Brief:

Amazon commissioned a holiday campaign shoot featuring Sauce Shop’s Cranbenero hot sauce. The creative team wanted visuals that balanced festive warmth with a gritty, artisanal edge — something visually bold that wouldn’t look out of place in an editorial spread but still fit seamlessly within Amazon’s food campaign ecosystem.

Approach:

I built each scene around classic British Christmas dishes — turkey, ham, loaded sandwiches — to establish familiarity and indulgence. Lighting was high-contrast with controlled shadows to intensify texture and draw out the deep reds and ambers in the sauce. A split-complementary palette of browns, greens, and deep blues helped balance the heat and seasonal tones. Props were minimal but precise: a few festive flourishes in the background, vintage-style cutlery, and burnished plates added a touch of refinement without pulling attention from the hero product. One setup involved igniting a sandwich for added drama — the flame became the hero moment.

Result:

The imagery was rolled out across Amazon’s Christmas food marketing, with the flaming sandwich leading the campaign. The combination of editorial flair and commercial clarity hit the mark: Sauce Shop was visually elevated while staying accessible.