and different jobs. Here is what each one actually is. #### Cinemagraph A photograph where one element loops and the rest stays frozen. Shot as video on a locked-off camera, then masked in post so only the pour, steam, or drip moves. Best for drinks, anything with liquid, and any placement where a static image would get scrolled past. #### Parallax Loop #### Stop Motion #### Moving Portrait #### Liquid Motion + High Speed #### Social Loop + GIF ### Explore Further Where cinemagraphs sit inside the wider production system. #### Motion + Video Cinematography Full food and beverage motion production, from showreels to recipe films. - • Showreels - • Tabletop motion - • 4K master edits Learn More #### Cocktail + Beverage Drinks Photography The still cocktail and spirits work these loops are captured alongside. - • Drink heroes - • Bar lifestyle - • Serve suggestions Learn More #### Advertising Commercial Production Campaign assets for global spirits and hospitality brands. - • Product heroes - • Composite images - • OOH assets Learn More ### FAQ about Cinemagraphs #### What is a cinemagraph? A cinemagraph is a still photograph with one isolated element left moving on a loop. Everything else in the frame stays completely frozen. It is captured as video on a locked-off camera, then masked in post so only the chosen element animates. The effect reads as a photograph that forgot to stop. #### What is the difference between a cinemagraph, a parallax, and a stop motion? A cinemagraph freezes the frame and lets one real element keep moving, usually a liquid. A parallax takes a single still image, splits it into depth layers, and slides those layers at different speeds so it feels like a camera move that never happened. Stop motion is frame-by-frame animation, where the product is physically nudged between stills so it appears to move itself. Cinemagraph is the subtlest, parallax is the cheapest to produce from existing assets, and stop motion is the most playful and the slowest to shoot. #### What is the difference between a cinemagraph and a GIF? GIF is a file format, cinemagraph is a technique. A standard GIF usually loops a full video clip where everything moves. A cinemagraph isolates the motion to one element inside an otherwise still frame. We deliver cinemagraphs as MP4 and WEBM for social platforms, with GIF as a fallback for email and display. #### Where do cinemagraphs perform best? Paid social and organic feed placements, site hero sections, product pages, email, programmatic display, and in-store digital signage. Anywhere a static image is competing against video for attention, the subtle motion buys you extra dwell time. #### How long does a cinemagraph take to produce? Roughly 2 to 4 hours of post-production per finished loop, after capture. Capture itself is quick when it is planned into a stills day. We usually recommend batching several loops into a half day or full day so the setup and lighting cost is shared. #### Can you make a cinemagraph from footage we already have? Sometimes. It needs to have been shot on a locked-off camera or a tripod with no drift, and it needs a motion element worth isolating. Handheld footage almost never works. The results are always stronger when the shot was planned as a cinemagraph from the start. #### What subjects work best for cinemagraphs? Liquids first: pours, drips, steam, condensation, ripples, and fizz. After that, smoke, flame, fabric, hair, falling ingredients, and weather. We will point out which elements in your shot list will carry motion during planning. #### What formats do you deliver? MP4 and WEBM as standard, plus GIF where the placement needs it. Each loop is cut to 9:16, 1:1, and 16:9 so it runs in Stories, feed, and on a site or screen without another production. #### Can you match our existing brand look? Yes. We work from your brand guidelines and existing asset library so the loops sit next to your current photography rather than looking like a separate campaign. That is the main reason to shoot motion and stills on the same day. Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Chef and Culinary Portrait Photographer URL: https://brentherrig.com/portrait-photography Authentic portraits of culinary leaders, chefs, and hospitality teams. Editorial-style environmental portraiture in London, New York, and worldwide. People + Portraits ### Chef + Culinary Portrait Photography ### Authentic portraits of culinary leaders. ### Faces of the Industry #### Character-driven portraiture for chefs, makers, and teams. Portraits that look like the person, not a template. We photograph chefs, makers, founders, and hospitality teams with a clear point of view. Clean when it should be clean. Gritty when the story needs grit. Always respectful of the craft. Based in London and New York. Available worldwide. ### In Their Element The best portraits happen where the work happens. Kitchens, bars, farms, bakeries, and production spaces. Environmental portraiture adds posture, hands, tools, and context so the image feels earned, not staged. If the space matters to the brand, it belongs in the frame. ### Editorial Style We bring an editorial eye to every session. Intentional lighting, strong composition, and calm direction. You get portraits that work for a magazine feature and also sit perfectly on a website, in a press kit, or inside a campaign. Natural skin. Real texture. Honest expression. A mix of chef portraits, team sessions, environmental stories, and studio lighting studies. ### Selected Chef + Culinary Portrait Photography Work Full portfolio available on request. ### Trusted by Food & Wine, Bon Appétit, and The New York Times Chef and hospitality portraits for Marcus Samuelsson, Eric Ripert, Daniel Boulud, Daniel Humm, Amanda Cohen, Gavin Kaysen, Carla Hall, Floyd Cardoz, and Blaine Wetzel. Over 100 chefs photographed across two decades in New York, London, and on location. Need a full production partner or just the hero assets? We scope to your timeline. ### How Projects Work #### A clear process from brief to delivery #### Pre-Production Brief, placements, shot list, styling direction, crew, and logistics. We align on deliverables before shoot day. #### Production Studio or on-location. Still and motion captured together when it improves efficiency and output. #### Post + Delivery Retouching, color, compositing, and exports organized by channel and usage. ### Portrait Categories Need a consistent look across multiple locations? We build a repeatable lighting plan. #### Chef & Culinary Portraits that respect the kitchen and the hierarchy. Quick direction, strong light, real confidence. #### Editorial Portraiture #### Environmental #### Studio & Lighting #### Team & Corporate #### Lifestyle ### Explore Further These specialties pair well when a campaign needs people, place, and product in one system. #### Hospitality + Lifestyle Spaces & Ambience Luxury bar interiors and hotel lifestyle photography. - • Interior sets - • Lifestyle capture - • Brand narrative Learn More #### Advertising Commercial Production High-impact visual assets for global brand campaigns. - • Product heroes - • Composite images - • OOH assets Learn More #### FoodPhotography Culinary Content Capturing the texture and flavor of world-class cuisine. - • Plated heroes - • Process shots - • Editorial sets Learn More ### FAQ about Chef + Culinary Portrait Photography #### Do you provide hair and makeup? Yes. We can book hair and makeup or work with your preferred team. For chefs and hospitality teams, light grooming makes a noticeable difference and still feels natural. #### How long does a session take? For one person, plan 30 to 90 minutes depending on setup and locations. For teams, we can run an efficient flow and photograph 10 to 15 minutes per person with a consistent lighting setup. #### Can you shoot our whole team? Yes. We can set up a mobile studio at your location and photograph your full staff in a single day, keeping a consistent look across roles and departments. #### What should we wear? We send a short styling guide before the shoot. The goal is simple, timeless choices that fit your brand and keep the focus on the face. #### Do you do retouching? Yes. Retouching is natural and respectful. We keep real skin texture, remove temporary blemishes, and refine distractions without changing who someone is. Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com London and New York. Worldwide travel. --- ## Corporate Photographer NYC and London URL: https://brentherrig.com/corporate-photography Corporate photographer in New York and London for JP Morgan Chase, American Express, the NFL, and LVMH. Headshots, events, and employer brand campaigns. ### Corporate Photography ### Professional Corporate Photographer for Brands and Business ### Corporate Photography That Holds Together as a System #### New York • London • Worldwide Brent Herrig is a corporate photographer in New York and London working with JP Morgan Chase, American Express, the NFL, and LVMH. The work covers executive portraits and volume headshot days, conference and event coverage, recruitment and employer brand campaigns, and the office lifestyle libraries that carry a company's website, careers pages, and internal communications. Most of it happens where the company is: a mobile studio set up on your office floor, event coverage inside the conference, employer brand days shot in working branches. When a portrait needs a controlled set, there are studio options in Manhattan and a home studio in South Hampstead, London. One photographer, one standard, both cities. ### JP Morgan Chase: Events, Recruitment, Employer Brand The work on this page includes separate briefs for one firm: conference and keynote coverage including its AI summit, recruitment marketing shot across graduate orientation days, and employer brand libraries photographed in working Chase branches, 12 locations across the relationship so far. The brief keeps coming back because the output sits in one system: the same grade, the same eye for real interaction, whether the frame is a stage, a break room, or a teller line. ### The Volume Headshot Day A headshot program for a full team is an operations problem before it is a photography problem. The mobile studio sets up in a conference room, sittings run a few minutes each around people's calendars, and tethered shooting means each person picks their frame before they leave the chair. The largest single day moved close to 100 people through the chair without the last portrait looking rushed. Selects are retouched and delivered through a private gallery, and the lighting setup is documented so the next hire's portrait matches the directory shot two years earlier. Events, headshots, employer brand, office lifestyle, and the corporate hospitality that sits between them. ### Corporate Photography Portfolio A selection across finance, sport, healthcare, and nonprofit work. Full portfolio available on request. ### Trusted by Global Enterprises Corporate clients include JP Morgan Chase, American Express, the NFL, the New York Giants and Jets, LVMH, Barclays, and amfAR. Cohesive visual identity for global brands Scalable headshot programs for large teams Discreet and professional event coverage High-resolution assets for print and digital Highlight galleries within 24 hours for PR and press ### How Projects Work #### A clear process from brief to delivery #### Pre-Production Brief, placements, shot list, styling direction, crew, and logistics. We align on deliverables before shoot day. #### Production Studio or on-location. Still and motion captured together when it improves efficiency and output. #### Post + Delivery Retouching, color, compositing, and exports organized by channel and usage. ### Corporate Photography Services Six ways companies use the studio, from a single executive portrait to a multi-office brand library. #### Corporate Headshots Consistent, high-quality headshots for your entire team. We bring the studio to your office to capture professional profiles that align with your brand guidelines. #### Recruitment Marketing #### Corporate Events #### Office Lifestyle #### Executive Portraits #### Brand Activation ### Select Clients A selection of brands, publications, and partners the studio has worked with in this category. #### Brands - JP Morgan Chase - NFL - NY Giants - NY Jets - American Express - Chase - LVMH - amfAR ### Explore Related Services Discover the studio's other core specializations and how they integrate across its production systems. #### Advertising Photography Commercial Campaigns Strategic imagery for global advertising campaigns. - • Campaign heroes - • OOH assets - • Digital content Learn More #### Hospitality Photography Spaces & Places Showcasing the interiors and atmosphere of corporate spaces. - • Interiors - • Architectural - • Lifestyle Learn More #### Food Photography Culinary Arts High-end food photography for corporate catering and hospitality groups. - • Menu items - • Catering - • Events Learn More ### FAQ about Corporate Photography #### How do you handle large volume headshots? We have a streamlined workflow for high-volume headshots. We set up a mobile studio at your location, use tethered shooting so employees can select their favorites instantly, and deliver retouched files through a private gallery within one to four business days, depending on headcount. #### Do you travel for corporate shoots? Yes, we work globally. Whether you need coverage for a conference in London or a multi-office brand shoot across the US, we can coordinate the logistics to ensure consistent quality everywhere. #### What is your turnaround time for event photos? For corporate events, we typically deliver a highlight gallery within 24 hours for PR and social media use, with the full gallery following shortly after. Rush delivery is available upon request. #### Can you match our specific corporate brand guidelines? Absolutely. We review your brand style guide prior to the shoot to ensure that lighting, composition, and color grading align perfectly with your existing visual identity. #### Do you offer hair and makeup services? Yes, we can provide professional hair and makeup artists for executive portraits and headshot days to ensure everyone looks their best on camera. #### Who owns the rights to the photos? Licensing is set per project by media, territory, and term, and it goes in writing before the shoot. Corporate engagements typically include broad rights for internal use, website, social media, and press. Paid advertising use is scoped separately, so you only pay for the usage you need. #### What do you need from us for a team headshot day? A conference room or similar space we can hold for the day, a schedule of sittings, and a point of contact for swaps and no-shows. We handle the rest: mobile studio, tethered review so each person approves their frame on the spot, and a documented setup so later sessions match. #### Do you cover London and UK offices? Yes. The studio has a London base in South Hampstead alongside New York, so US companies with London offices get the same photographer and the same standard in both cities, without flying anyone in. #### How do you handle confidential business environments? Discretion is paramount. We are experienced in working in sensitive corporate environments and are happy to sign NDAs. We ensure that no sensitive information is captured in the background of images. Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Dessert Photographer NYC and London URL: https://brentherrig.com/dessert-photography Commercial dessert, pastry, and chocolate photography for bakeries, chocolatiers, and hospitality brands in New York, London, and worldwide. ### Dessert Photography ### Pastry, Chocolate, and Confection Photography for Brands and Hospitality ### Appetite Appeal, Down to the Last Crumb #### New York • London • Worldwide We create appetite-driven imagery for pastry programs, bakeries, chocolatiers, and packaged sweet brands. From our studios in New York and London, we build visual systems that scale across campaigns, menus, packaging, and social. Every frame is styled and lit to make dessert look worth crossing the room for. ### Chocolate, gloss, and the melting point Dessert is unforgiving on set. Chocolate softens, sugar work clouds, and ice cream has a shelf life measured in seconds. We shoot in a temperature-controlled flow with backups staged and ready, so the shine, the snap, and the clean edge all land in the frame. The result reads rich and real, never sticky or plastic. ### From pastry kitchen to plate The best dessert images start with the people who make them. We work alongside pastry chefs and dessert-specialized stylists, matching plating to your brand and keeping every component camera-ready. Rustic and homemade or precise and minimal, we build the look around how you want the product to feel. ### Dessert Photography Portfolio ### What Brands Hire Brent For Campaign-ready hero desserts and supporting angles Packaging and menu imagery with consistent lighting Chocolate, sugar, and ice cream handled with production discipline Retouching standards that keep sweets looking real Motion loops and stop-motion for social when you need them ### How Projects Work #### A clear process from brief to delivery #### Pre-Production Brief, placements, shot list, styling direction, crew, and logistics. We align on deliverables before shoot day. #### Production Studio or on-location. Still and motion captured together when it improves efficiency and output. #### Post + Delivery Retouching, color, compositing, and exports organized by channel and usage. ### Dessert Photography Services and Specialties #### Bakery & Pastry Cakes, tarts, brownies, and viennoiserie shot with crumb, flake, and glaze intact. On-location at your bakery or in studio. #### Chocolate & Confection #### Plated & Fine Dining Desserts #### Product & CPG Sweets #### Editorial & Cookbook ### Select Clients A selection of brands, publications, and partners the studio has worked with in this category. #### Pastry & Fine Dining - Per Se - Dominique Ansel - The Hill - Daniel Boulud - Eric Ripert - Marcus Samuelsson - Scott Conant #### Bakeries & Confectioners - Laurie & Sons - Dominique Ansel Bakery #### Publishers & CPG Brands - Houghton Mifflin Harcourt - McCormick - Whole30 ### Explore Related Work Discover the studio's other core specializations and how they integrate across its production systems. #### Food Photography Savory & Menu Campaign-ready food imagery for restaurants, hospitality, and global brands. - • Menu imagery - • Hero dishes - • Lifestyle capture Learn More #### Editorial Food Publisher Work Documentary-style food and dessert storytelling for magazines and cookbooks. - • Cookbooks - • Magazine features - • Chef stories Learn More #### Cocktails + Beverage Liquid Artistry Liquid motion and high-end drink photography for global brands. - • Signature serves - • Atmospheric lighting - • Motion loops Learn More ### FAQ about Dessert Photography #### How do you keep desserts looking fresh under studio lights? We use a combination of techniques, including ice packs beneath plates, refrigerated staging areas, and quick shooting cycles. For chocolate, we work in temperature-controlled environments. We often have backup desserts ready to swap in as needed. #### Do you work with our pastry chef or provide styling? Both approaches work well. Many clients prefer to have their pastry chef on set to ensure authenticity. We also work with pastry-specialized food stylists who can recreate or enhance dishes for photography. #### Can you photograph desserts at our bakery or kitchen? Yes, we regularly shoot on location at bakeries, restaurants, and commercial kitchens. We bring portable lighting and backdrops to create studio-quality results in your space. #### What's the best way to photograph melting ice cream? Ice cream photography requires rapid execution and often multiple scoops. We use accelerated techniques and sometimes substitute products for longer-lasting shots. For authentic melting moments, we capture quickly and plan carefully. #### Do you offer styling for dessert photography? Yes, we coordinate with professional food stylists who specialize in desserts and pastry. They understand how to work with delicate textures, prevent melting, and create picture-perfect presentations. #### How many desserts should we prepare for a photoshoot? We recommend 3 to 5 pieces of each item, with extras for styling variations, backup for melting or damage, and options for the hero shot. We will provide a detailed prep list based on your shot list. #### Can you create stop-motion or motion content with desserts? Yes, we create dessert-focused video content including stop-motion animations, recipe videos, and cinemagraphs. Chocolate pours, sauce drizzles, and cake slicing all make compelling motion content. #### What's your approach to dessert food styling? We balance authenticity with appetite appeal. That might mean adding extra glaze for shine, positioning garnishes for visual impact, or using specific plating techniques. We never misrepresent products but ensure they look their absolute best. Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Editorial Food Photographer URL: https://brentherrig.com/editorial-food-photography Editorial food photography for magazines, cookbooks, and brands. Capturing the authentic atmosphere of kitchens and culinary craft with a journalist's eye. Culinary Lifestyle ### Editorial Food Photography ### Storytelling through kitchen, culture, and craft. ### The Art of the Story #### New York • London • Worldwide Sometimes food photography creates an independent story for advertising. Other times, it works with journalists on culinary lifestyle and kitchen photography that contributes to a larger editorial picture. My approach is rooted in journalism, focused on capturing unique angles and honing a specific point of view for every assignment. Whether working with magazines, publishers, or brands, we prioritize the human element and the authentic atmosphere of the culinary world. ### In the Kitchen Brent entered the photography world through journalism, learning early on the importance of a unique angle. His passion for capturing real-life moments translates directly into his food photography. He knows how chefs' kitchens work and moves efficiently to capture high-quality images without disrupting the flow of service. ### Flat Lay Food Photography In a professional restaurant, everyone's hard work has one destination: the plate. Brent combines technical precision with an intuitive understanding of food. Whether in the kitchen or the dining room, he collaborates with chefs to capture the optimum moment of vibrancy and life for every dish. ### Editorial Portfolio ### Trusted by Global Brands, Agencies, and Hospitality Groups ### How Projects Work #### A clear process from brief to delivery #### Pre-Production Brief, placements, shot list, styling direction, crew, and logistics. We align on deliverables before shoot day. #### Production Studio or on-location. Still and motion captured together when it improves efficiency and output. #### Post + Delivery Retouching, color, compositing, and exports organized by channel and usage. ### Editorial Specializations From the pass to the press kit, we cover every angle of the culinary narrative. #### Chef Portrait Photography Friendly, knowledgeable conversation that helps chefs open up. Results that have personality and individuality. #### Restaurant Interior Photographer #### Magazines & Editorial #### Cookbook Production ### Select Clients A selection of brands, publications, and partners the studio has worked with in this category. #### Publications - Food & Wine - Bon Appetit - The New York Times - CNN - The Wall Street Journal - New Jersey Monthly - Wine Spectator - Refinery29 - Serious Eats ### Explore Related Portfolios Discover the studio's other core specializations and how they integrate across its production systems. #### People + Portraits Human Storytelling Authentic environmental portraits of culinary leaders. Learn More #### Hospitality + Lifestyle Spaces & Ambience Capturing the character and architecture of luxury spaces. Learn More #### Food Photography Commercial Production High-end visual assets for global brand campaigns. Learn More ### FAQ about Editorial Food Photography #### When do you need an editorial photographer? When a writer tells the story of a chef, restaurant, or brand, they make it personal to the reader. An editorial photographer does the same visually, capturing high-quality images that create the bigger picture. #### How do you work with busy chefs? Brent knows how kitchens work. We move efficiently to capture food and portraits in a respectful amount of time, often getting a great portrait in minutes to minimize disruption. #### Do you shoot for magazines and books? Yes, Brent has extensive experience working with journalists, magazine editors, and publishers on everything from cookbook recipes to feature stories. Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Spoonfuls of Inspiration URL: https://brentherrig.com/spoonfuls Spoonfuls of Inspiration is a limited edition fine art series capturing a chef's favorite spoon alongside the ingredients and elements that inspire them. Fine Art Prints ### Spoonfuls of Inspiration ### Limited Fine Art Culinary Photography Prints Spoonfuls of Inspiration is a limited edition fine art series capturing a chef’s favorite spoon alongside the ingredients and elements that inspire them. Each piece is created in collaboration with the subject and produced as a collectible print for homes, restaurants, and galleries. Limited editions. Signed and numbered. Certificate of authenticity included. ### What are Spoonfuls of Inspiration Among chefs there is one universal truth: each has a favorite spoon. Whether wooden, metal, porcelain, plastic, or bone, chefs use this indispensable tool to measure, stir, flip, fold, divide, carry, plate, and – most importantly – to taste. Most chefs will tell you that their favorite spoon is an extension of themselves, an appendage without which they would be hard-pressed to survive. Brent Herrig’s Spoonfuls of Inspiration series captures the unique emotional connection between chef and spoon. Created in collaboration with the chef, these abstract portraits showcase their favorite spoon alongside the ingredients and elements that inspire him or her. Here you’ll find a selection of Spoonfuls of Inspiration representing chefs, bartenders, and baristas from around the globe. #### In the Media: Spoonfuls on Iowa Public Radio Featured on Iowa Public Radio. Listen to the story behind the series. Your browser does not support the audio element. Selected Works ### The Limited Edition Portfolio Explore the limited edition portfolio. Each piece has a dedicated page with the story, print options, and availability. Andrew Valenzuela " De Vuelta a Casa " View print Marcus Samuelsson " The Path to Harlem " View print Gavin Kaysen " Stir & Taste " View print Gunnar Karl Gíslason " Icelandic Inspiration " View print Jenny Dorsey " Matcha Love " View print Ron Ben-Israel " I Am Cake " View print Sean Newton " Portrait of Flavor " View print Milton Abel II " Oreo Inspiration " View print Paul Gerard " Three Chord " View print Nick Curtin " Quality Goods " View print Joey Ward " Ink to Plate " View print Ryan Hidinger " Taking Stock in Memories " View print Will Horowitz " Slow and Low " View print Matt Adolfi " Earth and Respect " View print Ryan Smith " The Forager " View print Michael Martello Jr. " Creative Memory " View print Eric Chavot " With Precision " View print Chika Tillman " The Power of Green " View print Ashley Brauze " Culinary Artistry " View print Blaine Wetzel " Pacific Northwest " View print Bob Truitt " Southern Tradition " View print Sadie Herrig " Salt to Taste " View print Chris Ford " Summertime Sweetness " View print Chris Hall " Pasta Lover " View print Danny Mena " Generations of Flavor " View print Dave Mawhinney " Precision and Control " View print Ehren Ryan " Modern Melting Pot " View print Enrico Crippa " Cibo Stagionale " View print Hadley Schmitt " Creative Expression " View print Jillian Vose " Cocktail Craft " View print Joe Murphy " Black Forest " View print Jon Kallini " The Perfect Measure " View print Josh Hopkins " Craft and Vision " View print Terry Koval " Coffee Curation " View print Matt Weinstein " Field & Stream " View print Edi Frauneder " The Craft of Autumn " View print Stephen Collucci " What Grows Together " View print Dale Donchey " The Last Link " View print Mercedes OBrien " Endless Inspiration " View print Anthony Ricco " The Perfect Bite " View print New participants are added over time. About the Artist ### Brent Herrig I was born in Iowa, graduated with a BFA from Iowa State University’s College of Art and Design, moved to New York City to be a photographer, and never looked back. Rather than join a large company, I set out to work with individual journalists, restaurants, and brands in the hospitality space because I’ve always had a particular passion for food and how it helps to connect individuals. I like to think it’s my skill with lighting design, my creative application of line and movement, and my ability to jump into all sorts of shoot scenarios that have grown my reputation and resume as a food and lifestyle photographer. But I suspect my midwestern friendliness and curiosity for the unexplored have served me well, too. (Hence, spoons.) I’ve photographed the best-selling The Whole 30 Cookbook, The Dead Rabbit Drinks Manual and Mixology and Mayhem, Myron Mixon’s BBQ&A, Scott Conant’s The Scarpetta Cookbook, and Danny Mena’s Made in Mexico. On top of contributing photography for publications including Bon Appetit, Food Art Magazine, Food & Wine, Serious Eats, Departures, and many more, I’ve published photojournalism in a heightened contemporary style in The New York Times, The New York Times T-Magazine, and GQ. As the director of Brent Herrig Photography, I regularly oversee the production of advertising campaigns for clients including Pepsi, Moet Hennessy Group, American Express, LDV Hospitality, CNN, Starr Restaurant Group, Belvedere Vodka, and Tanqueray. I live in New York City with my wife and young son, who loves every kind of cheese but thinks pepper jack cheese is an abomination. BrentHerrig.com Instagram: @BrentHerrig ### Participate and Collaborate #### Participate as a Chef Spoonfuls is an ongoing fine art series created in collaboration with chefs, bartenders, and baristas. If you have a favorite spoon and a story behind it, share a few details and we’ll follow up with next steps. #### Recommend a Chef Know someone whose craft deserves to be documented? Send a recommendation and we’ll reach out directly. #### Gallery Collaboration If you are a gallery owner or curator interested in exhibiting Spoonfuls of Inspiration, we’d love to hear from you. Share your gallery details. ### Product Details #### Print Specifications Limited edition print: 150 copies per image. Gallery acrylic mount finishing This is a perfect ready-to-hang presentation for galleries, homes, restaurants or exhibitions. It is durable and robust with guaranteed brilliant colors and UV protection. The original Oce Lightjet exposure system photo print on Kodak Pro Ultra Endura paper results in a high quality finish with rich, vibrant colors and deep blacks. The photo print is then mounted between 1/8 inch (4mm) thick acrylic panels. Print only finishing For those wishing to customize mounting and framing. The original Oce Lightjet exposure system photo print on Kodak Pro Ultra Endura paper results in a high quality finish with rich, vibrant colors and deep blacks. #### Authenticity and Legal - Each print is individually signed and numbered by Brent Herrig. - A certificate of authenticity and project description is included with every order. - The photographer reserves the right to reproduce this image for use in greetings cards, calendars, books and for any other promotional purposes. These reproductions are not considered originals. - Refunds are offered if the print is damaged on arrival and reported within 14 days of delivery. - As each print is individually made, some minor variations in hand-cut measurements may occur. - Customs duties and taxes are the responsibility of the buyer for deliveries outside the USA. #### Order Information How to Order Select your favorite piece from the portfolio above and click "View Print" to see specific options or inquiry details. Fulfillment Please allow up to 15 working days for delivery of your print as each is produced to order. Other payment methods available (Paypal, Venmo, Check, or Cash). Email directly for details. brent@brentherrig.com Special requests for framing, bulk ordering or custom sizing are welcome. ### FAQ about Spoonfuls of Inspiration #### What is Spoonfuls of Inspiration? Spoonfuls of Inspiration is a fine art photography series by Brent Herrig that captures the unique emotional connection between world-class culinary artists and their most indispensable tool: the spoon. #### Are these limited edition prints? Yes. Each image in the portfolio is limited to 150 total copies. Once these are sold, they will not be reproduced as fine art prints again. #### Do prints include a certificate of authenticity? Every print is delivered with a project-specific certificate of authenticity, signed and numbered by the artist. #### What is the difference between acrylic mount and print only? The acrylic mount is a ready-to-hang gallery finish where the print is sealed behind 1/8 inch acrylic. The 'print only' option is an unmounted professional exposure, allowing you to choose your own custom framing. #### What paper and printing process is used? We use the Oce Lightjet exposure system on Kodak Pro Ultra Endura paper, which is the gold standard for archival quality, vibrant color, and deep black density. #### Do you ship internationally? Yes, we ship worldwide. Please note that international orders may be subject to local customs duties and taxes which are the responsibility of the recipient. #### What if my print arrives damaged? We take extreme care in packaging, but if damage occurs during transit, please report it within 14 days of delivery for a replacement or refund. #### Can the images be reproduced after purchase? Purchase of a fine art print grants ownership of the physical piece only. Copyright and all reproduction rights remain with Brent Herrig. #### How do I participate or recommend a chef? We are always looking for new stories. You can apply to participate or recommend a chef through our collaborate section above or via the contact page. #### Can galleries collaborate or exhibit the series? Absolutely. We welcome inquiries from gallery owners and curators. Please use the gallery collaboration link in our collaborate section. Select an option to continue Join the series ### Let's work   together For print inquiries, participation, or gallery collaboration, click above or send us a message. --- ## Food Photographer NYC URL: https://brentherrig.com/food-photographer-nyc New York food photographer for restaurant groups, hospitality brands, and agencies. Menus, plated dishes, chef portraits, and campaigns, shot on location across the city. ### New York Food Photographer Brent Herrig is a New York food photographer, partnering with restaurant groups, hospitality brands, and agencies. Menus, plated dishes, and campaigns, shot on location across the city. Book a call See the work ### The New York Method #### Shot for the whole restaurant, not just the menu. Partnering with New York restaurant groups, hospitality brands, and studios, the work runs from the plate to the room: menu photography, plated dishes, chef portraits, and the interiors that sell the table. Shot on location across Manhattan and the boroughs, and built to run across menus, paid, social, and print. For drink-led campaigns, see the New York cocktail page, and for the whole room, interiors and staff included, see the New York restaurant page. For a whole property, rooms and public space included, see the New York hotel page. This one is the food side: dishes and the brands that feed the city. See the work ### From restaurant to brand photography. New York food photography across the whole table: from Lilia and Per Se to Dominique Ansel, The Dead Rabbit, and Haru. Plated dishes, restaurant interiors, and the campaigns behind the brands that feed the city. Click any frame to open it full screen. ### The chefs behind the best NYC Restaurants #### The people who make New York the food city it is. Portraits shot in the kitchens and dining rooms where the work happens. Amanda Cohen Dirt Candy Daniel Humm Eleven Madison Park Daniel Boulud Daniel Eric Ripert Le Bernardin Marcus Samuelsson Red Rooster, Harlem Jake Dell Katz's Delicatessen How the work gets made ### One production, built to run across the year. A shoot day, planned to the plate and delivered as a set you can run across every channel. #### Pre-production Every dish and angle mapped before the shoot day. Shot list, styling, props, and locations locked, so the day runs on plan. #### Production Shot on location in your restaurant or in a partner studio across Manhattan. Stills and motion captured in the same set. #### Hybrid extension Real frames extended with AI for new formats, seasons, and variations, so one shoot covers months of content without booking a reshoot. #### Delivery Hero frames, supporting angles, negative-space crops, and motion loops, retouched and sized for every channel. #### What a shoot day covers - 0 1 Call time, set build, and lighting - 0 2 Food styling and tabletop direction, run on set by Brent - 0 3 A hero frame for every dish on the list - 0 4 Supporting angles: detail, texture, hands, and the room in context - 0 5 Motion: pours, steam, and cinemagraphs, captured alongside the stills - 0 6 Live review at the monitor, so selects are approved before the day ends - 0 7 A retouch brief and delivery timeline before you leave the set Trusted in New York ### Trusted in New York Food and restaurant work for Union Square Hospitality Group, Starr Restaurants, Daniel, Nobu, Shake Shack, Dominique Ansel, Roberta's, Restaurant Associates, Haru, Payard, Nespresso, Maille, and Pepsi. New York menus and national campaigns, shot from one production. ### Common Food Photography Questions #### Hiring a food photographer in New York City. **Who is Brent Herrig?** Brent Herrig is a commercial food photographer and director based in New York. He works with restaurant groups, hospitality brands, CPG companies, and agencies, shooting stills and motion on location across Manhattan and the five boroughs, and from a network of partner studios in the city. **What does a New York food photographer shoot?** Restaurant and menu photography, plated dishes and tabletop, chef portraits, hospitality interiors, and CPG food packaging. Everything is shot to run across menus, paid, social, and print. **Where is the studio located?** Anchored in Manhattan, with a network of partner studios and rental houses across New York. Production scales to the brief, from daylight food lofts to full soundstages, plus on-location work in restaurants across the city. **How do usage rights work?** Usage is scoped to the brief. Media, territory, and term are set in the estimate before the shoot, so you own exactly the license you pay for. Buyouts and extensions are available and priced up front, never as a surprise renewal. **What does it cost to hire a food photographer in New York?** Every project is quoted to its brief. Shoot days, the number of dishes, usage rights, and whether motion is included all move the number. Share the brief and you will get a clear estimate before anything is booked. **What is hybrid shoot plus AI production?** Real photography, extended with AI. The shoot captures the source frames, then AI builds the formats, seasonal variations, and background options from them, so one production covers months of content while the craft and the brand stay intact. **Can one shoot produce both stills and motion?** Yes. Pours, steam, and cinemagraphs are captured the same day as the stills, so the campaign moves and sits still from a single production. **Do you only work in New York?** New York is the base for this work, with execution available anywhere the brief needs it. London is a second base. For drink-led campaigns, see the New York cocktail page. ### Ready to talk? Tell me about the restaurant or the brand and the shoot. I will come back with a plan. Book a call Start a food project Not sure where to start? Use the hire picker. New York nyc@brentherrig.com +1 516 596 8546 --- ## Restaurant Photographer NYC URL: https://brentherrig.com/restaurant-photographer-nyc New York restaurant photographer for hospitality groups, restaurants, and brands. Interiors, menus, plated dishes, and the staff who run the room, shot on location across the city. ### New York Restaurant Photographer Brent Herrig is a New York restaurant photographer, partnering with restaurant groups and hospitality brands. Interiors, menus, staff, and campaigns, shot on location across the city. Book a call See the work ### The New York Method #### Shot for the whole restaurant, room to plate to staff. Partnering with New York restaurant groups and hospitality brands, the work covers the interior, the bar, the plate, and the people who run the room: chefs, sommeliers, and service staff. Shot on location across Manhattan and the boroughs, built to run across menus, paid, social, and print. For food-led work, see the New York food page. For drink-led work, see the New York cocktail page. For a restaurant inside a hotel, where the rooms and public space matter too, see the New York hotel page. This one is the whole restaurant, in one production. See the work ### From the room to the plate. New York restaurant photography across the whole space: The Clocktower, BlackTail, Peak, and The Hill. Interiors, bar and service, plated dishes, and the campaigns behind the groups that run the city's tables. Click any frame to open it full screen. ### The people who run the room #### Kitchen and front of house, both. Portraits shot where the work happens: the kitchen, the floor, and the bar. Rita Sodi I Sodi Ignacio Mattos Estela Michael Chernow The Meatball Shop Daniel Rose Le Coucou Dale Talde New York Carla Beverage Director & Sommelier How the work gets made ### One production, built to run across the year. A shoot day, planned around service, delivered as a set you can run across every channel. #### Pre-production Every space, dish, and shot mapped before the shoot day. Shot list, lighting plan, and staff schedule locked, so the day runs on plan. #### Production Shot on location in your restaurant, before, during, or after service. Interiors, staff, and plated dishes captured in the same set. #### Hybrid extension Real frames extended with AI for new formats, seasons, and variations, so one shoot covers months of content without booking a reshoot. #### Delivery Hero frames, supporting angles, negative-space crops, and motion loops, retouched and sized for every channel. #### What a shoot day covers - 0 1 Call time, walk-through, and lighting setup around service hours - 0 2 Interior and bar photography before the room fills - 0 3 A hero frame for every dish on the list - 0 4 Staff and chef portraits, kitchen and front of house - 0 5 Motion: pours, plating, and service moments, captured alongside the stills - 0 6 Live review at the monitor, so selects are approved before the day ends - 0 7 A retouch brief and delivery timeline before you leave the set Trusted in New York ### Trusted in New York Restaurant work for Union Square Hospitality Group, Starr Restaurants, Daniel, Nobu, LDV Hospitality, Defined Hospitality, Restaurant Associates, Dominique Ansel, Roberta's, Haru, Payard, and Rosewood Hotel Group. New York rooms and national campaigns, shot from one production. ### Common Restaurant Photography Questions #### Hiring a restaurant photographer in New York City. **Who is Brent Herrig?** Brent Herrig is a commercial photographer and director based in New York, working with restaurant groups, hospitality brands, and agencies. He shoots stills and motion on location, covering the room, the plate, and the people who run it. **What does a New York restaurant photographer shoot?** Interiors and bar photography, menu and plated dish photography, chef and staff portraits, service and hospitality moments, and campaign work for restaurant groups. One production covers the whole restaurant, not just the food. **Where is the studio located?** Anchored in Manhattan, with a network of partner studios and rental houses across New York. Most restaurant work is shot on location, in the room and kitchen the client already has. **How do usage rights work?** Usage is scoped to the brief. Media, territory, and term are set in the estimate before the shoot, so you own exactly the license you pay for. Buyouts and extensions are available and priced up front, never as a surprise renewal. **What does it cost to hire a restaurant photographer in New York?** Every project is quoted to its brief. Shoot days, how many spaces and dishes are covered, usage rights, and whether motion is included all move the number. Share the brief and you will get a clear estimate before anything is booked. **What is hybrid shoot plus AI production?** Real photography, extended with AI. The shoot captures the source frames, then AI builds the formats, seasonal variations, and background options from them, so one production covers months of content while the craft and the brand stay intact. **Can one shoot cover the whole restaurant, not just the food?** Yes. Interiors, bar, staff and chef portraits, and plated dishes are all covered in the same production, so the restaurant group gets one consistent set instead of piecing it together from separate shoots. **Do you only work in New York?** New York is the base for this work, with execution available anywhere the brief needs it. London is a second base. For food-led or drink-led campaigns, see the New York food page and the New York cocktail page. ### Ready to talk? Tell me about the restaurant and the shoot. I will come back with a plan. Book a call Start a restaurant project Not sure where to start? Use the hire picker. New York nyc@brentherrig.com +1 516 596 8546 --- ## Cocktail Photographer NYC URL: https://brentherrig.com/cocktail-photographer-nyc New York cocktail photographer for bars, spirits brands, and hospitality groups. Campaign stills and motion, shot on location across the city. ### New York Cocktail Photographer Drink campaigns shot across the city. Financial District bars, Harlem spirits houses, and the brands that pour in New York. Book a call See the work ### The New York Method #### Cocktails, shot as part of the whole campaign. Most drink shoots stop at the pour. In New York a campaign usually needs more: the food next to it, the room it lives in, the people behind the bar, and versions built to run for months. That is the work here. Cocktails as one part of a full food, drink, and hospitality production, shot on location across the city. For a drinks-only specialist studio, see cocktailphotographer.com. This page is the New York commercial side: brand campaigns, menus, and motion. For food-led work, see the New York food page, and for the whole room, interiors and staff included, see the New York restaurant page, and for a hotel bar as part of a whole property, see the New York hotel page. ### The local story #### New York brands, told by neighborhood. Financial District #### The Dead Rabbit On Water Street since 2013, The Dead Rabbit turned Irish hospitality into the best bar in the world. The work here covers the cocktail menu volumes and the parlor drinks, shot to carry the same storytelling the room is built on. Harlem #### HH Bespoke From the Harlem family behind Harlem Haberdashery, HH Bespoke is a Black-owned spirits house with rum, gin, and vodka. The work runs from bottle photography to the cocktails they pour, shot in the brand's own uptown style. The wider pour #### From canned tea in Brooklyn to tequila on a billboard. Click any frame to open it full screen. Liquid in motion ### The drink moves. Everything else holds still. Pours, splashes, and loops built for feeds, paid, and the top of a landing page. Shot on the same day as the stills, so the campaign moves and sits still from one set. One day, a full set ### Built to run across the year, not just the launch. One production day, delivered as a set you can run across every channel. #### Hero frames The shots the campaign is built around. #### Supporting angles Detail, garnish, hands, and the bar in context. #### Motion Cinemagraphs and pour loops for social and paid. #### Built for reuse Negative space and format variations, sized for every channel. Selected drink brands ### Selected drink brands Drink work for Ketel One, Belvedere Vodka, Tanqueray, Patrón Tequila, Cincoro Tequila, Baileys, The Botanist, Diageo, Moët Hennessy, Greenhook Ginsmiths, Stoli Group, The Dead Rabbit, and The Owl's Brew. New York bar programs and national spirits campaigns, shot from one production. ### Common Cocktail Photography questions #### Hiring a cocktail photographer in New York City. **What does a New York cocktail photographer shoot?** Cocktail and drink campaigns across the city: menu volumes, spirits and bottle photography, bar and hospitality lifestyle, and motion like pours and cinemagraphs. Everything is shot on location and built to run across paid, social, and print. **Do you shoot cocktails as part of a larger food and hospitality campaign?** Yes. Most New York campaigns need the drink, the food next to it, the room, and the people behind the bar. The work here covers the full production in one shoot, not the pour alone. **Which New York bars and drink brands have you photographed?** The Dead Rabbit in the Financial District, HH Bespoke in Harlem, and drink brands including Ketel One, Cincoro, Belvedere, and The Owl's Brew, among others. **Can one shoot produce both stills and motion?** Yes. Pours, splashes, and loops are captured the same day as the stills, so a campaign moves and sits still from a single production. **Do you photograph cocktails outside New York?