Its a cake you biscuit

I love a great piece of photography, so this was a particularly enjoyable project, working closely with the photographer and creative team at TBWA.

The idea itself was brilliant from the start. Shooting a real Jaffa Cake at the scale we needed would have caused all sorts of practical issues, and relying entirely on post-production in Photoshop wouldn’t have guaranteed the desired result. Instead, the team built a life-sized Jaffa Cake using a mix of materials. It even featured internal lighting within the biscuit layer to help create that subtle glow through the jelly during the shoot.

There was still plenty of refinement required in post, every crumb on the biscuit had to be just right, but the level of detail achieved in the physical build made a huge difference. It allowed us to capture the textures authentically in-camera and saved a lot of trial and error in the studio (and a lot of sacrificed Jaffa Cakes trying to get the perfect cut).

It was great to finally see the finished piece up on billboards.