Just Trust The Process (2019-2020)

    My video and photographic project, titled “Just Trust the Process,” explores the ways in which food is represented and manipulated in the commercial world. I am interested in the process behind the enhanced beauty process of food photography. There is something so mundane and repetitive about the process of commercial work that almost seems comical. I find myself intrigued by the perception of the enhanced commercial world because of the underlying understanding that the fast-food burger is not as perfect as it is portrayed. Yet, we are persuaded into that mindset.

      I mimic the different approaches photographers use regarding studio setups and lighting. I challenge the ideals we have around perfect food photography and video. My videos use irony to challenge the process and the photographs, in order to create a tension of what it is and what we want there to be. As consumers of food, we want everything to be perfect, the looks and taste. Commercial artists use this to their advantage. There is a "fantasy" world that exists within food marketing which I explore by using foods and objects that the viewers are not totally sure about. This creates questions about what is being seen, is it believable, and does it enhance the image and perceive the viewer? My photographs and videos work hand in hand in order to create an understanding of this exploration and challenge what viewers perceive as real and fake.