Making Dodo style photo shoot

We always use authentic photos in our communication. We insert our products into the context of real life, shoot characters in motion: we catch the moment and avoid staged shots. This guide contains rules and recommendations that help us create vivid photo content.

How we take shots of our customers

We show various people and various different life situations where customers interact with our products. Our goal is to make authentic photos when shooting. This does not mean that we shoot life "as is" and have nothing to do with the content of the shot at all. We contemplate the content:

We include charismatic characters of any occupation, age, origin and body type in the shoot.
We choose situations and locations that reflect the main idea – we, as a brand, accompany people in everyday life, we are there for them at various different moments.
We create realistic scenes, watch the physicality and facial expressions of the model in the frame.

We feel the difference between staged and authentic photography. Artificial light, perfectly combed and dressed characters, postures "as if in real life" - this is not about us, there is no truthfulness about it. For the same reason we don't shoot in studios.

Dodo

Not Dodo

Customers Image

Our customer is a Transformer / Difference maker. They are energetic and reflective on their experiences, a person, who seeks to make an impact on the world around them. They don't just observe events, they participate. By their small daily actions, they make not only their life but also the lives of people around them more comfortable, safe and joyful. Sort of an everyday hero.

External manifestation of the image

Constant movement. Our character is always busy or passionate about something. They have a lot of things to do: work, hobbies, family, friends.
Care about others. They are often organizers of a meeting, they share pizza willingly with friends, and frequently order food for their beloved ones.
Conscious recreation, not hedonism. The characters in our photos are having a rest, but the context always suggests that this is a break after a dynamic activity or in the middle of activities. Hedonism in its purest form is not our story.

Approach to portraying characters

We follow the principle of human-centered communication. We keep a look at our characters’ lifestyle rather than at the product itself. We pay attention to attributes that mark out the context: backpack and books, sports bag and yoga mat, laptop and notepad. As a brand, we accompany people in their everyday life, so we consider the process of product consumption to be the secondary.

Dodo

The character has just picked up the order and is already in a hurry to get somewhere. We see that he is talking on the phone; he is carrying a few drinks and pizzas. We can complete the plot, the character is in a relatable life situation

The young woman is deep into her thoughts. The focus is on the situation, not the product. The brand accompanies the character

Not Dodo

The female character seems to be frozen with a cup of coffee and a toy in her hand. The photograph looks staged. We can’t perceive the situation just looking at the surroundings

Capture the moment

To make photos more lifelike, take the shots of characters in motion, catch their glance or a moment of interaction, convey their mood.

Dodo

Characters in motion: a wide stride, a smile, a natural expression of the face, carrying some treats for a group of friends. Suits the image of the transformer

Not Dodo

The female character smiles, drinks coffee and shows the product at the same time. The situation is unnatural; it is hard to recognize oneself in this story

We observe from the outside

The characters of our photos are not looking at the camera, they are doing their own thing, and we act as external observers.

Dodo

The character brought pizza for the whole family, he took care of them. We noticed and filmed this moment. A recognizable and natural situation

Not Dodo

A staged shot, a look in the camera, a deliberately branded image

Call attention to the main character

If we are shooting a group of people, choose one of the characters and spotlight the special role they play. This helps to convey the brand’s character and tell a clear story, making the message more emotional and memorable. We achieve the desired effect through the composition: frame the shot in a way where the character is distant from the group or where the glance of the people in the photo is directed at the main character.

Dodo

The female character of the photo is the young woman on the right. We can see her face, she is a little away from the group

Not Dodo

All the characters are looking in different directions; they are perceived as equal figures

Watch the emotions

Our characters don't act out their emotions, but truly experience them. We avoid overtly romantic scenes, artificial and exaggerated reactions. We show a sense of fulfillment, not sensual pleasure; joy, not wild fun. Naturally thoughtful, engaging or relaxed – all of this is about us.

Dodo

The characters are absorbed by the conversation. We don't know if the two people in front of us are a couple or not, but we can complete the plot and speculate about it. A higher level of romance is unnecessary

The characters are chatting lively and eating pizza. We see their emotions and believe them. Such a portrait can go together with an appetizing photo of pizza in communication

The characters are playing a board game, they are smiling and making active hand gestures; the food only accompanies the process.

