Jo Sidey's latest work for Merchant Gourmet is her on a plate: zinging colour, bursting flavour and magnetic compositions drawing us into the heart of the action. As a Director, Jo achieves this through generating real emotion, getting to know her subjects before the camera is even turned on.

Commissioned by Insiders Agency, the campaign sings with the joy of cooking. The camera doesn't stop when real life happens. Embracing the happy accidents, means Jo can bring out a more colourful version of those she captures. As a result the work feels like an invitation from Jo to rediscover playing with our food.

Credits:

Client - Merchant Gourmet
Head of Brand - Sarah Forman Hardy
Marketing - Faith Lydon
Design Lead - Louise Breckon

Agency - Insiders
Co Founder - Josh Clarricoast
ECD -Rory Gilbride
Creative - Thom Farrell
AM - Grace Chou
Producer - Leila Maktari

Photographer & Director - Jo Sidey
Photographers Agent - Skye Trayler
Executive Producer - Kay Edwards
DOP - Chris Le Fevre
Lighting - Simon Paterson
Digi - Chloe Acker
Food Stylist - Saskia Sidey
Food Stylist Assistant - Caitlin MacDonald
Props / Wardrobe Stylist - Katie Cordell
Make-Up Artist - Victoria Poland

Studio - Sidey Studio
Equipment Hire - GripVan

Talent - Peggy, Brian & Anamika