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Creative J. Walter Thompson News

JWT Amsterdam chef stuffs his face with his menu to showcase his kitchen cred


By John McCarthy | Opinion editor

March 15, 2017 | 3 min read

J. Walter Thompson Amsterdam is looking to attract talent to its hallways by leveraging the quality of its cafeteria in a horrific collaboration between the company’s chef and photographer.

JWT Kitchen

JWT Kitchen

The agency has coated chef Robbie Postma in food to show how creative his fare can get, all captured by photographer Robert Harrison.

The #Menu campaign, an out of hours job from the duo, shows portraits of Postma intricately coated in his menu items, assumedly to get clients, talent and potential clients into the agency for a chat – and a meal.

JWT kitchen

The final product is rather harrowing – taking around a year to complete with some of the compositions taking up to nine hours to prep.

Postma said: “A good menu is a story with its own narrative arc. That’s what we’ve tried to recreate in this project: we deconstructed a traditional menu into all its separate elements and ingredients and reconstructed it in a disruptive way – using my own face as the canvas to present our very own ‘Menu’.

"This project in its essence is about the quest for perfection and represents the importance of taking enormous amount of time and attention to create something beautiful.”

JWT kitchen 2

Harrison added: “The devil is on the detail and that’s something we really took to heart when shooting the photography. Each single ingredient was painstakingly hand-placed onto the face, resulting in literally hours of preparation for each shot. For us it was important to work in a very organic way, shoot everything in camera and use no digital manipulation at all.

"This attention to detail and technique, combined with the unexpected scenarios – I guess some would say downright disturbing images - is what has this such a compelling project to work on.”

Creative J. Walter Thompson News

Content created with:

J Walter Thompson Group Ltd

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