** New York is the base for this work, with execution available beyond the city. For a drinks-only specialist studio, see cocktailphotographer.com. ### Ready to talk? Tell me about the brand and the shoot. I will come back with a plan. Book a call Send a message New York nyc@brentherrig.com +1 516 596 8546 --- ## Hotel Photographer NYC URL: https://brentherrig.com/hotel-photographer-nyc New York hotel photographer for property groups, operators, and agencies. Guest rooms, public space, food and beverage, and brand campaigns, shot on site across the city. ### New York Hotel Photographer Brent Herrig is a hotel and hospitality photographer in New York, working with property groups, operators, and their agencies. Rooms, public space, food and beverage, and brand campaigns, shot on site across the city. Book a call See the work ### The New York Method #### One property, one visit, the whole hotel. A New York hotel is a stack of separate businesses in one building: rooms, a restaurant, a bar, a spa, event floors, and a brand above all of it. Shooting them on separate days is how a property ends up with a website that looks like four different hotels. The work here covers the whole building in one production, lit and graded as one set. For the restaurant inside the hotel, see the New York restaurant page. For the bar programme, see the New York cocktail page. For properties outside the city, see hospitality and hotels. See the work ### Rooms, public space, and the bar at night. New York hospitality interiors and property work: Peak at Hudson Yards, The Clocktower in NoMad, BlackTail in the Financial District, alongside guest rooms, lounges, and the material detail that carries a hotel brand across a feed. Click any frame to open it full screen. Case study ### The Clocktower, NoMad. One day. A full property refresh at The Clocktower, delivered from a single shoot day. The dining room under its archways, the bar, the smaller rooms, the plate, and the people working the floor, all captured in one visit and graded as one set. The reason it fits in a day is the plan, not the pace. Each space is scheduled for the hour its light works, service is worked around rather than paused, and the shot list is agreed before anyone unpacks a case. The property gets one library instead of four disconnected shoots booked across a year. **1 day** Full property refresh **One set** Room, bar, plate, and team What gets covered ### A hotel is six shoots in one building. Each of these has its own audience and its own placement. Booked together they share one crew, one lighting approach, and one grade. #### Arrival and public space Facade, entrance, lobby, and the sightlines a guest walks through first. #### Guest rooms and suites Every room type, styled and shot to the same standard, plus the details that sell the tier. #### Food and beverage Restaurant, bar, room service, and breakfast, shot as its own campaign inside the property. #### Amenity and wellness Spa, gym, pool, roof, and event space, lit for the hour they actually look best. #### Lifestyle and talent Guests and staff in the space, so the property reads as occupied rather than empty. #### Detail and texture Materials, linens, glassware, and finishes, the frames that carry a brand across a feed. How the work gets made ### Planned around occupancy, not against it. A working hotel cannot close for a photographer. The schedule is built around housekeeping, check-in, and service, so the property keeps running while the shoot happens. #### Pre-production A walk-through of the property, room type by room type. Shot list, styling notes, lighting plan, and the hour each space is scheduled for. #### Production Shot on site around occupancy and service. Rooms early, public space through the day, bar and restaurant into the evening. #### Hybrid extension Real frames extended with AI for seasonal variants, new formats, and OTA crops, so one visit covers the year without a reshoot. #### Delivery Hero frames, supporting angles, vertical and negative-space crops, and motion loops, sized for the site, OTA listings, paid, and print. #### What a property day covers - 0 1 Rooms first, styled and shot before the floor turns over - 0 2 Lobby and arrival while the light is still soft on the street side - 0 3 Every room type covered, not just the suite - 0 4 Restaurant and bar shot around service, not instead of it - 0 5 Amenity floors, spa, gym, and event space at their best hour - 0 6 Talent in the space where the brief calls for guests, staff, or both - 0 7 Live review at the monitor, so selects are approved before the day ends Across the city ### Every neighbourhood shoots differently. A Financial District banking hall and a Brooklyn loft hotel need opposite lighting approaches. Knowing that before the day starts is most of the job. **NoMad and Flatiron** Landmark rooms and grand-archway dining, The Clocktower among them. **Hudson Yards and Midtown West** Skyline bars and glass-tower properties where the view is the amenity. **Financial District** Historic banking halls and low-lit bars, BlackTail among them. **SoHo and Tribeca** Loft-format boutique properties where texture and material carry the brand. **Lower East Side and Brooklyn** Independent and design-led hotels with rooftops and small F&B footprints. Trusted in New York ### Trusted in New York Hotel and hospitality work for Rosewood Hotel Group, The Mark Hotel, Nobu, NH Hotels, and AC Hotel Marriott, alongside the restaurant groups running rooms across the city. ### Common Hotel Photography Questions #### Hiring a hotel photographer in New York City. **Who is Brent Herrig?** Brent Herrig is a commercial photographer and director based in New York, working with hotel groups, hospitality operators, and agencies. He shoots stills and motion on site, covering rooms, public space, food and beverage, and the brand campaigns built on top of them. **What does a New York hotel photographer shoot?** Guest rooms and suites, lobby and arrival, restaurant and bar, spa and amenity floors, event space, and lifestyle frames with guests or staff in the room. One production covers the whole property rather than a single space. **Can a hotel be photographed while it is open?** Yes, and most are. The schedule is built around housekeeping, check-in, and service: rooms early before the floor turns over, public space through the day, bar and restaurant into the evening. The property keeps trading while the shoot runs. **How many room types should be covered?** Every type that is sold separately. A guest booking a corner suite will not accept a photograph of the standard king, and OTA listings compare tier against tier. Shooting one room and reusing it across categories is the most common reason a property gets refund requests. **Which New York neighbourhoods do you cover?** All of them. NoMad and Flatiron, Hudson Yards and Midtown, the Financial District, SoHo and Tribeca, the Lower East Side, and Brooklyn. Each has its own light and its own building stock, which changes how a property is scheduled. **Where is the studio located?** Anchored in Manhattan, with a network of partner studios and rental houses across New York. Hotel work is shot on site, in the property itself. **How do usage rights work?** Usage is scoped to the brief. Media, territory, and term are set in the estimate before the shoot, so you own exactly the license you pay for. Hotel work usually needs the site, OTA and booking channels, paid, and print, and each is named in the estimate. Full terms are on the licensing page. **What does it cost to hire a hotel photographer in New York?** Every property is quoted to its brief. Number of room types, how many outlets and amenity spaces are covered, whether talent is used, usage rights, and whether motion is included all move the number. Share the brief and you will get a clear estimate before anything is booked. **Do you shoot the hotel restaurant and bar as well?** Yes, and it is usually the same day. The restaurant and bar are their own campaign inside the property, and shooting them alongside the rooms is what keeps the whole set looking like one hotel. **Do you only work in New York?** New York is the base for this work, with execution available anywhere the brief needs it. London is a second base, and resort and international property work is covered on the hospitality page. ### Ready to talk? Tell me about the property and what it needs to sell. I will come back with a plan. Book a call Start a property project Not sure where to start? Use the hire picker. New York nyc@brentherrig.com +1 516 596 8546 --- ## Food Photographer London URL: https://brentherrig.com/food-photographer-london London food and drink photographer with a studio base in South Hampstead. Menus, plated dishes, chef portraits, and campaigns for restaurants, hospitality groups, and brands across the UK and Europe. ### London Food Photographer Brent Herrig is a food and drink photographer with a studio base in South Hampstead, London. Menus, plated dishes, chef portraits, and campaigns for restaurants, hospitality groups, and brands across the UK and Europe. Book a call See the work ### The London setup #### A base in South Hampstead, a shoot wherever the brief needs one. The South Hampstead studio is the UK base for planning, pre-production, and post. Shoot days run where the food is: on location in the restaurant, bar, or hotel, or in a rental studio booked to the job. London has deep studio stock, so the room gets chosen for the brief instead of the brief being squeezed into one fixed room. Every space is booked to the same standard, so tethered capture, a styling and prep area, and a client review setup come with the day whichever room it lands in. NW6 sits close to Central London agencies and to the transport links out to the rest of the country, which is why it works as a planning base for United Kingdom, European, and Middle East production. Full studio details are on the London studio page, and the wider portfolio sits on food photography. See the work ### Plated, poured, and built for campaign. Food and drink work across the plate and the bottle, from Maille preserves and The Botanist Islay gin to fine dining plating and seasonal campaign sets. Click any frame to open it full screen. ### From the London base #### Chefs photographed across Europe. Portraits shot where the chefs work. Éric Chavot in London, Enrico Crippa at Ristorante Piazza Duomo in Alba, two Copenhagen kitchens, and Gunnar Karl Gíslason in Iceland. Part of the ongoing Spoonfuls series. Éric Chavot Photographed in London Enrico Crippa Piazza Duomo, Alba Andrew Valenzuela Restaurant Alouette, Copenhagen Milton Abel II Kong Hans Kælder, Copenhagen Gunnar Karl Gíslason Iceland How the work gets made ### One production, built to run across the year. A shoot day, planned to the plate and delivered as a set you can run across every channel. Studio hire, crew, and travel are costed in the estimate, not added later. #### Pre-production Shot list, styling, props, and the location locked from the South Hampstead base. If a rental studio is the right call, it is booked and costed before the day. #### Production Shot on location in your venue or in the booked studio. Stills and motion captured in the same set, on the same day. #### Hybrid extension Real frames extended with AI for new formats, seasons, and variations, so one shoot covers months of content without booking a reshoot. #### Delivery Hero frames, supporting angles, negative-space crops, and motion loops, retouched in London and sized for every channel. #### What a shoot day covers - 0 1 Call time, set build, and lighting - 0 2 Food styling and tabletop direction, run on set by Brent - 0 3 A hero frame for every dish on the list - 0 4 Supporting angles: detail, texture, hands, and the room in context - 0 5 Motion: pours, steam, and cinemagraphs, captured alongside the stills - 0 6 Live review at the monitor, so selects are approved before the day ends - 0 7 A retouch brief and delivery timeline before you leave the set Éric Chavot, photographed in London for the Spoonfuls series. UK and Europe ### UK and European clients Clients with UK and European headquarters include Diageo, Tanqueray, The Botanist, Baileys, Moët Hennessy, LVMH, Belvedere Vodka, Maille, Nespresso, Unilever, Stoli Group, and Rosewood Hotel Group. Campaign and editorial work, produced from the London base. ### Common food photography questions #### Hiring a food photographer in London. **Who is Brent Herrig?** Brent Herrig is a commercial food and drink photographer and director with a studio base in South Hampstead, London, and a second base in New York. He works with restaurants, hospitality groups, spirits houses, and agencies on stills and motion across the UK and Europe. **Where is the London studio?** South Hampstead, NW6, in north west London. It is the UK base for planning, pre-production, and post, and it sits close to Central London agencies and the transport links out to the rest of the country. The full address goes out with the booking. **Where do London food shoots actually happen?** On location in your restaurant, bar, or hotel, or in a rental studio booked to the brief. London has deep studio stock, so the space is chosen for the job rather than the job being squeezed into one fixed room. Every space is booked to the same standard: tethered capture, a styling and prep area, and a client review setup. The South Hampstead base handles the planning and the post around it. **Do you work outside London?** Yes. London is the base for United Kingdom, European, and Middle East production. Recent assignments include Copenhagen, Alba in Piedmont, Iceland, and Paris. Travel and logistics are quoted with the shoot, never added afterwards. **What European work have you shot?** Chef portraits at Restaurant Alouette and Kong Hans Kælder in Copenhagen, at Ristorante Piazza Duomo in Alba, and Gunnar Karl Gíslason in Iceland, plus editorial assignments in Paris. In London, Michelin-starred chef Éric Chavot was photographed for the Spoonfuls series. **What does it cost to hire a food photographer in London?** Every project is quoted to its brief. Shoot days, the number of dishes, usage rights, studio hire, and whether motion is included all move the number. Share the brief and you will get a clear estimate before anything is booked. **How do usage rights work?** Usage is scoped to the brief. Media, territory, and term are set in the estimate before the shoot, so you own exactly the licence you pay for. Buyouts and extensions are priced up front, never as a surprise renewal. **Can one shoot produce both stills and motion?** Yes. Pours, steam, and cinemagraphs are captured the same day as the stills, from the same set, so the campaign moves and sits still from a single production. ### Ready to talk? Tell me about the venue or the brand and the shoot. I will come back with a plan. Book a call Start a food project Not sure where to start? Use the hire picker. London lon@brentherrig.com +44 7833 833726 --- ## Photography Production and AI Services URL: https://brentherrig.com/services Integrated visual storytelling through high-end photography, cinematic motion, and strategic AI solutions for modern brand campaigns. Home / Services Our Expertise ### Photography Production & Creative AI Services ### Integrated visual storytelling through high-end photography, cinematic motion, and strategic AI solutions. Comprehensive visual solutions for modern brands. From high-end capture to strategic consulting and AI integration. #### Visual Production Integrated photography and motion production for cohesive brand storytelling. #### Hybrid AI Production The perfect blend of real photography and AI generation for impossible imagery. #### Full AI Creative Services Directing AI to produce on-brand imagery through sophisticated prompting and curation. #### Creative AI Consulting Expert guidance on visual strategy, AI integration, and asset management systems. ### Visual Production #### Our Approach " We capture stills and motion simultaneously, ensuring a unified look across all channels. This integrated approach maximizes shoot days and delivers a comprehensive library of consistent assets for web, social, and print. " ### Hybrid AI Production #### Our Approach " Shoot the hero, generate the world. We capture the essential human or product elements in-studio to ensure perfect fidelity, then build immersive, scalable environments around them using generative AI. " ### Full AI Creative Services #### Our Approach " We treat generative models as creative partners. By applying traditional art direction principles, such as composition, lighting, and color theory, to prompt engineering, we steer algorithms to produce work that feels intentionally crafted and uniquely yours. " ### Creative AI Consulting #### Our Approach " Beyond just shooting, we help brands plan *what* to shoot and how to organize it. We advise on building scalable visual systems and integrating emerging tech like AI into workflows without losing brand soul. " Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## AI Creative | Strategic Direction & Visual Exploration URL: https://brentherrig.com/services/ai-creative Creative direction, concept development, and visual exploration with AI support. Aligning teams and exploring possibilities before production. Strategic Pre-Visualization ### AI Creative See your campaign before you spend a dollar. Achieve absolute stakeholder alignment through high-fidelity AI concepts. AI Creative uses AI-assisted tools to accelerate creative direction, concept development, and visual alignment. ### Human Thinking The creative thinking stays human. AI is used to explore, test, and clarify ideas faster, allowing for deeper creative exploration in less time. ### Strategic Confidence This process helps teams see possibilities early, align before production, and move forward with the confidence that the vision is unified. Book a Discovery Call ### Eliminating Creative Risk Through Visual Certainty It is strategic creative direction supported by AI. The studio treats AI as a powerful tool for concept exploration and visual ideation, grounding early-stage thinking in possibilities that are designed for real-world execution. This isn't about letting a model decide your brand's future. It's about using rapid visual systems to ensure every creative decision is informed, aligned, and ready for production. Human-Led Creative Decisions AI as a Strategic Support Layer Practical Production Outcomes Rapid Visual Alignment ### Where AI Fits in the Creative Process AI Creative operates at the strategy and pre-production layers, ensuring clarity before the first light is set. #### 01 Pre-Production - • Moodboarding and high-fidelity visual exploration - • Creative brainstorming and iterative concept testing - • Pre-visualization for lighting and environments #### 02 Creative Alignment - • Exploring multiple directions quickly for better decision-making - • Stress-testing concepts before committing production budget - • Aligning brand stakeholders with photographic-quality previews ### What AI Creative Produces Tangible creative outputs that bridge the gap between abstract ideas and flawless production. #### Moodboards & References High-fidelity visual references that align stakeholders on lighting, mood, and texture early. #### Campaign Directions Rapid exploration of multiple creative concepts and global campaign territories. #### Shoot Pre-Visualizations Detailed visual previews of complex sets, lighting, and compositions before production begins. #### Directional Frameworks Instructional visual guides for production teams to ensure absolute brand alignment on set. ### How This Protects Your Production Budget #### Alignment Achieve absolute clarity and faster stakeholder alignment through real-world previews. #### Risk Mitigation Identify and resolve creative challenges before any production budget is spent. #### Confidence Production planning built on visual certainty, leading to more confident execution on set. #### Insurance Think of this as creative insurance against late-stage pivots or costly reshoots. Direction Case Example ### From Multi-Concept Exploration to Single-Vision Mastery #### How it worked: #### Rapid Concepting Using AI-assisted direction to explore four distinct visual territories for a spirits launch in under 48 hours. #### Stakeholder Alignment Aligning internal stakeholders on the chosen concept using high-fidelity pre-visualization that matched brand soul perfectly. #### Production Blueprint Transitioning into a physical shoot with a precise visual map, resulting in zero on-set friction and 100% vision delivery. ### The Start of the System AI Creative is where the vision is built. From here, projects move directly into Visual Production for real-world capture, or Hybrid Production for campaign extensions. Nothing exists in isolation; it is all part of a single, scalable production logic. Visual Production Hybrid Production ### Trusted by Global Brands, Agencies, and Hospitality Groups ### AI Creative Frequently Asked Questions ### Explore Further Discover how creative direction integrates with the laboratory's core production systems. #### Visual Production Photography + Motion Integrated photography and motion capture for cohesive brand storytelling across all channels. - • Hero campaign imagery - • 4K video loops and social shorts - • Campaign asset libraries Learn More #### Hybrid AI Production Shoot + AI Extensions Build campaign-ready content systems by extending real-world photography with AI environments. - • Background extensions - • Seasonal variations - • Still-to-motion transitions Learn More #### AI Training Hands-On Workshops Practical workshops teaching creative teams AI prompting and workflow skills. - • Prompt template library - • Workflow guides - • Live team sessions Learn More Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## AI Consulting | Practical Systems for Creative Teams URL: https://brentherrig.com/services/consulting Practical AI systems for creative and marketing teams. Strategic advisory focused on turning AI into a reliable creative operation. Strategic AI Integration ### AI Consulting Services Stop guessing and start systemizing. We help creative teams and brands operationalize AI to cut production friction and maximize ROI. AI Consulting Services provide the strategic roadmap for brands ready to move beyond experiments and build lasting operational capability. ### Systems over Tools This is advisory work focused on systems, not just tools. The goal is to remove friction, protect standards, and make creative output more sustainable. ### Deliberate Application AI becomes useful when it is applied deliberately. The studio helps you define exactly where AI adds value and where human craft stays in the lead. Book a Discovery Call ### Building Your Internal Creative Engine Strategic advisory for organizations that need more than a workshop. This is executive-level consulting focused on building durable operational capability - not just tool familiarity. Engagements span 4-12 weeks and include stakeholder alignment, workflow design, governance frameworks, and implementation support. The outcome is organizational change, not just individual skill. Executive Stakeholder Alignment Governance & Policy Frameworks Multi-Week Implementation Organizational Change Management ### Where AI Fits in Creative Operations The studio helps teams map and modernize their creative pipeline, from initial audit to final scale. #### 01 Creative Workflow Audits - • Mapping current creative and production processes - • Identifying repetition and operational bottlenecks - • Flagging where AI adds value safely and effectively #### 02 AI Strategy & Guardrails - • Defining where AI should be used vs. where it should not - • Protecting brand consistency and visual quality standards - • Building internal policies for ethical and effective AI use ### Our AI Consulting Coverage A comprehensive approach to modernizing creative operations for brands and creative teams. #### Creative Workflow Audits Deep-dive mapping of current processes to identify bottlenecks and safely apply AI where it adds value. #### AI Use-Case Strategy Defining high-impact, brand-safe territories for AI implementation within your team. #### Tool Selection & Guardrails Selecting the right technical stack and building the creative guardrails to protect brand soul. #### Content Repurposing Systems Building reliable methods to turn single-shoot assets into infinite campaign variations. #### Process Automation Automating the delivery and reuse of creative assets to maximize production ROI. #### Team Training & Enablement Workshops and playbooks designed to help creative teams lead with AI tools. ### The Path to Sustainable Creative Scale #### No More Chaos Replace experimental chaos with operational and creative clarity. #### Consistency Achieve high-volume output without proportional increases in effort. #### Zero Rework Fewer late-stage pivots and creative mistakes through better pre-planning. #### Enablement Teams feel confident, not overwhelmed, when they have a repeatable system. Advisory Case Example ### Systemizing Creative Scale #### How it worked: #### The Operational Audit A creative team struggling with inconsistent AI output underwent a full-stack audit to pinpoint where brand soul was losing focus. #### The Custom Blueprint Building a custom visual library and set of guardrails that allowed the team to generate variations without leaving brand guidelines. #### The System Realized The team gained repeatable workflows and clear decision-making logic, resulting in faster output and 100% stakeholder alignment. ### Connecting Individual Projects to Systems AI Consulting stands alone as advisory, turning individual creative moments into repeatable operational systems. It pairs naturally with the studio's production services, ensuring that every shoot and extension is built on a solid strategic foundation. Visual Production AI Creative Hybrid Production ### Trusted by Global Brands, Agencies, and Hospitality Groups ### AI Consulting FAQs ### Explore Further Discover how strategic advisory integrates with the studio's core production systems. #### Visual Production Photography + Motion Integrated photography and motion capture for cohesive brand storytelling across all channels. - • Hero campaign imagery - • 4K video loops and social shorts - • Campaign asset libraries Learn More #### AI Creative Creative Prompting + Systems Direct AI to produce on-brand imagery through sophisticated prompting and art direction principles. - • Prompt libraries and style guides - • Generated image sets - • Brand-safe AI workflows Learn More #### Hybrid AI Production Shoot + AI Extensions Build campaign-ready content systems by extending real-world photography with AI environments. - • Background extensions - • Seasonal variations - • Still-to-motion transitions Learn More #### Explore the AI Studio Service ##### AI Enablement for Teams Hands-on training to move a creative team from curious to capable with AI. View Page Service ##### AI SEO + GEO Consulting Optimize how search engines and answer engines surface your brand. View Page Internal ##### Partnerships How the studio collaborates with agencies, brands, and hospitality groups. View Page Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## How a Project Works URL: https://brentherrig.com/services/how-it-works What to expect when collaborating with Brent Herrig Photography. A transparent look at discovery, creative direction, and high-end production workflows. Process & Collaboration ### How a Project Works What to expect when we collaborate, from first conversation to final delivery. Creative collaboration should be guided, not chaotic. Working together is structured but human, ensuring clarity and reliability at every phase. ### How Projects Typically Start Most collaborations begin with a direct inquiry, an agency brief, or a returning client looking to expand their visual library. "The goal of early conversations is alignment, not pitching. Discovery ensures we have the right approach before committing time or budget." #### Discovery Call A 20-minute conversation to align on vision and feasibility. #### Agency Brief Direct integration into established creative workflows and production needs. #### Discovery & Alignment This foundation phase is required for every project. We clarify goals, constraints, and success criteria: understanding exactly how and where the assets will be used. Clear alignment early protects quality later. #### Creative Direction Direction may happen over calls, email, or shared references. It is collaborative, guided, and structured to span multiple channels directly. If you have a strong point of view, it's incorporated. If not, Brent leads with experience and creative judgment. ### Deliberate Planning Even when planning isn't client-facing, it is thoughtful and deliberate. This is where efficiency and reliability are built into every production. Production Logistics Resource Allocation Timeline Coordination Risk Mitigation ### Execution Paths Execution is tailored to the project needs, whether it's a traditional shoot, AI-driven extensions, or a full workflow automation build. #### Production Shoots High-end capture with or without AI extensions for maximum reuse. #### AI Creative Direction Guiding generative systems to produce on-brand imagery with precision. #### Creative Automations Building custom workflows and production systems to scale your output. ### Review & Delivery Communication is early and ongoing. Mid-project check-ins ensure we stay aligned through to final delivery. #### Phase 01 ##### Ongoing Review Collaborative check-ins throughout the project lifecycle. #### Phase 02 ##### Defined Scope Clear revision rounds established upfront to protect quality. #### Phase 03 ##### Final Delivery Assets delivered in campaign-ready formats across all channels. ### Collaboration & Decision-Making "Collaborative, with a clear line in the sand." Creative direction is collaborative but always guided. While the client always has final approval, Brent retains control over scope definition and changes to ensure the project stays on track and on brand. ### Timelines & Expectations Reliability and thoughtfulness are prioritized over pure speed. We provide realistic ranges for project milestones, ensuring predictable progress with no surprises. ##### Communication Transparent updates throughout. ##### Progress Predictable milestones. ##### Outcome No surprises, just results. ### Efficiency by Design This process is designed to protect both the creative vision and the project budget. Scope Creep Misalignment Endless Edits Unclear Briefs Late Changes "Working with me works best when we are both collaborative, transparent, and honest." Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Hybrid AI Creative Production URL: https://brentherrig.com/services/hybrid Shoot once. Build campaign-ready content with AI extensions. High-end visual production grounding AI in real photography. Maximum Content Output ### Hybrid AI Creative Production Turn a single shoot into a global content system. Scale your imagery 10x without proportional production costs. Hybrid Production combines real photography or motion shoots with AI-assisted creative systems to extend, adapt, and scale content across campaigns. ### Human-Led Creative Production The work always starts with human-led production. Real cameras. Real lighting. Real creative direction. Studio experts capture the soul of the brand in a real environment first. ### Selective Generative AI Support Generative AI is introduced where it adds value, not risk. Moodboards. Pre-visualization. Variations. Motion extensions. Format expansion. The team uses it to solve production friction. "The result is not more content for the sake of it. It's a smarter way to turn one shoot into a long-lasting creative system." Book a Discovery Call ### Infinite Variations from a Single Source of Truth It's a workflow designed for the modern content pace. The team treats the physical shoot as the "source of truth" capturing the highest fidelity light, texture, and brand essence. Once the core assets are captured, AI systems take over to build out the rest of the campaign ecosystem. This ensures that even the most complex extensions remain grounded in real-world beauty. Shoot-First Philosophy AI as an Extension Layer Brand-Safe Output Campaign-Scale Efficiency ### Where AI Fits in the Workflow The studio uses AI across the entire production lifecycle, not as a replacement for craft, but as a catalyst for creative scale. #### 01 Pre-Production - • Rapid moodboarding and concept exploration - • Creative brainstorming with generative visual prompts - • Pre-visualization for complex lighting and set builds #### 02 Post-Production - • Environment extensions and background adaptation - • Generating multiple campaign variations from single shots - • Still-to-motion transitions and format expansion ### What Gets Extended After the Shoot One day on set becomes months of content across every marketing platform. #### Background Extensions Build immersive, high-end environments around real product photography. #### Seasonal Variations Adapt a single summer shoot for autumn and winter campaigns through AI styling. #### Still-to-Motion Extend static photography into cinematic motion loops and social shorts. #### Format Expansion Re-frame and extend assets for every platform, from vertical social to wide display. ### The New Standard for Campaign Scability #### Scalability Scale your content library 5-10x without proportional increases in shoot days or budget. #### Efficiency Reduce environmental variables and location needs. Build the perfect world in post, grounded in real capture. #### No Reshoots Adapt existing hero assets for new seasons or regions without setting up a secondary shoot. Mini Case Example ### From Single Serve to Global Campaign #### How it worked: #### The Hybrid AI Shoot Model A 1-day studio session focusing on ultra-high-resolution product capture with signature lighting. #### The Hybrid AI Extension Models AI systems built four seasonal environments and adapted lighting for global market differences. #### The Hybrid AI Results 24 campaign-ready hero assets, vertical social loops, and wide-frame display banners, all from one shoot day. ### Trusted by Global Brands, Agencies, and Hospitality Groups ### Hybrid AI Frequently Asked Questions ### Explore Further Discover the studio's other core specializations and how they integrate with its Hybrid systems. #### Visual Production Photography + Motion Integrated photography and motion capture for cohesive brand storytelling across all channels. - • Hero campaign imagery - • 4K video loops and social shorts - • Campaign asset libraries Learn More #### AI Creative Creative Prompting + Systems Direct AI to produce on-brand imagery through sophisticated prompting and art direction principles. - • Prompt libraries and style guides - • Generated image sets - • Brand-safe AI workflows Learn More #### AI Training Hands-On Workshops Practical workshops teaching creative teams AI prompting and workflow skills. - • Prompt template library - • Workflow guides - • Live team sessions Learn More Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Visual Production | High-End Photography & Motion URL: https://brentherrig.com/services/visual Photography and motion built for modern campaigns. Professional capture of food, beverage, hospitality, and real-world assets. Foundational Brand Assets ### Visual Production High-Quality Photography and Motion that establishes brand authority and drives campaign performance. Visual Production delivers high-end photography and motion using real cameras, real lighting, and real creative control. ### Strategic Performance Every shoot is planned with performance in mind. Not just what looks good, but what works across platforms, formats, and campaigns. ### The Content Foundation This is the source layer for everything that follows. When the base assets are right, scaling through Hybrid and AI systems becomes simple. Book a Discovery Call #### Precision as Standard Visual production is built on the mastery of light, texture, and composition. The team doesn't just take pictures; its experts build visual assets that serve as the high-fidelity foundation for your entire brand ecosystem. ### The Foundation for Your Brand Ecosystem Visual Production is the end-to-end capture of high-fidelity brand assets. The studio specializes in the precision capture of food, beverage, hospitality, people, and environments. By planning for multi-use assets from the start, the team ensures that every hour on set produces a library of visuals ready for website headers, social media, and national advertising campaigns. Shoot-First Philosophy Precision Lighting Control Multi-Platform Asset Strategy End-to-End Execution ### What Gets Captured During a Shoot The studio captures high-impact visuals designed to perform across every platform and format. #### Campaign Hero Imagery High-fidelity visuals for OOH, print, and website heroes that define your brand identity. #### Editorial & Advertising On-brand imagery for magazines and major brand campaigns, executed with precision. #### Short-form Motion & Loops 4K video assets designed for social performance and dynamic web backgrounds. #### Asset Content Libraries Comprehensive sets of assets for digital, social, and paid media channels. ### How This Drives Your Production ROI #### Infrastructure This is professional creative infrastructure, not one-off content creation. #### Efficiency Maximize on-set efficiency to reduce total shoot days and production friction. #### Consistent Maintain a unified visual language across every asset family and campaign. #### Workflows Faster post-production workflows designed for rapid campaign delivery. Production Case Example ### Full-Brand Asset Library #### How it worked: #### The Integrated Session One meticulously planned shoot covering food, cocktails, luxury interiors, and lifestyle portraits in a unified aesthetic. #### The Strategic Capture Capturing assets with variable framing and lighting to serve every channel from vertical social to wide display banners. #### The Multi-Channel Result A single production day provided a creative library used across the website, menus, and national ad campaigns for 12+ months. ### Commercial Production Specializations High-fidelity visual systems tailored to the unique requirements of each industry sector. Explore the studio's specialized work portfolios. #### Food Photography Culinary Performance Artisan food photography focused on texture, appetite appeal, and commercial brand standards. The team creates images that make viewers hungry. - • Commercial Food Styling - • CPG Product Heroes - • Editorial Plating Learn More #### Cocktail & Drinks Liquid Motion Specialized beverage photography capturing perfectly chilled bottles, precise pours, and the kinetic energy of craft mixology. - • Spirits Advertising - • High-Speed Liquid Motion - • Glassware Styling Learn More #### Hospitality & Interiors Architectural Soul Capturing the atmosphere of luxury hotels, Michelin-starred dining rooms, and architectural spaces that tell a brand story. - • Interior Architectural Set - • Lifestyle Ambience - • Destination Capture Learn More #### Motion Production Dynamic storytelling Short-form motion assets, recipe videos, and social loops designed to perform across modern digital and display platforms. - • 4K Social Motion - • Product Cinematography - • Looping Brand Assets Learn More #### Advertising Creative Global Campaigns High-impact commercial campaigns for global brands that require absolute technical precision and creative consistency. - • National OOH Assets - • Campaign Visual Systems - • High-End Retouching Learn More #### Portraiture The Human Connection Environmental portraits of chefs, artisans, and creative leaders that capture the authentic spirit behind the brand. - • Executive Headshots - • Editorial Portraits - • On-Set Character Work Learn More ### Foundational Creative Visual Production is the bedrock of the studio's creative ecosystem. While this stage focuses on precision capture, it is designed to feed directly into the Hybrid Production workflow for scaling assets, and the studio's AI Creative systems for brand-safe generation. Hybrid Production AI Creative AI Consulting ### Trusted by Global Brands, Agencies, and Hospitality Groups ### Visual Production Frequently Asked Questions ### Explore Further Discover how the studio's core production integrates with its hybrid AI and strategic systems. #### Hybrid AI Production Shoot + AI Extensions Build campaign-ready content systems by extending real-world photography with AI environments. - • Background extensions - • Seasonal variations - • Still-to-motion transitions Learn More #### AI Creative Creative Prompting + Systems Direct AI to produce on-brand imagery through sophisticated prompting and art direction principles. - • Prompt libraries and style guides - • Generated image sets - • Brand-safe AI workflows Learn More #### AI Training Hands-On Workshops Practical workshops teaching creative teams AI prompting and workflow skills. - • Prompt template library - • Workflow guides - • Live team sessions Learn More Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## AI Studio: Creative & Generative Production URL: https://brentherrig.com/ai-studio Where traditional craft meets generative intelligence. Scaling brand quality through AI Creative Direction, Hybrid Production, and Automations. Unlock Scalable Creative ### Scale Your Visual Impact Without Scaling Your Budget Traditional craft meets generative intelligence. We build custom creative systems that deliver high-fidelity assets at 10x the speed of traditional production. #### AI Creative Direction Art-directed AI generation that stays on-brand and production-ready. #### Hybrid Production The perfect blend of real photography and AI generation for impossible imagery. #### Creative Automations Systems that turn repetitive tasks into efficient, repeatable processes. #### AI Enablement Training and consulting to help teams adopt AI tools effectively. #### Voice AI Branding Custom voice models that match a brand's persona for consistent audio identity. #### AI SEO + GEO Consulting Optimizing how search engines and AI systems understand and surface your brand. ### AI Creative Direction #### Methodology " We treat generative models as creative partners, not slot machines. By applying traditional art direction principles, such as composition, lighting, and color theory, to prompt engineering, we steer algorithms to produce work that feels intentionally crafted and uniquely yours. " ### Hybrid Production #### Methodology " Shoot the hero, generate the world. We capture the essential human or product elements in-studio to ensure perfect fidelity, then build immersive, scalable environments around them using generative AI. It's the authenticity of photography with the scale of CGI. " ### Creative Automations #### Methodology " We build custom ComfyUI workflows and node-based pipelines that automate the tedious parts of creative production. From intelligent resizing to batch variations, we turn manual friction into automated flow. " ### AI Enablement #### Methodology " Technology is only as good as the team using it. We audit your current workflows, recommend the right AI stack, and provide hands-on training to upskill your creative workforce from 'curious' to 'capable'. " ### Voice AI Branding #### Methodology " Your brand has a visual identity; it needs a sonic one too. We train custom voice models on your brand's unique persona, allowing you to generate consistent, high-quality voiceovers for video, social, and internal comms instantly. " ### AI SEO + GEO Consulting #### Methodology " Visibility in the AI era means being understood by machines. We optimize your brand's digital entities and content structure so that AI search engines (like Perplexity and SearchGPT) reference you correctly and prominently. " Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## AI Creative Automations URL: https://brentherrig.com/ai-studio/automations Scalable execution systems that reclaim your team's time. Custom brand-safe pipelines for high-volume asset production. Scalable Execution Systems ### Creative Automations for Asset Scaling 10x Your Asset Throughput. We build custom, brand-safe pipelines that handle the tedious production work so your team can focus on the big ideas. Creative Automation enabled by AI allows marketing and design teams to keep pace with the massive demand for digital content while maintaining both quality and brand integrity. By taking over repetitive, labor-intensive production work, it liberates creative professionals to concentrate on strategic thinking, conceptual development, and breakthrough ideas. Our systems focus on building reliable pipelines that execute flawlessly after creative decisions are made. Book a Discovery Call ### Automating Creativity: The Production Solution Creative demand has outpaced manual production capacity. In a world of infinite screen space and hyper-segmented audiences, the old model of resizing and exporting assets one-by-one is unsustainable. Teams today spend an average of 40% of their time on resizing, exporting, versioning, and duplicating assets. These high-volume, low-value tasks lead to inconsistency and eventual burnout. ### How the System Operates We bridge the gap between human artistry and algorithmic scale. Our systems turn creative decisions into predictable, high-fidelity engineered output. #### Creative Direction Expert human direction sets the aesthetic and strategic 'North Star', ensuring every automated output aligns with high-level brand vision. #### Pipeline Design Custom node-based workflows (ComfyUI) are engineered to translate direction into logic, creating repeatable, high-fidelity production loops. #### Predictable Execution Automated systems deliver massive volume with zero quality drift. Outcomes are stable, scalable, and move at the speed of your brand's demand. By architecting custom pipelines with node-based logic, we eliminate the fragility of standard AI generation. Every step is engineered for stability, ensuring that your specific brand aesthetics are maintained across infinite outputs. ### Solving the Production Bottleneck The "Long Tail" of modern creative production is a resource drain. As digital channels fragment and audience personas hyper-segment, the manual demand for image resizing, variant generation, and platform-specific formatting grows exponentially. Most creative teams are currently drowning in these low-value, high-volume tasks. Our Scalable Execution Framework builds stability, repeatability, and automated quality control directly into your production loop: turning a weeks-long manual export process into a minutes-long automated pipeline. Problem Statement "Teams spend 40% of their time on manual production tasks that don't require their expertise - but do require perfection." System Capability #### Multi-Platform Image & Video Formatting Automatically resize, crop, and format creative assets for every social channel and digital platform simultaneously. No more manual resizing for Instagram, TikTok, Reels, and Feed. Consult on your automation needs ### Systems in Action #### Multi-Platform Asset Formatting A single piece of hero creative is automatically reformatted for Instagram Stories, Reels, Feed, Facebook, and Display Ads: all sized and cropped correctly in seconds. #### Single Source to Campaign Scaling One approved product image is extended into 20+ variations across different backgrounds, lighting setups, and aspect ratios, maintaining perfect style consistency. #### Cross-Channel Content Repurposing Existing campaign assets are automatically adapted for email headers, banner ads, and social clips, removing the need for manual resizing or reshooting. ### High-Fidelity AI Quality & Stability Controls We directly address the two primary concerns of AI automation: fragile systems that break, and quality degradation at scale. #### Stability by Design Pipelines are built around real production workflows, not experimental prompts. We build maintainable, engineered systems that provide consistent results every time they run. #### Human-in-the-Loop Critical human review points remain in the workflow. Brand standards are enforced systematically, meaning your look and feel stay consistent as volume grows. Automation here supports creativity, it doesn't replace it. It frees your team to be the architects of the system rather than the laborers within it. ### Best For E-commerce Teams Managing massive SKU volumes across multiple platforms and seasonal drops. Agencies Handling high-output campaign production with tight timelines and brand-safe requirements. ### Ideal Use Cases AI-Driven E-commerce Scaling Dynamic Content & Banner Ads Global Asset Localization ### Technical Pipeline Implementation #### Timeline 4 to 6 weeks Variable by complexity #### Deliverables - Custom ComfyUI Workflows - Operational SOPs - Automated Delivery Nodes #### Cost Factors Workflow Depth Output Volume ### Targeted System Outcomes 3x to 10x output Significant increase in asset throughput 80% less tedious work Reduction in manual production time 100% brand alignment Improved consistency across outputs "The AI workflow saved us a significant portion of our production budget while delivering multiple times the assets." Illustrative Outcome ### Strategic Guardrails Not replacing creative teams Not prompt marketplaces Not generic automation templates Not over-technicalizing the workflow This is execution infrastructure engineered for scale. It is not a replacement for human creativity. ### Connected AI Studio Ecosystem Integration across the AI Studio ensures that creative direction flows directly into scalable, high-fidelity production. #### AI Creative Direction Strategic Ideation Expert direction defines the aesthetic parameters before automation begins. - • Moodboards - • Concepts Learn More #### Hybrid Workflow Systems & Workflow Comprehensive design of how AI systems connect to traditional production. - • Connected Phases - • Scalable Systems Learn More #### AI Creative Ecosystem Comprehensive Production Expert direction flows across our entire AI Studio, ensuring unified vision from concept to scale. - • Unified Pipelines - • Brand Stability Learn More Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## AI Training and Workshops for Creative Teams URL: https://brentherrig.com/ai-studio/consulting Hands-on AI training sessions for designers, art directors, and creative leads. Half-day to 2-day workshops focused on practical prompting and workflow skills. Hands-On Training ### AI Training for Creative Teams Practical, hands-on training that gives your team the skills to master AI tools tomorrow. Build internal independence, not dependency. ### Practical Skills Your Team Can Use Tomorrow These aren't tool demos or trend briefings. Every session is built around hands-on exercises, real prompts, and workflows your team will actually use. Participants leave with skills they can apply immediately: not just inspiration. ### Workshop Formats #### Half-Day Intensive 4 hours Focused skill-building on a single topic #### Full-Day Workshop 8 hours Comprehensive training with hands-on exercises #### 2-Day Deep Dive 16 hours Complete team transformation with practice time ### Covering today's most relevant creative AI tools Midjourney OpenAI Runway ComfyUI Firefly Stable Diffusion Midjourney OpenAI Runway ComfyUI Firefly Stable Diffusion Midjourney OpenAI Runway ComfyUI Firefly Stable Diffusion Midjourney OpenAI Runway ComfyUI Firefly Stable Diffusion Midjourney OpenAI Runway ComfyUI Firefly Stable Diffusion Midjourney OpenAI Runway ComfyUI Firefly