SCHEDULING
DELIVERY
NAMING
PHOTOSHOOT OVERVIEW
EQUIPMENT
LIGHTING
Single Dish
Hero Photo
Social Media Horizontal Position (when it's required by the package)
Social Media Vertical Position (when it's required by the package)
Background required for menu item shots
Foodora Culinary and Social Media Photoshoot
V 1 - 2023.07.27
Foodora is food delivery marketplace. The service allows users to select from local restaurants and place orders via its mobile applications as well as its websites.
SCHEDULING
⚠️
By accepting this assignment, you will be representing foodora & OCUS in the eyes of our client. We count on you to demonstrate a high level of professionalism in your coming interactions. If a photoshoot already has an appointment scheduled, please respect this appointment and only assign yourself to the photoshoot if you are available at this time.
Assignments are not all the same. Please go to the OCUS platform and verify the imagery you need to deliver.
DELIVERY
When and how to upload my images
Your priority is capturing excellent photos. To ensure consistency, OCUS is handling the post-production internally. Please respect the following requirements to make sure that we can deliver the best outcome to our client.
Don’t edit any of your pictures (no crop, no edit).
Don’t erase your metadata.
Select your best photos for each category, and don't send more files than required.
Follow the naming convention below (take some notes during the photoshoot to keep all the needed information).
NAMING
It is mandatory to rename the uploaded files following the instructions below:
Menu item photography
For photos of individual menu items
Dish Name.jpg
For the hero shot
Hero.jpg
For listing photos (when it's required by the package)
Listing.jpg
Image Renaming Example:
Caesar Salad.jpg
Hero.jpg
Listing.jpg
Social Media photography (when it's required by the package)
Lifestyle_01.jpg
Lifestyle_02.jpg
Lifestyle_03.jpg
...
Please make sure you upload your media in the correct category. Don’t forget to validate your assignment after uploading your files, so the files are sent to our platform.
⚠️ Send your pictures the same day than the photoshoot before midnight.
⚠️ Keep your RAW files until your mission is validated.
PHOTOSHOOT OVERVIEW
Your mission is to make mouth-watering pictures that make people eager to order food & products from the foodora platform. Please read and follow these guidelines wisely, and make sure to:
Highlight the restaurant's identity.
Make the dishes look great.
There's four (4) different categories of photos you can make for foodora:
Single dish photo
Listing photo
Hero photo
Social Media vertical photo
Social Media horizontal photo
To understand how many photos you're going to make and which categories they belong to, please check the details of each photoshoot, and look for the package name (not the same as the photoshoot name), next you can see a few examples of how they look in our platform:
71-80 menu items + 1 listing photo + 1 hero shot- 2023
20 single dishes + 1 Hero
25 single dishes +1 hero + 10 social media - package
EQUIPMENT
Full frame or APS-C
General settings:
ISO 800 max (no visible noise/grain)
50-100mm (full frame)
General settings:
Aperture: f5.6 - f11 (menu items fully sharp)
Accessories
Off-camera flash (no LED bulbs)
Tripod (use a timer to avoid camera shake)
Reflector and soft box
LIGHTING
We prefer the use of off-camera flash with a soft box for high-quility lighting, no LED bulbs.
If this is not possible, the use of natural light is optional as long as there's no distracting reflections or deep shadows on the table or the items themselves.
If you don't have access to a window, we encourage you to use a 5-in-1 reflector to soften the light from the ceiling on the items, or add brightness in shadows.
Try to have your light come from the sides of the table, not behind it, in front of it, or above it.
The photos should have soft shadows.
Single Dish
Single dish photos are used to display menu items as they are sold in the platform, this means that they must show only one item at a time, assortments sold together are the exception to this rule, please use subtle decorative props to increase the aesthetic value of this type of photo, and make sure to place the item in the center of the photo.
Place an individual menu item at the center of the frame, then leave about 30% of empty space so OCUS can apply a custom crop ratio while delivering the files to foodora.
Change the camera angle according to the type of the dish :
0° for Hamburger, bottles, closed-top sandwich, wrap.
45° for soup, bowls, and all other dishes not fitting the categories above.
90° top view for pizzas and salad, etc.
Quantity
You will find the quantity of the photos you need to make on the platform specified in the package.
Do
Place the item(s) in the center of the frame.
Leave about 30% of empty space around the item for OCUS to apply a custom crop.
Dishes and their ingredients on the image must be in focus and recognizable.
Use only one of the 4 types of backgrounds allowed by foodora.
Always use clean plates, photos where grease or oil stains won't be accepted.
You should use minimal equipment from the restaurant, like cutlery, chopsticks, napkins.
Don't
Don't shoot food directly on the table, use a plate or othe type of container.
Don't include menu items in the photo that won't be sold together.
