When you walk through the doors of any Wieden+Kennedy office, you see portraits of the people that work there. So in 2018, Wieden+Kennedy Shanghai decided to revamp their portraits with a concept titled ‘HOMETOWN FOOD FACE”.
The concept was simple: each employee selects a food from their hometown, consults an art director or designer, then crafts a costume that highlights their favorite food and their face. Because Wieden+Kennedy Shanghai is a cultural melting pot with more than 20 countries represented, the imagery is richly diverse and filled with personality.
The art direction and photography was done 100% in house. Above all, we wanted the portraits to be lively, colorful and fun - so we used simple studio lighting to let the exquisitely handcrafted costumes and employee’s faces shine brightly.
One employee from Beijing created a regal portrait with the local style of hotpot. Another employee from Qingdao created a beautiful tiara from seafood. An employee from Shanghai used the city’s famous “hairy crabs” as hairpieces. The results were delicious.