Stable Diffusion Learn the tools. Master the thinking behind them. What We Cover ### Building Skill, Not Dependency Each session is designed to build lasting capability. Participants don't just learn to use tools: they learn to think about AI as a creative partner. The goal is confidence and independence, not ongoing reliance on outside experts. #### Practical Prompting Learn the art and science of writing prompts that produce on-brand, usable results - not random outputs. - Structure and syntax for consistent results - Style references and mood direction - Iterating toward production-ready assets Hands-on exercises with real prompts. #### Workflow Integration Understand where AI fits in your existing creative process - and where it doesn't belong. - Mapping AI to existing production stages - Hybrid workflows (shoot + AI extension) - When to use AI vs. when to stay manual Practical application to your real work. #### Brand-Safe AI Usage Learn the guardrails and ethical considerations for using AI in commercial creative work. - Licensing and IP considerations - Quality control checkpoints - Internal guidelines and governance Protect your brand while moving fast. ### Training FAQs ### Explore Further Put your new skills to work with AI Studio production services. #### Hybrid Workflow Systems + Process How the shoot-plus-AI system runs end to end, explore to deploy. - • Workflow map - • Reuse system Learn More #### Creative Automations Workflows + Pipelines Automated creative systems that maintain quality while reducing manual effort. - • n8n Flows - • Custom Pipelines Learn More #### AI Creative Direction Strategy + Governance Defining when, where, and how AI enters the creative process. - • Playbooks - • Brand Guidelines Learn More Every workshop includes Prompt Template Library Workflow Guides 30-Day Email Support #### Explore the AI Studio Service ##### AI SEO + GEO Consulting Optimize how search engines and answer engines understand and surface your brand. View Page Service ##### Hybrid Workflows Shoot plus AI extensions that multiply a single capture across campaigns. View Page Service ##### AI Consulting Services Strategy and systems for teams building content at scale. View Page Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## AI Creative Direction URL: https://brentherrig.com/ai-studio/creative-direction Align your creative vision before production. Rapid-prototype concepts and visualize possibilities with expert AI direction. Strategic Ideation ### AI Creative Direction for Visual Campaigns Stop guessing and start visualizing. We use AI to rapid-prototype your campaign concepts, ensuring a perfect shoot every time. AI Creative Direction helps teams explore creative territory before production begins. AI is used to accelerate ideation, visualize possibilities, and pressure-test concepts early. Creative judgment stays human. Direction stays intentional. The goal is not to generate final assets. It is to arrive at production with clarity instead of questions. Book a Discovery Call ### Eliminate Late-Stage Creative Pivots Production budgets are often spent while ideas are still forming. Late-stage creative pivots cause cost overruns, inconsistent outputs, and missed opportunities. Teams frequently discover what doesn't work only after committing significant time and resources. The problem is not speed. It's that exploration happens too late, during production instead of before it. AI Creative Direction addresses this by enabling teams to test, refine, and align creative direction early, when changes are inexpensive and iterative. ### How Does AI-Assisted Creative Direction Work? #### What Does Early Ideation and Concept Expansion Include? Rapid exploration of multiple creative territories, allowing teams to visualize divergent paths without committing to production. Ideas are stress-tested before resources are allocated. #### How Do You Explore Multiple Visual Directions Quickly? AI tools enable teams to generate variations across tone, style, and composition in hours instead of weeks. This accelerates alignment and reduces uncertainty. #### Why Test Tone and Style Before Production? Creative miscalibration discovered during post-production is expensive to fix. Early testing ensures the final direction is aligned with brand standards and strategic goals. #### What Does Aligned Direction Look Like? Stakeholders share a clear, visual understanding of what will be produced. Ambiguity is resolved before shoot days begin. Production executes with confidence. ### Steering the Algorithm with 18+ Years of Craft #### Steering the Algorithm The team brings 18+ years of visual direction experience to the prompt. Studio experts understand light, composition, and emotion, guiding AI models to produce work that feels human and premium, not robotic. ##### Best For Creative Directors needing high-quality AI output. ##### Outcome Curated, on-brand AI imagery. ##### Ideal Use Cases - Campaign Concepts - Storyboarding - Brand World Building ##### Typical Timeline 2-3 weeks ##### Key Deliverables - Generated Assets - Style LoRAs - Curated Collections ##### Cost Factors Complexity of Style Volume ### Creative Explorations Visual territories and concept explorations developed through AI-assisted direction. Upload your own explorations to /public/images/ai-studio/creative-direction to showcase them here. ### What Does AI Creative Direction Produce? Outputs designed to translate directly into real production. #### Moodboards and Visual References Curated visual territories that define tone, style, and creative direction. #### Creative Directions and Territories Distinct conceptual paths explored and refined before production begins. #### Concept Explorations Multiple variations tested quickly to identify the strongest creative path. #### Directional Frameworks Strategic blueprints that guide shoots, campaigns, and production decisions. Any or all outputs may be used depending on project needs. All are designed to inform production decisions. ### Why Does Pre-Production Clarity Reduce Risk? Two primary risks drive wasted production budget and brand inconsistency: Wasted Production Budget Late-stage pivots require reshoots, additional post-production, and extended timelines. Early exploration eliminates these costs by aligning direction before production begins. Brand Inconsistency Across Campaigns Without pre-production alignment, campaigns drift in tone, style, and message. This erodes brand coherence and diminishes long-term equity. Early exploration creates shared understanding across teams, protects visual and narrative consistency, and ensures production executes with confidence. ### How Does Creative Exploration Work? A Real Scenario #### The Scenario A hospitality brand needs to establish a new visual identity for an upcoming campaign. Three distinct creative directions are explored using AI-assisted ideation: modern minimalism, warm maximalism, and editorial luxury. #### The Process Each direction is visualized across multiple touchpoints: hero imagery, social content, and print applications. Stakeholders review and align early. One direction, warm maximalism, emerges as the clear choice. Production begins with full confidence and a precise creative brief. #### The Result No late-stage pivots. No wasted shoot days. The campaign launches with consistency and clarity across all channels. ### What's the Difference Between AI Creative Direction and Final Production? Final production assets Replacing creative directors Experimentation without purpose Generic AI-generated content This is exploration that feeds production. It is not production itself. ### Related Services: Visual Production and Hybrid Workflows AI Creative Direction feeds directly into production. Nothing exists in isolation. #### Visual Production Photography + Motion Integrated photography and motion production for cohesive brand storytelling. - • High-Res Stills - • 4K Video Learn More #### Hybrid Production Shoot + AI Extensions Combining traditional photography with AI generation to extend value and scale. - • Photos - • AI Extensions Learn More #### AI Consulting Advisory Expert guidance on AI integration for creative workflows and brand strategy. - • Workshops - • Strategic Audits Learn More Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## AI SEO & GEO Consulting URL: https://brentherrig.com/ai-studio/geo-consulting Be the brand the AI chooses. Optimize your digital entities for visibility in conversational search and answer engines. Visibility + Clarity ### GEO Consulting: Visibility in AI Search and Answer Engines Stay visible in the era of answer-engines. We optimize your digital entities so Perplexity, SearchGPT, and Gemini represent your brand with clarity and authority. AI SEO & GEO Consulting focuses on visibility in an AI-mediated search landscape. This work is about structure, clarity, and geographic relevance, so machines understand who you are, what you do, and where you belong. Not keywords. Not hacks. Not volume-driven SEO. Book a Discovery Call ### How Is AI Changing Search Results? Search is no longer a list of ten blue links. AI-powered systems now summarize, synthesize, and surface answers directly: often without sending users to your site at all. ChatGPT, Perplexity, Google's AI Overviews, and voice assistants are rewriting the rules of discovery. This creates a new problem: misrepresentation. If an AI system cannot clearly understand what you do, where you operate, or what makes you authoritative, it will either omit you or describe you incorrectly. Ranking is no longer enough. Clarity is the new currency. ### What Is Entity-Based SEO? #### How Do Knowledge Graphs Understand Your Brand? Establishing your brand as a distinct, recognized entity in knowledge graphs. This means clear definitions of who you are, what you offer, and how you relate to other entities in your industry. #### Why Does Geographic Relevance Matter for Local SEO? Precise articulation of service offerings and geographic footprint. AI systems need structured signals to understand scope, scale, and relevance. #### What Are Semantic Authority Signals? Building verifiable authority through citations, structured mentions, and semantic relationships. Not links for the sake of links, but credibility that machines can validate. #### How Does Structured Data Improve AI Visibility? Ensuring consistency across platforms, schemas, and content formats. Machines look for patterns; inconsistency creates confusion and erodes trust. ### What Does AI Search Optimization Include? A comprehensive approach to ensuring AI systems represent your brand accurately and consistently. #### AI Search Visibility Audits Comprehensive analysis of how AI systems interpret and represent your brand across search platforms. #### Content & Entity Structure Strategic organization of content to ensure machines understand relationships, hierarchy, and authority. #### GEO Relevance Strategy Geographic signal clarity so AI systems accurately understand where you operate and serve. #### AI-Readable Hierarchy Structured data and semantic markup that creates clear pathways for machine interpretation. Plus: Strategic advisory recommendations tailored to your brand's visibility goals. ### AI Search Visibility Score Get a quick read on how your site is being interpreted by search engines and AI systems. This diagnostic check analyzes high-level visibility factors to identify where machines might be misinterpreting your brand's core identity or geographic scope. Entity Clarity Service Definition Geographic Relevance Structural Hierarchy Authority Signals AI Readability Misclassification Risk Note: This is a directional clarity report, not a tactical fix list. ### What's the Difference Between AI SEO and Traditional SEO? Traditional SEO retainers Backlink services Content volume strategies Paid media management This is strategic advisory work, not tactical execution. ### Why Is Brand Visibility in AI Search Important? Your brand's visibility is increasingly mediated by AI systems you don't control. If these systems misunderstand your service offerings, your geographic scope, or your authority, you become invisible, or even misrepresented, to the audiences actively searching for what you provide. Traditional SEO may show traffic, but if AI summaries are answering questions without sending users to your site, that traffic becomes less meaningful. The risk is not losing rank. The risk is losing relevance. This work ensures your brand remains discoverable, accurately described, and contextually relevant as search continues to evolve. ### How Does AI Search Optimization Work? A Real Example #### Before: Poor AI Search Representation A hospitality brand appears in AI search results, but its services are described inaccurately. The geographic scope is unclear. Competitors are cited as category leaders instead. Despite strong traditional SEO metrics, the brand is being overlooked in conversational search contexts. #### After: Improved Entity Clarity and GEO Rankings Entity structure is clarified. Geographic signals are refined. Service definitions are aligned across platforms. AI systems now consistently represent the brand accurately, with correct scope, correct services, and appropriate authority in relevant contexts. ### Related Services: AI Strategy and Brand Consulting AI SEO & GEO Consulting is part of a broader approach to intelligent, future-ready brand systems. #### AI Consulting Advisory Expert guidance on AI integration for creative workflows and brand strategy. - • Workshops - • Strategic Audits Learn More #### Insights Thinking Long-form thinking on the intersection of AI, creativity, and modern production. - • Articles - • Research Learn More #### Hybrid Production Service Combining traditional photography with AI generation to extend value and scale. - • Photos - • AI Extensions Learn More #### Explore the AI Studio Service ##### AI Enablement for Teams Training and consulting to help teams adopt AI tools with craft intact. View Page Service ##### AI Creative Direction Direction and systems for AI-assisted creative that stays on brand. View Page Guide ##### Guides + Insights Deep dives on visual production, hybrid workflows, and AI visibility. View Page Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Hybrid AI Production URL: https://brentherrig.com/ai-studio/hybrid The next evolution of visual content. Grounding generative AI in real-world photography for authentic, scalable brand assets. Systems & Workflow ### Hybrid Production: Shoot Plus AI Extensions A production system built for the modern brand. Shoot the hero, generate the world, and scale your assets across every platform. The Hybrid Workflow shows how creative exploration, production, and asset scaling work together as a single system. Instead of treating production as a fixed event, this workflow is designed to evolve. Ideas are explored early. Assets are captured intentionally. Content is reused intelligently. The goal is simple. Work smarter, not harder. Book a Discovery Call ### Why Traditional Production Is No Longer Enough Traditional production treats shoots as endpoints. Once the campaign wraps, the work is done. Exploration often happens too late, during production instead of before it. Creative pivots become expensive, and scaling requires reshoots. As campaigns expand, inefficiency compounds. Teams work harder, not smarter. Budgets grow. Timelines stretch. The Hybrid Workflow exists as a response to these problems, not as a trend. It is a better system. ### How Does the Hybrid Workflow Actually Work? This is how Hybrid Production works behind the scenes. The workflow operates as connected phases, not isolated steps. Pre-production exploration happens early. Assets are captured with intention. Content scales and reuses over time. Each phase informs the next. Nothing is wasted. Nothing is fragmented. ### The Architecture of Scale To manage the complexity of hybrid production, we use a custom system logic that connects every phase of the creative loop. This diagram shows the underlying architecture of a Hybrid Workflow: from the initial concept and model selection through to final asset extension and cross-platform deployment. By formalizing these steps, we ensure that every visual asset is built for maximum reuse and technical precision. ### What Is the Hybrid Loop? Production is not a one-time event. It's a continuous system. #### Explore AI-supported creative exploration before production begins. Test multiple directions early when changes are inexpensive. #### Capture Real photography or motion, captured with reuse and scaling already planned into the shoot strategy. #### Extend Variations, formats, motion, and reuse. Assets scale across platforms and time without reshoots. #### Deploy Campaigns, platforms, and ongoing content needs served from a single production foundation. #### Learn & Refine Insights from deployment feed back into exploration. The loop continues, not restarts. ### How Does This Work in Practice? Explore #### Exploring Directions Before a Shoot A hospitality brand tests three visual directions using AI-assisted exploration. Stakeholders align on one direction before production begins. The shoot executes with confidence instead of questions. Capture #### Capturing with Reuse Planned A product shoot is planned with extension in mind. Core assets are captured knowing they will scale into motion, social variations, and seasonal updates without additional shoot days. Extend #### Extending Content Across Platforms A campaign launched six months ago needs social content for a new channel. Instead of a reshoot, existing assets are extended and reformatted. The brand stays consistent, timelines stay short. ### Why Does This Reduce Friction? Two core risks drive inefficiency in production: production inefficiency and workflow complexity. Production Inefficiency Reshoots, late-stage pivots, and reactive scaling waste time and budget. A connected system reduces rework by aligning direction before production begins. Workflow Complexity Fragmented systems create confusion and slow teams down. When exploration, production, and scaling are connected, teams stay aligned and execution becomes predictable. The result is not speed for its own sake. It is clarity, confidence, and control. ### What's the Difference Between Hybrid Workflow and Hybrid Production? Not a production checklist Not a rigid process Not a replacement for creative judgment Not automation for its own sake This page explains how the system works. Hybrid Production (Services) handles execution and delivery. ### Related Services: Creative Direction and Production The Hybrid Workflow connects exploration, production, and scaling. #### AI Creative Direction Strategic Ideation Pre-production exploration and creative direction powered by AI. Supports the Explore phase of the loop. - • Moodboards - • Concepts Learn More #### Hybrid Production Shoot + AI Extensions Real production with AI scaling. Handles Capture and Extend phases of the workflow. - • Photos - • Extensions Learn More #### Visual Production Photography + Motion Traditional photography and motion as the foundation for hybrid workflows. - • High-Res Stills - • 4K Video Learn More Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Voice AI Branding URL: https://brentherrig.com/ai-studio/voice Consistent, ethical, and scalable sonic identity. Custom voice models for unified brand communication across audio and video. Sonic Identity ### Voice Systems for Brands: Assistants, Routing, and Follow-Up Consistent, ethical, and scalable sonic identity. We train custom voice models that allow you to deploy your brand's unique persona across video and audio instantly. Brent Herrig Photography helps brands define, train, and deploy a consistent voice for use across video, podcasts, and internal communications. This may involve creating a neutral brand voice, training a model based on an approved individual, or guiding a brand through the voice cloning process safely and ethically. The goal is not novelty. The goal is consistency, control, and long-term usability. Explore Voice Branding ### Why Voice Is Part of Brand Identity Brands are publishing more audio and video than ever before. Video-first platforms, podcasting, internal communications, and social content have made voice as visible as typography or color. When voice is inconsistent, trust erodes over time. Voice is now a core brand asset, not an afterthought. It requires the same intentional design, governance, and consistent application as any other element of brand identity. ### What Voice AI Branding Actually Is #### This is not: - Random voice generation - Replacing human creativity - Deepfake experimentation #### This service focuses on: - Defining tone, pacing, and personality - Training or guiding a voice model aligned to that definition - Ensuring repeatable, brand-safe usage ### Ethics, Consent, and Brand Safety This section is explicit because it matters. - Ethical consent is mandatory for all voice model training. - Licensing and usage rights are respected and documented. - Voice models are trained with explicit approval and clear intent. This service is designed for responsible, long-term brand use. ### How Voice Models Are Used Practical applications that deliver consistency and reduce friction. #### Internal Training and Communications Consistent voice for onboarding, company updates, and internal learning materials. #### Social Video and Short-Form Content Reliable voiceover for Reels, Stories, and quick-turnaround social assets. #### Podcasting and Long-Form Audio Brand-aligned narration for episodic content and extended audio storytelling. Consistency across channels. Reduced scheduling friction. Faster iteration without compromising identity. ### Implementation Details #### Typical Timeline Approximately 2 weeks Depending on source material and approvals #### Key Deliverables - Brand-aligned voice model - Text-to-speech API setup - Usage documentation #### Cost Factors Source Audio Quality Licensing ### What This Service Is Not For One-off novelty voice requests Experimental art projects Avoiding fair compensation of voice talent ### How This Connects to AI Studio Voice AI Branding works best when it supports brand storytelling and integrates into your broader content pipeline. It connects naturally to ongoing video production, creative automation systems, and multi-channel content strategies within the AI Studio ecosystem. ### Expected Outcomes Greater audio consistency across channels Reduced dependency on talent scheduling Stronger brand recognition through voice These are directional outcomes, not guaranteed results. Results vary based on implementation and usage. ### Related AI Studio Services Voice AI Branding integrates with the broader AI Studio ecosystem. #### AI Creative Direction Strategic Ideation Explore creative territory before production begins. - • Moodboards - • Concepts Learn More #### Creative Automations Scalable Production Systems that execute creative direction at scale. - • Pipelines - • Workflows Learn More #### AI Training Hands-On Workshops Practical workshops teaching creative teams AI prompting and workflow skills. - • Prompt library - • Live sessions Learn More Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Case Studies URL: https://brentherrig.com/case-studies Explore the laboratory's portfolio of high-impact commercial photography, motion direction, and AI creative projects. Production Lab ### Case Studies A deep dive into the strategy, production, and execution behind the studio's most complex creative projects. Articles Guides Tools Case Studies FAQ ### Featured Work Advertising Stills + Motion #### Shake Shack At Home A high-volume, fast-paced campaign shoot for Shake Shack: 15 stills, 12 motion loops, 5 cinemagraphs, and 4 parallaxes in a single day. # Food # Lifestyle # Campaign + 2 Cocktail Stills + Motion #### Belvedere x Chandon Garden Spritz Premium beverage campaign for Belvedere x Chandon: high-precision stills and motion captured on a private New York rooftop for global media usage. # Beverage # Motion # Luxury + 4 Food Stills #### The Whole30 Cookbook All 150 recipes in The Whole30 Cookbook photographed in a 7-day shoot. National bestseller with photography praised by Publisher's Weekly. # Cookbook # Editorial # Food Styling + 2 ### Browse the Work Filter By Tags: Beverage Brent Herrig Photography Campaign Cinemagraphs Commercial Cookbook Editorial Food Food Styling Garden Spritz Lifestyle Luxury Motion Outdoor Publishing Advertising Stills + Motion #### Shake Shack At Home # Food # Lifestyle # Campaign + 2 Cocktail Stills + Motion #### Belvedere x Chandon Garden Spritz # Beverage # Motion # Luxury + 4 Food Stills #### The Whole30 Cookbook Newsletter ### Captivating Campaigns Await Join the newsletter for innovative ideas and behind-the-scenes peeks into world-class advertising photography and direction. Innovative ideas & creative strategy Behind-the-scenes production peeks Unsubscribe at any time --- ## Shake Shack At Home | Case Study URL: https://brentherrig.com/case-studies/shake-shack-at-home We shot 15 deliverables during this project: 15 stills, 12 video loops or macros, and 5 cinemagraphs, with 4 parallaxes. This single-day shoot in a New York corporate test kitchen had a one-week post-production turnaround following two weeks of preparation. The main objective was to replicate the Shake Shack experience as if customers ordered from the app and enjoyed the meal at home, showcasing all burger variations in 360-degree video. Assets were used on social media and as hero images for out-of-home (OOH) banners in stores. Back to Case Studies Advertising Case Study ### Shake Shack At Home We shot 15 deliverables during this project: 15 stills, 12 video loops or macros, and 5 cinemagraphs, with 4 parallaxes. This single-day shoot in a New York corporate test kitchen had a one-week post-production turnaround following two weeks of preparation. The main objective was to replicate the Shake Shack experience as if customers ordered from the app and enjoyed the meal at home, showcasing all burger variations in 360-degree video. Assets were used on social media and as hero images for out-of-home (OOH) banners in stores. Category Advertising Deliverables 15 Stills • 12 Videos • 5 Cinemagraphs, 4 Parallaxes Timeline 3 Weeks (2 Prep, 1 Day Shoot, 1 Week Post) Location Corporate Test Kitchen, New York Tags Food Lifestyle Campaign Motion Cinemagraphs Advertising Project 15 Assets ### Visual Highlights ### Motion Assets #### Shake Shack App Stop Motion App-driven ordering experience, stop motion style. #### Burger Lineup Showcasing the full Shake Shack burger lineup. #### 360 Burger View All burger variations captured in 360-degree video. #### What Shipped - 15 High-Res Stills - 12 Motion Assets - 5 Social Crops - 5 Cinemagraphs, 4 Parallaxes #### Designed For - Global Campaign Usage - Social Media (Paid & Organic) - Point of Sale / OOH ### The Creative Goal #### The Brief Replicate the Shake Shack experience as if customers ordered from the app and enjoyed the meal at home. Showcase all burger variations with energy and authenticity. #### Visual Rules - Lighting: Warm, inviting home kitchen vibes. - Styling: Imperfect drips and messy perfection. - Angle: POV and top-down for recipe steps. - Flexibility: Adapt on the fly as we identified successful shots. ### Production Approach #### Pre-Production - • Two weeks of preparation - • Prop sourcing for 'modern cozy kitchen' - • Food stylist coordination for melt timing #### Shoot Day - • Single-day shoot - • Fast-paced, flexible production - • Captured stills, video loops, cinemagraphs, and parallaxes #### Post-Production - • One week turnaround - • Color grading to match brand palette - • Cinemagraph and parallax finishing ### What This Enables #### Scale More assets without linear cost scaling. #### Speed Faster turnaround from brief to delivery. #### Consistency Unified visual language across all channels. ### Project FAQ Newsletter ### Captivating Campaigns Await Join the newsletter for innovative ideas and behind-the-scenes peeks into world-class advertising photography and direction. Innovative ideas & creative strategy Behind-the-scenes production peeks Unsubscribe at any time ### More in Advertising View Advertising Portfolio --- ## Belvedere x Chandon Garden Spritz | Case Study URL: https://brentherrig.com/case-studies/belvedere-chandon-garden High-precision commercial photography for Belvedere x Chandon Garden Spritz. Captured in an outdoor rooftop setting, the suite focuses on fresh ingredients and sun-drenched luxury. We produced a complex matrix of deliverables including key visuals with multiple bottle variations, cinemagraphs, and a recipe stop motion video for global unlimited media usage. Back to Case Studies Cocktail Case Study ### Belvedere x Chandon Garden Spritz High-precision commercial photography for Belvedere x Chandon Garden Spritz. Captured in an outdoor rooftop setting, the suite focuses on fresh ingredients and sun-drenched luxury. We produced a complex matrix of deliverables including key visuals with multiple bottle variations, cinemagraphs, and a recipe stop motion video for global unlimited media usage. Category Cocktail Deliverables 12 Stills • 3 Videos • 3 Key Visuals (Horizontal, Vertical, Top-Down) with 3+ bottle variations each. 2 GIFs/Cinemagraphs and 1 Recipe Stop Motion. Exclusive worldwide unlimited media license. Timeline 3 Weeks Location Private Rooftop, New York Tags Beverage Motion Luxury Outdoor Commercial Brent Herrig Photography Garden Spritz Cocktail Project 12 Assets ### Visual Highlights ### Motion Assets #### The Perfect Pour Cinemagraph: Slow motion capture of the garnish drop and fizz. #### Garden Spritz Recipe Stop Motion Step-by-step assembly of the signature Garden Spritz cocktail in a dynamic stop motion style. #### What Shipped - 12 High-Res Stills - 3 Motion Assets - 3 Key Visuals (Horizontal, Vertical, Top-Down) with 3+ bottle variations each. 2 GIFs/Cinemagraphs and 1 Recipe Stop Motion. Exclusive worldwide unlimited media license. #### Designed For - Global Campaign Usage - Social Media (Paid & Organic) - Point of Sale / OOH ### The Creative Goal #### The Brief Communicate 'Summer in a Glass' through a sophisticated garden-party aesthetic. Showcase how Belvedere Vodka and Chandon Garden Spritz come together as the ultimate summer pairing. #### Visual Rules - Lighting: Hard sunlight with softened shadows to evoke a Mediterranean rooftop vibe. - Composition: Drink-only (no talent) to emphasize liquid detail and garnish freshness. - Bottle Variations: Precise placement for multi-use campaign flexibility (Both bottles vs single brand). - Color Palette: Warm oranges, vibrant greens (rosemary), and crisp ice blue condensation. ### Production Approach #### Pre-Production - • Concept sketching for precise table composition (Bottles + Garnish + Popsicles) - • Sourcing specific 'Garden Spritz' props (Oranges, Rosemary, Ice molds) - • Variation matrix planning for multi-bottle requirements #### Shoot Day - • Rooftop location shoot utilizing natural sunlight with scrim controls - • Captured Horizontal, Vertical, and Top-Down angles for each setup - • High-precision garnish styling for macro-detail consistency #### Post-Production - • Cinemagraph creation for 'The Perfect Pour' motion assets - • Stop motion assembly for the 'Garden Recipe' video - • Color grading to unify the sun-drenched Mediterranean aesthetic ### What This Enables #### Scale More assets without linear cost scaling. #### Speed Faster turnaround from brief to delivery. #### Consistency Unified visual language across all channels. Newsletter ### Captivating Campaigns Await Join the newsletter for innovative ideas and behind-the-scenes peeks into world-class advertising photography and direction. Innovative ideas & creative strategy Behind-the-scenes production peeks Unsubscribe at any time ### More in Cocktail --- ## Cookbook Food Photographer NYC | Whole30 Case Study URL: https://brentherrig.com/case-studies/whole30-cookbook Brent Herrig photographed all 150 recipes in The Whole30 Cookbook for Houghton Mifflin Harcourt. NYC-based food photographer for cookbooks, editorial, and publishing projects. Back to Case Studies Food Case Study ### Food Photographer for The Whole30 Cookbook by Melissa Hartwig Urban ### Key Takeaways - • Brent Herrig photographed all 150 recipes in The Whole30 Cookbook across 7 production days (1 prelight, 6 shoot days) for publisher Houghton Mifflin Harcourt. - • Publisher's Weekly described Herrig as a "veteran food and cocktail photographer" in its review of the book. - • The Whole30 Cookbook became a national bestseller, with photography that matched the clean, ingredient-forward identity of the Whole30 brand. 150 recipes photographed across 7 production days (1 prelight, 6 shoot days) for Melissa Hartwig Urban's bestselling Whole30 Cookbook, published by Houghton Mifflin Harcourt. Publisher's Weekly named Brent Herrig a 'veteran food and cocktail photographer' in its review. Category Food Deliverables 150 Stills • Full cookbook photography: 150 recipes, cover, chapter openers, and ingredient detail shots Timeline 7 Days (1 Prelight, 6 Shoot Days) Location New York City Tags Cookbook Editorial Food Styling Publishing Brent Herrig Photography Food Project 150 Assets ### Visual Highlights #### What Shipped - 150 High-Res Stills - Full cookbook photography: 150 recipes, cover, chapter openers, and ingredient detail shots #### Designed For - Global Campaign Usage - Social Media (Paid & Organic) - Point of Sale / OOH ### The Creative Goal #### The Brief Photograph every recipe in The Whole30 Cookbook with clean, appetizing images that reflect the brand's real-food philosophy. Each dish had to look achievable for home cooks, not aspirational or over-styled. #### Visual Rules - Lighting: Natural, clean light that emphasizes ingredient color and texture. - Styling: Realistic plating that readers can replicate at home. - Surfaces: Varied but cohesive, maintaining visual thread across 150 setups. - Restraint: No heavy styling tricks. Let the food speak. ### Production Approach #### Pre-Production - • Recipe-by-recipe shot list planning for 150 setups - • Surface and prop library curation for visual consistency - • Food stylist coordination for daily recipe batching #### Shoot Day - • Approximately 25 recipes photographed per day across 6 shoot days, with 1 dedicated prelight day - • Efficient setup rotation to maintain pace without compromising quality - • Close collaboration with food stylist for plating accuracy #### Post-Production - • Color grading for consistent tone across all 150 images - • Publisher delivery in multiple formats for print production - • Cover and chapter opener final retouching ### What This Enables #### Cookbook-Scale Production 150 recipes shot across 6 shooting days proves a photographer can handle volume without sacrificing quality. #### Publisher-Ready Delivery Images met Houghton Mifflin Harcourt's print production standards on the first pass. #### Brand-Aligned Photography Every image reinforced the Whole30 identity: clean, real, and built for home cooks. ### Project FAQ Newsletter ### Captivating Campaigns Await Join the newsletter for innovative ideas and behind-the-scenes peeks into world-class advertising photography and direction. Innovative ideas & creative strategy Behind-the-scenes production peeks Unsubscribe at any time ### More in Food View Food Portfolio --- ## Insights & Articles URL: https://brentherrig.com/insights/articles In-depth articles on visual strategy, technical craft, and the future of creative production. Thoughts on the Craft ### Creative Intelligence Exploring the intersection of technical excellence, structural production, and creative strategy in a rapidly evolving visual landscape. Articles Guides Tools Case Studies FAQ ### 17 Results for " " Article • By Brent Herrig #### How to Hire a Food Photographer for Advertising Campaigns A practical guide for agency producers and brand managers: what to look for in a portfolio, what surprises first-time clients in an estimate, and the brief red flags versus green flags. Hiring Advertising Article • By Brent Herrig #### How to Label AI Content in Your Ads A plain guide to labeling AI-generated content in ads: what to say, where to put it, when it appears, and the one rule that covers the gray areas. Researched, not legal advice. AI Regulation Advertising Article • By Brent Herrig #### Does My Ad Need an AI Label? A Yes or No Checklist A yes or no checklist of common cases: retouching, background swaps, AI models, product shots, and voiceovers. When AI content needs a label, when it does not, and how the answer changes by state and country. AI Regulation Advertising Article • By Brent Herrig #### The EU AI Act, Explained: What Brands and Advertisers Must Disclose From August 2, 2026 the EU AI Act requires AI-generated ads and deepfakes to be disclosed, with fines up to 15 million euros or 3% of global turnover. What it covers, who it reaches, and what brands should do. AI Regulation Advertising Article • By Brent Herrig #### Lighting Patterns for Luxury Hospitality Photography How a working photographer lights hotels, resorts, restaurants, and bars: motivated practicals, honest warm and cool balance, and the dusk crossover that makes a space sell. Hotel Photography Hospitality Article • By Brent Herrig #### Building a Global Production Workflow With AI Extension How to coordinate cross-continental shoots without losing sleep or brand consistency. Global Workflow Logistics Article • By Brent Herrig #### Unified Brand Identity: Mastering Visuals & Voice Most brands have a source problem, not a consistency problem. A practical three-layer system for visual identity, brand voice, and governance that makes consistency the default across every touchpoint. Brand Identity Visual Strategy Article • By Brent Herrig #### New York's AI Ad Disclosure Law: What Brands Need to Know New York now requires ads to disclose AI-generated synthetic performers, with penalties up to $5,000 per violation. What the law covers, the exceptions, and how hybrid production avoids the trigger entirely. AI Regulation Advertising Article • By Brent Herrig #### Usage Rights for Commercial Food Photography, Explained Who owns commercial food photography, what a buyout really means, and how licensing scope, media channels, and term affect price. A working photographer explains. Usage Rights Licensing Article • By Brent Herrig #### The Real Cost of a Commercial Food Shoot What a commercial food shoot actually costs, from creative fee and food styling to retouching and usage rights. A working photographer breaks down the full budget stack. Pricing Production Economics Article • By Brent Herrig #### How to Brief a Food Photographer How to brief a food photographer for better images and fewer surprises: deliverables, usage, references, timeline, and an honest budget. A working photographer explains. Creative Brief Client Guide Article • By Brent Herrig #### The Ethics of AI in Food Photography AI food images can look more appealing than real ones. A working photographer explains the ethics of GenAI modification, invention, and disclosure in practice. AI Ethics Food Photography Article • By Brent Herrig #### The 10 Most Instagrammed Foods of All Time Analyzing why certain dishes and beverages dominate the social spotlight and how to harness that visual energy. Social Media Food Trends Guide • By Brent Herrig #### Knowing Your Audience: A Culinary Perspective A framework for aligning every sensory element in your restaurant, from music and lighting to photography and plating, to the specific guest you designed the space for. Audience Research Hospitality Case Study • By Brent Herrig #### Belvedere x Chandon Garden Spritz High-precision commercial photography for Belvedere x Chandon Garden Spritz. Captured in an outdoor rooftop setting, the suite focuses on fresh ingredients and sun-drenched luxury. We produced a complex matrix of deliverables including key visuals with multiple bottle variations, cinemagraphs, and a recipe stop motion video for global unlimited media usage. Beverage Motion Case Study • By Brent Herrig #### Shake Shack At Home We shot 15 deliverables during this project: 15 stills, 12 video loops or macros, and 5 cinemagraphs, with 4 parallaxes. This single-day shoot in a New York corporate test kitchen had a one-week post-production turnaround following two weeks of preparation. The main objective was to replicate the Shake Shack experience as if customers ordered from the app and enjoyed the meal at home, showcasing all burger variations in 360-degree video. Assets were used on social media and as hero images for out-of-home (OOH) banners in stores. Food Lifestyle Case Study • By Brent Herrig #### The Whole30 Cookbook 150 recipes photographed across 7 production days (1 prelight, 6 shoot days) for Melissa Hartwig Urban's bestselling Whole30 Cookbook, published by Houghton Mifflin Harcourt. Publisher's Weekly named Brent Herrig a 'veteran food and cocktail photographer' in its review. Cookbook Editorial ### Strategic Articles Exploring the technical and strategic foundations of modern visual production. Hiring Advertising Agency Guide Brent Herrig • Jul 23, 2026 Read more AI Regulation Advertising AI Disclosure #### How to Label AI Content in Your Ads Brent Herrig • Jul 16, 2026 Read more AI Regulation Advertising AI Disclosure Brent Herrig • Jul 16, 2026 Read more ### Article Archive Deep dives and technical perspectives from the studio. Jul 15, 2026 Read Article Jun 22, 2026 Read Article Jun 19, 2026 Read Article Jun 15, 2026 Read Article Jun 12, 2026 Read Article Jun 11, 2026 Read Article Jun 11, 2026 Read Article Jun 11, 2026 #### How to Brief a Food Photographer Read Article Apr 9, 2026 Read Article Mar 21, 2026 Read Article Newsletter ### Captivating Campaigns Await Join the newsletter for innovative ideas and behind-the-scenes peeks into world-class advertising photography and direction. Innovative ideas & creative strategy Behind-the-scenes production peeks Unsubscribe at any time ### Scale Your Visual Intelligence Our strategic articles are designed to work in tandem with our practical brand guides and case studies. Strategic Guides → Case Studies → Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## The EU AI Act, Explained for Brands and Advertisers URL: https://brentherrig.com/insights/articles/eu-ai-act-explained From August 2, 2026 the EU AI Act requires AI-generated ads and deepfakes to be disclosed, with fines up to 15 million euros or 3% of global turnover. What it covers, who it reaches, and what brands should do. Back to Articles AI Regulation July 15, 2026 9 min read ### The EU AI Act, Explained: What Brands and Advertisers Must Disclose From August 2, 2026 the EU AI Act requires AI-generated ads and deepfakes to be disclosed, with fines up to 15 million euros or 3% of global turnover. What it covers, who it reaches, and what brands should do. By Brent Herrig AI Regulation Advertising AI Disclosure TL;DR: From August 2, 2026, the EU AI Act says AI-generated and AI-altered content in ads has to be labeled when it could pass for real. Part of that happens automatically inside your software. The part you own is a plain, visible "made with AI" note on anything that looks real but is not, when the ad reaches people in the EU (EU AI Act, Article 50, 2026). It does not ban AI in ads. Skipping the label can cost up to 15 million euros or 3% of global turnover. I am a photographer, not a lawyer, so treat this as a researched plain-English map, not legal advice. When a case is fuzzy, the safe move is simple: label it. On August 2, 2026, the EU's new rules on AI-made content start to apply. If your advertising uses AI to create or alter images or video, and those ads reach people in the European Union, you are now expected to be upfront about it. This is a real regulation with real fines, not a voluntary badge. I run a hybrid production studio out of New York and London. We shoot real food, real drinks, real spaces, and real people, then use AI to stretch that work into more formats and more campaigns. So these rules land straight on my desk, the same way New York's AI ad law did earlier this summer. Here is the plain version: what the law asks for, who it applies to, what actually needs a label, and what to do about it. Written for marketers, not lawyers. Two ground rules before we start. First, I am not a lawyer and this is not legal advice. It is researched, sourced, and current, but if a campaign has real money or real risk on it, run it past counsel. Second, here is the rule of thumb that keeps you out of trouble: when you are not sure whether something needs a label, label it. Disclosure is cheap. Getting caught hiding AI is not. One thing to clear up right away, because the reporting has been a mess. A 2026 package delayed parts of the AI Act. It did not delay this part. ### When Does the EU AI Act Take Effect? The law arrives in stages, not all at once. It became law on August 1, 2024, and the pieces switch on over a few years (European Commission, 2026). The banned uses of AI came first, in February 2025. The rules for the big AI models came in August 2025. The part that matters for advertising, the duty to label AI content, starts August 2, 2026, across all 27 member states. Now the part that has caused confusion. In late 2025 the EU proposed a package to simplify the AI Act, and it moved fast, with final sign-off from the Parliament and Council in June 2026 (European Parliament, 2026). It pushed back the heaviest rules, the ones for high-risk AI systems, by more than a year. It left the labeling rules alone (Gibson Dunn, 2026). So if you have read that "the EU delayed the AI Act," read it again. The AI content labeling deadline is on time: August 2, 2026. ### What Does the EU AI Act Actually Require? Two jobs, and only one of them is really yours. The first job belongs to the software. When an AI tool makes or changes an image or a video, the tool is supposed to tag that file behind the scenes so it can be recognized later as AI. Think of it as invisible ink baked into the file. This is already real: Google's SynthID embeds that kind of invisible marker into AI-made images, video, and audio, and other AI companies have started adopting the same system, so the tag increasingly rides along with the file on its own (Google DeepMind, 2026). You do not create that tag, the tool does, and over the next year expect it to become a standard feature of the AI tools you already use. Your part here is small: choose tools that do it, and do not strip that hidden tag out when you export. How AI content gets watermarked: SynthID, explained by Google DeepMind The second job is yours, and it is the one to focus on. When you publish AI content that could pass for real, you have to tell the audience it was made or altered with AI, in a way they can actually notice, the moment they first see it (EU AI Act, Article 50, 2026). That is the whole ask. A clear, visible note. The law leans hard on that phrase, "could pass for real," so keep it in your head. If a viewer could reasonably think the image or video is a real photograph of a real thing, that is when your label kicks in. I wrote a separate, plain walk-through of exactly how to label AI content so you can get the wording and placement right the first time. A photoreal AI-generated plated dish carrying a visible AI-generated label, shown as a labeling example You do not have to invent a label from scratch. The EU published a free, official set of icons for marking AI content. Download the official EU AI content labels (SVG and PNG), no attribution required, and drop the right one on your creative. ### Does the EU AI Act Apply to US Brands? Yes, and this is where a lot of US teams assume they are safe and are not. The rule follows where the ad is seen, not where your company is based (EU AI Act, Article 2, 2026). A brand in Chicago running an AI-built video ad that plays to audiences in Germany, France, or Spain is inside the regulation. If your media plan includes the EU and your creative includes AI-made people or scenes that could pass for real, the labeling job is yours. ### What AI Content Needs a Label, and What Does Not? Here is the short version, and there is a fuller checklist in does my ad need an AI label. Ordinary cleanup does not need a label. Retouching a real photo, removing dust or blemishes, minor color and light adjustments, cropping, all of that is treated as normal editing and stays outside the rule. A real photo of a real thing is still a real photo. Making something look real that is not does need a label. A fully AI-generated person in your ad, a fabricated scene presented as if it really happened, a real subject dropped into a fake but realistic location, those are the cases the law is built for. Intent does not save you here. Even if you were not trying to fool anyone, if the result looks authentic and it was made or changed with AI, label it (Greenberg Traurig, 2026). The gray middle is where the "when in doubt, label it" rule earns its keep. A light AI background extension on a product shot probably reads as minor. A full swap of the background into a different real-looking place probably does not. When you cannot cleanly call it, the cheap and safe move is a label. ### Is There a Break for Creative Work? There is, but it is smaller than people hope. Genuinely artistic, satirical, or fictional work gets a lighter touch: you still note that AI was used, but you can do it quietly, in the credits or a title card, so it does not wreck the piece. The catch is that ordinary product advertising does not count as artistic work, so a normal commercial does not get the easy version (Greenberg Traurig, 2026). Do not plan a campaign around this exception. ### What Are the EU AI Act Penalties? The AI Act has fine tiers, and a labeling breach sits in the middle one: up to 15 million euros or 3% of total worldwide turnover, whichever is higher (EU AI Act, Article 99, 2026). Smaller companies are capped at the lower of the two figures. Each EU country enforces it, and the fines for the labeling rules are live from August 2, 2026. For most large advertisers the fine is not the scary part. The scary part is the same one New York created: getting publicly caught passing off AI content as real once the law made the standard plain. ### How Does This Compare to New York's Law? Same direction, different size. New York's law, live since June 9, 2026, only covers AI-generated humans in ads, with penalties from 1,000 to 5,000 dollars per violation (New York Governor's Office, 2026). It is narrow by design. I broke that one down in New York's AI ad disclosure law. The EU AI Act is the wide version: one rulebook across 27 countries, covering any AI-made image, audio, or video rather than only fake people, with fines measured against global turnover. California passed its own AI transparency law the same season, though that one leans on the AI tool makers rather than the advertiser. Even so, the direction is plain: