Sergio Laskin on Creating Pastry Photos That Tempt Dieters

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All images by Sergio Laskin. Used with permission.

“Actually, I can’t say I’m into photography at all. It first started with taking photos of my girlfriend, and basically, she’s the only model I’ve ever taken pictures of,” says graphic designer Sergio Laskin, who is also the Art Director of Studio 43. “But after we moved into new apartment, we were making opening parties for our friends and I started to make photos of food I’ve made.” And that’s how Sergio started a family food blog.

One of the big things about the social media and web world is that if you have no credibility, no one will pay attention to you. So Sergio got the idea to invite local celebrities to their home to cook something.

“But I don’t see myself as a food photographer or photographer at all, because the ownership of a camera doesn’t make you a good one.” says Sergio. “So let’s call it a hobby, that sometimes helps me with my main work – graphical design.”

By finding and working with local talent, he encountered an upcoming bakery called Bakeberry. After creating a vivid logo, Sergio wanted to make photos as a bonus. Using a Canon 5D Mk II and a 50mm lens, he set about to creating the photos. “I was shooting sweets right next to a window in the bakery itself, no extra stuff, just camera and daylight.” says Sergio. What I was trying to show is the unique look of all the desserts, but in a very warm and homely way.”

Unfortunately for Sergio, the photos caused a backlash from his friends–who all hated him for creating such beautiful images that they all broke their diet plans to try to desserts. “For me that’s the best thing to hear, that photos can actually bring people to a place and look for concrete product. No creative or artificial techniques were used, only additional spices, flowers and surfaces to make each dessert stand out.”

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