# ALPRO

> Photography, video, AI-localisation and culinary identity for Alpro. Oat and soy drinks, barista range and recipe content, from TVC to pack.

https://www.foodphoto.be/en/cases/alpro · English

Alpro's photography and video did not match. We fixed that in 2016.

**Case: Alpro**

**Client:** Alpro / Danone  
**Agencies:** Dorst & Lesser, VLM, Elmwood, D-Studio  
**Services:** Photography, Videography, AI-localisation, Culinary identity, Packaging visuals, TVC, Social content, Recipe content

### **The problem**

Photo and video were booked as separate jobs. Different crews, different days, different lighting, different hands styling the bowl.

The result was visible in the campaigns. The stills looked like Alpro. The film did not.

There was also no agreed reference for how the food should look. Every agency and every market set its own. Assets from all those sources still had to work side by side.

### **What we did**

Since 2016 we shoot photo and video together. One lighting set-up and one stylist, with the same team on both. The still and the film come off the same plate, minutes apart.

We documented a culinary identity for the brand. It covers how a pour behaves, how much goes on a spoon, what the surface looks like when it is right, and what counts as nearly right. Because it is written down, it survives a change of agency.

The set-up is built once and rolled out per market from the same reference. AI now handles the localisation step, adapting one shoot per market instead of rebuilding the set in every country.

### **The result**

We shot Alpro before Danone acquired it, back in the Vandemoortele years. We have worked on the brand continuously since 2016, through Dorst & Lesser, VLM, Elmwood and D-Studio.

Ten years, four agencies. The food looks the same across all of it.

**Does your video match your photography? Let's talk.**

Gianluca Ciliento — Sr. Brand Manager, Alpro Europe

early riser

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## Languages

- [Nederlands](https://www.foodphoto.be/cases/alpro.md)