within a few months, the EU, New York, and California all moved to put AI content on the record. The takeaway is not to build a process for each one. It is to build a single clean labeling habit that satisfies the strictest of them, the EU, and stop chasing the rest. If you want the case-by-case version, I broke it down in does my ad need an AI label. ### What This Means If Your Work Is Mostly Real Here is the good news if you make visual content the honest way. The line the EU drew sits close to where careful hybrid production already lives. The label attaches to AI content that could pass for real, and hits hardest on fake people and fabricated scenes. Photography of real food, real drinks, and real places, then extended or adapted with AI, is a different animal from a scene invented whole and passed off as real. That is how we run hybrid production from the start. We photograph the real subject, with real light and real texture, then use AI to extend frames, build format variations, and turn one shoot into a season of assets. When there is a performance, it belongs to a person who was actually on set. A photoreal AI-generated hospitality bar scene carrying a visible AI label, shown as an example It also means your shoot records just became useful in a new way. Because these rules turn on what was made or changed with AI, being able to say exactly which assets were photographed, which were extended, and which were fully generated is worth having. We already keep that record for licensing, the same way we track usage rights on commercial shoots. Now it does double duty. If your team wants help building that habit into the way you work, that is what our AI enablement is for. None of this is an argument against AI creative. For some campaigns it is the right call, and a clear label is a fair trade. It is an argument for knowing which tool you used and why, before the media plan locks. ### How to Comply With the EU AI Act Start with an audit, not a policy memo. Most teams do not actually know how much AI-made content is sitting in their live creative. A workable order: - Find the AI in your campaigns that reach the EU. Flag every asset that was made or changed with AI, and mark anything that could be read as a real person, place, or event. - Use tools that tag their output, and keep the tag. That hidden marker is part of your story, so favor tools that add it and do not strip it out in your edit and export. - Write your label once. Settle on wording and placement that a normal viewer would clearly notice, then reuse it across formats so it fits the work instead of fighting it. - Put a check in your approvals. One line at final review, "any AI content reaching the EU, and is the label there," costs nothing. Fixing ads after they ship costs a lot. - When in doubt, label it. That single habit covers most of the gray area for a fraction of the risk. If you are weighing how a campaign should split between shooting and generating, that is a conversation worth having before creative starts, not at legal review. Book a call and we will walk through how we structure hybrid campaigns that scale across markets without crossing the lines these rules just drew. The AI labeling era is not coming. As of this summer it is here, in New York, in California, and across the EU. The brands that treat being upfront as part of the craft, rather than a constraint on it, are going to find this an easy standard to live with. ### Related Articles AI Regulation #### How to Label AI Content in Your Ads A plain guide to labeling AI-generated content in ads: what to say, where to put it, when it appears, and the one rule that covers the gray areas. Researched, not legal advice. AI Regulation #### Does My Ad Need an AI Label? A Yes or No Checklist A yes or no checklist of common cases: retouching, background swaps, AI models, product shots, and voiceovers. When AI content needs a label, when it does not, and how the answer changes by state and country. AI Regulation #### New York's AI Ad Disclosure Law: What Brands Need to Know New York now requires ads to disclose AI-generated synthetic performers, with penalties up to $5,000 per violation. What the law covers, the exceptions, and how hybrid production avoids the trigger entirely. Newsletter ### Captivating Campaigns Await Join the newsletter for innovative ideas and behind-the-scenes peeks into world-class advertising photography and direction. Innovative ideas & creative strategy Behind-the-scenes production peeks Unsubscribe at any time Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## How to Label AI Content in Ads URL: https://brentherrig.com/insights/articles/how-to-label-ai-content A plain guide to labeling AI-generated content in ads: what to say, where to put it, when it appears, and the one rule that covers the gray areas. Researched, not legal advice. Back to Articles AI Regulation July 16, 2026 6 min read ### How to Label AI Content in Your Ads A plain guide to labeling AI-generated content in ads: what to say, where to put it, when it appears, and the one rule that covers the gray areas. Researched, not legal advice. By Brent Herrig AI Regulation Advertising AI Disclosure TL;DR: If your ads reach the EU, from August 2, 2026 you have to tell people when AI made or altered content that could pass for real. There is no required wording. The label just has to be clear, visible, and there the moment someone sees the content (EU AI Act, Article 50, 2026). This is the plain how-to: what to write, where to put it, and what fails. I am a photographer, not a lawyer, so treat this as researched guidance, not legal advice. When a case is fuzzy, label it. Labeling AI content sounds like a compliance headache. It is not. Once you understand the two moving parts, it is a five-minute habit you build into how you already work. I run a hybrid production studio in New York and London, and we use AI every week to stretch real shoots into more formats. So I had to work this out for our own campaigns first. Here is the short, practical version, written for marketers, not lawyers. If you want the bigger picture of the law behind it, I laid that out in the EU AI Act, explained. Two parts, and only one is really your job. The software you use is supposed to tag its own output behind the scenes so machines can recognize it as AI. That part is mostly automatic. Your part is the visible note a person can actually see. This guide is about your part. ### What Has to Be on an AI Label? Not much, and there is no magic phrase. The law does not hand you required words. It asks that your label make clear the content "has been artificially generated or manipulated," in plain language a normal person understands (EU AI Act, Article 50, 2026). So keep it simple and match it to what you did: - Whole image made by AI: "AI-generated image." - Real photo altered with AI: "Photo edited with AI" or "AI-modified." - Video with AI in it: "Contains AI-generated content." - AI voice: "AI-generated voice." Pick your versions, keep them consistent across a campaign, and you are most of the way there. ### Where Does the AI Label Go, and When? The rule of thumb: a normal viewer should notice it the first time they see the content, without hunting for it (EU AI Act, Article 50, 2026). By format: - Images: a visible mark or short line on the image or directly beside it. - Video: a note at the start, plus a small mark that stays on screen, so it still shows for someone who jumps in mid-clip. - Audio: say it out loud near the top, and repeat it on longer pieces. One more test that catches people out: the label has to survive the real world. It should still be there when the content is reshared or downloaded, not stripped off on the way out the door. ### What Not to Do When Labeling AI Content The fails are all the sneaky ones: - A tiny line buried in the footer. - A faint watermark you have to squint to read. - A label that flashes for a single frame and is gone. If the disclosure is technically present but nobody notices it, it does not count. Treat the label like the price on a menu, not the fine print in a contract. ### The Hidden Tag Your AI Tools Add There is a second layer you mostly do not touch. Good AI tools now bake an invisible marker into the file, metadata or a watermark that machines can read, so the content can be recognized as AI later. This is already real: Google's SynthID embeds that kind of invisible marker into AI-made images, video, and audio, and other AI companies have started adopting the same system, so the tag increasingly rides along with the file on its own (Google DeepMind, 2026). That is the tool's job, and over the next year expect it to become a standard feature of the software you already use. Your role here is small but real: choose tools that add that marker, and do not strip it out when you export or compress. The invisible tag and your visible label are two separate things, and you generally want both. One is for machines, one is for people. ### Use the Official EU AI Label You do not have to design a label from scratch. The EU published a set of free, official icons for exactly this: a basic "AI" mark, one for fully AI-generated content, and one for AI-modified content, in black and white. The official EU label for AI-generated content, a rounded badge reading AI They are free to use with no attribution required, and reaching for the official mark is a clean way to show you took the label seriously. Download the official EU AI content labels (SVG and PNG), drop the right one on your creative, and keep it visible. One small point: using the icon is optional. Labeling is not. ### AI Labels You Can Copy Safe, plain versions to start from. Adjust them to your brand voice, just keep them visible: - Image, fully generated: "AI-generated image." - Real photo edited with AI: "Photo edited with AI." - Video: an opening card that reads "This video contains AI-generated content," plus the AI icon in a corner throughout. - Voice or audio: "This ad uses an AI-generated voice." A photoreal AI-generated food image carrying a visible AI-generated label in the corner, shown as a labeling example None of these are magic words. They work because they are clear. ### When You Are Not Sure, Label the AI Content Label it. Disclosure never creates liability, and skipping one can. That single habit covers most of the gray area for a fraction of the risk. If you want the case-by-case version, which specific shots need a label and which do not, and how the answer changes between the EU, New York, and the rest of the US, I put together a plain checklist in does my ad need an AI label. A faux advertising layout with an AI-generated hero image and a clearly placed AI label, shown as a mockup And if your team is producing enough AI content that this needs to be systemized, that is what our AI enablement work sets up: the right tools, a consistent label, and the check, built into how you already operate. Book a call and we will get your labeling habit running before the deadline, not after. Labeling AI is not the hard part of using AI well. It is the easy part, and getting it right buys you trust you can measure. ### Related Articles AI Regulation #### The EU AI Act, Explained: What Brands and Advertisers Must Disclose From August 2, 2026 the EU AI Act requires AI-generated ads and deepfakes to be disclosed, with fines up to 15 million euros or 3% of global turnover. What it covers, who it reaches, and what brands should do. AI Regulation #### Does My Ad Need an AI Label? A Yes or No Checklist A yes or no checklist of common cases: retouching, background swaps, AI models, product shots, and voiceovers. When AI content needs a label, when it does not, and how the answer changes by state and country. AI Regulation #### New York's AI Ad Disclosure Law: What Brands Need to Know New York now requires ads to disclose AI-generated synthetic performers, with penalties up to $5,000 per violation. What the law covers, the exceptions, and how hybrid production avoids the trigger entirely. Newsletter ### Captivating Campaigns Await Join the newsletter for innovative ideas and behind-the-scenes peeks into world-class advertising photography and direction. Innovative ideas & creative strategy Behind-the-scenes production peeks Unsubscribe at any time Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Does My Ad Need an AI Label? URL: https://brentherrig.com/insights/articles/does-my-ad-need-an-ai-label A yes or no checklist of common cases: retouching, background swaps, AI models, product shots, and voiceovers. When AI content needs a label, when it does not, and how the answer changes by state and country. Back to Articles AI Regulation July 16, 2026 7 min read ### Does My Ad Need an AI Label? A Yes or No Checklist A yes or no checklist of common cases: retouching, background swaps, AI models, product shots, and voiceovers. When AI content needs a label, when it does not, and how the answer changes by state and country. By Brent Herrig AI Regulation Advertising AI Disclosure TL;DR: Most AI in ads does not need a label. What triggers a label is content that could pass for real, and even then it depends on where the ad runs. Today only two places make advertisers label AI: the EU (broad, from August 2, 2026) and New York (narrow, in force now, fake humans only). California's law targets the AI tools, not you. The rest of the US has no general AI-label rule. Below is the plain checklist. I am a photographer, not a lawyer, so this is researched guidance, not legal advice. When a case is fuzzy, label it. Every week someone asks me a version of the same question. We used AI on this shot, do we have to say so? The honest answer is "it depends," but it depends on a small number of things you can actually check. So here is the checklist I use, case by case, with a yes or no you can act on. If you want the law behind it, start with the EU AI Act, explained. If you want the mechanics of the label itself, see how to label AI content. This piece is the middle: does this specific shot need a label at all. ### Which Places Actually Make You Label AI Content? Four answers cover almost everyone: - The EU is the broad one. From August 2, 2026, any realistic AI-made person, place, object, or scene that could pass for real needs a label when the ad reaches EU audiences (EU AI Act, Article 50, 2026). - New York is narrow. In force since June 9, 2026, but it only fires on a fully AI-generated fake human in an ad. AI backgrounds, products, food, and scenes with no synthetic person are not covered (New York Governor's Office, 2026). - California does not make you label your ad. Its AI Transparency Act aims at the big AI tool makers, not advertisers, and it is not even active until August 2, 2026 (California Legislature, SB 942, 2026). - The rest of the US has no general AI-label rule. Two things still apply everywhere: get consent before using a real person's AI likeness or voice, and never use AI to mislead, which the FTC already polices. So the practical read: if your campaign touches the EU, you have real labeling to do. If it only runs in the US, the bar is much lower, and mostly about fake humans and honesty. ### How to Read This Checklist For each case, two quick tests: - Could it pass for real? If a normal viewer could think it is a real photo or video of a real thing, it is in label territory. If it obviously reads as an illustration or a stylized render, usually not. - Where does the ad run? EU audiences pull in the broad rule. New York pulls in the fake-human rule. Everywhere else is lighter. Verdicts below: Label it, No label needed, Gray, lean label, or Consent, not a label. ### Editing a Real Photo - Retouching, spot and blemish removal, color, crop, sharpening. No label needed, anywhere. This is normal editing. A real photo of a real thing is still a real photo. - Removing a real object or person from the shot. Gray, lean label for the EU if the result still reads as a real scene. Not required in New York or the rest of the US. - Swapping the background to a different real-looking place, real subject kept. Gray, lean label for the EU. New York does not cover it (no fake human), and neither does the rest of the US. - A light AI background extension on a product shot. Usually fine. EU guidance treats small extensions in product ads as minor. If the extension turns into a whole invented location that looks real, label it. - Reshaping a body or changing skin with AI. Label it for the EU, it is a manipulation that reads as real. Not required elsewhere, though the FTC cares if it misrepresents the product. ### Putting AI People in Your Ads - A fully AI-generated person who is not a real human. Label it. This is the one case the EU and New York both cover, and New York's law was written for exactly this. - A real, recognizable person's face or voice recreated with AI. Consent, not a label, is the gate here. California, Tennessee, Illinois, and New York all protect a real person's likeness, and permission comes first. For an EU ad, label it too, but do not skip consent. - A real model you photographed, with an AI-extended set behind them. No label needed in New York, the person is real. For the EU, only lean toward a label if the added scene reads as a real place. The performance belongs to someone who was actually on set. - De-aging or altering a real spokesperson. Consent first, since it is a real person. Label for the EU. New York treats this as a real human, not a synthetic performer, so it is a permission question, not a label one. ### Products, Food, and Scenes - An AI-generated product or food image with an obvious stylized or CGI look. No "looks real" label needed, and no human means New York does not apply. The tool still adds its own hidden tag. - A photoreal AI food or product shot passed off as a real photograph. Label it for the EU, a realistic AI object counts under the broad rule. Not required in New York or the rest of the US, unless it misleads buyers. - A photoreal AI location or scene presented as real. Label it for the EU. New York does not cover it without a fake human. In the US generally, only an issue if it misrepresents something material. ### AI in Video and Audio - An AI voice clone of a real person. Consent first, it is their voice. Label for the EU if used. - A generic AI voice that is not a real person. Gray, lean label for the EU. Not required elsewhere. - AI dubbing or translation of a real person's real speech. Generally no label. New York specifically exempts translation of a human performer, and the EU leans light unless it is lip-synced to look native. - An AI-generated spokesperson video. Label it. Covered by both the EU and New York. ### Chatbots and AI Messages - A bot or AI assistant talking to your customers. Tell people it is AI. The EU requires it from August 2, 2026, and California's bot law already requires it when a bot drives a sale. Easiest to just always disclose. ### Two Exceptions Worth Knowing - A fully manual edit with no AI at all. Outside all of these rules. The catch: many "magic eraser" and background tools are themselves AI, so this only holds if genuinely no AI touched the file. - A campaign already published before August 2, 2026 that just keeps running. You do not have to go back and re-label it. Anything you newly launch or relaunch after that date, label as normal. ### The One Rule That Keeps AI Labeling Simple Build to the strictest standard and you clear the rest automatically. The EU reaches the widest set of AI content and it binds you directly, so an EU-clean habit already covers New York and leaves the rest of the US with nothing extra to do on labeling. Two lines cover most of it: if a realistic AI person, place, object, or scene could pass for real, label it, and if you used a real person's face or voice, get consent. When a case is gray, label it. Labeling never creates liability. Omitting one can. An AI-generated hospitality interior carrying a visible AI label, shown as a checklist example Want the official mark to use? Download the official EU AI content labels (SVG and PNG), free to use, no attribution required. The reason this stays simple for us is that most of what we shoot is real, then extended with AI on a known, documented path. We can tell a client exactly which assets were photographed and which were generated, so the label question answers itself. That is the backbone of how we run hybrid production. If you want that clarity built into your own campaigns, book a call and we will map it out before your next shoot, not after the ads ship. A faux product advertisement built on an AI-generated image with the AI label clearly in place ### Related Articles AI Regulation #### The EU AI Act, Explained: What Brands and Advertisers Must Disclose From August 2, 2026 the EU AI Act requires AI-generated ads and deepfakes to be disclosed, with fines up to 15 million euros or 3% of global turnover. What it covers, who it reaches, and what brands should do. AI Regulation #### How to Label AI Content in Your Ads A plain guide to labeling AI-generated content in ads: what to say, where to put it, when it appears, and the one rule that covers the gray areas. Researched, not legal advice. AI Regulation #### New York's AI Ad Disclosure Law: What Brands Need to Know New York now requires ads to disclose AI-generated synthetic performers, with penalties up to $5,000 per violation. What the law covers, the exceptions, and how hybrid production avoids the trigger entirely. Newsletter ### Captivating Campaigns Await Join the newsletter for innovative ideas and behind-the-scenes peeks into world-class advertising photography and direction. Innovative ideas & creative strategy Behind-the-scenes production peeks Unsubscribe at any time Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## New York's AI Ad Disclosure Law Explained URL: https://brentherrig.com/insights/articles/new-york-ai-ad-disclosure-law New York now requires ads to disclose AI-generated synthetic performers, with penalties up to $5,000 per violation. What the law covers, the exceptions, and how hybrid production avoids the trigger entirely. Back to Articles AI Regulation June 12, 2026 9 min read ### New York's AI Ad Disclosure Law: What Brands Need to Know New York now requires ads to disclose AI-generated synthetic performers, with penalties up to $5,000 per violation. What the law covers, the exceptions, and how hybrid production avoids the trigger entirely. By Brent Herrig AI Regulation Advertising Synthetic Performers TL;DR: New York now requires a conspicuous disclosure when an ad shown to its audiences features an AI-generated human, called a synthetic performer. The law took effect June 9, 2026, with civil penalties of $1,000 to $5,000 per violation (New York Governor's Office, 2026). It doesn't ban AI in ads. It regulates honesty about people who aren't real. On June 9, 2026, New York became the first state in the country to require advertisers to label AI-generated humans in their ads. Not AI in general. Not retouching, not set extensions, not generated backgrounds. People. If a person in your ad was created by a machine and a New Yorker might see that ad, the ad now has to say so. I run a hybrid production studio in New York. We shoot real food, real drinks, and real people, and we use AI to extend that work into more formats and more campaigns. So this law sits directly on top of my desk. Here's what it actually says, where the lines are, and what brands and agencies should do about it, written from the production side rather than the legal side. ### What Does New York's AI Ad Disclosure Law Require? The law requires any ad featuring a synthetic performer to "conspicuously disclose" that fact when the ad reaches New York audiences. It was signed by Governor Kathy Hochul on December 11, 2025 and took effect June 9, 2026 (New York Governor's Office, 2025). New York describes it as the first law of its kind in the nation. The mechanics are simple. The legislation, passed as S.8420-A in the Senate and A.8887-B in the Assembly, amends New York's General Business Law. The Senate passed it 59 to 0, which tells you something about where transparency rules are heading politically. Two details matter for anyone running campaigns. First, the obligation applies when the advertiser has actual knowledge that a synthetic performer appears in the ad. Second, the statute doesn't define what "conspicuous" means. Advertising counsel are pointing clients to the FTC's clear-and-conspicuous standard as the safe benchmark: visible, readable, on screen long enough to register, and not buried in fine print (McDermott, 2026). To be clear, the law doesn't ban anything. You can run a fully AI-generated spokesperson in Times Square if you want. You just have to tell people she isn't real. ### What Counts as a Synthetic Performer? A synthetic performer is a digitally created asset, made or modified using generative AI or an algorithm, that creates the impression of a human performance by someone who isn't a recognizable real person (S.8420-A bill text, 2025). In plain terms: an AI-generated human who looks like they're performing in your ad. That definition is narrower than "AI-generated content" and wider than "fake celebrity." A few practical readings: - A fully generated AI model holding your product is a synthetic performer. Disclose. - A generated background extra walking past your storefront likely counts too. Legal analysts note the law covers synthetic performers appearing in any capacity, including background roles, and some companies are conservatively disclosing even AI extras (Reed Smith, 2026). - A real model you photographed, with an AI-extended set behind her, is not a synthetic performer. The human performance is real. - AI-generated food, drinks, products, and environments with no humans in them sit outside this law entirely. Notice what the statute is actually protecting. It's not policing tools. It's policing the impression that a human being performed when no human did. That's a much cleaner line than most AI policy conversations manage, and it's a workable one for production teams. ### Who Needs to Pay Attention? Any brand, agency, or production company whose ads could reach New York audiences. That's effectively every national campaign and most regional ones. The law covers ads in any medium except audio-only formats, which puts digital, social, streaming, broadcast, print, and out-of-home all in scope (Reed Smith, 2026). The timing isn't accidental. AI-generated creative has moved from experiment to default fast. The IAB found 86% of ad buyers are using or planning to use generative AI to build video ad creative, and roughly 30% of ad creative is already built or enhanced with generative AI, projected to approach 40% in 2026 (IAB, 2025). Regulation tends to show up right when a practice stops being niche. #### The Out-of-State Trap: No Geofence, No Exemption Here's the scenario that catches brands off guard. You're based in Texas. You run an Instagram campaign with an AI-generated spokesperson. You never think about New York, and you don't geofence your delivery. That ad is now distributed in New York State, and the disclosure requirement applies to it. The law is triggered by where the ad is displayed or distributed, not where the advertiser is headquartered (Reed Smith, 2026). A national social campaign without geographic restrictions includes New York by default. That leaves three honest options: add the disclosure, geofence New York out of delivery, or use real performers. For most brands, designing the disclosure once is cheaper than fragmenting the media plan. The "actual knowledge" standard deserves attention from agency producers specifically. If you're assembling campaigns from vendor-supplied assets, stock libraries, and freelance contributors, what you know about each asset's origin becomes a legal question. Counsel are recommending vendor warranties and asset inventories for exactly this reason. The brands in the best position are the ones who can answer, for any frame in any ad, what was photographed and what was generated. That's not a legal burden so much as a production discipline. Studios that already track usage rights and asset provenance, the same way we track usage rights on commercial shoots, can answer that question in minutes. ### What Are the Penalties? Civil penalties run $1,000 for a first violation and $5,000 for each subsequent violation, with no private right of action (S.8420-A, 2026). For a national brand, those numbers are small. The real exposure isn't the fine. It's getting publicly caught passing off a synthetic person as real after the law made the standard explicit. Here's the part most coverage misses: disclosure isn't just downside protection. A Yahoo and Publicis Media survey found that when consumers noticed an AI disclosure in an ad, ad trustworthiness rose 73% and overall trust in the company nearly doubled, up 96% (Yahoo, 2024). The same research found 72% of consumers say AI makes it hard to tell what's authentic. Put those two findings together. Consumers assume AI is everywhere and can't tell where. Brands that label it honestly get a trust premium. New York just made the honest position mandatory, which means early, well-designed disclosure is now both compliance and positioning. The brands treating this as a creative problem, designing disclosures that fit the brand voice instead of slapping on legal boilerplate, will come out ahead of the ones treating it as a fire drill. There's a gap worth knowing about here too. Advertisers and audiences see this differently: 77% of advertisers view AI in ads positively, against only 38% of consumers (IAB, 2025). If your team's instinct says nobody cares about disclosure, that instinct is measuring the wrong room. ### Are There Exceptions? Yes, four meaningful ones. The law carves out ads for expressive works such as film, TV, streaming content, and video games, where the synthetic performer's use matches the underlying work. It also exempts audio-only ads, AI used solely to translate a human performer's speech into another language, and publishers or platforms that merely distribute ads they didn't create (Cooley, 2026). The expressive-works carve-out is the practical one for entertainment marketing. A trailer for a film that features digital characters doesn't need a synthetic performer label, because the ad reflects the work itself. The translation exemption matters for global campaigns: dubbing a real spokesperson into Spanish with AI doesn't trigger disclosure, because the human performance is real. Platforms get a cure window. A distributor that's notified it's running a noncompliant ad has five days to act before facing liability (Reed Smith, 2026). The compliance weight sits with whoever made and placed the ad, not whoever displayed it. One adjacent law worth flagging: New York signed a companion bill the same day requiring consent from heirs or executors before commercial use of a deceased person's digital replica (Skadden, 2026). If your creative plans ever touch archival talent or legacy brand ambassadors, that one belongs on your radar too. ### Is New York the Only Law Like This? No, and that's the strategic point. New York moved first on ad-specific disclosure, but two bigger frameworks arrive within weeks. The EU AI Act's Article 50 transparency obligations, which require labeling AI-generated and manipulated content, apply from August 2, 2026, with fines up to 15 million euros or 3% of global turnover (EU AI Act, 2026). California's AI Transparency Act takes effect the same day. The FTC has been explicit that federal advertising law already applies regardless of how content was made. "There is no AI exemption from the laws on the books," as the agency put it when it launched its AI enforcement sweep (FTC, 2024). So the question facing marketing teams isn't whether to build a disclosure process for New York. It's whether to build one process that satisfies New York in June, then Brussels and Sacramento in August, then whatever comes after. Brands running campaigns across NYC, London, and the EU should treat summer 2026 as the moment disclosure became a standing operational requirement, not a one-state quirk. I covered the broader regulatory picture, including the UK ASA's position and the FTC's net impression standard, in my piece on the ethics of AI in food photography. The short version holds: every framework converges on the same question. Does the image create an expectation reality can't meet? ### What Does This Mean for Hybrid Production? Here's the reading that matters if you produce visual content: the law draws its line exactly where disciplined hybrid production already operates. AI-generated humans trigger disclosure. AI-extended photography of real humans, real food, and real places doesn't, because nothing synthetic is performing. Original cocktail photograph before AI frame extension, showing two tropical drinks at sunset in Hawaii The same cocktail photograph after AI frame extension, adapted into a vertical advertising layout for Koloa Rum Co. That distinction has been the architecture of my AI Studio work from the start. We photograph the real subject, with real light and real texture, then use AI to extend frames, build format variations, and multiply one shoot into a season of assets. The performance, when there is one, belongs to a person who was actually on set. Under New York's law, that work carries no disclosure obligation at all. It also means your shoot documentation just became a compliance asset. Because the law turns on actual knowledge of what's synthetic, a production partner who can tell you precisely which assets were photographed, which were extended, and which were generated gives your legal team something most AI pipelines can't: a clean answer. We already maintain that record for licensing reasons. Now it does double duty. None of this is an argument against synthetic performers. For some campaigns they'll be the right call, and the disclosure will be a fair trade. It's an argument for knowing which tool you're using and why, before the media plan locks. ### How Should Brands Respond? Start with an audit, not a policy memo. Most teams don't actually know how much generated humanity is sitting in their active creative. The practical sequence: - Inventory active and upcoming campaigns that could reach New York. Flag any asset containing an AI-generated or AI-altered human figure, including background figures and partial performers. - Ask your vendors directly. Stock libraries, production partners, and freelancers should be able to state what's generated. Get it in writing. The actual-knowledge standard makes vendor warranties your first line of protection. - Design the disclosure once. Work out placement, wording, and duration that satisfy a clear-and-conspicuous reading and still respect the creative. Then template it across formats. - Build the check into approvals. A single line item at final review, "any synthetic performers, and is the disclosure present," costs nothing. Correcting distributed media costs a lot more. - Decide where you stand creatively. If real people and real product are central to your brand promise, say so. The trust data suggests audiences reward it. If you're weighing how a campaign should split between shooting and generating, that's a conversation worth having before creative development starts, not at legal review. Book a call and we'll walk through how we structure hybrid campaigns that scale without crossing the lines this law just drew. The disclosure era of AI advertising started June 9. The brands that treat transparency as part of the craft, rather than a constraint on it, are going to find this a very easy law to live with. ### Related Articles Ethics #### The Ethics of AI in Food Photography AI food images can look more appealing than real ones. A working photographer explains the ethics of GenAI modification, invention, and disclosure in practice. Buyer Education #### Usage Rights for Commercial Food Photography, Explained Who owns commercial food photography, what a buyout really means, and how licensing scope, media channels, and term affect price. A working photographer explains. AI Regulation #### How to Label AI Content in Your Ads A plain guide to labeling AI-generated content in ads: what to say, where to put it, when it appears, and the one rule that covers the gray areas. Researched, not legal advice. Newsletter ### Captivating Campaigns Await Join the newsletter for innovative ideas and behind-the-scenes peeks into world-class advertising photography and direction. Innovative ideas & creative strategy Behind-the-scenes production peeks Unsubscribe at any time Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## The Ethics of AI in Food Photography URL: https://brentherrig.com/insights/articles/ai-ethics-food-photography AI food images can look more appealing than real ones. A working photographer explains the ethics of GenAI modification, invention, and disclosure in practice. Back to Articles Ethics April 9, 2026 10 min read ### The Ethics of AI in Food Photography AI food images can look more appealing than real ones. A working photographer explains the ethics of GenAI modification, invention, and disclosure in practice. By Brent Herrig AI Ethics Food Photography Advertising TL;DR: AI is already standard in food photography workflows, but the real question isn't whether to use it. It's whether the final image honestly represents what someone will actually receive. Oxford research shows consumers prefer GenAI food images when unaware of their origin (2024), which makes disclosure and creative judgment non-negotiable. Here's something worth sitting with: Oxford research (2024) found that consumers rate GenAI food images as more appealing than real photographs when they don't know the images were generated. That finding changes the conversation. It means the tools aren't just useful. They're persuasive. And persuasion without honesty is a problem. AI tools already live inside every serious food photographer's workflow. Color correction, background extension, compositing, relighting. None of this is new in principle. But food photography sits in a unique position among visual disciplines. It's closer to appetite, expectation, and purchase decisions than almost any other genre. When someone sees a burger on a delivery app, they're not admiring composition. They're deciding whether to spend money. This isn't a theoretical debate. It's a daily production decision. My position is simple: craft first, tools second. I use AI. I have clear boundaries. This post explains where those boundaries are, why they matter, and what anyone commissioning food imagery should be asking right now. Close-up of a pistachio croissant cut open showing cream filling, an example of craft-first food photography by Brent Herrig ### Why Does AI Ethics Matter More in Food Photography Than Other Genres? Food images function as product promises. Oxford research (2024) found consumers rated GenAI food images as more appealing than real photographs when unaware of their origin. Unlike editorial or fine art, a food photograph on a menu or delivery app sets a direct expectation for what someone will pay for and receive. That gap between image and reality is where ethics live. #### The Gap Between Visual Promise and Physical Product Food photography has always involved styling and retouching. Ice cream has been body doubles. Burgers have been pinned and steamed and glued. But those techniques required physical craft and happened on set, constrained by what actually existed in front of the camera. AI changes the economics of invention. It's faster, cheaper, and requires no physical product at all. The real-world consequences are already showing up. Zomato removed AI-generated food photos from restaurant menus in August 2024 after user complaints about images that didn't match what arrived (Zomato, 2024). That's not a hypothetical risk. It's a platform-level correction that happened because the gap between visual promise and physical product became too wide. Regulators are paying attention. The UK Advertising Standards Authority requires that advertisers retain materials demonstrating whether retouching has been carried out, in the event of an investigation (ASA, ongoing). The CAP Code (Rules 3.1 and 3.12) explicitly prohibits imagery that exaggerates product quality, size, or inclusions beyond what consumers will receive. The US Federal Trade Commission applies a "net impression" standard that explicitly includes visuals in advertising. Both frameworks ask the same essential question: does this image give consumers an inaccurate expectation? As I see it, food photography sits very close to appetite and expectation. If the visual promise no longer reflects the actual product or experience, that becomes a trust issue, not just a creative one. That's the line I come back to on every job. ### Where Is the Line Between Refinement and Invention? Refinement supports truth. Invention replaces it. That distinction matters because the ASA's May 2025 AI disclosure guidance confirmed that existing advertising rules apply regardless of how an image was created, and that labeling content as "AI-generated" does not remedy a misleading claim (ASA, 2025). The ASA recommends a two-question test: would audiences be misled without disclosure, and does the disclosure clarify or contradict the message? For working photographers, the question isn't whether AI was used. It's whether the result still represents something real. #### What Counts as Refinement Color correction. Dust cleanup. Background extension. Relighting that preserves the actual dish as it was photographed. These are the digital equivalents of traditional food styling, and they carry low ethical risk when the core product attributes stay truthful. The key test is straightforward. After the edit, does the image still represent what a customer would receive? If yes, you're in refinement territory. The tool doesn't matter. The outcome does. #### What Crosses Into Invention Generating a dish that doesn't exist. Changing portion size or ingredient presence in ways that mislead. Creating "hero" images for menus or listings with no real-photo baseline. These cross the line because they break the connection between image and product. Correction supports the truth and direction of the image. Whole-cloth generation without creative logic is where it falls apart. That's not a philosophical position. It's a practical one, rooted in what happens when a customer orders based on an image and receives something different. #### The Gray Zone What about extending a background? Swapping a surface texture? Adjusting the lighting mood of a scene? These fall somewhere in the middle, and context determines which side they land on. Original cocktail photograph before AI frame extension, showing two tropical drinks at sunset in Hawaii The same cocktail photograph after AI frame extension, adapted into a vertical advertising layout for Koloa Rum Co. A menu image needs to be truthful about the product. An editorial spread for a magazine has more creative latitude. A campaign hero shot lives somewhere between the two. The principle stays the same: if the tool is replacing judgment instead of extending it, that's where I stop. AI where it adds speed, range, or efficiency. Not where it replaces judgment. ### What Do Regulators Actually Require? No single global standard exists yet, but the direction is consistent. The EU AI Act pushes transparency obligations for generative systems, with the European Commission publishing training-content summary templates in July 2025 (European Commission, 2025). The UK ASA evaluates whether imagery exaggerates quality or size. The US FTC applies a "net impression" standard that includes visuals. Practitioners need to track all three frameworks. #### UK, US, and EU Frameworks at a Glance The UK ASA treats images that exaggerate product size, quality, or imply extras not included as likely misleading. Their May 2025 AI guidance confirmed this standard applies regardless of how the image was made. Worth noting: the ASA's Active Ad Monitoring System plans to scan 40 million ads in 2026, shifting from reactive complaints to proactive enforcement (ASA, 2025). Separately, the UK's Less Healthy Food and Drink Advertising Restrictions (effective January 2026) explicitly classify "highly realistic renders," including GenAI photorealistic food imagery, alongside photographs under their regulatory scope (ASA/Lewis Silkin, 2025). The US FTC evaluates the overall impression of an advertisement, including its imagery. If a food image creates expectations the product can't meet, the method of creation is irrelevant to the violation. The EU AI Act introduces transparency obligations that are still being operationalized. The European Commission's July 2025 template for training-content summaries signals where enforcement is heading. And it's worth noting that the UK High Court's ruling in Getty v Stability AI (UK High Court, November 2025) addressed questions around training data and watermark confusion that affect how AI tools intersect with existing intellectual property frameworks. One more to watch: New York's synthetic performer disclosure law takes effect in June 2026 (New York State, 2026). If your food shoots include people, even hands holding a cocktail, this becomes relevant. #### What This Means for Everyday Production Menu and listing images face the strictest scrutiny because they function as product representations. Campaign and editorial images have more creative latitude but still can't deceive. And platform policies add another layer entirely. Some delivery platforms explicitly restrict AI-generated menu photos. None of this requires a law degree. It requires the same attention to detail you'd apply to shot lists and usage tracking. Know what category your images fall into. Match your AI use to the appropriate standard. Document what you did and why. ### How Should Photographers Handle AI Disclosure? Disclosure tools exist but don't work reliably yet. A Washington Post test found that Content Credentials metadata was inconsistently preserved across major platforms (Washington Post, 2024-2025). Embedded provenance signals often disappear during distribution. For now, photographers need redundant strategies: metadata plus visible labeling plus contractual clarity. #### Provenance Tools and Their Limits C2PA and Content Credentials offer tamper-evident metadata that records how content was created and modified. Google DeepMind's SynthID embeds invisible watermarks in AI-generated content. Both are meaningful steps forward. But the gap is real: platforms strip metadata, resize images, and re-encode files in ways that break provenance chains. Invisible signals alone aren't enough. If your disclosure strategy relies entirely on embedded metadata, you're building on an infrastructure that doesn't yet hold up in practice. #### A Practical Disclosure Framework Think in three tiers. First, internal documentation: maintain an AI log per job recording which tools were used, on which frames, and what was modified. This is your audit trail. Second, client-facing disclosure: include AI use details in your delivery documentation and contracts. Third, public-facing disclosure: for product-truth imagery like menus and listings, consider visible labeling or platform-level disclosure. Match the disclosure level to the risk. A lifestyle editorial that uses AI to extend a background carries different disclosure obligations than a menu hero image that was partially generated. This isn't one-size-fits-all. It's the same rigor you'd apply to usage rights and delivery specs. ### What Can AI Not Replace in Food Photography? AI can generate, edit, and select images at scale, but it cannot evaluate whether a scene feels right. Research published in Appetite documented an "uncanny valley" effect where imperfect GenAI food images were rated as more uncanny and less pleasant than both clearly fake and truly real images (Appetite, 2024). Craft still matters. Maybe more than ever. #### Judgment, Taste, and Authorship Can AI check whether the light on a cocktail matches the mood the brand needs? Can it tell whether a plating style feels authentic to a restaurant's actual kitchen? Can it maintain consistency across a 40-image campaign where every frame needs to feel like it belongs to the same visual world? Not yet. And the reason isn't technical. It's because those decisions require context that lives outside the image. They require knowing the brand, understanding the audience, and having opinions rooted in experience. Clients are hiring me for my eye, my vision, and my point of view. They are not hiring AI to make the creative decisions. I've seen the difference firsthand between GenAI work that's rooted in real craft and shortcuts that skip the photographic foundation entirely. The results aren't close. In my experience, the strongest outcomes come from starting with actual photography, training the model or workflow on real captured imagery, and using that as the reference point for any AI extensions. When you feed a system real light, real texture, and real composition, the output inherits that authenticity. Prompts alone, without a photographic baseline, consistently produce images that look plausible at a glance but fall apart under any real scrutiny. The data you start with shapes everything downstream. #### Why "Craft First, Tools Second" Is a Business Position The uncanny valley research isn't just academic. It explains why AI without craft produces imagery that looks polished but feels hollow. Something registers as wrong even when viewers can't articulate what it is. Brands that skip the real photography foundation end up cycling through GenAI options looking for something that "feels right" without understanding why nothing does. The ROI argument is clear: strong source photography gives AI something worth extending. When you train on or reference real imagery, the system inherits the physical accuracy of real light, real texture, and real plating. Prompts alone lack that anchor. AI is strongest when it is extending what is already rooted in something real. ### What Should Brands Ask Before Commissioning AI-Assisted Food Photography? Brands commissioning food photography now need to ask questions that didn't exist five years ago. Creator organizations including the UK Association of Photographers recommend adding AI clauses to every contract (Association of Photographers, ongoing), covering which tools may be used, what won't be used, and whether client assets can be used for training. #### Five Questions for Your Next Brief These aren't gotcha questions. They're the same clarity you'd expect around usage rights or delivery specs. - What types of AI tools will be used, and on which specific deliverables? - Will any hero images be AI-generated rather than photographed? - How will AI use be disclosed in the final assets? - Are client-provided reference images protected from model training? - What is the provenance documentation process? The fifth question is the one most