Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

Hires, Wins & Business

Farm Film Partners with Rob Payton to Launch WeShootFood, 2 years, 12 months ago

Dedicated food photography & food styling services company opens its doors

Farm Film Partners with Rob Payton to Launch WeShootFood

Rob Payton, a Cape Town based Food with Performance director has teamed up with Farm Film in a new venture, 'We Shoot Food'. Rob’s global experience in shooting food and the Farm’s international track record are a superb recipe for success.

We Shoot Food will provide expert flavour locally to Agencies and Production Companies. 

“After working predominantly overseas for 18 months, now felt the ideal time for a fresh new venture in Cape Town, and the team at Farm Film were the perfect match”. Says Rob.

'The Chef' Robert Payton

It is hard to pinpoint when Rob’s passion for all things culinary began. Maybe it was aged 5, when he would climb on a stool in the kitchen, open glass jars and sample the aromas of his mother’s spice rack? Or perhaps it was when he shunned carpentry to become the first boy in the school to take up cookery? Whatever the catalyst, he now has a wealth of expertise in filming food. The end result is imagery that really does allow the audience to “eat with their eyes”. 

Rob has shot in over 50 countries and has been working in the Film & Television Industry for 25 years as a lighting cameraman and latterly a director on the staff of BBC Film Studios in London. 

Rob has directed locally, for names such as Checkers, Cremora and Steers. Globally, Rob has shot and remains on the approved list of filmmakers for; Unilever, Carlsberg, Coca Cola Company, Pepsico, Nestle, Kraft and General Mills accounts. 

Coming from a technical background, Rob’s experience and knowledge of Hi Speed Cinematography, Plate work, CG & Filming Rigs is an invaluable asset. 

Rob has a collaborative ethos and has teamed with celebrity Chefs including Jamie Oliver, Gino D’ Campo, Aldo Zilli, Marco Pierre White and Gordon Ramsay. 

His ego free attitude and unflappable temperament makes him the perfect choice when filming with high profile talent or in challenging environments. He has a proven track record in this area and has worked with celebrities as varied as Mel Gibson, Roseanne Barr, George Clooney and David Beckham.  

Have Your Cake & Eat it - Cost Effective Production

Handling the production aspect at WeShootFood is Pete Sherlock. As an Exec at the Farm and with his on set experience with international Directors, Pete is well placed to partner Rob. 

Pete’s film career began in Johannesburg in the late ‘80’s, and he went onto become an incredibly sought after Assistant Director on both features and commercials. He joined the Farm in 2008 where he very quickly established himself as a “hands on” Producer. He has a broad knowledge of filming in Africa from the sharp end and his love of travel, has led to an incredible knowledge of unique culinary locations on this continent. 

“The Farm is a hands on Production Service Company that has delivered with enthusiasm, imagination and dedication. These attributes mix very easily with Rob’s practical and contemporary style of shooting all things food so the idea of a collaboration was a small step and not a huge leap for me” says Pete.

Rob still likes to work as both a DOP and Director. Apart from being a very budget friendly approach, it means that as a client you have the creative input of the DOP from the budgeting, scripting, storyboard- ing and PPM stages without any of the usual costs and availability issues associated with a DOP’s attendance.

In today’s economic climate it is imperative to convert budgets into production value, and for this reason Pete manages his productions directly, ensuring you get personal, hands on attention. His years of being beside the camera allow him to offer practical cinematic solutions. WeShootFood has the strength and resources to deal with any culinary challenge.  

“Rob is a natural choice as he combines the role of both DOP and Director which has enabled him to bring a unique and budget friendly approach to production. This creates  a very close link between client expectation, agency vision, and the end product” Says Pete Sherlock