Lesaffre needed hero images for its new bakery recipes to use on social media, websites and sales materials. Rather than book a separate shoot, iCookAsia photographed each bake on the same set as its recipe video, giving Lesaffre one consistent look across video and stills.
Campaign Overview
- Client: Lesaffre Asia Pacific
- Period: October – November 2025
- Deliverables: Styled, edited hero photography for eight bakery recipes
- Subjects: Black Forest Bread, Pandan Babka, Avocado Focaccia, Tiramisu Brioche, Scallion Plaits, Garlic Butter Black Sesame Pita, Multigrain Sourdough with Chicken Pesto and Mixed Herbs Fougasse
Strategic Objective
- Give Lesaffre a set of high-quality stills that match its recipe videos.
- Show the texture and crumb of each bake, the details bakers care about most.
- Feature Lesaffre’s Saf-instant yeast naturally in every frame, ready for social, web and print use.
Execution & Collaboration Strategy
- Shot on the video set: Photography ran across the same four-day studio shoot as the recipe videos, using the same styling and props.
- On-set food styling: Our stylist prepared each bake for camera, with colourful linens, boards and fresh ingredients that match each recipe’s flavour.
- Product in every shot: Saf-instant packs sit in each frame as part of the scene, so the images work as both recipe and product photography.
- Full lighting setup: A dedicated photo lighting setup kept every image bright, clean and consistent across all eight recipes.
- Fast turnaround: Edited images were delivered within seven business days of the shoot.
The Photos
Results
- Hero images for all eight recipes, in one consistent visual style
- Stills that match Lesaffre’s recipe videos for campaigns across channels
- No extra studio days, because photography shared the video shoot
Key Decision Points
- One set, two formats: Shooting stills and video together kept the look consistent and saved the client a separate shoot.
- Recipe-led styling: Props and colours were chosen for each bake, from red checks for fougasse to pandan greens for the babka.
- Product as part of the story: Placing Saf-instant in the scene, rather than as a separate packshot, keeps the brand visible without feeling like an ad.