Jo SideyAt Rare

Jo’s vibrant, fresh, witty style was the perfect match for the Brazilian plant-based food company, which specialises in no-nonsense optimism. Alongside product shots, Jo produced global lifestyle imagery based around different scenarios, from a pool party to a supermarket shop. Skateboarding, inflatables, Jo’s dog on the hunt for scraps all feature, lending fun, authentic twists to the shots. This is not your typical food imagery. It gets to the heart of what Gen Z dining is about – confidence, consciousness, enjoyment and irreverence.