Shen Yun, a food designer, is one of the few female food designers in China. She used to be an internationally renowned company such as McDonald's, Pizza Hut and Haagen-Dazs? Knife? At present, she has done more than half of the TV food advertisements in China. What kind of story does such a woman have? I will share her story with you.
Obsessed? Creative design of tip of tongue?
Shen Yun is a post-80s beauty, born in an intellectual family in Shanghai. She likes painting since she was a child and has accumulated a profound artistic foundation. In college, she deliberately chose environmental art as her major. After graduation, she worked as a TV advertisement, production designer and so on.
Shen Yun has another hobby, and that is cooking. Mom cooks a good dish, and all kinds of messy ingredients will be delicious as long as you stir them. Sometimes, my mother will teach Shen Yun how to cook several folk specialties. When each dish is cooked, Shen Yun will carefully record: color, taste, fragrance and feeling? Then try something else. Over time, she has developed a unique cooking skill.
Did Shen Yun succeed? Steamed bass? This is necessary. After descaling, Shen Yun first rubbed the fish with salt to let the salty taste penetrate, then fried the skin of the fish in the oil pan, put ginger, spray cooking wine, and put chopped wild vegetables and pickles? She likes to use green new pickles, which tastes more refreshing. Then, pour a big bowl of water, cover the pot, simmer with low heat after the fire is boiled, and let the umami taste of the fish slowly penetrate into the soup. Open the lid, the fish soup has turned white, sprinkle a handful of chopped green onion and put the soup in a deep bowl. Take a sip of soup, marinate it, mix it with fresh food, make your tongue slightly hot, and then spread it in your mouth, full of saliva, very delicious!
In 2000, my friend opened a restaurant in a large commercial center near the subway station. There are twenty or thirty restaurants, large and small, with similar quality and price, and fierce competition. Shen Yun packed a friend's restaurant with a small menu. This most popular restaurant won? Creative design of tip of tongue? Among them, the shape of food is very mysterious.
Shen Yun knows that guests always look at the menu first when they are seated. Many people look at the photos on the menu to order, and the dishes she fiddled with by herself are also quite artistic. For example, the simplest fried cabbage with shredded pork is mostly a rotten paste. Instead of putting shredded pork on the plate at once, she puts it on the plate one by one with pointed chopsticks. If she thinks the color of the whole dish is not attractive enough, she will put a few red peppers on the shredded pork and the whole dish will shine at once.
When Shen Yun designs recipes, she will start from the source. She needs the skills of a cook. For example, Chinese cabbage and shredded pork must be cut evenly and of similar length, and ingredients such as mushrooms and bamboo shoots should also be cut into filaments, just like Chinese cabbage and shredded pork? Figure? Unification. When loading dishes, you should distinguish between the leading role and the supporting role. Supporting roles such as mushrooms and bamboo shoots can't steal the limelight of the protagonist. The center of the plate, like the center of the stage, is the focus of the audience's vision. Must it be left to the protagonist? Although there is not much shredded pork, it will definitely be the protagonist.
Because of his professional relationship, Shen Yun often comes into contact with many advertisements for shooting food. She learned from the Internet that a few years ago, there was a new job in food stylist abroad, that is, a professional who beautified and shaped food. They use their hands to create a natural and perfect state for food, inspire photographers and take ideal photos. Unlike chefs, chefs first value delicacy, while food stylists first value visual effects, which make dishes look more delicious, make people feel hungry and have an appetite.
European and American professionals believe that good-looking food is no less than haute couture, and every food can be a work of art. Because visual cognition is the first choice for most people to identify food, food stylist is very important to food producers and plays a decisive role in marketing. A good creative modeling will soon bring rolling wealth.
Who was the first customer? Master Kong?
At the beginning of 200 1, what was the first customer Shen Yun contacted when he entered this business? Master Kong? The other party asked her if it was Fumando beef noodles? Knife? . In order to do this well, she needs to study how to make beef red and beautiful enough, and how to make noodles pass through the hot air and small bubbles after soaking in the equipment.
? During this period, the test alone was done for nearly two weeks. ? Shen Yun? Testing? , refers to the whole production process of this bowl of noodles for shooting. ? I will continue to study how noodles and meat look best. I'm going to cook the meat with luster, muscle and meat, fat and thin, and it looks a little steaming. ?
First, she diced beef and carrots and rolled them in boiling water. Beef pieces should be taken out immediately, which can fully show their own texture, but not old; Diced carrots must wait for some discoloration before they can be picked up and soaked in sauce with beef pieces for coloring? Raw carrots are too bright and easy to steal the limelight of the protagonist. Cook them for a while.
The second step is to put a bunch of noodles in boiling water neatly, take them out after a little soaking, and keep adjusting them in a bowl until they are satisfied.
