The food journey.
Behind the pass
A decade in professional kitchens. It started in Cyprus, where Italian chefs trained in Michelin kitchens taught me the love of ingredients and simplicity, then ran through Marbella, Los Angeles, France and Switzerland, and more than a hundred London kitchens as a freelance chef. The last post was the biggest: head private chef of a Royal Residence in London, three years, a staff of forty.
I am a cookbook author. Cook Smart turns the principles of the Mediterranean diet into food people actually want to cook. And I still cook.
Behind the lens
Textures you want to touch. Macros that make you lean in. And the transformations: butter foaming, sugar turning amber, the exact second an ingredient stops being one thing and becomes another. Knowing the process means I am there a second before it happens, not a second after.
Since 2019 I have made the food look right for around fifty-five food and hospitality businesses. Some of the recipes I shot five years ago are still live on the client's site. That is the test.
I am not for everyone and it is cool this way. I am for the brands who are proud of what they do.
What makes the work different.
A chef's eye
A decade on the pass means I know when food looks right versus when it looks like a photograph of food. That is the difference between an image that makes someone hungry and one they scroll straight past.
One brief, one person accountable
Photography, film and food strategy in one head. You brief once, and every skill talks to the others. I lead the job from the idea to the delivered files.
Built to sell
Every project is planned from the end use backwards. The pack, the listing, the site, the ads, the trade deck.
What clients say.
Highly professional, dynamic thinking and creative approach, friendly and worked to time and budget.
Founder, Properoni
Overall service was excellent, a real pleasure to work with.
Head of Sales, Savernake Knives
Swift creation of content, good with making amendments to create a video we truly were proud of.
COO and Co-Founder, Haloodies
I have worked with Smart Food Media multiple times in recent years. It is always a pleasure doing so. Andras’s cooking and photography knowledge is immense and he always hits it out of the park for my food manufacturing clients.
Commissions content for food manufacturers
How we can work together.
Food, product and lifestyle, for brands, producers and manufacturers. Restaurant photography and video, for venues and groups. And recipe development behind all of it.
A fifteen minute fit call, to check we are the right fit. You tell me about the project, I tell you if I can help and how.
Talk about the projectWhat people ask me.
How long have you been shooting food?
Seven years, professionally, since 2019. Before that I cooked for a decade in professional kitchens, and the two are the same job to me. Around fifty-five food and hospitality businesses have hired me since, and some of the work I shot five years ago is still running on the client's site today.
Is food styling the same as cooking?
Yes and no. Food styling is plating for the camera, but with real cooking knowledge behind it we can still keep things real and do not have to do weird things. The food in my pictures is cooked to be eaten, and that is why it holds up close.
Do we come to you, or do you come to us?
Both, and the job decides. Most producer work is the product coming to me: you send it, I cook, style and shoot it in a kitchen studio, and the files come back. When the job is a film about how you make the thing, that has to be shot where you make it.