brands skip. But without a documentation trail, you have no way to verify what was refined versus generated if a question comes up later. This is especially true for brands operating across the UK, US, and EU, where regulatory frameworks are converging but not yet aligned. #### Red Flags to Watch For Be cautious if a photographer or studio can't clearly answer how their tools handle training data provenance. Watch for AI-generated menu or listing images with no real-photo baseline. And take note if there's no disclosure framework or documentation process in place. These aren't signs that someone is acting in bad faith. They're signs that the production process hasn't caught up with the tools. The US Copyright Office has clarified that purely AI-generated material may not receive copyright protection (US Copyright Office, 2023-2025), which adds another practical reason to document exactly what was photographed versus generated. Roasted carrot tart on a slate board, styled food photography demonstrating craft-first production quality ### Frequently Asked Questions #### Is AI-generated food photography legal? Yes, but legality depends on context and jurisdiction. The US Copyright Office has clarified that purely AI-generated material may not receive copyright protection (US Copyright Office, 2023-2025). Advertising regulators in both the UK and US evaluate whether imagery creates a misleading impression. Legal does not mean risk-free, especially for menu and product listing images where consumer expectation is highest. #### Do I need to disclose AI use in food photography? No universal disclosure law exists yet, but the direction is toward transparency. UK advertising principles urge disclosure when AI use is prominent and not obvious to consumers. EU AI Act transparency obligations are being operationalized through templates published by the European Commission in July 2025. At minimum, document AI use internally and disclose to clients contractually. Public-facing disclosure is recommended for product-truth imagery. #### Can AI fully replace a food photographer? Not for commercial work where craft, consistency, and brand alignment matter. AI can generate plausible food images, but research published in Appetite (2024) shows imperfect AI food images trigger an "uncanny valley" response that can repel rather than attract customers. The judgment, taste, and creative direction that make food photography effective still require a human author. #### What AI tools are considered ethical for food photography? No tool is inherently ethical or unethical. The ethics depend entirely on how the tool is used and whether the output honestly represents the product. Tools trained on licensed content with clear provenance carry lower intellectual property risk. The key is matching the tool to the use case and maintaining documentation and disclosure throughout the process. ### Where This Leaves Us AI in food photography is not a binary choice between using it and refusing it. It's a set of production decisions that require the same judgment and discipline as every other part of the craft. The line is clear: refinement that supports truth is responsible production. Invention that replaces judgment is where trust breaks down. The best use of AI is when it helps a team get more range, more planning power, or more long-term value from a strong visual foundation. The worst use is when it becomes a substitute for skill, clarity, and honesty. That's not going to change regardless of how the tools evolve. If you're planning a shoot that includes AI-assisted workflows, book a call to discuss how we approach disclosure, documentation, and creative boundaries in practice. The conversation is straightforward, and it's one worth having before production starts. ### Related Articles AI Regulation #### How to Label AI Content in Your Ads A plain guide to labeling AI-generated content in ads: what to say, where to put it, when it appears, and the one rule that covers the gray areas. Researched, not legal advice. AI Regulation #### Does My Ad Need an AI Label? A Yes or No Checklist A yes or no checklist of common cases: retouching, background swaps, AI models, product shots, and voiceovers. When AI content needs a label, when it does not, and how the answer changes by state and country. AI Regulation #### The EU AI Act, Explained: What Brands and Advertisers Must Disclose From August 2, 2026 the EU AI Act requires AI-generated ads and deepfakes to be disclosed, with fines up to 15 million euros or 3% of global turnover. What it covers, who it reaches, and what brands should do. Newsletter ### Captivating Campaigns Await Join the newsletter for innovative ideas and behind-the-scenes peeks into world-class advertising photography and direction. Innovative ideas & creative strategy Behind-the-scenes production peeks Unsubscribe at any time Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Usage Rights for Commercial Food Photography URL: https://brentherrig.com/insights/articles/usage-rights-commercial-food-photography Who owns commercial food photography, what a buyout really means, and how licensing scope, media channels, and term affect price. A working photographer explains. Back to Articles Buyer Education June 11, 2026 9 min read ### Usage Rights for Commercial Food Photography, Explained Who owns commercial food photography, what a buyout really means, and how licensing scope, media channels, and term affect price. A working photographer explains. By Brent Herrig Usage Rights Licensing Commercial Photography TL;DR: Paying for a food photography shoot does not mean owning unlimited usage of the images. Under U.S. law, the photographer holds copyright at the moment of creation (U.S. Copyright Office, Circular 1). What the client receives is a license, and that license's scope, term, and media channels determine the price. The most common misconception in commercial food photography is that paying for the shoot means owning the images outright, forever, across every channel. It doesn't work that way. Under U.S. copyright law, the photographer owns the copyright the moment the shutter fires (U.S. Copyright Office, Circular 1). What gets transferred to the client is a license, not ownership, unless a specific written agreement says otherwise. This creates confusion on both sides of the table. Brands assume they're buying assets. Photographers assume the scope is understood. Neither assumption holds up when the images start traveling across paid ads, packaging, and international campaigns months later. Usage rights aren't a hidden fee or a penalty. They're how value gets matched to actual business use. I learned this the hard way early in my career. A client asked for images for one purpose, then rolled them out across several other assets, and I didn't catch it until long after the project had wrapped. We talked it through, but by then the moment to set fair terms had already passed. Since then, I've always had the usage conversation upfront, before anyone picks up a camera. The payoff showed up a few years later: a client I'd photographed in 2019 wanted those same images for their 2020 campaign and chose to re-license them rather than reshoot. Because we'd defined the original scope from the start, extending it was a simple, fair conversation. They avoided an in-person shoot during COVID, I was paid for the additional usage, and nobody had to start over. That is what good licensing looks like in practice. This post breaks down how food photography licensing actually works, what determines price, and how to structure agreements that protect both sides. It's written from a working photographer's perspective, not a lawyer's desk. Nothing here is legal advice. It's practical guidance based on how these conversations play out on real projects. ### Who Actually Owns Commercial Food Photography? The photographer does, by default. U.S. copyright law grants ownership to the creator at the moment of capture, with no registration required (U.S. Copyright Office, Circular 1). This means the brand that paid for the shoot receives a license to use the images, not the copyright itself, unless a separate written transfer exists. #### Copyright Defaults Under U.S. Law 17 U.S.C. Section 106 gives the copyright holder exclusive rights to reproduce, distribute, display, and create derivative works from an image. For independent contractors like freelance photographers, these rights stay with the creator unless explicitly transferred in writing. Some clients assume that a "work-for-hire" clause automatically transfers ownership. It doesn't, at least not for most photography. Work-for-hire for independent contractors is limited to nine specific statutory categories, and standard commercial photography is not one of them (U.S. Copyright Office, Circular 30). For a photographer's work to qualify as work-for-hire, it must fall within one of those categories and both parties must sign a written agreement before production begins. #### What the Brand Actually Receives What the client gets is a license. That license defines which channels, for how long, in which territories, and under what conditions the images can be used. Think of it like renting commercial real estate. You're paying for specific use of a specific space for a specific period. You don't own the building. In my experience, the most productive client relationships start with clarity about this distinction. Usage isn't a penalty. It's a structure that lets both sides plan, budget, and extend campaigns without surprises. ### What Does "Buyout" Actually Mean? The word "buyout" means at least three different things depending on who says it. Transfers of copyright ownership must be in writing and signed by the copyright holder (17 U.S.C. Section 204). Without that written transfer, even a large upfront fee does not move the copyright from photographer to client. #### Three Things People Mean When They Say "Buyout" First, some people mean a full copyright transfer. This is the rarest and most expensive option. The photographer gives up all rights, and the client can do anything with the images forever, including reselling them. Second, some mean an unlimited license. The photographer retains copyright but grants the client permission to use the images across all channels, territories, and time periods. This is more common in high-budget advertising. Third, and most frequently, people mean an extended license. A broader-than-standard set of usage rights, maybe all digital channels for two years, but still limited in meaningful ways. When someone asks for a "buyout," the first question is always: which version? The price difference between these three can be enormous. A full copyright transfer on a major campaign might cost five to ten times what a one-year digital license costs. #### Why the Distinction Matters for Your Budget A shoot is a system, not a single line item. The creative fee covers the photographer's time, skill, and production costs. The usage fee covers the commercial value the images deliver. Conflating the two leads to mismatched expectations and scope disputes later. When clients ask why licensing costs what it does, the answer is always scope. The same image used in two different ways has two different values. A photo on a restaurant's own website generates different commercial value than that same photo on a national billboard. ### What Does "Scope" Actually Mean in Food Photography Licensing? Scope defines the boundaries of permitted use. Exceeding the licensed scope can constitute copyright infringement, as the Second Circuit confirmed in Sohm v. Scholastic. A license isn't a loose suggestion. It's a binding framework that determines where, how long, and in what format the images can appear. #### Scope Is Not About How Many Images You Get Clients sometimes confuse deliverable count with scope. Getting 50 final images doesn't mean broader usage rights. It means 50 images under whatever scope was agreed upon. Scope covers five dimensions: media channels (where the images appear), duration (how long), territory (which markets), exclusivity (whether the photographer can license the same images elsewhere), and modification rights (whether the client can alter, composite, or AI-extend the images). A strong commercial image has life well beyond the day it was photographed. That's exactly why scope matters. An image that starts as a website hero might later get pulled into paid social, then packaging, then an OOH campaign. Each of those steps is a scope expansion, and each carries different commercial value. But here's the practical reality: good licensing conversations happen before the shoot, not after an image shows up somewhere unexpected. Planning ahead means fewer surprises and better budgeting for everyone. ### How Do Different Media Channels Affect Licensing Price? Media channel is the single biggest variable in licensing cost. Stock platforms like iStock limit standard-license physical print reproductions to 500,000 copies (iStock License Agreement), which gives a rough sense of how the industry segments commercial value by distribution scale. #### Media Categories from Lowest to Highest Commercial Value Not all channels carry equal commercial weight. Here's a general hierarchy, from lowest to highest licensing value: - Website and blog use. Limited audience, owned platform. Lowest commercial exposure. - Organic social media. Broader reach but no paid amplification behind it. - Email marketing. Targeted distribution to an existing audience. - Paid social and digital advertising. Amplified reach with budget behind it. Significantly higher value. - Print collateral. Menus, brochures, sell sheets. Physical distribution with longer shelf life. - Out-of-home (OOH). Billboards, transit ads, window displays. High visibility, high impression count. - Packaging and labels. The image becomes part of the product itself. Often the highest commercial value short of broadcast. - Broadcast and streaming. Television commercials, streaming pre-roll, connected TV. Top-tier usage. A local restaurant website is one thing. A national paid campaign, packaging, or international usage is very different. The image is the same. The commercial value it generates is not. The same hero beverage photograph placed as a small website header on a Nespresso landing page, an example of low-value owned-channel usage in commercial food photography licensing #### Why Whitelisting and Partnership Ads Are a Separate Conversation Whitelisting, where a brand runs paid ads through an influencer's or partner's social account, creates a licensing question that didn't exist ten years ago. The image now appears under someone else's identity with paid amplification. That's a different rights category than organic posting on the brand's own account. Partnership ads, boosted posts, and creator collaborations each introduce additional parties who may need separate licenses. If four restaurant locations each run the same image as a paid ad through their own accounts, that's four usage instances, not one. ### How Does the Term of a License Affect Pricing? License duration directly scales price because it determines how long an image generates commercial value. The FTC requires clear disclosure of material connections in advertising (FTC Endorsement Guides), which means the longer an image runs in paid channels, the more compliance and value it accumulates. #### Common License Terms Most commercial food photography licenses fall into four tiers: - Campaign term (3 to 6 months). Common for seasonal promotions, menu launches, and limited-time offers. Lowest cost for the broadest channel access. - One year. The most common term for ongoing brand use across digital and social channels. - Two years. Typical for larger campaigns, packaging runs, or brands that want planning stability. - Perpetual. No expiration. Highest upfront cost but eliminates renewal logistics. The license term should reflect how long you actually plan to use the images. Overpaying for perpetual rights on a three-month seasonal campaign wastes budget. Underpaying for a short term on images you'll use for years creates compliance risk. #### When the Clock Starts and Why It Matters Some licenses start at delivery. Others start at first publication. This distinction matters more than most people realize. If you receive images in January but don't launch the campaign until April, a "one year from delivery" license gives you only eight months of active use. Clarify the start date in writing before signing. It's a small detail that prevents real disputes. #### The Real Cost of Perpetual vs. Renewing Perpetual licenses cost more upfront but can save money over time if you genuinely plan long-term use. Renewing annually gives more flexibility but adds administrative overhead and the risk of letting a license lapse while images are still in market. In my experience, most food and beverage clients get the best value from one-year licenses with a renewal option. Campaigns evolve, menus change, and brand refreshes happen. Locking into perpetual rights on images that might feel dated in 18 months rarely makes financial sense. One shoot should not equal one campaign, but one license doesn't need to cover every future use either. ### Why Does a Local Restaurant and a National Campaign Cost Differently? The image is identical. The commercial value is not. This is the core principle behind tiered licensing, and it applies across every creative industry. The same logic governs music licensing, stock photography, and illustration rights. #### Same Image, Different Commercial Value A single hero shot of a cocktail on a neighborhood bar's Instagram generates modest commercial impact. That same image on a national spirits brand's paid media campaign, running across digital, OOH, and print, reaches millions and drives significant revenue. Pricing the license identically for both would underprice one and overprice the other. The same beverage photograph scaled up as a New York City bus-stop billboard advertisement, an example of high-value out-of-home usage in commercial food photography licensing This isn't arbitrary. It's how the economics of commercial photography have worked for decades. A photographer whose images drive a national campaign deserves compensation that reflects that impact. #### Pricing Is a System, Not a Line Item Licensing should reflect business reality. When usage conversations happen early and asset planning is smarter from the start, both sides get better outcomes. The photographer can quote accurately. The brand can budget realistically. And nobody gets surprised six months later when the campaign expands. What helps most is thinking of your photography budget as a system. Production costs cover what it takes to create the images. Licensing costs cover what those images are worth in market. Together, they form a complete picture of what a commercial food shoot actually costs. ### Where Does Social Media Create Licensing Problems? Social media is where most licensing disputes start. Posting a photograph to social media does not create a free license for third parties to reuse it, as established in AFP v. Morel. Platform terms add additional complexity that most brands don't consider when planning content distribution. #### Organic vs. Paid vs. Whitelisting: Three Different Rights Organic posting on the brand's own account is the simplest scenario and carries the lowest licensing value. Paid amplification of that same image, even on the same platform, is a separate usage category because it extends reach through paid distribution. Whitelisting takes it further. Running a brand's creative through a third party's account for paid promotion introduces another entity into the usage chain. Each step up, from organic to paid to whitelisted, represents a broader commercial use and requires its own rights consideration. How does this play out in practice? A restaurant posts a food photo organically. Fine, that's covered under most standard social licenses. But then the restaurant's parent company boosts that post as a paid ad across five markets. The scope just expanded significantly, and the original license may not cover it. #### Platform Terms Add a Hidden Layer Every platform requires users to grant broad content licenses as a condition of posting. TikTok's terms require a worldwide, perpetual license from users who post content (TikTok Terms of Service). Instagram requires a similar content license from the poster (Instagram Terms of Use). These platform licenses apply to the person posting. If that person doesn't hold the right to grant such a license, meaning they don't own the copyright or have a license broad enough to sub-license, there's a legal gap. This is why ethical considerations for AI-extended imagery matter here too. AI-generated variations of licensed photographs may fall outside the original license scope entirely. ### What Should a Usage Rights Clause Actually Include? A clear license prevents disputes. Copyright registration is required before filing an infringement suit, as the Supreme Court confirmed in Fourth Estate Public Benefit Corp. v. Wall-Street.com. That means both photographers and clients benefit from precise documentation of what was agreed upon. #### Six Things Every License Should Define Every usage rights clause should address these six elements: - Media and channels. Exactly where the images can appear. Website, social, paid digital, print, OOH, packaging, broadcast. - Start date and duration. When the license begins and when it expires. - Territory. Which geographic markets are covered. U.S. only, North America, worldwide. - Exclusivity. Whether the photographer retains the right to license the same images to other clients. - Modification rights. Whether the client can crop, retouch, composite, or run AI extensions on the images. - Renewal terms. What happens when the license expires. Automatic renewal, renegotiation, or termination. Missing any of these creates ambiguity, and ambiguity is where disputes grow. #### The Sell-Off Period for Physical Products For packaging, printed menus, and physical products, licenses typically include a sell-off period. This is a grace window, usually 90 to 180 days after the license expires, during which existing printed inventory can be sold or distributed. Without a sell-off clause, a restaurant with 10,000 printed menus featuring licensed photography would technically need to destroy them all on the license expiration date. That's not practical for anyone. Include the sell-off period upfront so both sides know what to expect. ### How Can You Avoid Usage Rights Disputes? Prevention is cheaper than enforcement. Since copyright registration is required before filing an infringement suit (Fourth Estate, SCOTUS), and litigation costs can exceed the value of many food photography projects, both sides have strong incentives to get the agreement right from the start. #### Have the Conversation Before the Shoot I approach usage rights as a clarity conversation, not a confrontation. The best time to discuss licensing is during the briefing phase, before anyone picks up a camera. When usage conversations happen earlier and asset planning is smarter from the beginning, the entire project runs better. Bring your planned media channels, estimated duration, and geographic markets to the initial conversation. This gives the photographer what they need to quote accurately and avoids the uncomfortable renegotiation that happens when scope expands after delivery. If you need guidance on structuring that initial conversation, this guide on briefing your photographer properly covers the full process. #### Build a Simple Rights Tracker A spreadsheet works. Track the image filename, licensed channels, start date, expiration date, territory, and any restrictions. Update it when you renew, expand, or retire images from active use. This takes five minutes per project and can save thousands in accidental overuse. Most disputes don't start with bad intent. They start with someone on the brand team pulling an image into a new campaign without checking whether the license covers it. ### Frequently Asked Questions #### Do I own the photos after paying for a commercial food shoot? No. Under U.S. law, the photographer owns the copyright at the moment of creation (U.S. Copyright Office, Circular 1). Paying for a shoot purchases a license to use the images under agreed terms. Full ownership transfer requires a separate written copyright assignment signed by the photographer. #### What is the difference between a buyout and a license in food photography? A license grants specific usage rights for defined channels, duration, and territory. A "buyout" can mean anything from an extended license to a full copyright transfer. Always clarify which version is being discussed, because the price difference is significant, and a true copyright transfer requires a signed written agreement. #### Can I use commercial food photos on social media without additional licensing? It depends on what your license covers. Organic posting on the brand's own account is typically included in standard social licenses. Paid amplification, whitelisting through third-party accounts, and cross-platform syndication are separate usage categories that may require expanded rights. #### How long do commercial food photography licenses typically last? Most commercial food photography licenses run for one or two years. Campaign-specific licenses may cover three to six months. Perpetual licenses eliminate renewal logistics but cost more upfront. The right term depends on how long you plan to actively use the images across your channels. ### Moving Forward with Clarity Usage rights don't need to be adversarial or confusing. They exist to match the value of creative work to its actual commercial use. When both sides understand the structure, budgets get more predictable, campaigns scale more smoothly, and working relationships last longer. The conversations that go best are the ones that happen early. Bring your media plan, your timeline, and your geographic scope to the first call. Ask questions. Get the license terms in writing before production starts. If you're planning a food or beverage shoot and want to structure the usage rights conversation from the beginning, book a call and we can walk through what makes sense for your specific project and budget. ### Related Articles Buyer Education #### The Real Cost of a Commercial Food Shoot What a commercial food shoot actually costs, from creative fee and food styling to retouching and usage rights. A working photographer breaks down the full budget stack. Buyer Education #### How to Brief a Food Photographer How to brief a food photographer for better images and fewer surprises: deliverables, usage, references, timeline, and an honest budget. A working photographer explains. Ethics #### The Ethics of AI in Food Photography AI food images can look more appealing than real ones. A working photographer explains the ethics of GenAI modification, invention, and disclosure in practice. Newsletter ### Captivating Campaigns Await Join the newsletter for innovative ideas and behind-the-scenes peeks into world-class advertising photography and direction. Innovative ideas & creative strategy Behind-the-scenes production peeks Unsubscribe at any time Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Global Production Workflow With AI Extension URL: https://brentherrig.com/insights/articles/global-production-workflow How to coordinate cross-continental shoots without losing sleep or brand consistency. Back to Articles Production June 19, 2026 ### Building a Global Production Workflow With AI Extension How to coordinate cross-continental shoots without losing sleep or brand consistency. By Brent Herrig Global Workflow Logistics Brand Systems TL;DR: A global production workflow does not always have to be about flying a crew to every city. It is a system you design before the shoot so the work stays consistent across markets, time zones, and teams. The model that makes it accessible is hybrid production: you shoot strong source assets once, under human direction, then extend them per market with background changes, seasonal variations, motion, and new formats. That is how one shoot becomes a campaign that runs in New York and London at the same time, without losing the brand along the way. Cross market production used to mean one thing: more shoots. A campaign that needed to run in New York and London meant two productions, two crews, two budgets, and a quiet hope that the two would match. They rarely did. That math has changed, and the pressure behind the change is real. Adobe surveyed nearly 3,000 marketers and found that close to two-thirds expect demand for content to grow fivefold between 2024 and 2026, a volume no single shoot, in any one city, was ever built to supply (Adobe, 2024). The hard part of going global was never the camera. It was holding one visual language together while the work scaled across cities and channels. With hybrid production, a single well planned shoot can feed multiple markets, which makes global reach far more accessible than it used to be. The catch is that this only works if the system is built before the shoot, not patched together after it. ### What Makes a Global Production Workflow Different From a Local Shoot? A local shoot can survive improvisation. A global one cannot. The difference is how much structure you build up front. For a local New York production, there is more room for speed and flexibility. We can solve problems on the day and keep momentum high. For a campaign split across New York and London, I build much harder systems up front: more documentation, more shot logic, more continuity planning, and more attention to surfaces, props, styling, naming conventions, and the handoff between teams and time zones. The reason is simple. When everyone is in one room, alignment happens in conversation. When the work spans two markets and two crews, alignment has to live in the system, because nobody can lean over and ask. Every decision you do not write down becomes a decision someone improvises later, and improvisation across markets is exactly how a brand starts to drift. ### Start With Alignment, Not Gear Before I think about cameras or crew, I want to understand the system the imagery has to support. The first step is always alignment: clarity on the campaign goal, the intended usage, who is approving the work, and what needs to stay consistent across every output. That last point is the one that matters most for global work. You have to decide, on purpose and early, what stays fixed and what is allowed to move. Light and color treatment, styling rules, framing logic, and tone usually stay fixed. Specific dishes, locations, and seasonal touches can move by market. When that line is clear from the start, two crews on two continents can make different images that still feel like one brand. This is why a strong brief matters even more on a global project. If you want a deeper look at how to set that foundation, I wrote a full guide on how to brief a food photographer. The short version: the clearer the brief, the less the work depends on everyone being in the same room. ### Plan Assets in Three Buckets: Hero, Support, and Extension Asset planning starts with one question: are we making a small number of final images, or are we building a source library that becomes a much larger content system? For global work, it is almost always the second. I plan in three buckets. Hero assets are the anchors. The most controlled, most polished images that carry the campaign visually across every market. Supporting assets widen the story. Process shots, plated imagery, detail frames, top down table stories, environmental images, portrait moments, and alternate crops and orientations. Extension assets are where global production gets efficient. If the goal is for one shoot to feed many markets over time, we shoot differently from the start. More angles, more clean source material, more coverage of products and plates, and more environment captured at different hours so it can be expanded intelligently later. That third bucket is the bridge. It is what turns a single shoot day into raw material for an entire cross market rollout, and it is where AI extension does its real work. ### How AI Extension Makes Going Global Accessible Here is the shift that changes the budget and the logistics. The old model fed every market with its own shoot. The hybrid model feeds many markets from one strong source shoot, extended per market under human direction. In practice, that means a single hero plate can become the New York winter menu and the London summer terrace. A still can become a short motion loop for paid social. A horizontal hero can become a square placement and a vertical reel. None of that requires flying a crew to a second city. We covered the source properly, so the extensions hold up. One subject and one brand look carried across four settings: a coastal umbrella gathering, a New York rooftop with the skyline behind, a redwood cabin, and a beachside truck bed, showing how a single source treatment extends across multiple markets and moods This is the core of hybrid AI production, and the specific capabilities, background extensions, seasonal variations, still to motion, and format expansion, are laid out on the hybrid production services page. The reason this works is that the extension is always rooted in something real. AI is strongest when it extends what is already grounded: a photographed object, a lighting direction, a surface, or a visual system we have already established. It stays under human direction and creative judgment the whole way. The moment a tool replaces judgment instead of extending it is the moment the work stops being believable, and I have written more about where that line sits in the ethics of AI in food photography. So the accessibility is real, but it is not free. It is earned at the shoot, by capturing source material clean enough and complete enough to extend with confidence. ### Build One Visual Language Across Every Market Extension only works if there is one visual language to extend. AI scales a language. It does not invent one. If the source and the system are inconsistent, you are just multiplying the inconsistency faster. A good example is commercial food photography we produced across multiple sites for a single brand. We wanted the imagery to feel natural, clean, and consistent across all the locations, which meant the overall approach had to create one unified visual language. Within that, each dish still needed enough shape and control to deliver real appetite appeal. The system stayed unified while the specifics moved. New York and London also bring different production cultures, and the difference is an asset, not a problem. New York tends to move with sharper commercial speed and more direct pressure to decide fast and keep momentum high. London can be just as demanding, with more sensitivity to nuance, refinement, and how the work supports the broader brand over time. Bringing New York speed into London and London refinement into New York tends to strengthen the result rather than dilute it. The job of the workflow is to let both happen without the brand pulling apart, which is really a question of creative direction holding steady across markets. For the underlying model of treating visuals as a system, see building a unified brand identity. ### The Handoff and Automation Layer The least glamorous part of a global workflow is the part that makes it work: naming conventions, documentation, and continuity planning, so a team in one time zone can pick up where another left off and produce matching output. When files, versions, and shot logic are named and tracked consistently, the handoff between markets stops being a guessing game. Variation at scale belongs to this layer too. Once a campaign is producing dozens of versions across formats and markets, doing it asset by asset becomes the bottleneck. Treating variation and repurposing as a system, through creative automations, is what keeps velocity high without quality slipping. The point is not volume for its own sake. It is consistent, on brand output that arrives fast enough to matter. ### Frequently Asked Questions #### What is a global production workflow? It is the system a team designs before a multi market shoot so the work stays consistent across cities, time zones, and crews. It covers alignment on goals and usage, decisions about what stays fixed and what can move, an asset plan built for reuse, naming and handoff conventions, and a plan for extending source assets per market. The workflow is the structure that lets one campaign run in several places at once without drifting. #### How does AI make cross market production more accessible? It changes the model from one shoot per market to one strong source shoot extended per market. Instead of flying a crew to every city, you capture clean, complete source material once and extend it with background changes, seasonal variations, motion, and new formats, all under human direction. That lowers the cost and logistics of reaching multiple markets while a single visual language holds the work together. #### Does hybrid production replace the photography shoot? No. The shoot is the foundation that makes everything else possible. Hybrid production extends real, photographed source material rather than replacing it. The extensions only hold up because the source was captured properly, with enough angles, coverage, and control to expand later. Human creative judgment stays in charge the whole way. #### How do you keep a brand consistent across different markets? By deciding up front what stays fixed and what is allowed to move, then building that into the system. Light, color treatment, styling rules, and framing logic stay fixed. Specific dishes, locations, and seasonal details can change by market. Consistent naming, documentation, and a shared visual language let different crews produce different images that still read as one brand. ### You Are Paying for the System When a brand hires for a global campaign, they are not paying for someone to show up with a camera in each city. They are paying for planning, production strategy, creative judgment, crew coordination, technical control, and a source library that stays useful long after the shoot is over. That is what a global production workflow really is. A system that captures the right source once, extends it intelligently per market, and holds one visual language across all of it. Done well, going global stops feeling like a logistical risk and starts feeling like leverage. If you are planning a campaign that needs to run across more than one market, book a call and we can map the source shoot, the extension plan, and the system that keeps it all consistent. ### Related Articles Marketing #### Unified Brand Identity: Mastering Visuals & Voice Most brands have a source problem, not a consistency problem. A practical three-layer system for visual identity, brand voice, and governance that makes consistency the default across every touchpoint. Trends #### The 10 Most Instagrammed Foods of All Time Analyzing why certain dishes and beverages dominate the social spotlight and how to harness that visual energy. Newsletter ### Captivating Campaigns Await Join the newsletter for innovative ideas and behind-the-scenes peeks into world-class advertising photography and direction. Innovative ideas & creative strategy Behind-the-scenes production peeks Unsubscribe at any time Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Hotel Photography Lighting: Patterns for Luxury Hospitality URL: https://brentherrig.com/insights/articles/lighting-luxury-hospitality How a working photographer lights hotels, resorts, restaurants, and bars: motivated practicals, honest warm and cool balance, and the dusk crossover that makes a space sell. Back to Articles Craft/Technical June 22, 2026 8 min read ### Lighting Patterns for Luxury Hospitality Photography How a working photographer lights hotels, resorts, restaurants, and bars: motivated practicals, honest warm and cool balance, and the dusk crossover that makes a space sell. By Brent Herrig Hotel Photography Hospitality Lighting TL;DR: Luxury reads as luxury in a photograph because of how the light behaves, not how much gear is in the room. The patterns that carry a hotel, resort, restaurant, or bar are mostly about respecting the light the space already has, keeping warm and cool tones honest, and shooting the short dusk window when interior glow and sky balance. A peer reviewed study found that higher image aesthetic quality raises the probability of an online hotel booking (Toubes, Vila and Fraiz, Humanities and Social Sciences Communications, 2023). Shoot the light well once, and one setup feeds a season of assets. A hotel can spend years and a small fortune designing how a room feels, then lose all of it in a photograph because the lighting was treated as a problem to overpower instead of a quality to capture. The atmosphere is the product. In hospitality, the picture is often the first room a guest ever stands in. That is why I treat hospitality lighting differently from a clean studio table. On a tabletop set I build the light from nothing. In a hotel lobby or a restaurant at service, the light is already there, designed on purpose, and my job is to read it, shape it, and protect it. Below are the lighting patterns I keep coming back to, and how each one feeds a library you can use long after the shoot. ### What Makes Hotel and Hospitality Lighting Different? Hospitality lighting is environmental and emotional before it is technical. Imagery now carries an outsized share of the booking decision: social media has the strongest influence on where travelers choose to go, ahead of television, news, and even friends and family (Skift Research, 2025). The picture is doing the selling, so the light has to do the feeling. The hard part is that hospitality interiors are built for human eyes, not for a sensor. The eye adapts to mixed sources without thinking. A camera does not. A single frame can hold warm tungsten downlights, cool daylight from a window, a green cast off a planted wall, and a candle on the table, all fighting each other. The work is deciding which of those sources tells the truth about the space, then building the exposure around that decision instead of flattening everything into one neutral wash. If you are weighing the broader business reasons to invest here, see the hotel and resort photography portfolio for how this reads in finished work. The patterns below are how it gets there. ### Pattern 1: Let the Room's Own Light Be the Light The fastest way to make a luxury interior look cheap is to blast it with one hard, foreign source. The first pattern is motivated practical lighting: let the chandeliers, sconces, pendant lights, and bar backlighting stay visible as the key, then add only enough fill to hold shadow detail without killing the mood. The guest sees a believable room, not a lit set. In practice that means I expose for the glow first. A warm pendant over a bar should read as the reason the scene is lit, with its falloff intact across the counter. When I add light, it is soft, shaped, and feathered in so the practicals still lead. The moment a viewer can feel an off camera strobe, the romance is gone and the image starts to look like a brochure from twenty years ago. The Blacktail bar interior in New York lit by its own warm practical fixtures as the visible key light Motivated practical lighting is the single biggest separator between hospitality work that feels lived in and work that feels staged. By exposing for the room's own fixtures and adding only soft, shaped fill, the photograph keeps the atmosphere the designer built, which is the exact quality a guest is paying to experience. This is the pattern I reach for first in lobbies, bars, and restaurants at service. ### Pattern 2: Keep Warm and Cool Apart on Purpose White balance is a creative decision in hospitality, not a correction. The second pattern is preserving the deliberate split between warm interior light and cool exterior or accent light, because that contrast is one of the strongest signals of a considered, high end space. Neutralize it and a moody hotel bar turns into a conference room. So I decide early what neutral means in the frame. Usually I anchor white balance to the warm hospitality light the design intends, then let the daylight through a window go honestly cool, and let a blue accent stay blue. The picture keeps its temperature story. The aesthetic quality of that final image is not a soft concern. Research on hotel photo imagery found that higher aesthetic quality measurably raised the probability of an online booking (Toubes, Vila and Fraiz, Humanities and Social Sciences Communications, 2023). How the light is balanced is part of what that study is measuring. The same discipline is what lets a single property hold one look across a restaurant, a suite, and a spa. For the wider version of that idea, treating visuals as a system rather than a set of one off shots, see building a unified brand identity. ### Pattern 3: Shoot the Dusk Crossover There is a window of roughly twenty minutes after sunset where the sky still holds deep blue and the interior lights have just taken over. The third pattern is building exterior and terrace shots around that crossover, because it is the only time the inside glow and the outside light sit in balance in a single exposure. Miss it and you get either a black sky behind a hot interior or a flat daytime building with the lights lost. This window is short and it does not wait, so the shot is planned before it arrives. I lock composition, set the interior practicals, meter for the falling ambient, and then work fast as the balance shifts frame to frame. Resort facades, rooftop bars, pool decks, and terrace dining all live or die on this timing. The Clocktower restaurant interior in New York, its warm practical lighting balanced against cool window light The dusk crossover is the highest leverage twenty minutes on a hospitality shoot, and it rewards planning over reflexes. Locking the frame and the interior lights in advance, then metering the falling sky, is what lets a single exposure hold both a glowing interior and a true blue sky, the combination that makes a resort look like somewhere you want to be at exactly that hour. ### Pattern 4: A Room-Type Playbook Every hospitality space has a controlling light, and naming it before the shoot decides the whole approach. The fourth pattern is a simple room by room playbook so each space gets the strategy it actually needs instead of one default setup dragged through the building. - Lobby: Mixed ambient plus chandeliers. Expose for the signature fixture, balance daylight from the entrance, hold scale and symmetry. - Guestroom: Window daylight is usually the hero. Time it for soft directional light, add gentle fill, keep the bed and textiles honest. - Restaurant: Practical pendants and table candles lead. Protect the warmth, keep food appetizing, shoot both empty elegance and lived in service. - Bar: Backlit bottles and low key mood. Let it go dark and rich, expose for the glow, never flatten the shadows. - Spa: Calm, low contrast, soft. The light should feel like quiet. Diffuse everything and protect the sense of stillness. - Pool deck and terrace: Golden hour and the dusk crossover. Plan around the sky, not the clock. Naming the controlling light per room is the difference between a coherent set and a scramble. It also makes the day predictable, which matters when the shot list is long and the property is only yours for a few hours. ### Lighting for Reuse: One Setup, Many Formats The last pattern is the one that changes the budget. When the light is captured cleanly, a single setup becomes a hero frame, supporting angles, negative space for layouts, and a motion loop, instead of one flat photo. That reuse is where hospitality imagery earns its keep, because the demand for formats keeps climbing. Motion is a real part of that mix: in a controlled experiment, 360 video earned 46 percent more views than standard video (Think with Google), evidence that immersive formats hold attention even though that test sat outside hospitality. The market is moving the same direction. The virtual tour market is projected to grow from about 11 billion dollars in 2024 to roughly 74 billion by 2030, a compound annual growth rate near 34 percent, with hospitality among the fastest growing segments (Grand View Research, 2024). This is exactly where a shoot should be planned as a source library, not a single deliverable. The capability set, background extensions, seasonal variations, still to motion, and format expansion, lives on the hybrid production services page, and the logic of feeding several markets from one strong shoot is laid out in building a global production workflow. One property put it plainly in its own numbers: guests offered a 360 tour were 67 percent more likely to book, a single property case study rather than an industry average, but a clear signal of where attention goes (HotelTechReport, 2025). ### Why the Lighting Is the Business Case For hospitality, lighting quality is not a finishing touch, it is part of what drives the booking. The peer reviewed work on hotel imagery is direct about it: better aesthetic quality in a listing's photos raises the likelihood that someone books (Toubes, Vila and Fraiz, 2023). The light is a large part of that aesthetic quality, which means the lighting choices on a shoot day show up later as conversion. That is the throughline behind every pattern here. Respect the room's own light, keep the temperature story honest, shoot the dusk window, give each space the strategy it needs, and capture it all cleanly enough to reuse. The result is imagery that looks like the place actually feels, which is the only version that sells it. This kind of atmosphere work carries across food and drink too, from a plated dish to a finished cocktail. You can see the range in the food photography portfolio, the editorial food photography work, and a luxury drinks example in the Belvedere and Chandon garden campaign. ### Frequently Asked Questions #### What is the best time of day to photograph a hotel exterior? The dusk crossover, roughly twenty minutes after sunset, is the strongest window for exteriors, terraces, and pool decks. It is the only time the sky still holds deep blue while the interior lights have taken over, so a single exposure can balance both. Plan the shot before it arrives, because the window is short and the balance shifts frame to frame. #### How do you handle mixed lighting in hotel interiors? You decide what neutral means in the frame, then commit. I usually anchor white balance to the warm hospitality light the design intends, let daylight from windows stay honestly cool, and let accent colors hold their tone. The goal is to preserve the deliberate temperature contrast that signals a considered space, not to