Can you tell me more about the story behind Natasha’s Cake Liberation Image?

I was approached by Natasha of Cake Liberation to find an image that represented the intentions, notion and vibe of the brand.  It is very strongly connected to people and qualities such as; liberation, freedom and energy to create change. My duty was to encapsulate those rich qualities into an image. I didn’t want something that was too obvious; neither did I want the image to be complicated. I had in mind a balance between masculine and feminine elements. I knew almost right away I wanted a fist and an arm with tattoos of significance to communicate what was envisioned.


What were you hoping to capture with this image?

I had a brief and a concept that I was following all I had to do was be the creative plug. In my eyes creativity should follow a concept to translate what in this case was visual. I was quite strict following the one that was in place; a great image has to communicate or make others feel what you want to reflect. I am very happy with the image, it’s quite interesting to hear people’s response to it over the years; more importantly though I know Natasha is happy with the image.


What was the duration of the shoot from start to finish?

My plan for the day meant the shoot was structured and efficient. The shoot location, how the shirtsleeve was folded, the check pattern and colours on the shirt and the whisk were decided beforehand. It took an hour to create the image I wanted to represent Cake Liberation.


What setup did you use; camera, lights or any other equipment?

I used my default Nikon camera with 85mm lens and a tripod; I didn’t have lights with me and took advantage of the available light. The cloud cover acted as a diffuser for the light, eliminating harsh shadows. This allowed me to capture the neutral softness of the skin.


Can you remember what was going on behind the scenes?

We were in Central London, by Tottenham Court Road, in a tiny alleyway. It was a very calm day, I had great energy and patience from the model ‘Gee’ as there were different angles and positions required of her hand.


Why this particular Image?

It just said something to the both of us; because firstly you focus on the symbolization rather than the materialistic association. Secondly it just works, I like how the tattoo compliment the colours of the shirtsleeve. The fist is a non-hostile representation of a very strong and powerful statement.


Will you be working with Cake Liberation again?

I am Cake Liberation’s creative director. I lead on how the brand is perceived visually; I understand their brand values and where the brand is heading.


Any last words?

Watch this space for Cake Liberation! Natasha and the brand are en-route to big things.