Last week Chef Reuben Riffel and the Verve Marketing team descended for a full day shoot promoting Robertsons Spice. Here is how it went down:
Chef whites are clamped at the back to minimize creases, a frying pan hanging on the wall is quickly changed position. A make up artist sits in the corner armed with brush and multitude of tones and hues ready to be used. A roll of carton towel lies on its side, the words “chill” “calm” “relax” are printed in soft pink and blue – the atmosphere in the studio is anything but…
The studio was alive and bustling on Wednesday with arrival of the Verve Marketing team and distinguished South African chef Reuben Riffel. Owner of a chain of three restaurants known as “Reuben’s” the latest of which opened last year in the prestigious One and Only Hotel, Reuben is making a name for himself both locally and internationally as an accomplished chef and businessman.
Capitalizing on this success, Robertsons Spice selected Reuben along with fellow South African chef, Cass Abrahams, as the brand ambassadors for their new Robertsons Paste range launched earlier this year.
Flat Art Studios photographer, Michael le Grange and assistant Willem Lourens arrived early at the studio on Wednesday to set up for the shoot. Our usual neat and practical studio was transformed into a modern/country style kitchen; stainless steel melding with wicker baskets and bowls of lemons. Food stylist and writer Vickie de Beer explains, “Our brief was to create a modern kitchen but this changed half way through and we created a country kitchen instead!”
Nonetheless it matched Reuben’s demeanor perfectly: serious and professional with an ever present undercurrent of warmth and friendliness. “I’ve photographed Reuben before,” exclaims Michael, “and he’s very composed in front of the camera. All in all it was a long day but it went very well”.
Look out for the photographs in upcoming magazine issues and Robertsons booklets!