Frieda’s

Frieda’s has been bringing exotic produce to American shelves since 1962, introducing kiwifruit, passion fruit, star fruit, and jackfruit to the U.S. market. That same sense of discovery shapes our photography briefs for ongoing projects: tropical, warm, and fun, just like the produce itself.

How do you shoot recipes to make produce the star?

Frieda’s comes to us with the recipe concepts. From there, it’s on us to figure out how to shoot them. We determine which angles put their produce front and center, how to plate each dish, and how to keep it the hero of the recipe instead of letting a supporting ingredient steal the shot.

For their Sillies product launch, we also took the shoot off-site: renting a location, casting talent, and building out wardrobe and props to feature Frieda’s products in their best light.