CMC 2021 Photography
- Client
- Chotiwat Manufacturing (CMC)
- Scope
- Photo Production · Video Production · Art Direction
- Year
- 2021
Canned tuna, salmon and pet food are the output of Chotiwat Manufacturing, known as CMC, a seafood manufacturer, and in 2021, the same year Verywhere refreshed the CMC brand and designed its brochure, the studio produced the photography and film that give the refreshed identity its imagery. Rather than photographing cans as commodities, the series treats them as designed objects and surrounds them with the meals they make possible. Bold colour blocking, hard studio light and a small cast of props give a factory range the appetite and character of a food brand.
Every table is a physical set. Coloured planes, draped fabric and simple plinths create colour fields of navy, yellow and blue and white stripes, giving the photographs a palette that reads as one family before any logo appears. Each product line is given its own palette and table: cool blue and white for the standard range, ochre against blue for the value-added dishes, mint and yellow for the soups, beige with a striped wall for pet food. Wherever the can appears it is open, so the contents are seen beside the dishes they become in a kitchen. A single portrait brings a person to the table, and one white-set still life gathers the packaging range so the format itself can be read as a system.
Everything was shot at high resolution in a controlled studio. The editorial tables carry the story; a set of clean cutouts on white gives the brochure an honest record of the product itself. Hard, directional light keeps textures readable and shadows crisp across both halves of the series.