Avonmore — Celebrating Mealtime Moments
Art Director, Food Styling
Nobody's morning tea is dramatic. We shot it like it was anyway.
The idea was simple once you strip the campaign back to what it's actually doing: Avonmore is already in most Irish kitchens, so instead of inventing a special occasion to sell it in, we photographed the ordinary ones properly. A splash of milk going into tea. Cream landing on a bowl of berries. Butter dragged thick across warm bread. Small, unremarkable, repeated every single day in thousands of houses, and worth treating with the same hero-shot lighting and colour you'd normally save for something aspirational.
That contrast was the whole job as Art Director: keep every frame genuinely stylish, crisp light, real texture, colour that pops, without it ever tipping into looking staged or out of reach. The moment someone looks at a shot and thinks "that's not my kitchen," you've lost them.
It ran across digital, web, social and in-store, which meant every image also had to survive being small, fast and half glanced at on a phone, not just beautiful at full size.
