In the world of still-life photography, where every detail matters and every frame tells a story, Michael Kazimierczuk has carved out a niche for himself as a master of visual storytelling. Michael Known for his work with high-end brands in skincare, beauty, alcohol, and fashion, recently brought his signature blend of technical precision and creative intuition to the Matheson Food Company campaign. The result? A stunning visual narrative that marries the charm of 1930s food photography with the demands of modern branding.
The creative vision behind the Matheson Food Company campaign was deeply personal and nostalgic. Drawing inspiration from 1930s food packaging and photography, Michael aimed to evoke a sense of timelessness and authenticity. The campaign was inspired by Matty Matheson’s childhood memories of classic brands like Hereford Corned Beef, which he cherished growing up.
“The goal was to create a visual identity that felt both classic and contemporary,” Kazimierczuk explains. “We wanted the imagery to resonate with viewers on an emotional level, tapping into that universal feeling of nostalgia while still feeling fresh and relevant.”
Achieving this balance was no small feat. One of the primary challenges was ensuring the vintage aesthetic felt genuine and not overly stylized. “It’s easy to fall into the trap of making things look too retro or contrived,” Kazimierczuk notes. “The key was to use modern photographic techniques while staying true to the simplicity and authenticity of the era we were referencing.”
To achieve this, Kazimierczuk and his team kept the styling and sets deliberately simple. They focused on subtle details—lighting, surface textures, and even the way reflections appeared in glass products—to create a cohesive and timeless look.
Collaboration played a pivotal role in bringing the campaign to life. Working closely with the Wedge studio team and Matty Matheson himself, Kazimierczuk delved into historical references and discussed how to translate them into contemporary visuals.
“We spent a lot of time talking about lighting choices, surface textures, and even how shadows would fall,” Michael recalls. “Every detail mattered, from the way the light hit the product to the way the grain in the image evoked the feel of old film stocks.”
To capture the campaign’s strong vintage aesthetic, Kazimierczuk employed a combination of in-camera techniques and subtle post-production enhancements. Soft, diffused lighting and specialized lens filters, such as Pro-Mist and Soft FX, were used to create a gentle glow and halation effect reminiscent of 1930s photography. Vintage glass lenses added a softer focus and natural vignetting, further enhancing the nostalgic quality of the images.
“We also used high ISO settings to introduce a light grain,” Michael explains. “In post-production, we refined this grain and added a subtle glow to enhance the nostalgic feel without compromising authenticity.”
One of the most memorable moments from the campaign came unexpectedly. While shooting the Original BBQ sauce image, Kazimierczuk felt that the initial concept—a simple product shot on a yellow background—wasn’t quite working.
“Something felt off,” he says. “While the client stepped away for a Zoom call, I decided to experiment. We made the bottle look messy, took off the cap, and shot it again. It was a small change, but it completely transformed the image.”
When the client returned, they were thrilled with the result. What started as an unplanned experiment became their favorite shot from the entire campaign.
The Matheson Food Company campaign is a testament to Michael Kazimierczuk’s ability to blend technical expertise with creative intuition. By drawing inspiration from the past while embracing the possibilities of modern photography, he created a visual identity that feels both timeless and contemporary.
For Michael, the campaign was more than just a job—it was an opportunity to tell a story. “At its core, this campaign was about nostalgia and memory,” he says. “It was about creating something that felt authentic and resonated with people on a deeper level. And I think we achieved that.”
In a world where trends come and go, Michael Kazimierczuk’s work for the Matheson Food Company stands as a reminder of the enduring power of thoughtful, authentic storytelling.