Graswärts

Graswärts is Nordwolle's line of grass-fed lamb from regenerative grazing – sausages, steaks, chops, fillet, burger patties and pulled lamb, sold frozen online. The existing shop images didn't show what customers would actually get, so I created a new set of 16 AI-generated product photos: for each of the eight products, one plated shot and one mood shot.

The brief was clear: every product had to be recognisable – shape, size and cooked colour – while feeling like a real summer evening in the garden. Instead of generating each image on its own, I first built fixed sets as empty plates: a long oak table at golden hour, a top-down view and a kettle grill in front of a brick wall. Once these were approved, the dishes were placed into them, so the whole series shares one location, one light and one look.

Nordwolle's own products became part of the scene: the Thea felt placemats with their leather label sit under every plate, and the family in the mood shots wears Nordwolle wool. Faces stay out of frame, keeping the focus on the food and the moment at the table.

Every image went through several review rounds – from grill crust and plating to the logic of each hand in the frame – with targeted masked edits so approved details stayed untouched.