Not Dodo

The characters look as if they are filming a love story. They bite one slice of pizza together (we don't usually do that in real life). The scene is staged and too intimate

The female character eats pizza, her eyes closed, displaying pleasure. The plot seems promotional and associated with hedonism. This is not our territory

The female character is playing with food. The product looks unappetizing; the posture seems odd

More references on Flickr.

How we take shots of the foods

We always show products in context and make sure they look beautiful and delicious.

What we shoot:

Various different foods: pizza, dodster, soup, appetizer, dessert, drink.
The product inside the facility: in the pizzeria, on the counter, on the guests' table.
The product in the customer’s life context: at home, at the office, at the university, at a holiday or picnic.
Quality control marks.

Approach to product visuals

Show food realistically. We want our customers’ expectations and reality to meet, which is why food and beverages on product mock-ups look the way they do in real life. We work with light and angle, but do not "overcook" the picture in post-processing. We use sunlight where it is appropriate.
Dodo
Good contrast,pizza looks authentic, accent is on toppings rather than greasiness
Not Dodo
Too much post-processing, product lost authenticity
We shoot the product in context. We show that food is a part of our characters' lives, and we, as a brand, accompany them in various different moments.
Dodo
A group of friends in a restaurant. The product is inserted into the context, the situation is realistic
Not Dodo
A young woman with an open box standing in the middle of the street, both hands are full. The shot looks staged
Bad angle for both the pizza and the character. If we want to show the product and the person at the same time, we put the two photos side by side

How we show the app

We show significant situations within the plot: who makes an order and where, what they order exactly, at what point they post a review. Show the process of using the app, keeping the context realistic.

What situations we show:

A person places an order at home, on the street, in the office or at the university.
A guest of a pizzeria orders food.
A user posts a review.

Dodo

We see a young woman and a child at home in the background, they are playing together. A man is ordering a pizza in the foreground. A clear, life-like scenario

Not Dodo

The pizza has arrived, and the characters are still ordering it on the app. There’s a logic gap

The female character has already received the order, but the pizza menu is still open on the screen, while the pizza itself is not on the table

How we take pictures of staff members

We broadcast our staff members’ attitude towards their work and visitors through these photos.

In our communication we show:

Pizzeria staff in the hall and in the kitchen.
Couriers.
Gemba walks practice when guys from the office go out to the pizzeria and help the cashiers, couriers and pizza makers on their shifts.
Contact center.

Pizzeria staff members in the hall and in the kitchen

Spotlight moments of attentiveness and care. Call attention to our "no gloves" standard: we do not use gloves in the shot, if allowed. Gloves shift the focus of attention from attitude to hygiene.

What we shoot:

Dodo

Staff member takes care of the customers, emotional touch

The friendly atmosphere of the kitchen. We see the mood, attitude to the process

Working moment. Authentic situation and emotions of the characters

Not Dodo

Reportage photography. A moment when there is no communication between the customer and the staff member

Looking at the camera, characters posing. Suitable for HR tasks, but not for communication with customers

Couriers

We translate dynamics, movement. We show situations at the workplace and circumstances of interaction between courier and client.

What we shoot:

Dodo

The courier is on his way. There is dynamic

Not Dodo

Courier waiting, not the most suitable image

Reportage approach to shooting. Poor composition, product looks bad

How we take shots of our restaurants

If we shoot pizzeria inside, we translate its atmosphere and coziness. We shoot the exterior from an angle that shows the location of the pizzeria; we follow the aesthetics and get rid of visual garbage in the frame.

What we shoot:

Exterior: what surrounds the pizzeria, where it is located.
Empty interior: design, furnishings.
Interior with people: convey the atmosphere, the spirit of the place.
Open kitchen: how our food is made.
Pizzeria kitchens with details: showing the marks on the containers or our refrigerators.
Children's rooms: with and without children.
Accessible environment elements: ramp, handrails, accessible toilet, special markings.

Exterior

Choose a good angle, play with light and shadows to make the shots more atmospheric.

Interior

Take shots with people in the institution to show movement, life, real stories.