Ingredients
→ finished dish.

Ingredients, plated by hand

Two frames shot from directly above: the raw ingredients laid out, and the finished dish in their place. Sweep the plating spoon across the frame and the dish appears behind it, in the shape of the stroke. Because the camera has not moved between the two, every ingredient sits where its cooked form will be — the reveal reads as the same food changing rather than as two different photographs.

A finger does the same work on a phone, and a visitor who has asked for reduced motion gets the two frames as a comparison they drag themselves.

Who it is for

Restaurants with a kitchen worth talking about, food and drink brands, meal kit services, recipe campaigns and producers selling on provenance. It suits anyone whose claim is about sourcing or craft — because it shows what went in, which a photograph of the plate never can.

What it replaces

The hero shot of the finished plate, which asserts craft and evidences none of it, and the “our story” page where the sourcing is explained in prose nobody reaches. This puts the ingredients and the dish in one frame, early, where the claim is actually made.

It is built as a single section and drops into the site that already exists. It belongs near the top of a page, but never in front of the menu.