FOOD STYLING
I like to show things in their most natural state. My job is to find the right angle, method and style to compliment the ingredients! From concept to execution, recipes and photography, keeping brand attributes in mind, I create plates that are both eccentric and stylish, not to mention edible. Moving away from hairspray practices of the 80s, I am to break the urban legend of burgers made of bath sponges. Evolving a brand takes persistence and a strong concept, and I am happy to contribute at any stages of the process.
* RECIPE WRITING & MENU PLANNING
* VISUAL CONCEPT FOR FOOD RELATED PROJECTS
* FOOD STYLING
* BOOK ILLUSTRATIONS
* COPYWRITING
FRUTATION
PROJECTS
The "Frutation" project includes food fantasies whose essence is to play with lights, the imperfect beauty of ingredients and the dialogue between supplements and food. My co-creators photographers: are Richard Hőrich and Lili Nagy-Peti.
CONSUMPTION
Together with photographer Lili Nagy-Peti, we reflect on the roles assigned to us by consumer society. The series was inspired by themes such as conscious shopping, moderation, or the presence of microplastics in drinking water.
ENSO
During the making of Enso Budapest's social photos, the wabi-sabi principle prevailed, which is organized around perfect imperfection. The tangle of objects and the unbridled nature of Japanese fusion cuisine gave the basic vibe to the images.
HERZ & PICK
The facelift of the Herz and Pick brands required a rigorous yet very creative interpretation of the brandbook. The use of geometric elements and herbs temporarily placed the well-known products in a new light.
PR09RE55
Pr09re55 concept store is a boho spot in Pozsonyi Street, furnished with preloved art deco tables, soft woven cushions and styled up by large neon decorations. To take photos of a tasting menu was inspired by all the accessories and serving tools Zita, the owner collected and treasured. The menu was put together with great care and dreamed-up by the hostess Zita Mészáros. As a stylist, my job was to restore the atmosphere of the small shop where Pozsonyi út "comes in" alongside the vintage pieces of the big fashion houses, acquaintances may come and go, but refined taste and elegance are constant guests.
REGE
For the social media introductory campaign of Rege szarvaskolbász, we created a concept with photographer Attila Őzse that builds on a traditional, rustic atmosphere that still resonates with the modern consumer. Emphasizing the handmade nature of the product and the natural ingredients, I choose decorative materials and spices that refer to the ingredients of sausages.
BADHANNA
BADHANNA's photos were taken by Márk Viszlay, and during the food styling work, we placed Asian-style accessories and authentic dishes in the foreground of the restaurant's walls. The goal was to show a story where our female protagonist travels the world's most exotic places, visits hidden away locations where she returns with a memory of a taste or a good story. During the presentation of the food, we did not change the serving accessories and serving utensils. It was important to our clients that the food appears in the photos just like the way it will be served to the guests.
FÜTYÜLŐS
For the summer social media campaign of fütyülős pálinka, we used fresh fruits and vibrant colors, which also serve as the basic ingredients of the drink. The goal was to color social media surfaces and create compositions that depict the drink in a playful environment and often deviate from objective reality.
DORE
Doré cider is made from a pairing of two varieties of apples from Heves County, which are prepared carefully and hand-selected, preserving their integrity and flavour. It is made with minimal intervention so that it can enchant natural wine lovers with its full flavours. This is not our first collaboration with Eszter Csontos, funder and creative director of Doré, that evokes a vintage atmosphere and appears with clean and contemporary labels. Following Eszter's vision, I tried to show how I see Doré, and at the same time, capture the feeling of life that unfolds from the interplay of the taste of the bottle, the label and the drink.
POLGÁR TÜNDE: TERÍTÉKEN
Tünde Polgár's book: "Terítéken" (On the table) was published in 2022 by BOOOK Publishing.
For the seasonal chapters of the book, we have created images that reflect the author's style and help show the varied serving repertoire, which she always adapts to the occasion and the season. The pictures were taken in Tünde's home, partly using her own accessories and personal items.
From the author: "I've learned a lot over the years, even from the best chefs in the world. Nowadays, I usually think in terms of a menu, with all the additional ingredients and drinks. I would like to pass it all on to you so that you too can think about the whole picture. I want others - an untrained cook and housewife like me - would also get to know and utilize the knowledge and tricks that I have observed and experimented with during many, many years of traveling around the world."
Cover and graphic design: Virág Németh
Photos by ImageBar
ERŐS PISTA - PISTÁZD MEG!
The integrated TVC campaign for the iconic Hungarian spicy spread brand "Erős Pista" draws from the collection of phareses that have been spreading by word of mouth for several decades. The sogen of the commercial "give it pista" will surely resonate with many. The animated parts of the video flow into a live-action fantasy world where the hot sauce is never enough, and the inexhaustible bottle and increasingly spicy food are at the center of the story. My task was to prepare the courses and ensure countless camera-ready versions during the filming. I kept the interests of makeup and wardrobe in mind, and worked with dehydrated but edible and delicious ingredients. The result is a hedonistic, very Middle Eastern European streetfood mockumentary video produced by Admiral Film!
CREATIVE AGENCY: ACG
BRAND: ERŐS PISTA
CAMPAIGN: PISTÁZD MEG!PRODUCTION COMPANY: ADMIRAL FILM