Don’t crop the plate with the photo frame.
Watermarked pictures are sent back on demand to restaurants in direct email, NO pictures can be shared with the restaurants by the photographers.
Oily spots or dirt can’t be visible
Don’t photograph alcohol bottles unless the foodora approves the exception.
Don't shoot in plastic or paper containers, food must be on a plate, leave a comment for OCUS if this is not possible to follow.
Don’t include items that are not on the menu.
Camera settings
Shutter Speed - 1/150 (no camera shake)
50-100mm (full frame)
Aperture > f/5.6 - f/11
ISO 100 - 800 max.
Flash, Tripod, Reflector.
Horizontal
Hero Photo
The Hero photo is a rectangular photo used on the platform above the menu. It shows the typical dishes of the restaurant. It’s the second picture they see if they were convinced by the listing picture to check the restaurant.
It is a photo composed of a minimum of three (3) main dishes (main course), where one dish must be placed at the center of the frame, and the other dishes have to be placed next to it without being cropped by the frame of the photo, subtle decoration is highly encouraged to enhance the aesthetic value of the photo.
Please be sure to leave enough empty space around the dishes for us to apply the cropping
Use the following camera angles for this photo:
90º when food and drinks are included in the photo.
45º when there are only drinks, burgers, or similar vertical items in the photo.
Here is an example of a Hero photo displayed on the foodora’s platform and the picture as well :
Quantity
You will find the quantity of the photos you need to make on the platform specified in the package.
Do
Place the biggest and most eye-catching plate in the center of the frame.
Play with the colors and textures of the dishes for a more intersting composition.
Use only one of the 4 types of backgrounds allowed by foodora.
Always use clean plates, photos where grease or oil stains won't be accepted.
We must see the ingredients clearly.
Creatively add decoration or props to enhance the aesthetic value of the photo.
Don't
Don't shoot food directly on the table, use a plate or othe type of container.
Do not show any hands in the frame.
Oily spots or dirt can’t be visible
Don’t photograph alcohol bottles unless foodora approves the exception.
Camera settings
30-60mm (full frame)
shutter speed - 1/150 (no camera shake)
Aperture > f5.6 - f/11
ISO 100 - 800 max.
Flash, Tripod, Reflector
Horizontal/90° or 45º
Social Media Horizontal Position (when it's required by the package)
These photos are going to be used in different social media channels to promote the shops found in the foodora app. Create dynamic photos of the food or product(s) in different situations, the primary goal is to tell stories about the food or product(s) served in the shop.
Make sure to capture these situations:
Food only
Food with people (without faces)
Food being served
Focus on hands grabbing the food
Quantity
You will find the quantity of the photos you need to make on the platform specified in the package.
Do
Camera orientation should be horizontal.
Show human interaction with products, such as cooking, packing, handing over deliveries, or hands reaching into the shoot (avoid blocking the product).
The food (or the product) should take up 40-60% of the frame.
Sharp focus should always be on the product.
Use simple environments to provide context, but they shouldn‘t be distracting.
Don't
Don‘t show full faces when framing the product.
Avoid hard shadows.
The photographer should not take pictures of clothes with logos on their clothes
Camera settings
30-60mm (full frame)
shutter speed - 1/150 (no camera shake)
Aperture > f5.6 - f/11
ISO 100 - 800 max.
Flash, Tripod, Reflector
Horizontal camera position
Social Media Vertical Position (when it's required by the package)
These photos are going to be used in different social media channels to promote the shops found in the foodora app. Create dynamic photos of the food or product(s) in different situations, the primary goal is to tell stories about the food or product(s) served in the shop.
Make sure to capture these situations:
Food only
Food with people (without faces)
Food being served
Focus on hands grabbing the food
Quantity
You will find the quantity of the photos you need to make on the platform specified in the package.
Do
Camera orientation should be vertical.
Show human interaction with products, such as cooking, packing, handing over deliveries, or hands reaching into the shoot (avoid blocking the product).
The food (or the product) should take up 40-60% of the frame.
Sharp focus should always be on the product.
Use simple environments to provide context, but they shouldn‘t be distracting.
Don't
Don‘t show full faces when framing the product.
Avoid hard shadows.
The photographer should not take pictures of clothes with logos on their clothes
Camera settings
30-60mm (full frame)
shutter speed - 1/150 (no camera shake)
Aperture > f5.6 - f/11
ISO 100 - 800 max.
Flash, Tripod, Reflector
Vertical camera position
Background required for menu item shots
It is important for foodora to maintain a dynamic and unique aesthetic inside their platform, this way businesses and users have the best experience when using it.
Please prioritize company colors when photographing menu items in a restaurant photoshoot. If you really have no other option, the last resort should be to use a white background.
X
Thank you for your work!
