Today's customers are expert advertising detectives, and they're suffering from being inundated by endless overly photoshopped, perfectly styled food photos- a term I like to call 'Visual Perfection Fatigue'. That's why the newly pervasive Laissez-faire/blogger food aesthetic is social media's biggest obsession (Eater). 

 

Panera was searching for someone to bridge the gap between this new form of content and their current social media look. Hence, the series of this lo fi, iPhone-shot asset library was born. I've since been working with Panera on a ongoing basis as their creative director and photographer/videographer.