シズルの原子Into the heart of taste

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PHOTOGRAPHER 平田 正和 MASAKAZU HIRATA

1990: Born in Kanagawa

2013: Graduated from the Department of Photography at Tokyo Polytechnic University

PRIZE :

  • 2014: 63th Asahi Advertising Award, Grand Prix Runner-up. APA Award.
    Mainichi Advertisement Design Competition, etc.

When you bite into food, the “sizzle” flows out. The composition of its form is
governed by certain rules.
Perhaps this, more than anything else,
gives food its texture and delicious flavor.
With these photos we venture into
unknown territory to witness a world like nothing seen before.
Straddling the line between art and science,
we wield the microscope to explore
an otherwise invisible universe.

ART DIRECTOR 平野 光太郎 KOTARO HIRANO

1996: Graduated from the Department of Design at Tokyo University of the Arts; joined Hakuhodo

CI development, product development (including product design), packaging,
book design, promotions and large-scale campaign design

PRIZE :

  • Tokyo ADC Award. GOOD DESIGN Award. Japan Package Design Awards, Gold.
    CLIO Awards, Gold. New York Festivals, Grand Prix. LIA Gold Award. Cannes Lions, Bronze, etc.

“Sizzle” is a term we use in the advertising industry, but it comes from the sound a cooked up steak makes, stimulating all five of your senses. So if you plunge into the “sizzle” and factorize it, where will you arrive?
The embarkation point of our journey was beer, then shiitake mushrooms, corn on the cob, peas and watermelon. Next we pushed forward and went deeper, toward the real “sizzle”.
And at the end of the road we discovered the essence of the sizzle and their abstract beauty.

STAFF LIST

  • P: Masakazu Hirata
  • AD: Kotaro Hirano
  • Ret: Nobutaka Hattori
  • Pr: Tomohiro Tashiro

MASAKAZU HIRATA

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KOTARO HIRANO