Advertising stills photography for Lidl’s summer campaign: Big on Quality for All 2022

The commission

Commission by Karmarama creative agency and Lidl GB to shoot their summer campaign, ‘Big On quality for all’ 2022.

Still advertising photography for 48-sheet billboards and A0 posters displayed in-store and on billboards around the UK.

Gin and tonic cocktail with plenty of dramatic action – ice and mint leaves tumbling down into the drink, garnish splashing into the glass and lots and lots of bubbles. It’s all about the bubbles!

Classic vanilla ice cream cone dripping in the summer sun with shiny, vibrant strawberry sauce pouring down onto the ice cream and colourful sprinkles flying through the air onto the cone.

Charred corn-on-the-cob with melty butter oozing and dripping.

Inflatable watermelon swimming pool toy with water droplets splashing off the side and through the air.

Metal BBQ tongs integrated into roundel elements in the final layouts.

What I brought to the project

This was a fab opportunity to pair my colourful, sunny, graphic style with Lidl’s fun, light-hearted marketing tone. 

I am passionate about creating optimistic, joyful imagery of mouth-watering food and drink, so this commission was a great fit to showcase their affordable, high quality products and ingredients ready for summer celebrations.

I was assisted in this project by:

Fergal Connolly and assistant who brought cooking and styling expertise from print and television commercials, making sure everything was camera-perfect at just the right time.

Jose Mosquera provided invaluable lighting and technical support, making sure every last detail was perfectly lit and all the tech ran smoothly.

Sophie Alice Bronze, the digi tech of my dreams, ensured that every image was super sharp, everything was clear for the retouchers and all the important creative was safely backed up. She also kept the agency and clients fully engaged by creating rapid composites showing various image options in the final layouts.

The results