The intention of the campaign was to show how meat and plants can look alike in their most natural state. So, we made sure that the photographs taken in studio looked as similar as possible to the final images we were looking for.

The production of these photos relied on a trial-and-error process, working with different cuts of the vegetables, shooting from many different angles, with different light setups, and finding the right crop of the pictures.

This left little work to be done in post-production editing which, in the end, involved mainly slight color corrections and sharpening where necessary.