Then, use sauce, cold water, food coloring, etc. Take out the soup base and cut the onions. Slowly pour the prepared soup into the bowl from all sides with a pot. ? In this process, the action must be slow, so as not to spill the soup where it is not needed. ?
The next step is the most crucial step. Take out colored beef pieces and diced carrots and pile them on the noodles one by one. ? The relationship between carrots and beef should be well grasped, including how much diced carrots are exposed, which should be carefully observed and adjusted. The last finishing touch is to put the onion segments in, so that people will not feel dull or loose when looking at it. Be sure to pay attention to the number of onion segments and their visual center of gravity and color ratio in the picture. ?
That's it, a bowl looks good again? Does it taste good？ Is the braised beef noodles fresh? It's out of the pot. Yes. After the advertisement was broadcast on TV, it left a deep impression on hundreds of millions of people. A friend jokingly asked Shen Yun if he took the opportunity to eat a lot of delicious food. Master Kong? . Shen Yun said with a smile:? When you do all kinds of research on instant noodles every day for a month in a row, you must have killed yourself and didn't want to eat them. ?
Many people think that food stylists are busy only when recording commercials, and they are free at other times. In fact, Shen Yun works as long as 12 to 16 hours every day, and sometimes even stays up to shoot. On one occasion, the film was filmed for two whole days and two nights, because the demand of each product was different, and every time we had to innovate. Take a hamburger, for example. Customers have their own considerations about the thickness of meat, the ratio of skin to meat or the position of cucumber. Shen Yun teased:? To be a qualified food stylist, in addition to professional skills, you should be able to stay up late and have good physical strength. ?
In daily life, Shen Yun must study all kinds of raw materials anytime and anywhere. For example, ice cream modeling is very difficult, because no matter how advanced the modeling is, it can't be photographed under the lighting of the studio? It melted before it was formed. In order to make ice cream that won't melt, Shen Yun studied the formula at home for more than two months. The boss of Haagen-Dazs saw the advertisement, and felt very realistic, expressing satisfaction, saying that Shen Yun was? Genius creative master? .
Shen Yun revealed that some European and American food designers often make ice cream with mashed potatoes. But you can't look closely, because there is a big gap between the texture of mashed potatoes and real ice cream, which gives people a very fake feeling. Shen Yun likes challenges, so he developed a substitute food for ice cream, which solved the photographer's problem. Her success was achieved through trial and error and sweat.
Less than 10 people in the country.
Shen Yun often makes some dishes recommended by cooking, food and fashion magazines. Fans have always asked: What are the similarities and differences between the food shapes and the dishes made by chefs? She said:? To cook dishes, the same dish must have a unified shape, and only when developing new dishes, do you need to conceive a new setting style; What is needed for food modeling is a unique plate. ? In addition, the degree of raw and cooked is also different. Considering the need for relatively bright colors when shooting, vegetables that are easy to change color after cooking, such as colored peppers, asparagus, broccoli and so on. When used for modeling, it can only be cooked until it is 78% mature. But dishes like tomato brisket can be cooked completely.
? The best food style is to show appetite, but we should follow a principle: let food show what it is. ? Shen Yun said that it takes a long time to make a plate depending on the difficulty coefficient. ? Sometimes, one hour is enough, but sometimes it takes a whole day. ?
In fact, food stylist's job is often more difficult than that of other stylists, because he not only needs a keen insight into the beauty of objects, but also needs to know the nature of food and have certain cooking skills. These comprehensive qualities include: art foundation, photography foundation, chromatics, geometry, cooking, knowledge of ingredients, food price, cost control, prop collocation, practical ability and creative thinking.
On 20 12, Shen Yun was invited to participate in the program "Everyday Up" of Hunan Satellite TV. Interestingly, she put a lot of production tools in front of the camera, which shocked everyone. It turns out that in addition to the tools commonly used by chefs, she most commonly uses surgical or dental medical instruments: scalpels, surgical scissors, pointed chopsticks and so on. Although there is no danger in using these instruments, it especially tests the patience of the work, and you must sit still in this line of work.
20/kloc-April/3, Shen Yun once made a classic case and received an order from a famous pizza brand. Modeling pizza is a great test of the skill of food stylists, because to make pizza look delicious, it is necessary to create a long and delicate drawing effect. Shen Yun added a lot of sticky cheese to the pizza and finally succeeded. But how to cut petals? Finally, she boldly tried to cut with a chainsaw instead of an ordinary knife, which made the drawing effect reach a perfect state: the audience could see that the cheese pulled from the petals was continuous, which made people feel that the pizza was delicious and appetizing at first sight.
Shen Yun said, is it because of the food shape? Complex? Talents in this field are rare all over the world. Take the Nordic country Sweden as an example. There are only six people in the country. In China, there are less than 10 people in this line of work. Shen Yun's salary is considerable, with an income of five figures per 12 hour. Do a big job and earn 65438+ 10,000, 200,000, a piece of cake.
;