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Cookin Lab operates in food. Start & Scale produced its organic video content and accompanying photography in April 2025. It is a category where the product has to be shot while it is at its best, which is a matter of minutes.
Food content is unforgiving in a way most categories are not. The product looks its best for a very short window, so the lighting, framing and shot list all have to be resolved before the food arrives rather than worked out on camera.
It also has to work as motion, because food performs far better as video than as a still, and the two require different planning on the same day.
Start & Scale produced both video content and photography for Cookin Lab in a single April 2025 production, planned so that the food was shot at its peak in both formats rather than compromising one for the other.
Cookin Lab came away with a content set covering both motion and stills from one shoot day, the efficient structure for a category where the subject has a short shelf life on camera.
Should food brands shoot video or photography?
Both, in one planned production. Food peaks visually within minutes, so Start & Scale resolves the shot list before the food arrives and captures motion and stills together rather than across separate days.
