carrots

Before shooting this series, I saw a documentary about how different groceries are made. Big factories with endless assembly lines and hundreds of machines handling the products from start to end. It was quite interesting to watch how the products change their appearance completely from start to finish. An idea was born to create alternative ways of making these same groceries. And when you add just a drop of humanity to it, I think that’s a story.

Groceries are food (really??). They have no persona (you sure??). How do you create a story around them that creates a character to these lifeless pieces of healthy little things? These were thoughts in my head when I opened my refrigerator when brainstorming themes for my upcoming project… so I picked corns, cucumbers, tomatoes etc. and started sketching.