Chimac - M&S launch - Photoshoot

Sofie & Garret - Owners of Chimac

Chimac is a Korean fried chicken restaurant in Dublin. They are a colourful and lively brand complementing their casual dining experience and their selection of sauces, which are sold across Ireland. These photos were taken to commemorate and launch a significant milestone, the introduction of Chimac sauces in UK supermarket brand Marks & Spencer.

The MISSION

The brief was simple: no photos of sauce being poured on chicken. one of the owners, Sofie, felt it had been done to death. So, we took a more guerrilla-style approach than I’m used to. We walked into M&S on Grafton Street, grabbed the sauces off the shelves as props and started shooting as quickly as possible. I was aiming to replicate the high saturation and flash-heavy aesthetic of Martin Parr and Paul Reas who both often shot in supermarkets.

Overall, I was happy with the results. Eventually, a confused manager questioned us, but Sofie was persuasive enough to buy us more time.

We then jumped out on to Grafton St and then to St Stephens Green to capture that weekend lunch feeling.

In conclusion

This was a very fast shoot—only about 90 minutes, including setup—so I’m fairly pleased with the results. If I were to do it again, I’d hope for more time to set up and carefully consider the locations. But hey, that’s the guerrilla life sometimes! Overall, it’s quick content done well.