Sainsbury's Taste the Difference

The brief here posed a simple question: how do you make food persuade without ever appearing to try? For me, the answer was in the most enticing details: cheese being pulled away from inside a toastie, lemon meeting hot salmon, a strawberry pulled slowly through yoghurt. The aim was summer you could almost taste, built from food you would genuinely want to cook and eat.

The motion element of the campaign is where the work really came to life. We were in search of precise and beautiful food moments; the pour, the pull, the squeeze that reaches out and holds the viewer, without ever crossing into messiness. The threshold between inviting and unappetising is far narrower than people assume! Exercising restraint was essential: warm, natural light, a human touch, and each ingredient allowed its own beat. It lent the food a movement that is exactly the difference the brand was seeking.