The Best 15 Advertising Images Of 2023 According To The 2023 PX3 Prix De La Photographie Paris

We reached out to Halyna Vitiuk, a finalist of the 2023 Prix de la Photographie, winning Silver in the Advertising/Food category. The photographer from Ukraine captured three dynamic shots of food titled “Tornado of Taste”, “Sweets Moments”, and “Flying Pasta”.

First, the photographer shared with us more detail about her winning images. She explained the concept of her work and the inspiration behind it: “My art is about seeing the interesting and magical in the ordinary. I enjoy creating images that tell stories from my childhood or everyday moments.

Everyday life for me and for most women is associated with cooking food. I always want to find something unusual in it to brighten up this routine. I tried to look at things through the eyes of a child, and then everything around becomes special and magical. French fries turning into a tornado, or spaghetti flying in the air - it's not just imagination, it's a way to show that even the most ordinary objects can tell their own story and capture the imagination of the viewer. It is this desire to convey unique and joyful moments in life that inspires me to create such photographs.”

We were wondering what challenges the photographer faced while working on her dynamic food shots, but Vitiuk told us that while she didn't experience any difficulties in the process of creating the photographs themselves, “It was only a bit challenging to prepare the food itself. Extra effort was required to make the food look appealing in the photos. For instance, making identical and uniform pancakes or baking gingerbread cookies. However, the most challenging were the photos featuring the tornado and flying spaghetti. I tried several methods to create the shape for the spaghetti and tornado made of french fries. The main difficulty arose from the fact that the french fries were in oil, and the glue wouldn't stick due to the excess oil. I had to come up with another method of attachment to achieve the tornado shape.”

Halyna’s work is known for its themes of creativity, positivity, and happiness. We asked the photographer how she maintains these themes in her commercial and advertising projects. We found out: “In my work, I strive for my art to help people find inspiration and joy in everyday things, to look positively towards the future, and to make their own visual discoveries. My pieces embody bright and optimistic moments of life, creating an atmosphere of positivity and happiness. I also pay special attention to color, which is one of the main visual sources of life energy. Therefore, I fill my projects with vibrant shades and contrasts to evoke feelings of joy and optimism in the viewer. This helps my clients attract the attention of their audience and create a positive impression of their product or service.”

Lastly, Vitiuk shared with us what themes she’s excited to explore in her future advertising photography projects: “Working with food brings me a lot of joy, but I also aspire to add an element of human interaction to my shots. Including people in my photographs will allow me not only to highlight the beauty and deliciousness of dishes, but also to convey their emotional aspect. I am confident that this will give my work depth and soulfulness, making it more attractive and memorable.”