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It is inspiring to see four female entrepreneurs succeeding simultaneously in the typically male-dominated tech and hospitality industries. In a world where efficiency is becoming more and more paramount, the leading ladies of TechTable created their NYC-based company on the basis of providing a bridge between tech companies and the restaurant and hospitality industry. The team at TechTable was looking for some equally fresh and transcendent images when they recruited San Francisco photography duo Nat & Cody to provide them with photos incorporating both food and technology. Nat & Cody were posed with the similar challenge of merging rigid and sleek technologies with decadent and vibrant foods.
The concept for the shoot was to create enticing food and prep images that incorporated technology. Because the clients are using the images for multiple designs, they wanted a lot of negative space for headlines and text. The goal was to update their imagery, but keep the same feel as their previous branding.
TechTable had originally purchased stock photos from a photographer that they liked, which created a challenge for Nat & Cody. They were no longer working with a blank canvas. All of the images they were going to take had to match the branding of the previous images to keep the style consistent.
We had a lot of fun trying to match the clients’ style. Normally we shoot and edit in a warm, vibrant manner, but our client wanted de-saturated, cool, almost monochromatic images. She did a great job at directing us, but also believing in the process and trusting we could get there with post-production, too.
Being on opposite coasts made communication between TechTable and Nat & Cody a central part of the process. Especially when trying to match the new images with the previous branding.
One challenge was working remotely. The client is in NYC, and we’re based north of San Francisco. We sent preview images via email and our client was great at giving feedback and direction quickly. We also covered our bases by doing multiple versions (horizontal/vertical) of each scene to give more options for later.
Nat & Cody’s trust in the client’s vision allowed them to create some fantastic images and forced them to push their own abilities. The food and technology in the images blend together in a way that combines their individual and combined beauty. TechTable was delighted with the images and their relationship with Nat & Cody. The company will be using the photos for social media and various promotions for their events.
We learned a lot about lighting by letting the client’s vision guide the images. Because we trusted in the client’s vision, we learned some techniques that we’ll adopt to update our style.
To view more of Nat & Cody’s work, check out natandcody.com