flatten every source into one neutral wash. #### Should hotel restaurants and bars be lit differently? Yes. A restaurant leads with practical pendants and table candles, so you protect warmth and keep food appetizing across both empty elegance and lived in service. A bar is low key by design, so you let it go dark and rich, expose for the backlit glow, and never flatten the shadows. The controlling light is different, so the strategy is different. #### Does better hospitality photography actually affect bookings? Research on hotel imagery found that higher image aesthetic quality raises the probability of an online booking (Toubes, Vila and Fraiz, 2023). Since lighting is a major part of that aesthetic quality, the lighting choices on a shoot day translate into conversion later. The atmosphere a guest responds to is the same atmosphere that earns the booking. ### Book the Shoot Around the Light Luxury hospitality photography is mostly a series of decisions about light: which source leads, how warm and cool sit together, when to shoot the sky, and how to capture it all cleanly enough to use for a year. Get those right and the imagery does what the property was built to do, which is make someone want to be there. If you are planning a shoot for a hotel, resort, restaurant, or bar, see the hotel and resort photography portfolio and book a call. We can map the room by room lighting plan and the reusable asset library before anyone touches a camera. ### Related Articles Marketing #### Unified Brand Identity: Mastering Visuals & Voice Most brands have a source problem, not a consistency problem. A practical three-layer system for visual identity, brand voice, and governance that makes consistency the default across every touchpoint. Production #### Building a Global Production Workflow With AI Extension How to coordinate cross-continental shoots without losing sleep or brand consistency. Hospitality #### Knowing Your Audience: A Culinary Perspective A framework for aligning every sensory element in your restaurant, from music and lighting to photography and plating, to the specific guest you designed the space for. Newsletter ### Captivating Campaigns Await Join the newsletter for innovative ideas and behind-the-scenes peeks into world-class advertising photography and direction. Innovative ideas & creative strategy Behind-the-scenes production peeks Unsubscribe at any time Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## The Real Cost of a Commercial Food Shoot URL: https://brentherrig.com/insights/articles/real-cost-commercial-food-shoot What a commercial food shoot actually costs, from creative fee and food styling to retouching and usage rights. A working photographer breaks down the full budget stack. Back to Articles Buyer Education June 11, 2026 9 min read ### The Real Cost of a Commercial Food Shoot What a commercial food shoot actually costs, from creative fee and food styling to retouching and usage rights. A working photographer breaks down the full budget stack. By Brent Herrig Pricing Production Economics Commercial Photography TL;DR: A commercial food shoot is not one fee. It's a stack of line items: creative and shoot fees, food styling, ingredients and props, studio or location, crew, post-production, and usage rights. Established independent commercial photographers typically run $1,800 to $8,500 per day before those other lines are added. The two costs clients underestimate most are licensing and retouching. When you understand the full stack early, the budget conversation stops being a wall and starts being a plan. When a brand asks "what does a food shoot cost," the honest answer is another question: what do you need the images to do? A single hero shot for a menu and a multi-platform campaign that runs for two years are both "a food shoot," and they are not in the same budget universe. The number isn't hiding. It's built from parts, and once you can see the parts, you can plan around them. I've watched the budget conversation go two very different ways. When a client comes in with no sense of what drives cost, the conversation tends to collapse into "that's too expensive" before we've even talked about what they actually want. When a client understands the components, something better happens. We start solving. "We can't afford the full campaign" turns into "we can shoot the hero assets now, build the variation library next quarter, and structure the licensing so it grows with the rollout." Same budget. Completely different outcome. The difference is almost always whether the client can see the line items. This post breaks down those line items so you can plan with confidence. The ranges here are drawn from published industry rates and checked against how these projects actually price out in practice. They are not my rate card, and they aren't a quote. They're a map of where the money goes and why. ### What Actually Goes Into a Commercial Food Shoot Budget? A commercial food shoot budget is a system of related costs, not a single creative fee. The main components are the creative and shoot fee, food styling, ingredients and props, studio or location, crew, post-production, and usage rights. Each one scales with the ambition and reach of the project. Think of it the way you'd think about producing anything physical. The headline number is the thing people quote, but the headline number sits on top of materials, labor, space, and the right to actually use what you made. Skip a layer and the project doesn't get cheaper. It just gets fragile. #### The Creative and Shoot Fee This covers the photographer's time, skill, planning, and direction on the day. It's the line most people picture when they imagine "the cost of the photographer." For established independent commercial photographers, day rates commonly fall in the range of $1,800 to $8,500 per day (not including usage rights), with newer shooters lower and high-demand specialists higher. What that fee buys is not just the hours behind the camera. It's the judgment that decides which angle sells the dish, which light makes the sauce look like something you want to eat, and which fifty frames out of five hundred are actually worth delivering. The shoot fee is where craft lives. #### Food Styling, Ingredients, and Props Food styling is its own profession, and on a serious shoot it's not optional. A good stylist is the difference between food that looks edible and food that looks irresistible. Commercial food stylist day rates generally run $1000 to $2,500 or more per day, and stylists frequently bill prep days separately from shoot days because the prep is real work that happens before anyone turns on a light. And many stylists work with a food and prop assistant. A good prop assistant is worth their weight in gold. Then there's the food itself. You don't buy one of the dish you're shooting. You buy enough to build several "hero" plates, because the perfect one rarely survives the first take, and you often need backups as ingredients wilt, melt, or dry under lights. Add props, surfaces, backgrounds, and linens, and you have a materials budget that's easy to underestimate if you've never produced a shoot before. #### Studio or Location Where you shoot is a real line item. A rented studio day, a restaurant you're shooting in during off hours, or a location with the right natural light all carry cost, whether that's a rental fee, a buyout of the space, or the logistics of shooting around an operating business. Natural-light locations can look "free" until you account for the time and crew needed to control conditions you don't own. #### Crew Beyond the photographer and stylist, a commercial shoot often needs assistants, a digital tech to manage capture and color, and sometimes a producer to keep the day on schedule. Assistant day rates commonly start around $400-750 per day. A Digital Tech can cost anywhere from $600 to $2,500 per day depending on the job and their experience. Crew scales with complexity. A simple tabletop setup needs less. A multi-setup campaign day with motion and a dozen dishes needs more hands to stay on time. Sample Shoot Estimate Illustrative, not a quote Creative & photography fee 1 shoot day $6,500 Food styling 1 prep day + 1 shoot day, plus assistant $4,500 Food, props, surfaces hero plates, backups, linens $1,800 Studio rental 1 day $1,500 First assistant 1 day $650 Digital tech 1 day, capture + color $1,200 Post & retouching 12 hero images, multiple crops $3,600 Usage / licensing 1 year, US digital $5,000 Estimated total $24,750 Illustrative figures for a single-day commercial food shoot. Every line moves with scope, market, and usage. This is a way to see the stack, not a price list. A breakdown like the one above is the single most useful thing a client can see early. Once the costs are visible as parts, the conversation stops being a yes or no on one big number and becomes a set of decisions you can actually steer. ### The Two Costs Clients Underestimate Most In my experience, two line items surprise clients more than any others: usage rights and post-production. Both are easy to overlook because neither happens on the visible "shoot day," and both can quietly become the largest numbers in the budget. #### Usage Rights Are a Cost, Not a Formality Here's the part that catches people off guard. Paying for the shoot does not mean you own the images forever, across every channel. Under U.S. copyright law, the photographer holds copyright at the moment of capture, and what the client receives is a license defined by where the images run, for how long, and in which markets. The broader the usage, the higher this line. This matters for your budget because the same photo has different commercial value depending on use. A shot living on your own website is one thing. That same shot on national paid media or packaging is another. Usage isn't a penalty bolted onto the invoice. It's how the price matches the actual business value the images deliver, and it's often the difference between two quotes that otherwise look identical. Because this is the single most misunderstood cost in commercial food photography, it's worth understanding on its own terms. I wrote a full breakdown of how licensing works, what "buyout" actually means, and how to scope it fairly in this guide to usage rights for commercial food photography. If you take one thing into your next budget conversation, make it this: bring your media plan, so usage can be scoped accurately from the start. #### Post-Production Is Where Hours Hide Retouching is the other quiet cost. The shoot captures the raw material. Post is where it becomes a finished, on-brand, channel-ready asset. High-end commercial and advertising retouching commonly runs $50 to $1000's or more per image, and specialist retouchers bill roughly $125 to $250+ per hour for advertising-level work. (Note: this can vary wildly based on complexity and scope of work.) This may seem expensive, but consider that high-end food retouching may require days or even weeks of skilled labor, especially if multiple takes or angles need to be composited together. The number that surprises people is total volume, not per-image cost. A campaign isn't ten finished images. It's ten hero images plus the crops, the negative-space versions for text overlay, the platform-specific aspect ratios, and the seasonal variations. Every one of those is post-production time. If your brief asks for "a few photos" but your media plan needs forty deliverables in six formats, the post budget is going to be much larger than the shoot fee, and that's normal. It's worth planning for, not discovering later. ### Why a Bigger Budget Conversation Leads to Better Work The most useful thing a client can do is talk about budget honestly and early. Not because the number gates the creativity, but because it shapes it. When I know the real constraints up front, I can design the production around them instead of pretending they don't exist. This is the shift I mentioned at the top, and it's worth being concrete about. A vague brief with a hidden budget forces everyone to guess, and guesses run high to cover risk. An honest budget, even a tight one, lets us get creative about how to deliver. Maybe we shoot a focused set of versatile hero frames instead of a sprawling shot list. Maybe we capture supporting angles and negative space on the same day so the assets stretch further across channels. Maybe we phase the work so the rollout funds the next round. None of that is possible when the budget is a secret. A shoot is creative infrastructure, not a one-time expense. The frames you capture today should feed your website, your paid social, your menus, and your campaigns for months. When you budget for the full system, including the styling, the post, and the usage, you're not paying more. You're paying for assets that actually do the job instead of a cheaper set that falls apart the moment you try to scale them. ### How to Plan a Realistic Food Shoot Budget You don't need to be a producer to walk into the conversation prepared. A few inputs change everything about how accurately a shoot can be quoted and how creatively it can be solved. #### Start With Deliverables and Usage, Not a Day Count Don't start with "how many days." Start with what you need the images to do. How many final assets, in which formats, running on which channels, for how long. That set of answers drives the shot list, the styling load, the post hours, and the licensing all at once. Get those right and the day count falls out of them naturally. Then you can discuss the timeline, how many days are required to produce the required assets, and any other details that will help you arrive at your final budget. #### Budget the Whole Stack, Then Phase It List every layer: shoot fee, styling, food and props, studio or location, crew, post, and usage. Total it honestly. If the full number is more than this round can carry, phase it rather than gut it. Shoot the highest-value assets first, build the variation library next, and structure usage so it can expand as the work rolls out. A phased plan keeps the quality intact. A slashed plan usually doesn't. #### Bring Your Real Budget to the First Call The fastest way to a creative solution is an honest constraint. When you say the real number, a good production partner can tell you what's achievable, what to prioritize, and where to get the most reuse per dollar. The conversation stops being "yes or no" and becomes "here's how." ### Frequently Asked Questions #### How much does a commercial food photography shoot cost? There's no single number, because a shoot is a stack of costs: creative and shoot fee, food styling, ingredients and props, studio or location, crew, post-production, and usage rights. Established independent commercial photographers can charge anywhere from a few thousand dollars to upwards of $100,000+ depending on the scope and reach of the project. So bring your budget to the table and let's talk about what's possible. #### Why is food styling a separate cost from photography? Food styling is a distinct profession focused on making dishes look their best on camera, and it carries its own day rate, commonly $1000 to $2,500 or more per day. Stylists also often bill prep days separately, plus the cost of ingredients, backups, and props. On a serious commercial shoot, styling is what separates food that looks edible from food that sells. #### Why do usage rights affect the price of a food shoot? Because paying for a shoot buys a license, not outright ownership, and the price of that license scales with use. The same image is worth more on national paid media than on your own website, so broader channels, longer terms, and bigger markets increase the cost. Scoping usage accurately at the briefing stage keeps the budget predictable. See our full breakdown of usage rights for commercial food photography. #### How much should I budget for retouching and post-production? More than most people expect, because cost scales with deliverable volume, not just per-image complexity. High-end commercial retouching runs from $50 per image to $1,000's per image, and a campaign usually needs each hero image in multiple crops, formats, and variations. Plan post around your full deliverable list, not the number of dishes shot. Remember you get what you pay for when it comes to post-production. #### Will sharing my real budget get me a worse deal? Usually the opposite. An honest budget lets a production partner design the shoot around your real constraints, prioritize the highest-value assets, and find creative ways to get more reuse per dollar. Hidden budgets force everyone to guess, and guesses run high to cover risk. ### Building a Budget That Holds Up The real cost of a commercial food shoot isn't a mystery, and it isn't a single number. It's a system of line items, each tied to what you need the images to do. When you can see the whole stack, the conversation changes from "can we afford this" to "how do we build this well," and that's a far better place to start. The clients who get the most from a shoot are the ones who plan for the full system and talk about budget early. That clarity is what lets a production partner get creative on your behalf instead of guessing in the dark. If you're planning a food or beverage shoot and want to map the real budget before committing, book a call and we can walk through the line items, the priorities, and the smartest way to phase the work for your goals. ### Related Articles Buyer Education #### Usage Rights for Commercial Food Photography, Explained Who owns commercial food photography, what a buyout really means, and how licensing scope, media channels, and term affect price. A working photographer explains. Buyer Education #### How to Brief a Food Photographer How to brief a food photographer for better images and fewer surprises: deliverables, usage, references, timeline, and an honest budget. A working photographer explains. Ethics #### The Ethics of AI in Food Photography AI food images can look more appealing than real ones. A working photographer explains the ethics of GenAI modification, invention, and disclosure in practice. Newsletter ### Captivating Campaigns Await Join the newsletter for innovative ideas and behind-the-scenes peeks into world-class advertising photography and direction. Innovative ideas & creative strategy Behind-the-scenes production peeks Unsubscribe at any time Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## How to Brief a Food Photographer URL: https://brentherrig.com/insights/articles/how-to-brief-food-photographer How to brief a food photographer for better images and fewer surprises: deliverables, usage, references, timeline, and an honest budget. A working photographer explains. Back to Articles Buyer Education June 11, 2026 8 min read ### How to Brief a Food Photographer How to brief a food photographer for better images and fewer surprises: deliverables, usage, references, timeline, and an honest budget. A working photographer explains. By Brent Herrig Creative Brief Client Guide Production TL;DR: A good brief for a food photographer answers four things clearly: what you need (deliverables and formats), where it's going (channels and usage), when you need it (a realistic timeline), and what you can spend (an honest budget). The two pieces missing from most briefs I receive are clear deliverables tied to usage, and a real budget. Include those and you get better images, faster turnaround, and far fewer surprises. A creative brief isn't paperwork. It's the difference between a shoot that solves your problem and a shoot that produces nice pictures of the wrong thing. When a brief is clear, I can quote it accurately, plan it tightly, and shoot it efficiently. When it's vague, everyone fills the gaps with assumptions, and assumptions are where budgets blow up and deadlines slip. After years of reading briefs from agencies, brands, and hospitality groups, I've noticed the same two gaps over and over. Most briefs are missing a clear list of deliverables tied to how the images will actually be used, and most are missing an honest budget. Fix those two things and the rest of the conversation gets dramatically easier. This guide walks through what a strong brief actually contains, why the two common gaps cause so much friction, and how a little clarity up front turns the budget conversation from a dead end into a creative starting point. ### What Makes a Strong Brief for a Food Photographer? A strong brief gives the photographer enough to plan the whole production, not just show up and shoot. At minimum it answers four questions: what you need, where it's going, when you need it, and what you can spend. Everything else is detail that hangs off those four. You don't need design training or production experience to write one. You need to be specific about your goals and honest about your constraints. The clearer you are, the more accurately a photographer can quote, and the more creatively they can work within whatever you've got. #### Deliverables: What Are You Actually Buying? Start with the output, not the day. How many final images do you need, in what orientations, and in what formats? A menu refresh, a website hero set, a social content library, and a paid campaign all need different things, and "some food photos" doesn't tell anyone which of those you're after. Spell it out. Twelve dishes, each as a hero plus a supporting angle, in both vertical and horizontal crops, with negative space for text overlay on the verticals. That sentence alone tells a photographer the shot count, the styling load, the time on set, and the post-production volume. "We need photos of our menu" tells them almost nothing. #### Usage: Where Will the Images Run? This is the piece most briefs skip, and it's the one that most affects both price and approach. Where the images live (your own website, organic social, paid media, packaging, out-of-home), for how long, and in which markets all shape what you're really buying. Usage isn't an afterthought to settle later. It determines the licensing, and licensing is often a major part of the cost. Tell the photographer your media plan up front. If these images will run as paid ads across two countries for a year, that's a completely different scope than a set for your restaurant's own website, and pricing it accurately on day one prevents an awkward renegotiation when the campaign expands later. If you want to understand how this works in detail, see our breakdown of usage rights for commercial food photography. #### Visual Direction: Show, Don't Just Tell Words like "clean," "moody," "premium," and "appetizing" mean different things to different people. A handful of reference images closes that gap faster than a paragraph of adjectives. Pull examples of the look you want, and if it helps, a few examples of what you don't want. Note what specifically appeals to you in each, the light, the styling, the mood, the color, so the reference points at intent rather than just a vibe. Be honest about whether you want your own look or a copy of someone else's. The goal of references is alignment, not imitation. They tell the photographer where your taste lives so the result feels like your brand, executed well. #### Timeline and Budget: The Two Constraints That Shape Everything A realistic timeline tells the photographer whether the scope is even possible in the window you have. Ask for forty finished assets in three days and something has to give, usually quality. And then there's budget, the constraint people most want to hide and most need to share. I'll get to why that matters in its own section, because it's the single biggest lever in the whole brief. ### The Two Gaps That Cause the Most Friction If I could fix two things about the average brief, it would be these: tie the deliverables to the usage, and tell me the real budget. Almost every painful moment on a project traces back to one of those being missing. #### Gap One: Deliverables Disconnected From Usage Plenty of briefs list a shot count. Far fewer connect that shot count to how the images will be used, and that disconnect is where scope creep is born. A brief that says "20 images" without saying where they run leaves the most important pricing variable undefined. When deliverables and usage travel together, everything downstream gets accurate. The photographer knows how many real setups the day needs, how much post-production the formats require, and how to scope the license correctly the first time. When they're disconnected, the quote is a guess, and guesses get corrected later, usually in an uncomfortable conversation after the work is done. #### Gap Two: The Hidden Budget The most common thing missing from a brief is an honest number. Clients often hold the budget back, worried that naming it means leaving money on the table. In practice, hiding it does the opposite. It forces the photographer to scope blind, and blind scopes run high to cover the unknowns. A real budget, even a modest one, is not a weakness in your brief. It's the most useful piece of information you can give. It's what lets a production partner tell you what's genuinely achievable and where to spend for the most impact, instead of handing you a number you can't use. ### Why an Honest Budget Changes the Whole Conversation This is the part I most want clients to understand, because I've watched it play out so many times. When the budget is clear from the very first conversation, the entire dynamic of the project changes for the better. Without it, the conversation tends to stall on what's impossible. "We can't do this, it's too much." Everyone walks away a little frustrated, and a project that could have happened doesn't. With an honest budget on the table, the same conversation turns into problem-solving. Instead of "we can't afford that," it becomes "we're happy to do this, and here's how we make sure we do it the right way within what you've got." That shift is everything. When I know the real constraint, I can get creative about how to deliver. Maybe we focus the shot list on a smaller set of genuinely versatile frames instead of a sprawling one. Maybe we capture supporting angles and negative space on the same day so the assets stretch across more channels. Maybe we integrate AI into the mix. Maybe we phase the work so the first shoot funds the next. None of those creative solutions are available when the budget is a secret, because I'm too busy guessing to design around your actual situation. A clear brief and an honest budget don't limit creativity. They aim it. They turn a yes-or-no negotiation into a how-do-we-build-this collaboration, and that's the conversation that produces work both sides are proud of. ### How to Write a Brief That Gets Better Results You can put a strong brief together in a single page. Cover these and you've given a photographer almost everything they need to plan, quote, and deliver without surprises. #### A Simple Brief Checklist The Brief Checklist Bring these six - ✓ Deliverables. Number of final images, orientations, formats, and any specific crops or negative-space needs. - ✓ Usage. Channels the images will run on, duration, and geographic markets. - ✓ Visual direction. A few reference images for the look you want, with notes on what appeals to you. - ✓ Timeline. Key dates, including when you need final assets and any review rounds in between. - ✓ Budget. An honest working number or range. - ✓ Context. What the images are for, who the audience is, and what a win looks like. #### Bring It to the First Conversation The brief isn't meant to be a perfect document you hand over and disappear behind. Bring it to an early conversation and talk it through. A good photographer will ask questions that sharpen it, flag where your timeline and scope don't match, and tell you where your budget will go furthest. That conversation, early and honest, is where the best projects get shaped. ### Frequently Asked Questions #### What should a brief for a food photographer include? At minimum: clear deliverables (how many images, in what formats and orientations), usage (which channels, for how long, in which markets), visual direction (a few reference images with notes), a realistic timeline, and an honest budget. Add context about the audience and the goal so the photographer understands what a win looks like. #### Do I need to share my budget in the brief? Yes, and it's one of the most useful things you can include. An honest budget lets a photographer tell you what's achievable and where to spend for the most impact, and it opens the door to creative solutions that fit your constraints. Hiding the budget forces blind scoping, which usually produces higher, less useful quotes. #### How specific do my reference images need to be? Specific enough to communicate intent. A handful of images showing the light, styling, and mood you want, with a short note on what appeals to you in each, beats a page of adjectives. References are about alignment, not imitation. They point the photographer toward your taste so the result feels like your brand. #### Why does usage information belong in a creative brief? Because usage determines both the licensing cost and the production approach. Images for paid media across multiple markets carry a different scope than images for your own website, and naming that up front lets the photographer price it accurately the first time. Leaving it out is the most common cause of scope and budget surprises later. See usage rights for commercial food photography for the full picture. #### What happens if my timeline is too tight for my shot list? Something gives, usually quality or scope. A good photographer will tell you early if the deliverables don't fit the window and help you prioritize, phase the work, or adjust the timeline. That's exactly why a brief should state the timeline clearly up front, so the mismatch surfaces before the shoot, not during it. ### Briefing as the Start of the Work A brief is the first creative act of a project, not the administrative one before it. When it's clear about deliverables, usage, timeline, and budget, it does more than help a photographer quote. It sets up a collaboration where the constraints are known and the creativity gets pointed at the right problem. The clients who get the most from a shoot are the ones who show up with a clear brief and an honest budget, ready to talk it through. That openness is what turns "we can't" into "here's how," and "here's how" is where good work starts. If you're planning a food or beverage shoot and want help shaping the brief before you commit, book a call and we can walk through your deliverables, your usage, and the smartest way to fit it all within your budget. ### Related Articles Buyer Education #### The Real Cost of a Commercial Food Shoot What a commercial food shoot actually costs, from creative fee and food styling to retouching and usage rights. A working photographer breaks down the full budget stack. Buyer Education #### Usage Rights for Commercial Food Photography, Explained Who owns commercial food photography, what a buyout really means, and how licensing scope, media channels, and term affect price. A working photographer explains. Buyer Education #### How to Hire a Food Photographer for Advertising Campaigns A practical guide for agency producers and brand managers: what to look for in a portfolio, what surprises first-time clients in an estimate, and the brief red flags versus green flags. Newsletter ### Captivating Campaigns Await Join the newsletter for innovative ideas and behind-the-scenes peeks into world-class advertising photography and direction. Innovative ideas & creative strategy Behind-the-scenes production peeks Unsubscribe at any time Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## How to Hire a Food Photographer for Advertising URL: https://brentherrig.com/insights/articles/hire-food-photographer-advertising A practical guide for agency producers and brand managers: what to look for in a portfolio, what surprises first-time clients in an estimate, and the brief red flags versus green flags. Back to Articles Buyer Education July 23, 2026 8 min read ### How to Hire a Food Photographer for Advertising Campaigns A practical guide for agency producers and brand managers: what to look for in a portfolio, what surprises first-time clients in an estimate, and the brief red flags versus green flags. By Brent Herrig Hiring Advertising Agency Guide TL;DR: Hiring a food photographer for an advertising campaign is a different evaluation than hiring one for restaurant work. Look for portfolio range and control, not just a fast shot count. A restaurant day might produce 30-45 dishes. An advertising day might produce five to eight, maybe ten, fully finished heroes. That difference in pace is the clearest signal of who can carry a campaign. When an agency producer or brand manager starts looking for a food photographer, the instinct is to search for the prettiest portfolio. That is not wrong, but it is incomplete. A portfolio full of beautiful restaurant images does not tell you whether that photographer can hold a room full of stakeholders, defend a lighting decision to a client on a monitor, or deliver a hero image that survives ten rounds of approval. Advertising work asks for a different set of muscles than editorial or restaurant photography. It is slower, more controlled, and built around sign-off, not spontaneity. Hiring well means knowing what to actually look for, what a real estimate conversation contains, and which parts of a brief tell you the project will go smoothly before you ever book a date. This guide walks through that process from the producer's side. What to evaluate in a portfolio, what surprises first-time advertising clients in an estimate, the red and green flags in a brief, why kill fees exist, and how the right photographer builds a crew for a national campaign. ### What actually separates ad-capable work from restaurant work in a portfolio The clearest signal in a portfolio is not the prettiest single image. It is whether the photographer can slow down and build a fully controlled hero, not just move fast. That distinction shows up the moment you look at pace instead of polish. Restaurant work is about volume. A strong restaurant day might mean shooting 30-45 dishes, plus multiple portraits and environmental shots, all in a single day. Advertising work runs the opposite direction. A national ad shoot might only produce five to eight, maybe ten, fully finished images in that same day. Fewer images, far more control on each one. That is what an agency producer should actually be looking for in a portfolio: diversity of work and proficiency of lighting and composition across different clients, not one repeated look. A photographer whose style shifts to fit each brand, rather than applying the same formula everywhere, is showing you they can build something specific to your campaign instead of forcing your brand into their template. Commercial food advertising photography showing controlled studio lighting and composition, photographed by Brent Herrig If you want the full picture of what makes a brief strong enough to support that kind of work, our guide to briefing a food photographer covers the deliverables, usage, and reference material that sets a shoot like this up correctly from day one. ### What to expect in a real advertising estimate conversation The line item that surprises almost every first-time advertising client is the usage fee. It is rarely the shoot day itself that raises eyebrows. It is the realization that the fee for using the images, on which channels, for how long, is a separate and often substantial part of the number. That surprise usually comes from a simple gap in expectations. Restaurant and social work often comes with loose or informal usage. Advertising does not. When a brand is paying to run images on paid media, packaging, or out-of-home, the license has to reflect the actual reach of that placement, and that reach is what usage rights are pricing. For the full breakdown of how that licensing works, see our guide to usage rights for commercial food photography. The other thing that shifts the number is production style itself. A tabletop hero shot lit in a studio is a different production, with different crew and time, than a lifestyle scene shot on location with talent. Understanding which style of production your campaign actually needs, before the estimate arrives, is what keeps the number from feeling like a surprise. Our breakdown of the real cost of a commercial food shoot walks through the full stack behind that number. ### Red flags and green flags in a brief or RFP A vague or thin brief is not automatically a red flag. In practice, the brief a client hands over is a good indicator of how much follow-up or education that client may need on the front end, not a sign the project will fail. The right response to a loose brief is more questions and more production planning up front, not walking away. What actually separates a smooth project from a rocky one is whether that follow-up happens before the shoot date instead of on it. A green flag is a client willing to sit through a real pre-production conversation and answer specific questions about deliverables, usage, and references. A harder project is one where those gaps only surface once the crew is already on set and the clock is running. Before You Call an Ad-Capable Photographer What speeds up the process - ✓ A real deliverable count. How many finished heroes you need, not just how many dishes exist on the menu. - ✓ Where the images will run. Paid media, packaging, out-of-home, and for how long, so usage can be scoped accurately. - ✓ Who signs off. How many people will be watching the monitor and approving selects on shoot day. - ✓ A willingness to answer more questions. A thin brief is fine if there is time before the shoot to fill it in together. ### Why kill fees exist, and what they actually protect Kill fees exist to protect against lost production money, not to punish a client for changing plans. If a shoot is cancelled inside a short window, typically 48 hours out, the client still owes something, because the photographer has already spent real money on production by that point: crew booked, food and props purchased, studio time reserved. That protection matters to a producer for a practical reason. A photographer who has clear kill fee and reshoot terms in place, and who has rarely if ever had to enforce reshoot terms, is telling you something about how their productions actually run. Clear terms up front are what let both sides move fast on a national timeline without renegotiating the basics mid-project. ### How a trusted crew gets built for a national campaign On a national ad shoot, the crew is not assembled from scratch every time. A working commercial photographer pulls from a trusted group of people they have worked with repeatedly, where professionalism is the baseline, not the exception. If the client trusts the photographer, they can trust that crew choice by extension. That trust also means knowing when to bring in a specialist instead of a generalist. There are moments that call for a dedicated food stylist or a specific director of photography rather than someone who does a bit of everything. That decision, specialist versus generalist, is about putting the best person on the specific job in front of them, not defaulting to whoever is available. On-location cocktail advertising photography setup, showing a trusted production crew at work ### What ad-capable production actually looks like The clearest way to see this in practice is a real campaign. On a Pepsi and PepsiCo concessions campaign across a northeast NFL region, a shoot at MetLife Stadium delivered nine final assets, four macro top-down hero product images plus supporting deliverables, and the resulting visual system and lighting approach was handed to local photographers at nine additional stadiums to replicate. One shoot produced a visual system that scaled to nine stadiums without a single reshoot. The hardest part of that project was not the photography. It was bridging the gap between catering staff trained for volume service and the commercial photography standard the campaign required. That got solved with a dedicated pre-production call with the catering lead before shoot day, aligning on what was needed and that timing would run nothing like a normal service request. That is the kind of planning a portfolio alone will not show you, and it is exactly what an estimate and pre-production conversation should surface before the day arrives. Behind the scenes: the Pepsi/PepsiCo NFL stadium concessions campaign, MetLife Stadium A Ketel One and Chandon summer campaign is the same lesson from a different angle. That shoot delivered hero stills of each brand individually and together, two cinemagraphs, and a full stop-motion recipe video, all running across banner ads, social ads, website, blog posts, and print. One shoot delivered four distinct asset types running across every major channel the campaign needed. That range, one production covering that many formats, is what an advertising-capable photographer is actually being hired to plan for. Behind the scenes: a hotel and liquor brand collaboration ### Hiring well starts with the brief The producers who get the best results are the ones who treat hiring as a planning conversation, not a portfolio scroll. Look at range and control instead of raw output. Expect usage to be a real line item, not an afterthought. Bring a brief that is honest even where it is incomplete, and be ready to answer the follow-up questions that make it complete. If you are staffing an advertising campaign and want to talk through the brief, the estimate, or the production plan before you commit, book a call and we can walk through what your specific campaign actually needs. ### Frequently Asked Questions #### What should I actually look for in a food photographer's portfolio for advertising work? Look for range and control, not just volume. A photographer who can slow down and build five to eight, maybe ten, fully finished hero images in a day, with a style that shifts to fit each brand rather than repeating one formula, is showing you they can carry an advertising campaign, not just a fast restaurant shoot. #### Why does the usage fee surprise so many first-time advertising clients? Because restaurant and social work often carries loose or informal usage, while advertising usage has to reflect the actual reach of where the images run: paid media, packaging, or out-of-home, and for how long. That fee is a separate, often substantial part of the estimate, and it is easiest to plan for once you understand it is coming. #### Is a vague or thin brief a red flag when hiring a photographer? Not automatically. A thin brief usually just means more questions and more pre-production planning are needed before the shoot, not that the project is doomed. The real signal is whether a client is willing to work through those questions before the shoot date rather than during it. #### Why do commercial photographers charge a kill fee? A kill fee protects against production costs already spent when a shoot is cancelled close to the date, typically inside 48 hours, including crew, food, props, and studio time already booked. Clear kill fee and reshoot terms up front are what let a national campaign move fast without renegotiating the basics mid-project. ### Related Articles Buyer Education #### How to Brief a Food Photographer How to brief a food photographer for better images and fewer surprises: deliverables, usage, references, timeline, and an honest budget. A working photographer explains. Buyer Education #### The Real Cost of a Commercial Food Shoot What a commercial food shoot actually costs, from creative fee and food styling to retouching and usage rights. A working photographer breaks down the full budget stack. Buyer Education #### Usage Rights for Commercial Food Photography, Explained Who owns commercial food photography, what a buyout really means, and how licensing scope, media channels, and term affect price. A working photographer explains. Newsletter ### Captivating Campaigns Await Join the newsletter for innovative ideas and behind-the-scenes peeks into world-class advertising photography and direction. Innovative ideas & creative strategy Behind-the-scenes production peeks Unsubscribe at any time Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Unified Brand Identity: Mastering Visuals & Voice URL: https://brentherrig.com/insights/articles/unified-brand-identity Most brands have a source problem, not a consistency problem. A practical three-layer system for visual identity, brand voice, and governance that makes consistency the default across every touchpoint. Back to Articles Marketing June 15, 2026 12 min read ### Unified Brand Identity: Mastering Visuals & Voice Most brands have a source problem, not a consistency problem. A practical three-layer system for visual identity, brand voice, and governance that makes consistency the default across every touchpoint. By Brent Herrig Brand Identity Visual Strategy Consistency TL;DR: A unified brand identity is not a logo file and a color palette. It is a system of visual and verbal decisions that repeat consistently across every touchpoint. The strongest brands treat their photography, design, and voice as infrastructure, not decoration. When the source assets are right, consistency becomes the default instead of the exception. Research from the IPA found that higher creative consistency correlates with stronger brand and business effects across 56 brands and 4,000 ads. Most brands do not have a consistency problem. They have a source problem. The symptoms look like inconsistency: the website feels premium, the menus look dated, the social grid drifts in a different direction every month, and the in-venue signage belongs to a brand that no longer exists. But the cause usually sits further upstream. The photography was never planned for reuse. The voice was never written down. There was no agreement about what stays fixed and what is allowed to move. So every team improvises, and improvisation compounds. This post lays out a practical model for fixing that. Not a mood board, and not a 60-page brand bible no one opens. A working system: three layers, a way to spot where it breaks, and an audit you can run this quarter. Five brand touchpoints for Kitten Kimono: restaurant window logo, branded coasters, takeout bag, gyoza hero shot with logo overlay, and behind-the-scenes gyoza folding. One visual identity carried across every surface. ### Why Consistency Is the Mechanism, Not the Goal Consistency is not the point. It is how the point gets across. When an audience sees the same colors, the same imagery style, and the same voice across enough touchpoints, they stop reading your brand as separate pieces and start reading it as one thing. That is the entire job. Repetition turns brand cues into learned meaning. A color becomes shorthand. A photographic style becomes recognizable in a thumbnail. A turn of phrase starts to sound like you and only you. This is semiotics doing quiet work in the background: a signifier, repeated, becomes a signified. The business case for this is well documented. The Institute of Practitioners in Advertising summarized a cross-channel study called Compound Creativity, built on more than 4,000 ads from 56 brands over five years, and reported that higher creative consistency was associated with stronger brand effects and stronger business effects (IPA, 2024). On the perception side, Lucidpress and Marq's State of Brand Consistency snapshot of 450 respondents found that organizations projected revenue uplift in the range of 10 to 20 percent when brand consistency improved (Marq, 2021). Treat the revenue figure as directional rather than causal, but the direction is not in dispute. Here is the nuance most articles skip. Consistency does not mean uniformity. The strongest results come from consistent brand codes and positioning while the creative execution evolves by channel and context. You protect the meaning. You let the format move. ### The Three Layers of a Unified Identity A unified identity is easier to manage when you stop treating it as one big thing and start treating it as three layers that each have an owner. #### Visual System (What People See) This is the layer everyone thinks of first: logo, color, typography, imagery style, motion principles. It is also the layer where most brands quietly skip the most important part. The part that gets skipped is source photography quality and planning. Logos and color palettes are easy to govern because they are fixed files. Imagery is not. Every campaign, every season, every new dish or room or product generates new images, and if those images are not planned at the shoot level, every downstream use becomes a workaround. The website crops awkwardly because no one shot for negative space. The vertical social format does not exist because the shoot was framed for landscape. The paid team pulls a frame that was never meant to carry text. Classic identity systems understood this. The NASA graphics standards manual treated the brand as an engineered communications system, not a style preference, and stressed that consistency had to be enforced and monitored to survive. Photography deserves the same engineering. A hero frame, supporting angles, and negative space options give a brand system room to move without improvising. Hands selecting color chips from a Pantone fan, the kind of palette decision that happens in pre-production before a shoot, not after Kitten Kimono, a gyoza-forward bar in Atlanta, arrived without a defined color palette. They had a feeling: dark and moody, hip-hop energy, elevated food, something handmade and a little dangerous around the edges. Walking the restaurant before the shoot, that feeling resolved into something specific. Warm ambers, dark wood, the brown of gyoza skin before it hits the pan. We built the shoot in that direction from the start: capturing the folding and the steam and the raw process, then the product on the plate, then every surface the logo would live on. The window decal, the coasters, the takeout bag, the apron. Same palette. Same mark. Same warmth carried through every touchpoint. The hero image at the top of this article shows the result. #### Voice System (What People Read and Hear) Voice is the visual system's twin, and it is usually the more neglected of the two. The cleanest way to structure it: separate voice from tone. Voice: the stable set of three to five traits that don't change across context or channel. A neighborhood burger spot is unpretentious and playful. An elevated gyoza bar is warm, direct, and a little dangerous. Neither of those shifts by what the moment calls for. Tone: how those traits flex by situation. A celebratory caption reads different from an apology for a long wait, even for the same brand. Mailchimp's public voice and tone documentation is the reference model here: the voice stays fixed while the tone adapts