Project Proposal 3

­­Coventry University

BA (Hons) Photography

Independent Practice: Realisation 367MC                                            


Student: Kat Korwaser Ullman                             Date: 25.03.16

Working title:


A brief description of the project you will be carrying out including the methodology you will undertake, the presentation strategy you aim to employ, and the context for which you intend to create the work.


After working in the hospitality industry during my year out, for the company DrinkUp.London, my love for the industry was founded. After I graduate I would like to get back into the industry so I wanted my final year project to help me start thinking about the field again. I want to look back at the history so I can look forward at future trends. I feel the audience for my work would be cocktail lovers, those that like to make cocktails at home but also would go out for a few. As they would make the cocktails at home they would have recipe books and I would like to create a book alongside their collections. The images will mirror the cocktail’s history, on the other page the history is explained alongside the recipe for the drink. This is inspired by the book Fictitious Dishes, where Dinah Fried visualized her favorite book’s dishes.


To achieve this I will begin to research into various cocktails, and see where they originate from. I will then decide which will work more visually than others. I will look at the styles of photographs that people who are current in the field take but also see if I can incorporate that into my work. One trend is flat lay photography, I will start to look into this style, find tips and start from there.


There are many photographers that photograph food and drink, which in turn documents trends in food and drink such as Addie Chin & Scott Choucino. Usually they have been commissioned by a bar, restaurant or brand, which are the main sources of trends. There are also numerous photos on social media particularly Instagram. In this people document what they have been eating and drinking and where. This in itself is a trend as restaurants and bars try to make their food and drink ‘Instagrammable’ so it attracts more customers. Other related work would be in food and drink magazines, particularly that look at trends within the industry such as Hot Dinners, Square Meal, Cocktail Lovers and Bar Magazine. Also various food and drink festivals like the DrinkUp.London festivals, Taste of London and BBC Good Food. These bring trends to consumer’s attention in a different format. I will also look at recipe books and history books of cocktails to gain information of drinks. Alongside books like Fictitious Dishes that gain inspiration of food and drink and photograph in response to that.



Identify the skills you think you will need to develop, and the resources you envisage being required to enable a successful resolution of your idea within the given time and theme.


I have a small amount of photographic experience in photographing drinks when working for DrinkUp.London I have photographed around 20 different cocktails, the press launch for London Cocktail Week (LCW) 2014, London Beer Week (LBW) 2015 and London Wine Week (LWW) 2015. As well as photographing a day during London Cocktail Week 2014. Besides this I have worked across the three festivals the company hosts, during the festivals many of the drinks trends are shown through the drinks put forward by the bars for each festival. For example over a third of all drinks put forward in LCW 15 were made with the base spirit of whisk(e)y or bourbon. The possible reason for this was from the popularity of the TV series Mad Men – another reason I find the topic so interesting the trends consumers are exposed to are inspired from anywhere and everywhere. As well as the events that the bars and brands put forward such as hosting supper clubs or paring beer and food events whilst blindfolded.


To achieve this I will need various bits of equipment, as my idea develops I might need specific pieces like studio lighting or digital medium format cameras. But to start I will use my Nikon D800 and phone to practice composition and lighting.


Plan how you will use the study time allocated for this Module. This would include dates for tutorials, seminars, workshops, shooting, processing, printing, editing, mounting etc. (You are advised to build in a one-week buffer zone – i.e. have everything ready a week before the deadline, as something always goes wrong..!)


Each week I plan to take between 1-3 shoots for my project, which I can bring to individual tutorial to discuss where to go and what to do.


By mid April I hope to know what my final piece will be and how it will be presented. By the end of April I will have sent the photographs off for print or however I will present it.


With reference to the Assessment Requirements (see below) and Intended Learning Outcomes for this Module, specify what you intend to achieve by the end of this project and try and summarize what you hope to have learnt. This section should also include a sentence describing how you want your audience to respond to your work – how, ideally it would be appreciated and understood.


By the end of this project I hope to have gained a better understanding of cocktails and their origins. I hope to have improved my photography skills by understand how to compose a photograph in a flat lay style – particularly as this is a trend for photography. I hope that this will be a body of work that I am proud of and can use to help me secure a job within the drinks industry – particularly as I can show such in depth research that I hope done on the subject. Currently, I am aiming for a book to show off my photographs and research, this is the way my audience will see the book. I want the audience to gain a deeper understanding of the cocktails they are drinking and not just to see them as a way to get drunk.




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