A recent assignment of mine was to create a tag-line for a product that would involve the reader in an advertisement and then to create an image around that tag-line that would incorporate at least one of the basic methods for gaining a reader's attention. The tag-line that I chose was "Do not try this at home." The ad is for Outback Steakhouse (or a similar restaurant specializing in the cooking and preparation of steak). The idea of the ad is that the best way to eat a steak is to enjoy one that has been prepared for you, perfectly, by a professional cook, otherwise you're basically settling for this, a shitty TV dinner. I decided to take the extreme approach and not only use involvement to capture the viewer, but also a little bit of shock. I wanted to create a very bad photograph of a very disgusting meal. Yes, I tried to create a bad photograph: when you light food with flat, frontal light, it looks horrible, and that was the intention here. I put the tray on white seamless paper, shot through a ring flash, and colored the background in post. That was about it... just about as easy as it gets, but I think it was a success. Sometimes the best way to communicate an idea is with the simplest elements (one object on a blank background with one light).
On another note, going against my better judgment, I did try the steak. It was not good.
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