to whether the moment is a win, an error, or a legal notice. Terminology: the controlled vocabulary that keeps "guests" from becoming "customers" from becoming "users" as copy passes across teams and channels. Underneath all of it sits the boring glossary work: the actual written list of what to say and what not to say, so that the menu copy, the website language, the social captions, and the script the host uses at the door all sound like the same brand. When they do not, guests feel the seam even if they cannot name it. #### Governance (What Keeps It Together) Governance is the unglamorous layer that decides whether the other two survive contact with a real organization. It answers three questions: who approves, what is non-negotiable, and what is allowed to adapt. The modern stance comes from the GOV.UK Design System, which built hundreds of services across many teams on a single principle: "be consistent, not uniform" (GOV.UK, 2024). That is a governance philosophy in five words. Keep the distinctive assets and voice pillars fixed. Let local teams adapt within documented rules. The design systems author Nathan Curtis has made the related point for years: federated, community-driven models only work when a central team is genuinely accountable for the core. Distributed creation without a funded center does not produce freedom. It produces drift. The modern stance is to decide in advance what is fixed and what is allowed to adapt. | Fix (protect these) | Adapt (let these move) | |---|---| | Logo mark, color palette, primary typeface | Layout grids, channel-specific crops | | Photography mood and quality standard | Subject matter, seasonal references | | Voice pillars (3 to 5 stable traits) | Tone (shifts by context and moment) | | Brand terminology glossary | Caption length, format cadence | | Review gates and approval steps | Template variations by market or location | The newest governance challenge is volume. As content creation accelerates, the unit of governance shifts. You stop approving individual assets one at a time and start approving the systems, templates, and review gates that produce them. ### Where Brand Identity Breaks (And How to Spot It) When an identity fails, it almost always fails in one of three ways. Naming them makes your own gaps easier to see. Recognition friction. The brand looks different in every channel, and no distinctive asset carries through. Kia's redesign is the cautionary case: the mark was so stylized that drivers misread it as "KN," which produced a measurable spike in people searching for the "KN car." Distinctiveness only helps if recognition is fast. Test marks in real conditions, at distance and in motion, not just on a clean slide. Rollout incoherence. A rebrand is half deployed. Some touchpoints are new, some are still old, and the inconsistency itself becomes the story. The Twitter to X transition is the textbook version: a fast symbol and name change with no staged migration plan across handles, signage, and product strings, so confusion replaced equity. Governance mismatch. Too many people are creating content with no shared rules or templates. Coca-Cola's AI co-creation experiments showed both sides of this: powerful reach when the system held, public criticism when output quality drifted without strong review gates. Here is the diagnostic question to sit with. If someone only ever saw your brand in one channel, would they learn the same brand story as someone who only saw it in another? If the answer is no, the break is already there. ### Start at the Source: Why Photography Is the Foundation Trace most brand consistency problems back far enough and you reach the same root: source assets that were never planned for reuse. This is the part of the conversation that generic branding advice never reaches. You can write a flawless guideline document and still end up with a fragmented brand, because the guideline cannot manufacture images that were never shot. If the photography does not exist in the formats, crops, and moods the brand actually needs, every team downstream is forced to improvise, and improvisation is where consistency dies. The fix is to plan at the shoot level, not the campaign level. In practice that means thinking in three buckets before the camera comes out. Hero frames that anchor the brand. Supporting angles that give layout flexibility. Extension assets, including negative space and alternate formats, that let one scene travel across surfaces. Plan those deliberately and one well-run shoot becomes the raw material for the website, the menus, social, paid, packaging, and in-venue screens. Skip the planning and each of those becomes its own emergency. A brief for Mess Hall Burgers started exactly that way: a generic request to capture menu images for the website. Before a shot list existed, I asked three questions. Where specifically are these images going to live? What does each placement need to say? Who is the audience? That conversation expanded the brief considerably. A younger crowd came into focus: casual, not precious, the kind of people who are not afraid of a meal that makes a mess. That single audience clarification changed how we approached plating, styling, and the energy in every frame. We planned for five destinations at once: physical menu, website hero, social banners, and a paid bus ad running near the location. Every setup was framed for hero-level use, because we decided before the shoot that every frame had to travel. Mess Hall Burgers photography deployed across a website hero and digital menu, the same shoot system serving two formats from one day on set Every image landed. Not because of luck, but because where everything was going was decided before the camera came out. Craft first. Tools second. One shoot should not equal one campaign. When the source is built as creative infrastructure, consistency stops being a thing you enforce and starts being a thing you inherit. (See Visual Production and how it works.) ### Multiplying Consistency Without Multiplying Shoots Modern brands need more than a good shoot. They need more formats, more variations, more channels, and more velocity than any single production can cover on its own. The common mistake is to treat each of those needs as a brand new production. More formats means another shoot. A seasonal variation means another shoot. A new channel means another shoot. That math does not scale, and it is the fastest route back to fragmentation, because every separate production drifts a little further from the last. The alternative is to build source assets that are designed to be extended, reformatted, and multiplied without losing their through-line. This is where hybrid production earns its place: the original shoot stays the anchor, and the system around it handles the variations that used to require starting over. One food photograph for The Larder shown across four surfaces: phone, tablet, printed card, and large-format print, all from a single hero image One well-planned hero image deployed across phone, tablet, editorial print, and large-format presentation, without a reshoot, without starting over, without the brand drifting a little further from itself each time. That is what the system is supposed to do. (See Hybrid Production and the AI Studio.) That capability raises the governance stakes rather than lowering them. When output volume goes up, the unit of governance has to move up with it. You are no longer approving one image. You are approving the templates, the prompts, and the review gates that decide whether a hundred variations stay on brand. The World Federation of Advertisers found in 2024 that fewer than half of multinational brand owners had formal generative AI marketing policies in place (WFA, 2024). The brands that will hold their identity through the next few years are the ones closing that gap now, treating the system as the thing to govern instead of chasing every asset by hand. ### The Brand Consistency Audit (Practical Checklist) You do not need a new platform to find your gaps. You need a quarterly habit. Run this audit in one to two weeks. - Sample broadly. Pull 30 to 100 real artifacts from across every channel: website, social, email, menus, in-venue signage, packaging, sales collateral. Use what is actually live, not what is in the brand deck. - Score the visuals. Check logo use, spacing, color, typography, and imagery style against the standard. Small deviations compound, so count them honestly. - Score the voice. Check reading level, tone alignment, banned phrases, and terminology. Confirm the voice stays stable while the tone adapts to context rather than wandering. - Check distinctive assets. Count whether your key assets, the colors, type, imagery style, and signature phrases, actually appear in each sample. Assets only build memory if they show up. - Tag the root cause. For every deviation, name why: unclear rules, missing templates, tools friction, or a governance bottleneck. The pattern in the tags tells you what to fix. - Build a fix backlog with owners. Convert findings into a backlog, one owner per fix. An audit with no owners is just a complaint. Track three numbers over time: brand compliance rate (the share of artifacts that pass), off-brand incident rate per month, and template adoption rate (the share of new assets built from canonical templates). When those move in the right direction, consistency is becoming the default. ### Frequently Asked Questions #### How do I maintain brand consistency across multiple locations? Start with a shared source asset library and a clear governance model. Define what is non-negotiable, usually logo, colors, photography style, and voice pillars, and define what adapts by location, such as local imagery subjects, cultural references, and seasonal menus. The goal is a central system local teams execute within, not a PDF no one opens. #### Does brand consistency mean every touchpoint looks the same? No. The modern approach is "consistent, not uniform." Your distinctive assets stay stable while creative executions adapt to channel format, audience context, and local relevance. Consistency means the same meaning comes through, not the same layout. #### How does AI affect brand consistency? AI increases the volume of content creation, which makes governance more important, not less. Instead of approving individual assets, you govern templates, prompts, and review gates. Brands that treat AI as a system rather than a shortcut hold their consistency. Brands that treat it as a volume button lose it. #### What is the ROI of investing in brand consistency? Research links consistent brand presentation to revenue uplift in the 10 to 33 percent range, and the IPA found that creative consistency correlates with stronger brand and business effects. For hospitality specifically, a consistent identity across locations and channels reduces guest confusion and builds the trust that drives repeat visits. ### Consistency Is an Operating Decision, Not a Project A unified identity is not something you finish. It is something you operate. It starts with source assets that are planned for reuse, governed for coherence, and measured for impact. Decide what must repeat, what is allowed to adapt, and what gets treated like infrastructure. Then run the audit often enough that drift never gets a head start. If your brand visuals feel fragmented, the fastest way forward is rarely another guideline document. It is a production audit that starts at the source. Start a project inquiry and we can look at where your assets are breaking and what it would take to make consistency the default. ### Related Articles Production #### Building a Global Production Workflow With AI Extension How to coordinate cross-continental shoots without losing sleep or brand consistency. Trends #### The 10 Most Instagrammed Foods of All Time Analyzing why certain dishes and beverages dominate the social spotlight and how to harness that visual energy. Newsletter ### Captivating Campaigns Await Join the newsletter for innovative ideas and behind-the-scenes peeks into world-class advertising photography and direction. Innovative ideas & creative strategy Behind-the-scenes production peeks Unsubscribe at any time Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## The 10 Most Instagrammed Foods of All Time URL: https://brentherrig.com/insights/articles/10-most-instagrammed-foods Analyzing why certain dishes and beverages dominate the social spotlight and how to harness that visual energy. Back to Articles Trends March 21, 2026 7 min read ### The 10 Most Instagrammed Foods of All Time Analyzing why certain dishes and beverages dominate the social spotlight and how to harness that visual energy. By Brent Herrig Social Media Food Trends Visual Buzz TL;DR: Certain foods dominate Instagram not by accident but because they share specific visual properties that the camera rewards: high color saturation, texture contrast, geometric repetition, and motion potential. Understanding what makes a food photogenic is the difference between content that performs and content that sits. Here's what 500+ million food posts reveal about visual appetite appeal. Over 546 million posts use the #food hashtag on Instagram (eDigital Agency, 2026). But scroll through the most-shared food content and the same handful of dishes keep showing up. Not because they taste the best. Because they photograph the best. Professional food photography drives 3.8% engagement on Instagram compared to 1.9% for average quality (SpinThiras Media, 2026). Quality matters. But so does the subject. Some foods are built for the camera. Others fight it. As someone who photographs food every day, I can tell you the most Instagrammed foods share six visual properties: color saturation, texture contrast, geometric interest, built-in composition, motion potential, and customization surface. These aren't trends. They're the physics of why certain foods photograph better than others. ### What Makes a Food "Instagrammable"? A Photographer's Framework Before the list, here's the lens I'm using. Every food below scores high on at least three of these six properties: - Color saturation. Vivid, high-contrast color stops the scroll. Warm tones (reds, oranges, yellows) trigger appetite response. Research confirms that warm color environments increase indulgent food choices (Journal of Consumer Psychology, 2025). - Texture contrast. Multiple textures in a single frame (crispy and creamy, glossy and matte) create visual depth that reads well even on a phone screen. - Geometric interest. Patterns, repetition, and architectural structure. A 2024 study found that Gestalt grouping of food elements significantly increases sharing intention (ScienceDirect/Tourism Management, 2024). - Built-in composition. Some foods naturally fill a frame with balanced negative space. They don't need a stylist to look composed. - Motion potential. Pours, melts, stretches, steam. These create urgency and stop thumbs mid-scroll. - Customization surface. Foods that function as canvases for infinite topping variations drive repeat posting. Shake Shack burger and fries photographed by Brent Herrig, showing texture contrast between a glossy bun, crispy fries, and a juicy patty ### The Foodie Instagram List #### 1. Coffee Photography (60M+ posts) Coffee is the most Instagrammed food or drink on the planet. The reasons are structural: steam provides motion, latte art delivers geometric precision, the warm color palette reads beautifully in any light, and the overhead flat-lay pairs coffee with infinite styling contexts (hands, tables, windows, travel scenes). The overhead coffee flat-lay became Instagram's signature composition for a reason. It works with natural light, it works with phone cameras, and it scales from a corner cafe to a branded campaign. From a craft standpoint, the steam and pour moments are what separate a professional shot from a snapshot. Barista pouring latte art into a glass cup, creating a swirl pattern with steamed milk #### 2. Burger Visuals (35M+ posts) Burgers are vertical storytelling. Every layer (bun, lettuce, patty, cheese, sauce) creates a stripe of color and texture contrast. The cross-section shot reveals internal composition the way an architect reveals a building section. The "smash" and "pull-apart" trends are motion photography applied to food. They work because burgers have structural drama. Lighting a burger well means catching gloss on the bun and moisture on the patty simultaneously, which is a two-source lighting problem that separates professional work from phone snaps. #### 3. Sushi Photography (23.6M+ posts) Sushi is geometric repetition made edible. The color contrast between white rice, dark nori, and vibrant fish creates a built-in palette. Overhead composition is natural for sushi platters, and the precision of the cut IS the aesthetic. Sushi is one of the few foods where the craftsmanship of preparation directly translates to visual quality. A sloppy roll doesn't photograph well because it breaks the geometry. That makes sushi uniquely honest as a photographic subject. Three sushi pieces with yuzu and microgreens arranged on a decorative Japanese plate, photographed by Brent Herrig #### 4. Pizza Photos (23.5M+ posts) The cheese pull is the single most shared food motion on Instagram. Circular geometry, color simplicity (red, white, green), and the way a single slice creates natural negative space all contribute. Pizza is the rare food that photographs well at every scale, from a full pie overhead to a single handheld slice. The stretch shot requires timing and real product behavior. You need actual melted cheese doing what cheese does. That's one reason pizza photography remains resistant to shortcuts. Margherita pizza with a mozzarella cheese pull, photographed mid-stretch by Brent Herrig #### 5. Ice Cream Photography (23.2M+ posts) Ice cream's visual power comes from its impermanence. The melt creates urgency. Color variety across flavors gives photographers a full palette to work with. The sculptural form of a scoop, the cone-in-hand composition, the drip down the side, all of these are time-based moments that reward skill and timing. Ice cream is also one of the most technically demanding foods to shoot. It melts under studio lights within minutes, which means the window between "perfect" and "puddle" is narrow. Every frame counts. Red Lover ice cream with vivid color and sculptural scoops, photographed by Brent Herrig #### 6. Strawberry Visuals (11.2M+ posts) Strawberries are pure color saturation. Red against green, natural gloss, and the texture variation between the seeded surface and the smooth cross-section give photographers multiple visual stories in a single ingredient. They're versatile as a hero subject or a supporting element. But the detail that makes a strawberry photograph sing is surface moisture. Those tiny droplets catch light and create micro-highlights that give the image depth and freshness. Macro close-up of a fresh strawberry with water droplets on the surface, showing seed texture and vivid red color #### 7. Steak Photography (10.2M+ posts) The cross-section is everything. A steak's interior reveals doneness, creating built-in storytelling that no other food delivers as directly. Grill marks provide pattern. Steam provides motion. The "cut reveal" has become its own genre of food content. The pink gradient from crust to center is as much a lighting problem as a cooking one. Getting that gradient to read accurately on camera requires careful color temperature control and precise exposure. Sliced steak with chimichurri sauce and crispy shoestring fries, showing a perfect medium-rare cross-section, photographed by Brent Herrig #### 8. Avocado Imagery (5M+ posts) The avocado toast era was driven by a simple visual formula: vivid green against warm earth tones. Spreadability creates texture variation. Toppings (seeds, microgreens, chili flakes) add layered detail. The overhead composition with natural negative space writes itself. Avocado browns fast. That makes timing and prep critical on set. The window for a fresh, vibrant green is shorter than most people realize, which is why professional food styling matters even for something that looks "simple." Avocado toast on sourdough bread topped with microgreens and chili flakes, photographed from overhead #### 9. Macaron Photos (5M+ posts) Macarons are the most design-forward food on Instagram. Color range, geometric uniformity, stackability, and the "grid" composition make them feel like they were designed for the platform. They photograph in multiples the way type looks on a page. The craft challenge is white balance. Getting consistent, accurate color representation across a set of macarons with different hues requires careful calibration. One degree off and the pastels shift in ways that feel wrong even if the viewer can't name the problem. Pastel macarons in pink, green, and lavender arranged in a grid pattern #### 10. Acai and Smoothie Bowl Visuals (trending) Acai bowls function as blank canvases. The topping arrangements create infinite visual variation, and the saturated purple base provides a consistent backdrop for whatever goes on top. They are overhead-only compositions, built for the square format Instagram was designed around. The craft note is that the arrangement of toppings IS the photography. Plating and shooting are inseparable. A smoothie bowl without intentional topping placement is just a blended drink with fruit on it. Acai smoothie bowl with arranged fruit and granola toppings, photographed from overhead by Brent Herrig ### What the Data Tells Brands About Visual Strategy The business case for photographing these foods well is not abstract. DoorDash found that menus with item photos receive up to 44% more monthly sales across a study of 15,000+ merchants (DoorDash/Square, 2022). Grubhub reported up to 65% sales increases when menus included photos and descriptions (Square, 2023). The audience is already there. 84% of Gen Z actively try social media food trends (Food & Beverage Magazine, 2025). Over 90% consider visual appeal a factor when choosing where to eat (Attest, 2025). TikTok restaurant visits jumped from 38% in 2022 to 58% in 2025. Food and beverage content averages 6.2% engagement on TikTok, the highest of any category (SocialPilot, 2026). If your menu includes items with the visual properties on this list, professional photography isn't a marketing cost. It's a revenue driver. ### How to Make Your Menu More Photogenic - Audit your menu for visual properties. Which items have natural color contrast, texture variation, or motion potential? Those are your hero dishes for photography. - Plan the hero shot list around shareability. Photograph the items guests are most likely to post, not just the most expensive items on the menu. - Invest in the moments, not just the plates. The pour, the pull, the steam, the drip. These motion moments are what stop thumbs. - Match quality to platform expectations. 90% of restaurants rate Instagram as very or extremely important for marketing, but professional photography drives 2x the engagement of average photography. The gap between "good enough" and "performing" is measurable. ### Frequently Asked Questions #### What is the most Instagrammed food of all time? Coffee is the most Instagrammed food and drink, with over 60 million posts on Instagram. Its dominance comes from versatility (latte art, pour shots, flat-lay styling), warm color tones, and the fact that it pairs with almost any setting or occasion. #### Why do some foods perform better on Instagram than others? Foods that perform best share specific visual properties: high color saturation, texture contrast, geometric patterns, built-in composition, and motion potential (pours, melts, stretches). These properties create images that stop scrolling and trigger sharing, regardless of whether they were shot by a professional or a phone. #### Does professional food photography actually increase restaurant sales? Yes. DoorDash found that menus with item photos receive up to 44% more monthly sales across a study of 15,000+ merchants. Grubhub reported up to 65% sales increases when menus included photos and descriptions. Professional food photography achieves roughly double the Instagram engagement rate of average photography (3.8% vs 1.9%). #### What food photography style works best for social media in 2026? Content showing process, personality, and real moments drives better engagement than overly styled, static shots. Motion elements (pours, melts, cheese pulls) perform particularly well. On TikTok, food and beverage content averages 6.2% engagement, the highest of any content category. ### Where This Leaves Us These ten foods didn't become the most photographed by accident. They share visual DNA that the camera rewards: saturated color, layered texture, geometric structure, and moments that only exist for a second before they change. Understanding that DNA is the difference between hoping a dish performs online and knowing it will. And it's the same knowledge that informs every shot list, every lighting setup, and every production decision in professional food photography. If you want your menu to perform on social, book a call to talk about how we approach food photography for shareability. The visual properties are already on your menu. The question is whether you're capturing them. ### Related Articles Production #### Building a Global Production Workflow With AI Extension How to coordinate cross-continental shoots without losing sleep or brand consistency. Marketing #### Unified Brand Identity: Mastering Visuals & Voice Most brands have a source problem, not a consistency problem. A practical three-layer system for visual identity, brand voice, and governance that makes consistency the default across every touchpoint. Newsletter ### Captivating Campaigns Await Join the newsletter for innovative ideas and behind-the-scenes peeks into world-class advertising photography and direction. Innovative ideas & creative strategy Behind-the-scenes production peeks Unsubscribe at any time Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Frequently Asked Questions URL: https://brentherrig.com/insights/faq Answers to common questions about photography production, hybrid workflows, and creative partnerships. Answer Hub ### How Can We Help? Find answers to common questions about photography, production, AI services, consulting, and partnerships. Articles Guides Tools Case Studies FAQ ### Photography What styles of photography do you specialize in? The studio specializes in food, beverage, hospitality, and lifestyle photography. This includes editorial work, advertising campaigns, cookbook projects, and brand content for restaurants, hotels, and CPG brands. View Portfolio Do you shoot on location or only in-studio? Both. The studio operates from New York City but regularly travels for on-location shoots at restaurants, hotels, and brand facilities worldwide. Location work is quoted separately to account for travel logistics. Explore Location Work What kind of equipment do you use? The studio uses medium format digital cameras for maximum resolution and color accuracy, paired with professional Broncolor and Profoto lighting systems. Equipment is tailored to each project's needs. Learn About Production Can you match a specific visual style we've seen? Yes. The team works from moodboards and reference imagery to understand the aesthetic you're after. Brent brings his own signature style but adapts to align with brand guidelines and creative direction. Book a Discovery Call Do you do motion as well as stills? Absolutely. The studio offers integrated photography and motion capture, including cinemagraphs, product loops, and social video content: all shot together for cohesive brand storytelling. See Motion Work What industries do you work with most? The primary focus is food, beverage, and hospitality: including hotels, restaurants, spirits brands, and CPG companies. The studio also works with lifestyle and travel brands on premium visual content. View Brand Work What is the typical turnaround time for a project? For standard commercial shoots, initial previews are delivered within 48 hours. Final retouched assets typically arrive within 2-4 weeks depending on volume and complexity. Start a Project Do you handle food and prop styling? The studio partners with a curated network of top-tier food and prop stylists. Brent can lead the selection process or work directly with your existing styling team. Learn About Team What is included in a typical shoot day? A standard shoot day includes pre-production planning, on-set direction, capture of agreed deliverables, and initial processing. Post-production retouching is quoted separately based on asset volume. Request Quote Can you manage large-scale productions? Yes. The studio has experience executing multi-day, multi-location campaigns for global brands. Production coordination, crew management, and logistics are handled in-house. View Case Studies Do you travel for shoots? Yes, the studio regularly executes location shoots globally. The team handles all logistics including equipment carnets and coordinates closely with local fixers and crew. Explore Global Work What does your post-production process include? Post-production includes color grading, retouching, compositing, and file delivery in all required formats and resolutions. Every asset receives Brent's personal quality review before delivery. Learn More How do you use AI in your workflow? The studio uses AI for background extensions, seasonal variations of existing assets, and concept moodboarding. Brent always leads with real photography for authentic texture and lighting. Explore AI Studio What is Hybrid Production? Hybrid Production combines traditional photography with AI-generated extensions: backgrounds, environments, seasonal variations to maximize the value of every real shoot. Learn About Hybrid Can AI match our brand's visual style? Yes. The studio builds custom style references, prompt libraries, and guardrails to ensure AI-generated assets align with your brand guidelines and visual standards. AI Creative Direction Do I own the rights to AI-generated assets? Yes. Standard contracts grant clients full commercial usage rights for all final deliverables, including those created or enhanced through AI workflows. Book a Discovery Call What AI tools does the studio use? The studio works across Midjourney, Stable Diffusion, ComfyUI, Runway, and Adobe Firefly, selecting the right tool for each specific use case. Custom pipelines are built as needed. See Automations Is AI-generated content appropriate for my brand? That depends on your brand's risk tolerance and use case. The studio helps clients define where AI adds value and where traditional photography must remain the standard. Consulting Options Can you create variations of existing campaign assets? Yes. Content repurposing is a core service: turning single-shoot assets into seasonal variations, regional adaptations, and extended campaign libraries using AI extensions. Content Repurposing What is Enterprise AI Advisory? Strategic consulting engagements (4-12 weeks) designed to help organizations integrate AI into creative operations: from executive alignment to governance frameworks to implementation. Enterprise Advisory Do you offer AI training for teams? Yes. The studio offers hands-on workshops (half-day to 2-day formats) designed for creative teams: covering practical prompting, workflow integration, and brand-safe AI usage. Training & Workshops Who should attend training sessions? Designers, art directors, creative leads, and anyone on your team who works with visual content. No technical background required: sessions are designed for creative professionals. Book Training Is this about replacing our creative team? No. Consulting and training are designed to support creative teams, not replace them. AI is introduced where it adds value, not risk. Human judgment stays at the center. Learn Our Approach What's included after a workshop? Every training includes a resource kit with prompt templates, workflow guides, and 30 days of email support for questions that come up as your team applies what they learned. Training Details How do I know if we need consulting vs. training? Training builds individual skills. Consulting builds organizational systems. If you need both, engagements can be combined: strategy first, then hands-on enablement. Book Discovery Call What are your engagement models? The studio offers project-based engagements, monthly visual production retainers for ongoing needs, and hourly consulting for strategy and AI workflows. Request Quote Do you have day rates? Pricing is typically scoped by project rather than simple day rates to ensure all deliverables, usage rights, and post-production are transparently covered. Discuss Pricing What usage rights are included? Standard engagements include broad commercial usage rights. Specific terms (duration, geography, channels) are defined in project agreements. Extended or exclusive rights are available. Learn More Do you work on retainer? Yes. Monthly retainers are ideal for brands with ongoing visual content needs. Retainers offer priority scheduling, predictable costs, and dedicated creative partnership. Explore Retainers What's the investment level for consulting? Enterprise engagements are scoped based on organizational complexity and implementation depth. Contact the studio for a discovery call to discuss your specific situation. Schedule Call How do I get started? Book a discovery call. The team will learn about your project, discuss creative goals, and provide a tailored proposal within 5 business days. Book Discovery Call Who is Brent Herrig? Brent Herrig is a New York-based photographer specializing in food, beverage, and hospitality. With 15+ years of experience, he's worked with global brands, Michelin-starred restaurants, and major publications. Read Full Bio Where is the studio located? The studio is based in New York City but works globally. Location shoots are regularly executed across the US, Europe, Asia, and beyond. Location Info What makes your approach different? The studio leads with craft: real photography, real light, real texture, then extends strategically with AI. This hybrid approach delivers authenticity at scale without compromising quality. Our Philosophy What publications have you worked with? Brent's work has appeared in Bon Appétit, Food & Wine, The New York Times, and numerous other editorial and commercial publications. Editorial Work Do you take on personal projects? Yes. Personal work is essential to creative growth. Brent regularly pursues passion projects that push technical and artistic boundaries outside of commercial work. See Portfolio How can I contact you? The best way to start is booking a discovery call. For press inquiries or quick questions, use the contact form or reach out directly via email. Contact ### Still Have Questions? We'd be happy to discuss your specific production needs, partnership goals, or creative vision. Book a Discovery Call Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Brand Guides & Whitepapers | Strategic Insights URL: https://brentherrig.com/insights/guides Practical guides for creative directors and marketing teams on optimizing visual production and asset management. Strategic Resources ### Visual Intelligence Hub In-depth guides, production frameworks, and strategic articles designed to help brands scale their visual systems and AI workflows. Articles Guides Tools Case Studies FAQ ### Featured Frameworks The studio's most critical strategic guides for creative leaders and visual managers. Audience Research Hospitality Sensory Design Guest Experience #### Knowing Your Audience: A Culinary Perspective A framework for aligning every sensory element in your restaurant, from music and lighting to photography and plating, to the specific guest you designed the space for. Brent Herrig • Mar 1, 2026 Read more Newsletter ### Captivating Campaigns Await Join the newsletter for innovative ideas and behind-the-scenes peeks into world-class advertising photography and direction. Innovative ideas & creative strategy Behind-the-scenes production peeks Unsubscribe at any time Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Guest Alignment Audit URL: https://brentherrig.com/tools/guest-alignment-audit Free scorecard for hospitality operators. Define your guest profile, score your sensory environment, and find out if your space is aligned or mismatched. Back to Guide ### The Guest Alignment Audit Define your guest profile, score your sensory alignment, and find out where the gaps are. Takes about 10 minutes. Question 1 of 7 Guest Profile Section 1: Guest Profile #### What is your core guest's age range? --- ## What is Corporate Photography? | NYC and London URL: https://brentherrig.com/what-is-corporate-photography What corporate photography is, what it includes (headshots, events, recruitment, office lifestyle), and how businesses brief and budget for it. Business Visuals Defined ### What Is Corporate Photography? Corporate photography is professional photography made for businesses: executive headshots, team portraits, event coverage, office lifestyle, and recruitment marketing images. Companies use it on websites, annual reports, PR, and LinkedIn. Unlike consumer photography, it is shot to brand guidelines, so every image across a team or an event matches the company's visual identity. From the confidence in a headshot to the energy of an event, corporate photography communicates your brand's values, culture, and professionalism to the world. By Brent Herrig · Updated August 10, 2026 ### More Than Just Headshots While a clean headshot is essential, modern corporate photography needs to go further. Stakeholders want to see the people behind the products and the culture behind the brand. Effective corporate imagery builds trust. It shows accurate representation of your team diversity, your actual workspaces, and the genuine interactions that drive your business forward. ### Why Professional Coverage Matters Whether it's an annual shareholder meeting or a recruitment drive, the quality of your images reflects the quality of your organization. Professional coverage ensures that key moments are captured with clarity and impact. - • Unified visual identity for large teams - • High-resolution assets for PR and annual reports - • Employer branding that attracts top talent ### Trusted by JP Morgan Chase, American Express, and the NFL Corporate clients include JP Morgan Chase, American Express, the NFL, the New York Giants and Jets, LVMH, Barclays, and amfAR. Close to 100 people through the chair in a single headshot day. Highlight galleries delivered within 24 hours for PR and press. ### Corporate Photography Specialties Every organization has different needs. Here are the core areas where we help businesses visually communicate their brand. #### Conference and Event Photographer Keynotes & Networking Capturing the energy and key moments of your corporate events. From global summits to intimate networking mixers, we document the speakers, the attendees, and the atmosphere. - • Keynote speakers - • Candid networking - • Gala dinners Learn More #### Corporate Headshots Studio & Environmental Professional profiles that convey confidence. We offer consistency across your entire team, whether we shoot in a studio setting or use your office environment as a backdrop. - • Executive portraits - • Team headshots - • LinkedIn profiles Learn More #### Recruitment Marketing Photography Culture & Employer Brand Attract the best talent by showing them what it's really like to work at your company. Authentic, diverse imagery that highlights collaboration and culture. - • Office life - • Team collaboration - • Diversity campaigns Learn More #### Office Lifestyle Photography Brand Narrative Modern visual assets for your website and marketing. We stage realistic scenarios that look candid and professional, moving away from stiff stock photography. - • Website heroes - • Marketing assets - • Annual reports Learn More #### Industrial & Operations Behind the Scenes Documenting the scale and precision of your operations. From manufacturing floors to data centers, we capture the infrastructure that powers your business. - • Facility tours - • Safety documentation - • Tech infrastructure Learn More ### Explore Related Portfolios #### Corporate Photography Portfolio Full Portfolio See our complete collection of corporate work. - • Headshots - • Events - • Branding Learn More #### Advertising Photography Commercial Campaigns High-end commercial imagery for global brands. - • Billboards - • Print Ads - • Digital Media Learn More #### Hospitality Photography Spaces & Interiors Interior and architectural photography for business spaces. - • Lobbies - • Meeting Rooms - • Campuses Learn More ### How Projects Work #### A clear process from brief to delivery #### Pre-Production Brief, placements, shot list, styling direction, crew, and logistics. We align on deliverables before shoot day. #### Production Studio or on-location. Still and motion captured together when it improves efficiency and output. #### Post + Delivery Retouching, color, compositing, and exports organized by channel and usage. ### Common Questions #### What exactly is corporate photography? Corporate photography encompasses all the visual needs of a business. This includes professional headshots of staff, coverage of conferences and events, marketing images for your website, and documentation of your office culture for recruitment. #### What is a corporate image? A corporate image is the visual identity a company presents through photography: the consistent look across staff headshots, office lifestyle frames, and event coverage. It runs on your website, careers pages, and press. When lighting, framing, and treatment hold steady across all of it, the company reads as organized rather than assembled from whatever was on hand. #### What is a corporate headshot? A corporate headshot identifies one person to a standard the team shares: same lighting, same background, same crop, so a leadership page reads as one company. A portrait does the opposite and characterizes the individual. On a volume day we run a mobile studio in a conference room, shoot tethered, and each person picks their frame before leaving the chair. #### Why do we need professional headshots? Your team is the face of your brand. Professional headshots create a sense of trust and competence. Consistency in lighting and style across your team page shows organization and attention to detail. #### How is recruitment marketing photography different? Recruitment photography focuses on selling your company cultures to prospective employees. It's less about 'business' and more about 'people', showing diversity, collaboration, and the actual experience of working in your offices. #### What should we wear for corporate photos? We generally recommend solid colors and professional attire that matches your company culture. Avoid busy patterns or large logos. For headshots, we'll provide a detailed style guide before the shoot. #### Can you shoot in our office while people are working? Yes. We specialize in 'office lifestyle' photography where we capture the buzz of your workspace. We work efficiently to minimize disruption while getting authentic shots of your team in action. Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## What Is Drinks Photography URL: https://brentherrig.com/what-is-drinks-photography What drinks photography is, how cocktails, bottles, and liquid are actually lit and styled, and how to brief a beverage shoot. Cocktail and spirits work in London and New York. Glass, Liquid, and Light ### What Is Drinks Photography? Drinks photography is commercial photography of beverages: cocktails, spirits, wine, beer, coffee, and soft drinks, made for menus, packaging, advertising, and social. The craft is mostly control of reflection and light through glass and liquid, plus styling the ice, garnish, and pour so the drink looks its best in the short window before it changes on set. A drink has a short life in front of a camera. The frame gets built first. By Brent Herrig · Updated August 26, 2026 ### Lighting a drink is lighting a mirror Glass reflects the whole room, so most of the work on a drink is deciding what it is allowed to reflect. The set gets built from black flags that kill unwanted reflections and white cards placed to draw a highlight exactly where it belongs. The clean line down the edge of a coupe is placed on purpose. Colour is the other half. Light passing through liquid is what makes a drink glow, so most serves are lit from behind and shaped from the front. The same cocktail lit flat from the front goes muddy, which is why a bar menu is lit drink by drink rather than once for the whole set. ### Why drinks get a specialist A plate of food waits. A cocktail does not. Ice clouds, foam falls, condensation runs down the glass and pools on the surface. Working drinks are built in sequence behind the camera while stand-ins hold focus and lighting, so the real serve is only on set for the minutes it looks right. - • Reflection control so glass reads clean at any size - • Label accuracy on bottle and packaging work - • Stills and liquid motion captured from one set ### What a drinks shoot actually controls Five variables decide whether a drink reads premium or reads like a snapshot of a glass. #### Glass and reflection Most of the work on a drink is controlling what the glass reflects. Glass shows the whole room, so the lighting is built as much from black flags and white cards as from the lights themselves. The clean edge down the side of a coupe is a placed reflection, not a happy accident. #### Liquid and colour Liquid changes colour with what is behind it and how light passes through it. A backlit drink glows and reads clean. A front-lit one goes flat and muddy. Spirits, wine, beer, and coffee each want a different balance, which is why a bar menu is lit drink by drink rather than once for the set. #### Ice, condensation, and time A cocktail has a short life on set. Ice clouds, foam falls, condensation runs. Working drinks are built in sequence and the frame is set before the drink arrives, so the camera is ready and the drink is photographed at its best minute rather than its tenth. #### Garnish and styling Garnish is where a drink stops being generic. Citrus cut fresh, herbs picked for shape, a twist expressed on camera. A beverage stylist keeps a run of drinks consistent across a shoot so the tenth cocktail matches the first in a menu or a campaign. #### Label and product accuracy A bottle shot has to be legally and visually correct: the label straight, the fill level right, the colour matched to the product a buyer will hold. On spirits work the label is usually the frame that gets the most retouching attention, because it is the part a brand team checks first. ### Trusted by Ketel One, Tanqueray, and Belvedere Vodka Spirits and bar work for Ketel One, Tanqueray, Belvedere Vodka, Patrón Tequila, Cincoro Tequila, The Botanist, Baileys, WhistlePig, and Diageo, plus bar programmes at The Dead Rabbit, BlackTail, and Employees Only. Bottle heroes, full bar menus, and liquid motion captured from the same set on the same day. ### Selected drinks work Bottle heroes, bar programmes, and campaign serves. Frames are captioned by brand or subject, and a location is named only where it is confirmed. The full set sits on cocktail photography. ### Drinks photography specialties Most beverage briefs land in one of these, and plenty need two of them out of a single production day. #### Bottle and product heroes Studio and label accuracy The frame a brand team checks first. Controlled highlights down the glass, a straight label, a fill level that matches the real product, and a file clean enough to sit on packaging and a billboard from the same shoot. - • Hero angles - • Silhouette and cut-out files - • Label retouching Learn More #### Cocktail and menu photography Bars and hospitality groups A bar programme photographed drink by drink so the menu, the site, and the feed all match. Shot on location at the bar or in studio, with a beverage stylist keeping the tenth drink looking like the first. - • Menu sets - • Signature serves - • Consistent styling Learn More #### Spirits advertising Campaign production Campaign frames built to a layout: negative space where the type goes, crops that hold up across print, out of home, and paid social, and lighting that keeps the product premium at every size. - • Print and OOH - • Paid social crops - • Layout-ready negative space Learn More #### Liquid motion and pours High speed capture Pours, splashes, and ice drops captured at high speed on the same set as the stills. The motion frames and the still frames come out of one production rather than two separate bookings. - • Splash and pour - • Slow motion clips - • Social cutdowns Learn More #### Cinemagraphs and loops Motion that sits still A single moving element inside an otherwise still frame: a rising bubble, a turning garnish, a continuous pour. Built for display, email, and feed placements where a full video is too heavy. - • Looping assets - • Display formats - • Email-safe files Learn More #### Bar lifestyle and people On premise Bartenders, guests, and the room the drink is actually served in. Useful when a venue needs atmosphere alongside the product frames, and when a spirits brand needs on premise imagery that looks like a real bar. - • Bartender action - • Room and atmosphere - • Guest lifestyle Learn More ### Explore related portfolios #### Cocktail and Drinks Portfolio Full portfolio Bottle heroes, bar programmes, and spirits campaigns. - • Bottle heroes - • Menu sets - • Campaigns Learn More #### Motion and Cinemagraphs Pours and loops Liquid motion captured on the same set as the stills. - • Liquid motion - • Cinemagraphs - • Social cutdowns Learn More #### Hospitality Photography Bars and venues The rooms the drinks are served in. - • Bar interiors - • Atmosphere - • Guest lifestyle Learn More ### How Projects Work #### A clear process from brief to delivery #### Pre-Production Brief, placements, shot list, styling direction, crew, and logistics. We align on deliverables before shoot day. #### Production Studio or on-location. Still and motion captured together when it improves efficiency and output. #### Post + Delivery Retouching, color, compositing, and exports organized by channel and usage. ### Briefing a drinks shoot Useful things to send: the drinks or products involved, whether bottles are in scope, where the shoot needs to happen, the channels the images run in, and the date they are needed. London and New York are the two bases, and production runs across Europe and further from either one. Every project is quoted against its brief, so an estimate comes back before anything is booked. Start a drinks brief Not sure yet? Pick a scenario ### Common questions #### What is drinks photography? #### Is drinks photography the same as cocktail photography? Cocktail photography is one part of it. Drinks photography also covers bottle and can product work, wine and beer, hot drinks, and non-alcoholic ranges. In practice most briefs mix them, because a spirits brand usually needs the bottle, the serve, and the bar in one production. #### How is a drink photographed so the glass looks clean? By controlling what the glass can reflect. Glass mirrors the whole room, so the set is built with black flags to kill unwanted reflections and white cards placed to draw the highlight where it belongs. Backlighting carries colour through the liquid. The clean line down the edge of a coupe is a placed reflection. #### Do you use real drinks or fake ones? Real drinks, built in sequence, with the frame set before the drink arrives. Acrylic ice and stand-ins are used to light and focus so the working drink is only on set for the minutes it looks right. What ends up in the frame is the actual serve. #### Do you provide beverage styling? Yes. A beverage stylist handles ice control, garnish preparation, and pour consistency, which is what keeps a run of drinks matching across a menu or a campaign. On smaller shoots the styling is handled in house. #### Can you shoot at our bar, distillery, or venue? Yes. On location work uses a mobile lighting setup so reflections stay controlled in a real room. Bar programmes are usually shot on premise, because the surfaces and the room are part of what the images need to sell. #### How many drinks can be photographed in a day? Campaign hero setups usually land around 6 to 10 in a day. Simpler menu, e-commerce, or social frames run higher, often 15 to 20 or more, depending on garnish complexity and how much prep happens before the camera is switched on. #### Can stills and motion come from the same shoot? Yes. Pours, splashes, and cinemagraph loops are captured from the same set on the same day as the stills, so a campaign gets its moving and still assets out of one production instead of two bookings. #### How do usage rights work? Usage is scoped in the estimate before the shoot: media, territory, and term are set up front, so a brand owns exactly the licence it paid for. Extensions and buyouts are priced at the same time rather than raised later. #### What does a drinks shoot cost? Every project is quoted to its brief. Shoot days, the number of drinks, whether bottles are involved, studio hire, styling, retouching volume, and usage rights all move the number. Share the brief and an estimate comes back before anything is booked. Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com London and New York. Worldwide travel. --- ## What is Food Photography? | NYC and London URL: https://brentherrig.com/what-is-food-photography What food photography is, what a food photographer does, and how a food shoot is run. A plain definition of the term plus the process behind it. The Art of Culinary Imagery ### What Is Food Photography? Food photography is the commercial and editorial craft of photographing food so it looks appetizing and true to the brand serving it. Professional food photographers control lighting, styling, and composition to sell dishes across menus, packaging, cookbooks, and ad campaigns. Most shoots pair a photographer with a food stylist, in studio or on location. Great food photos tell stories, spark cravings, and inspire action. By Brent Herrig · Updated August 10, 2026 Here to hire rather than read? See the commercial food photography portfolio ### Capturing the Taste Food photography is more than snapping a quick picture. It's about translating the full sensory experience of a dish into a single image. That takes a deep understanding of light, texture, and how color affects appetite. Whether you're creating a cookbook, updating your restaurant menu, or launching a global ad campaign, the goal is always the same: stop the scroll and make people hungry. Finished examples of that across campaigns, menus, and packaging sit in the food photography portfolio. ### Why Hire a Professional? Hiring a food photographer buys equipment, lighting, and styling expertise, and the polished, appetizing look that phone cameras cannot replicate. The commercial food photography portfolio shows what that looks like across brands, restaurants, and CPG. - • Consistent lighting and brand aesthetic - • Expert food styling and propping - • High-resolution assets for print and digital ### Trusted by Shake Shack, Nespresso, and Union Square Hospitality Group Food and beverage work for Shake Shack, Nespresso, Doritos, Maille, McCormick, Benihana, Katz's Delicatessen, Nobu, and Union Square Hospitality Group, plus portraits and plated work with chefs Daniel Boulud, Eric Ripert, and Marcus Samuelsson. 150 recipes photographed in 7 production days for The Whole30 Cookbook. 15 stills, 12 motion loops, 5 cinemagraphs, and 4 parallaxes in one day for Shake Shack At Home. ### Types of food photography Food photography splits into six working types. Each one is defined below by what it is shot for. #### Restaurant & Hospitality On-Location & Ambiance We deploy expert food photographers to capture the full dining experience, from stunning plated dishes to the warmth of your space. Our on-location shoots help potential guests fall in love with your restaurant before they even walk through the door. - • Menu photography - • Interior shots - • Chef portraits Learn More #### Cookbook Photographer Editorial & Publishing Every cookbook tells a story. As your dedicated cookbook photographer, we create images that bring recipes to life and honor the author's unique voice and culinary perspective. - • Recipe shots - • Process shots - • Cover imagery Learn More #### Advertising & Commercial Campaign & Brand Big brands need images that stop people in their tracks. We create polished, appetite-driving visuals built for billboards, packaging, and major campaigns. - • Hero Campaigns - • Packaging Assets - • Billboards Learn More #### Food CPG & Product Studio & Styling Packaged goods deserve to look just as delicious as fresh food. We specialize in lighting and styling that makes products pop on shelf, online, and in ads. - • E-commerce - • Social media - • Packaging Learn More #### Food Motion & Social Video & Animation Scroll-stopping content for your social feeds. We create fun, energetic animations and video loops that make your recipes and products unforgettable. - • Stop-motion - • Video loops - • Social clips Learn More #### Chef & Personality Portraits People & Stories The best food stories include the people who make them. We capture chefs and culinary personalities in their natural element, showing the passion and skill behind every dish. - • Headshots - • Action shots - • Lifestyle portraits Learn More ### Explore Related Portfolios #### Food Photography Commercial & Editorial The commercial food photography portfolio: campaigns, packaging, menus, and cookbooks for Pepsi, Shake Shack, Maille, and Sabra. - • Advertising - • Packaging - • Social Media Learn More #### Motion & Video Visual Narrative Storytelling through video and cinemagraphs that bring food to life. - • Short-form content - • Cinemagraphs - • Campaign video Learn More #### Portrait Photography People & Stories The faces behind the craft: chefs, bartenders, and creatives. - • Chef portraits - • Team photography - • Action shots Learn More ### How Projects Work #### A clear process from brief to delivery #### Pre-Production Brief, placements, shot list, styling direction, crew, and logistics. We align on deliverables before shoot day. #### Production Studio or on-location. Still and motion captured together when it improves efficiency and output. #### Post + Delivery Retouching, color, compositing, and exports organized by channel and usage. ### Common Questions #### Why should I hire a professional food photographer? A pro brings expertise in lighting, styling, and composition that makes food look irresistible. But it goes beyond technical skill. We know how to trigger appetite and emotion through imagery, helping your brand stand out in a crowded market. #### What's the difference between food styling and food photography? Food styling is all about making the dish look perfect: selecting fresh ingredients, arranging garnishes, and getting every detail camera-ready. Food photography is the art and technique of capturing that styled dish beautifully. We partner with talented food stylists to get the best of both worlds. #### Do you provide food styling? Yes! We collaborate with talented food stylists who know how to make dishes look absolutely mouthwatering under studio lights. For smaller shoots, we can handle light styling ourselves, but for big campaigns, a dedicated stylist makes all the difference. #### Can you shoot at my restaurant? Absolutely! On-location shoots are one of our specialties. We bring professional lighting and equipment right to your venue so we can capture your food in the space where guests actually experience it. #### What is hybrid food photography? It's the best of both worlds. We combine real photography with AI-powered post-production to extend backgrounds, create variations, or add elements that would be tough or expensive to capture in a traditional shoot. You get more options without needing more shoot days. Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## What Is Portrait Photography URL: https://brentherrig.com/what-is-portrait-photography What portrait photography is, the elements that decide how a portrait reads, how a portrait differs from a headshot, and how to brief one. Portrait sessions in London and New York. People, Photographed Well ### What Is Portrait Photography? Portrait photography is photography whose subject is a person and whose purpose is to say something about them. The photographer controls light, lens, distance, background, and direction so that expression and posture carry meaning rather than only recording a likeness. Commercially it covers chef and founder portraits, editorial profiles, team and leadership series, and environmental portraits made in the space where someone works. A headshot identifies a person. A portrait characterises one. By Brent Herrig · Updated August 26, 2026 ### Portrait, headshot, or environmental portrait These three get used as if they mean the same thing, and briefing the wrong one is the most common way a portrait day goes sideways. A headshot is made to a shared standard so a whole team matches: same light, same background, same crop. A portrait is made for one person, using light and framing chosen to suit them. An environmental portrait sits between the two. It puts the subject inside the room that explains them, a kitchen, a bar, a workshop, and lets the space carry information the face alone cannot. ### What makes a portrait read as authentic Most people being photographed are not models, and a held expression is what happens when someone is told to look a certain way and left there. A real one comes from direction: giving the subject something to do, shooting through it, and choosing the frame afterwards instead of hunting for it in the moment. - • Photograph people where they already know how to stand - • Keep the setup short so the session stays a conversation - • Retouch conservatively so skin still reads as skin ### The elements of a portrait photograph Five things decide how a portrait reads. Change any one and the same person reads differently in the frame. #### Light Where the light comes from and how hard it is decides the shape of a face before anything else happens. Soft light close to the camera flattens and flatters. Hard light from the side builds structure and shadow. Neither is correct on its own. The choice follows the person and what the picture is for. #### Expression and direction A portrait is a collaboration with someone who is usually not a model. Direction is what gets a real expression instead of a held one: short instructions, a reason to move, and enough conversation that the subject stops performing. Most of the work on a portrait day is this part. #### Lens and distance Focal length and how close the camera stands change the proportions of a face and how much of the room comes with it. A longer lens from further back compresses features and isolates the subject. A wider lens up close puts the person inside their space and lets the background carry information. #### Background and context The background either says something about the person or it gets out of the way. A clean sweep keeps the frame about the face and matches across a whole team. A real room, a pass, a bar, a workshop, tells a viewer what the person does before they read a caption. #### The moment The frame that gets used is rarely the first one. It is the one where posture, hands, eyes, and light agree at the same instant. Shooting through a setup instead of taking one frame and moving on is what makes that moment available to choose later. ### Portraits published by The New York Times, Bon Appétit, and Food and Wine Chef and hospitality portraits including Marcus Samuelsson, Eric Ripert, Daniel Boulud, Daniel Humm, Amanda Cohen, Gavin Kaysen, Carla Hall, and Floyd Cardoz, alongside team and leadership work for JP Morgan Chase, American Express, and the NFL. Over 100 chefs photographed across two decades in New York, London, and on location across Europe. London ### Portrait photography in London London is one of two bases. The studio in South Hampstead, NW6, is the UK base for planning, pre-production, and post, and it sits close to the Central London agencies and to the transport links out to the rest of the country. Portrait sessions themselves run where the subject already is: a restaurant, a bar, a hotel, an office, a workshop, or a rental studio booked to the brief. That matters more for portraits than it does for most other work. A chef photographed in their own kitchen during a quiet hour gives you posture and hands that no studio setup reproduces, and London has enough studio stock that the room can be chosen for the picture rather than the picture squeezed into one fixed room. Every space booked comes with the same standard: tethered capture so the subject sees the frames, a place to change, and a review setup for whoever is signing off. London work runs from single editorial portraits to team days where a mobile studio goes into a meeting room and a full staff moves through a fixed lighting plan. Michelin-starred chef Éric Chavot was photographed in London for the Spoonfuls series. From the London base, portrait assignments have also run to Copenhagen, Alba, Iceland, and Paris, so a European commission does not need a second production company bolted on. Studio details and the UK contact route are on the London studio page. The food and drink side of the London work sits on food photographer London, and the full people portfolio is on portrait photography. Éric Chavot. Photographed in London for the Spoonfuls series. **UK base** South Hampstead, NW6 **Session types** Single portrait, editorial, team day **Where sessions run** On location or a studio booked to the brief **From the London base** United Kingdom, Europe, Middle East ### Selected portrait work Chefs, makers, founders, and teams. Frames are captioned by subject or venue, and a location is named only where the shoot location is confirmed. ### Portrait photography specialties Different briefs want different portraits. These are the shapes most projects land in. #### Chef and culinary portraits Kitchens and passes Portraits made around a working kitchen rather than against it. Short setups, quick direction, and a lighting plan that survives a service window. The result reads like the person, not like a photo shoot happened. - • Environmental portraits - • Action frames - • Press-ready crops Learn More #### Editorial portraits Features and profiles Portraits built for a feature, a profile, an announcement, or a book. Strong composition, intentional light, and enough range in the take that an editor has a real edit to work from rather than one usable frame. - • Cover options - • Vertical and horizontal - • Negative space for type Learn More #### Team and leadership portraits One look across a group A mobile studio set up on site, tethered capture, and a repeatable lighting plan so every person on a leadership page matches. Each person sees their frames before they leave the chair. - • Consistent series - • Same-day selects - • Retouched finals Learn More #### Founder and brand portraits People behind the label Portraits for founders, makers, and operators who need to appear on a site, in a deck, and in press without three separate shoots. One session, framed and graded for all of it. - • Website heroes - • Deck and press use - • Social crops Learn More #### Studio portraits Controlled and repeatable A clean background and a lighting setup that can be rebuilt months later for a new hire or a second round. Useful when a company needs the series to keep matching over time. - • Colour backgrounds - • Cut-out ready - • Documented setup Learn More #### Portraits alongside a food shoot One production day The people frames captured on the same day as the plates and the room, from the same crew and the same lighting language, so the whole set looks like it belongs to one brand. - • Chef and team - • Plated work - • Space and detail Learn More ### Explore related portfolios #### Portrait Photography Portfolio Full portfolio Chefs, makers, founders, and hospitality teams. - • Chef portraits - • Team sessions - • Editorial Learn More #### Corporate Photography Headshots and teams Headshots, events, and employer brand work for businesses. - • Headshots - • Events - • Office lifestyle Learn More #### Food Photography Plates and campaigns The work the people in these portraits actually make. - • Plated heroes - • Menus - • Campaigns Learn More ### How Projects Work #### A clear process from brief to delivery #### Pre-Production Brief, placements, shot list, styling direction, crew, and logistics. We align on deliverables before shoot day. #### Production Studio or on-location. Still and motion captured together when it improves efficiency and output. #### Post + Delivery Retouching, color, compositing, and exports organized by channel and usage. ### Briefing a portrait session Useful things to send: who is being photographed, how many people, where they are, what the pictures are for, and the date the images are needed. Every project is quoted against its brief, so an estimate comes back before anything is booked. Start a portrait brief Not sure yet? Pick a scenario ### Common questions #### What is portrait photography? Portrait photography is photography whose subject is a person and whose purpose is to say something about them. The photographer controls light, lens, distance, background, and direction so that expression and posture carry meaning rather than just recording a likeness. Commercially it covers chef and founder portraits, editorial profiles, team and leadership series, and environmental portraits made in the space where someone works. #### What are the elements of a portrait photograph? Five things decide how a portrait reads: the light and its direction, the expression and the direction that produced it, the focal length and camera distance, the background and how much context it carries, and the moment chosen out of the take. Change any one of them and the same person reads differently in the frame. #### What is the difference between a portrait and a headshot? A headshot identifies a person to a shared standard, so a whole team matches: same light, same background, same crop. A portrait does the opposite and characterises the individual, using light, setting, and framing that suit that one person. A leadership page usually wants headshots. A profile, a book, or a founder story usually wants portraits. #### What makes a portrait feel authentic? Direction and time, mostly. A held expression comes from someone being told to look a certain way and left there. A real one comes from giving the subject something to do, shooting through it, and choosing the frame afterwards. Photographing people where they work helps as well, because posture and hands stop being self-conscious once there is something familiar in them. #### What is an environmental portrait? An environmental portrait puts the subject inside the space that explains them: a kitchen, a bar, a workshop, a farm. The room becomes part of the information the picture carries. It usually calls for a wider lens and more lighting control than a studio portrait, because the space has to hold up in the frame alongside the face. #### Do you photograph portraits in London? Yes. There is a studio base in South Hampstead, NW6, used for planning, pre-production, and post, and portrait sessions run on location across London or in a rental studio booked to the brief. Michelin-starred chef Éric Chavot was photographed in London for the Spoonfuls series. #### How long does a portrait session take? One person is usually 30 to 90 minutes depending on how many setups and locations are involved. For a team, a mobile studio and a fixed lighting plan let a group move through at roughly 10 to 15 minutes per person while everyone still matches. #### What should someone wear for a portrait? A short styling note goes out before the session. The usual guidance is solid colours, clothes the person actually wears, and nothing with a loud pattern or a large logo that will date the picture. For chefs, whites and the real kitchen kit read better than anything borrowed for the day. #### Do you retouch portraits? Yes, and conservatively. Skin texture stays. Temporary marks, stray hair, and distractions in the background come out. Nothing is done that would make someone unrecognisable next to the person who walks into the room. #### What does a portrait shoot cost? Every portrait project is quoted against its brief. The number of people, the number of locations, whether a mobile studio is needed, usage rights, and the retouching volume all move it. Share the brief and an estimate comes back before anything is booked. Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com London and New York. Worldwide travel. --- ## Knowing Your Audience: A Culinary Perspective URL: https://brentherrig.com/insights/guides/knowing-your-audience-culinary-perspective A framework for aligning every sensory element in your restaurant, from music and lighting to photography and plating, to the specific guest you designed the space for. Back to Guides Guide Hospitality March 1, 2026 12 min read ### Knowing Your Audience: A Culinary Perspective A framework for aligning every sensory element in your restaurant, from music and lighting to photography and plating, to the specific guest you designed the space for. By Brent Herrig Audience Research Hospitality Sensory Design TL;DR: Every sensory decision in a restaurant tells your guest whether the space was made for them. The music tempo, the lighting warmth, the plating style, and the photography on your website all send signals. When those signals align with a clearly defined audience, guests feel it before they can name it. When they do not align, the space feels generic, and generic does not build loyalty. Most restaurants get the food right. The disconnect happens everywhere else. The playlist that clashes with the dining room's mood. The website photography that promises a moody cocktail bar when the actual space is bright and casual. The menu design that targets one demographic while the pricing targets another. These misalignments are small on their own. Together, they create a guest experience that feels slightly off without anyone being able to explain why. This guide breaks down the sensory levers that shape how guests experience your space, how those levers connect to the visual content that represents your brand online, and how to align both around a specific audience. At the end, you can take a free companion scorecard to put the framework into practice. ### Put This Framework Into Practice Score your space across 5 sensory categories. Takes about 10 minutes. Take the Guest Alignment Audit ### Your Space Is Already Talking. The Question Is What It Is Saying. A restaurant is a sensory system. Before a guest reads your menu or tastes the food, they have already processed dozens of signals: the volume and genre of the music, the color temperature of the lighting, the texture of the table surface, the weight of the silverware. Every one of those signals either confirms or contradicts the story you are trying to tell. The most common mistake is designing for “everyone.” A space that tries to appeal to casual lunch crowds, fine dining guests, and late-night cocktail seekers simultaneously ends up resonating with none of them. This is not about exclusion. It is about specificity. A guest who walks into a space and immediately feels “this was made for me” is a guest who comes back. SevenRooms found that more than a third of consumers say design and ambiance directly impact their emotional connection to a restaurant. That connection is what drives return visits, not just the quality of the dish. Think of it as signal clarity. A dim, candlelit room with a jazz playlist and handwritten cocktail menus sends a clear signal. That same room with fluorescent lighting in the bathroom, a pop playlist leaking from the kitchen, and stock photography on the website sends a confused one. The food might be identical. The experience is not. Stop thinking about “ambiance” as decoration and start thinking about it as communication. Every element in your space is a sentence. The question is whether all of those sentences are telling the same story to the same person. ### Define the Guest Before You Design the Room Demographics are a starting point, not a destination. Knowing your guest is 28 to 40 years old and lives in a metro area tells you almost nothing useful about how to design their experience. What matters more is behavior. How does this guest discover restaurants? What are they optimizing for when they choose where to spend an evening? The generational gap here is real. Cropink research shows that 41% of Gen Z uses TikTok specifically to discover restaurants. That discovery behavior should directly influence how you think about visual content and environment design, because it tells you something about how expectations form before a guest ever walks in. A concept targeting this audience needs a visual identity built for short-form video, not just a polished website. The more useful questions are behavioral. What does this guest value? Is it speed, craft, novelty, comfort, or status? What is the occasion? A Tuesday lunch meeting and a Saturday anniversary dinner require fundamentally different environments, even at the same price point. What does the guest want to feel when they walk through the door? OpenTable reports that experiential dining is one of the fastest-growing guest priorities heading into 2025. That signals a shift in what people are optimizing for. They are not just choosing where to eat. They are choosing where to spend time. The environment is part of the product. In our production work, we have found that the most effective client briefs start with a single sentence describing one guest and one occasion. Not a demographic range. Not a persona deck with six archetypes. One person, one reason for being there. Everything else, from the lighting warmth to the photography style on the website, flows from that sentence. If you cannot write that sentence, the visual refresh will not solve the underlying problem. ### The Sensory Levers That Shape Guest Experience The environment is not one thing. It is a collection of levers, each of which can be tuned independently but must work together. Research on multisensory design shows that coordinated sensory experiences create stronger differentiation and guest loyalty than any single element alone (Emerald Insight, 2024). Here is what each lever controls and how it connects to audience alignment. #### Music and Sound Sound is the most underestimated lever in hospitality design. A study published in PMC (December 2024) found that slow-tempo background music increased average dwell time to over 80 minutes, compared to just under 58 minutes for fast-tempo tracks. That is not a subtle effect. It is the difference between a one-cocktail visit and a three-course dinner. The same research found that fast-tempo music increased tips and variety-seeking behavior. This is not a case where slow is always better. It is a case where the right tempo depends on your model. A fine dining concept benefits from slower tempos that encourage longer stays and higher per-cover spend. A fast-casual lunch spot benefits from tempos that keep tables turning. The music should match the business model, not the chef's personal playlist. Volume matters too. Can guests have a conversation without raising their voices? If your target guest is a couple on a date, they need to talk. If your target is a group celebrating a birthday, energy matters more than intimacy. ##### Music Tempo vs. Average Dwell Time Slow tempo 80.3 min Control (no music) 69.2 min Fast tempo 57.29 min Source: PMC, Dec 2024 #### Lighting Lighting shapes behavior in ways most operators underestimate. Cornell's Food and Brand Lab found that brighter dining environments led guests to order differently, shifting toward lighter, healthier options. Dim lighting, on the other hand, conveys luxury and intimacy. Neither is inherently better. Both produce different guest behaviors. Bright, even lighting signals transparency and energy. It works for cafes, brunch spots, and family restaurants where guests want to see clearly and move efficiently. Warm, low lighting signals occasion and exclusivity. It works for cocktail bars, tasting menus, and any concept where lingering is the point. The mistake operators make is inconsistency. A dining room with warm, intimate lighting and a restroom with harsh fluorescent tubes breaks the spell. Every transition in the space should maintain the signal. #### Decor and Environment Research published in Nutrients found that restaurant ambiance has a measurable positive effect on brand trust and customer loyalty (PMC/Nutrients, Dec 2023). This goes beyond looking nice. It means the physical environment directly influences whether a guest trusts your brand enough to return. A restaurant with a distinctive material palette, a curated sound environment, and intentional scent design is harder to replicate than one that simply has good food and decent furniture. Multisensory coherence is what separates a space people remember from a space people forget. #### Plating and Visual Presentation Plating is the bridge between kitchen and dining room. It is also the most photographed element of your restaurant, by both your team and your guests. The plating style should match the spatial design language. Minimalist, architectural plating in a rustic farmhouse setting creates a disconnect. Generous, family-style presentations in a sleek, modern dining room do the same. This is where food photography becomes especially relevant. The way dishes are styled and shot for your website and social channels should reflect how they actually appear in the dining room. Not an idealized version. Not a stripped-down version. The real thing, presented with the same care and intention as the space around it. ### The Visual Promise: What Guests See Before They Arrive The pre-visit journey is almost entirely visual. Cropink's research paints a clear picture: the majority of diners check a restaurant's social media presence before visiting, and most say visuals heavily influence where they ultimately choose to eat. Your digital presence is not a reflection of your restaurant. For first-time guests, it is the restaurant, until they walk through the door. Research published in Management Science went further, finding that consumer-posted photos on Yelp are a statistically significant predictor of restaurant survival across a study of more than 17,000 restaurants. The images associated with your brand, whether you created them or your guests did, are shaping business outcomes in ways that go well beyond marketing vanity metrics. This creates a specific problem. When your website photography shows moody, dramatic cocktail shots but the actual bar is bright and casual, guests arrive with mismatched expectations. When your social media features heavily styled editorial images but the plating in service is simpler, guests feel a subtle disappointment they may not articulate but will remember. The visual promise must match the in-person delivery. Not because perfection is required, but because accuracy builds trust. In our production work, we have seen that restaurants with photography budgets but no clear audience definition tend to produce beautiful images that do not convert. The images look professional but do not represent the actual experience. A visual refresh without audience clarity produces content that ages quickly and requires reshooting sooner than it should. ##### The Digital Pre-Visit Journey Use social media to decide 74 % Check social presence first 68 % Visuals influence choice 65 % Source: Cropink, 2025 Explore our hospitality photography work How visual production works ### Consistency Compounds: When Online and In-Person Match When every touchpoint tells the same story, the financial impact is measurable. Lucidpress research found that brand consistency across channels can increase revenue by 10 to 33%. Hotels with well-regarded dining operations command significantly higher revenue per available room, according to JLL's 2025 analysis of hotel F&B performance. These are not isolated findings. They point to the same principle: coherence pays. SevenRooms found that nearly three-quarters of diners say they are more likely to return after a unique or memorable dining experience. When the online experience, the physical space, and the food all deliver the same message, guests arrive with accurate expectations. Accurate expectations are easier to exceed. But “strategic” is the key word. Posting frequently without a clear audience or visual identity does not produce the same effect. Deloitte Digital found that restaurants with strategic social media presence see meaningful B2C revenue increases. Strategy means every image, every caption, and every piece of content reinforces the same signal: this is who we are, this is who we are for. When all of these signals align, guests stop evaluating and start trusting. They recommend the space to friends who are similar to them. They return because the experience was what they expected, and slightly better. Consistency is not about rigidity. It is about reliability. ##### What Guests Will Pay a Premium For Holiday/seasonal menus 63 % Tasting menus 55 % Live music/entertainment 53 % Source: SevenRooms, 2025 ### How to Apply This to Your Next Visual Refresh Alignment has to start somewhere. Here is a five-step process for connecting your visual content with your audience and space. #### Define one guest profile clearly. Write a single sentence describing your primary guest and their primary occasion. Not a demographic range. One person, one reason for being there. Everything else follows from this. #### Audit your sensory signals. Walk your space as a first-time guest. Note the music tempo, lighting warmth, decor materials, and plating style. Do they all point to the same person you described in step one? #### Audit your visual content. Look at your website, social media, and any print materials. Does the photography match what a guest actually experiences when they visit? Where are the gaps? #### Plan the shoot around the audience. When you brief a photographer, share the guest profile, not just the menu. The lighting, styling, and composition choices should reflect who you are serving and what they value. #### Build for reuse. A strong shoot produces hero images, supporting angles, negative space options for ads, and format variations for different platforms. Plan for this in advance so the investment extends across channels and months. See how our production process works ### Frequently Asked Questions #### How does music affect restaurant guest behavior? Research shows slow-tempo music increases average dwell time by over 40% compared to fast-tempo music. Fast-tempo music can increase tips and variety-seeking behavior. The right choice depends on your business model: fine dining benefits from slower tempos that encourage longer stays and higher per-cover spend, while high-turnover casual concepts may benefit from faster tempos. #### Why does restaurant photography matter for guest expectations? The majority of diners use social media to decide where to eat, and most say visuals heavily influence that choice. Professional photography that accurately captures your atmosphere, lighting, and food presentation sets realistic expectations before guests arrive. When online visuals match the in-person experience, trust builds faster and satisfaction increases. #### How do I know if my restaurant's design matches my target audience? Walk through the space as a first-time guest. Ask whether the music tempo, lighting warmth, decor style, plating presentation, and visual content all point to the same person. If your fine dining room has a fast-tempo playlist and bright overhead lighting, the signals conflict. If your casual concept has dark, moody website photography that misrepresents the actual space, guests arrive confused. #### Does restaurant ambiance really affect revenue? Yes. Research consistently shows that ambiance has a positive effect on brand trust and loyalty. Hotels with well-regarded dining operations command significantly higher revenue per available room. And brand consistency across all touchpoints can lift revenue meaningfully. The exact numbers vary by study, but the direction is always the same: coherent environments outperform generic ones. The best hospitality experiences feel effortless to guests. That feeling is not accidental. It comes from specific decisions about who the space is for and a commitment to making every signal, from the lighting to the website photography, tell the same story. The restaurants that get this right do not just attract guests. They attract the right guests, repeatedly. The framework is straightforward. Define the guest. Audit the signals. Align the visuals. The scorecard gives you a structured way to start. And when you are ready to translate that clarity into actual visual content, the production process matters as much as the strategy. ### See Where Your Space Stands Take the free Guest Alignment Audit. Define your guest profile, score your sensory alignment, and get your tier result with specific next steps. Take the Guest Alignment Audit or book a call if you are ready now Newsletter ### Captivating Campaigns Await Join the newsletter for innovative ideas and behind-the-scenes peeks into world-class advertising photography and direction. Innovative ideas & creative strategy Behind-the-scenes production peeks Unsubscribe at any time Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Client Experience URL: https://brentherrig.com/experience/clients Trusted by global brands, creative agencies, and luxury hospitality groups across the US, UK, and beyond. Explore our proven creative partnerships. Our Partners ### Proven Creative Partnerships From global beverage giants to intimate boutique hotels, the studio provides the visual intelligence that powers modern brands. Trusted by agencies, hospitality groups, and direct-to-consumer brands globally. From the Client's Perspective ### Working with Brent Herrig Three distinct production approaches tailored to your project's goals, timeline, and creative ambition. #### Still-Only Productions Traditional Photography Shoots Classic photo shoots focused entirely on static imagery. Perfect for brands seeking polished, controlled visuals with full art direction and styling. From single-product hero shots to expansive campaign libraries, this approach delivers timeless quality with precision lighting and meticulous attention to detail. - Full art direction and styling - Precision lighting setups - High-resolution deliverables - Multiple format and crop options - Post-production retouching included #### Hybrid Productions Photography + Motion in One Session #### AI Creative Productions Generative Workflows for the Impossible 📷 Photography ### Trusted by Global Brands, Agencies, and Hospitality Groups Client Results ### What Matters Most Next 01 / 09 I highly recommend Brent, very professional photographer, has great suggestions to help create the best image for you. He is very easy to work with. He is punctual in both onsite visits and finishing his edits for review. I would definitely recommend Brent. Ehren Ryan Chef | Common Lot Click anywhere Proof of Work ### Featured Case Studies Explore the strategy, production, and execution behind the studio's most impactful creative projects. Advertising Stills + Motion #### Shake Shack At Home A high-volume, fast-paced campaign shoot for Shake Shack: 15 stills, 12 motion loops, 5 cinemagraphs, and 4 parallaxes in a single day. # Food # Lifestyle # Campaign + 2 Cocktail Stills + Motion #### Belvedere x Chandon Garden Spritz Premium beverage campaign for Belvedere x Chandon: high-precision stills and motion captured on a private New York rooftop for global media usage. # Beverage # Motion # Luxury + 4 Food Stills #### The Whole30 Cookbook All 150 recipes in The Whole30 Cookbook photographed in a 7-day shoot. National bestseller with photography praised by Publisher's Weekly. # Cookbook # Editorial # Food Styling + 2 Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Global Creative Production URL: https://brentherrig.com/experience/global One vision. Local execution. Consistent results across every market. High-end photography and motion production for global brands. International ### Global Creative Production One vision. Local execution. Consistent results across every market. International Reach ### A Borderless Approach to Creative Production Operating Globally. Projects executed across continents with a consistent creative standard. Hover or select a region to explore how the studio works on the ground. Global Travel ### One Creative Vision. Anywhere in the World. The studio supports global brands with production that moves without friction across borders, time zones, and cultures. How We Manage Projects ### Regional Coverage "Consistent vision. Local execution." NYC Base + Nationwide Coverage #### North America New York-led production across the United States and Canada. London Base + UK, France, Italy #### Europe & UK London-based production with reach across the UK and Europe. Dubai, Singapore + International Markets #### Middle East & Asia High-touch production for global hospitality and lifestyle brands. One system. Many locations. Global scale without creative drift. The System ### How Global Projects Are Managed Every international project is supported by the same underlying system. This ensures the work feels cohesive, not fragmented, regardless of location. #### Centralized Creative Direction Consistency across every touchpoint. #### Local Production Partners and Fixers On-the-ground expertise in every market. #### Pre-planned Logistics and Contingencies Removing friction before it happens. #### Real-time Coordination Across Time Zones A 24/7 pulse on the production. "Global reach doesn't require global chaos." With the right systems and partners, production stays calm, controlled, and on-brand anywhere in the world. 15+ Countries Served Global Connectivity ### Planning a multi-region project? Let's talk through logistics before production begins. The studio is built to scale across borders without compromising quality or vision. Response Time Under 24 Hours Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Press & Featured Work URL: https://brentherrig.com/experience/press Explore the published works and media features of Brent Herrig. From major cookbooks like Whole30 to editorial features in Bon Appétit, Saveur, and Food & Wine. Industry Recognition ### Editorial Featured A selection of publications, awards, and industry recognition for studio excellence in food, beverage, and hospitality creative. Trusted By Editors At Bon Appétit, Food & Wine, and The New York Times Editorial assignments published in Bon Appétit, Food & Wine, The New York Times, The Wall Street Journal, and Saveur. Published Work ### Cookbooks in Print Scroll to explore Principal Photographer #### Cooking Whole30 Melissa Urban The definitive guide to the Whole30 program, featuring over 150 recipes captured with natural, appetite-forward styling. Principal Photographer #### The Dead Rabbit Drinks Manual Sean Muldoon & Jack McGarry Secret recipes and barroom tales from the two Belfast boys who conquered the cocktail world. Winner of the 2016 Tales of the Cocktail Spirited Award for Best New Cocktail or Bartending Book. Principal Photographer #### Mixology and Mayhem Sean Muldoon, Jack McGarry & Jillian Vose The story of John Morrissey and the world's best cocktail menu, visualized in a graphic novel style. Food Photographer #### Made in Mexico: The Cookbook Danny Mena Classic and contemporary recipes from Mexico City, capturing the vibrant spirit of the capital's cuisine. BBQ Food Photographer #### BBQ&A with Myron Mixon Myron Mixon Everything you ever wanted to know about barbecue from the winningest man in barbecue. Principal Food and Lifestyle Photographer #### Scarpetta Cookbook John Scarpetta The recipes and photography reflect the Milan-meets-Tuscany style of Scarpetta, by acclaimed chef Scott Conant. #### View Full Portfolio See more details from our cookbook and editorial projects. Featured In ### Press and Features Feature Peerspace, 2024 #### "The 14 Best Food Photographers in NYC" Named among New York City's top food photographers, recognized for creating luxury out of ordinary ingredients and editorial work with publications including Bon Appétit, GQ, and Anthony Bourdain's Parts Unknown. Read Feature Alumni Feature Iowa Stater Magazine, Fall 2023 #### "Herrig's Top 4 Tips for Fabulous Food Pics" Iowa State University alumni spotlight where Brent shares practical guidance for capturing compelling food images, covering composition techniques, natural lighting, and camera settings for smartphone photography. Read Article Editorial Series Serious Eats, 2012-2013 #### "We Chat With..." Chef Interview Series Principal photographer for Serious Eats NY's recurring chef interview column, photographing culinary figures including Eric Ripert, April Bloomfield, Floyd Cardoz, Alex Stupak, Dave Arnold, and Harold Dieterle across New York City restaurants and bars. Book Review Publisher's Weekly, 2016 #### The Whole30 Cookbook Review "Veteran food and cocktail photographer Brent Herrig drives home the point that a burger served on a tomato slice is as delectable as one on a bun." Read Review Publisher's Weekly Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com --- ## Speaking & Education URL: https://brentherrig.com/experience/speaking Authority-driven talks and workshops on hybrid creative workflows, visual systems for scale, and commercial production. Speaking & Education ### Creative Marketing Speaker & Educator Brent Herrig speaks on how modern brands actually grow visibility and revenue at the intersection of visual craft, local search, and AI-assisted systems. His sessions are grounded in real commercial work. Restaurant shoots. Local business marketing. Global brand campaigns. Ongoing experimentation with AI ranking, AEO, and geographic visibility. From university guest lectures to local business groups and monthly teaching inside AI-focused communities, Brent helps audiences understand how visuals, search, and systems connect in the real world. No theory loops. No surface-level tactics. Just usable frameworks. Programs ### Keynote Topics & Workshops #### Local Visibility Systems for Restaurants & Small Businesses How local SEO, GEO signals, and AEO actually work together today. This session focuses on: How Google Business Profiles, local pages, and entity signals work as a system The role of visuals in local ranking and conversion How AI-powered search changes what “ranking” really means What restaurants and service businesses should prioritize now Built for restaurant owners, hospitality groups, and local business communities who want clarity instead of conflicting advice. #### Commercial Photography That Drives Action How restaurant and hospitality visuals support search, conversion, and brand trust. This session focuses on: What makes food, cocktail, and interior photography work commercially How photography impacts local SEO, listings, and click-through behavior Planning shoots that support menus, websites, Google profiles, and social Avoiding one-off visuals that do not scale Designed for hospitality teams, marketers, and creatives working with real budgets and real timelines. #### Visual Systems for Scale How to plan and capture visual assets so one shoot supports many channels, platforms, and markets. This session focuses on: Asset planning before the shoot, not after Building visual libraries that scale across web, social, paid media, and local listings Structuring content so teams stop reshooting the same things Ideal for brands and groups managing ongoing content needs. #### Hybrid Creative Workflows How to integrate AI into commercial creative workflows without losing quality or brand integrity. This session focuses on: Craft-first thinking with AI used as an extension, not a replacement AI-assisted previsualization and concept alignment Still-to-variation and still-to-motion workflows Where AI adds speed and where it does not belong Built for creative teams, agencies, and educators who want practical systems. #### Additional Sessions Available Shorter talks and focused workshops tailored to specific audiences: Google Business Profile strategy and optimization AEO and AI visibility fundamentals for modern search Lighting foundations for commercial food and hospitality photography Content planning for small teams with limited time and budget Often delivered to universities, BNI-style business groups, and in-house teams. Partners ### Trusted Educational Partner Universities, communities, and business groups. Guest lectures, workshops, and ongoing monthly sessions across academic, professional, and small business environments. Iowa State University BNI Business Network International NYSRA ### Book a Talk or Workshop Brent works with universities, hospitality groups, creative teams, and business communities to deliver sessions that match the room and the real problems being solved. Every engagement is tailored. No recycled decks. No generic advice. Recommended Resource (Affiliate) #### Learn to Rank with AI Strategic insights into modern search and AI visibility. Explore the Community Send a message Response time: < 24 hours Available for projects ### Let's work   together Have a project in mind? Email me directly, I reply within 24 hours. Click above to start or send a message. info@brentherrig.com