BOOST JUICE + MAtcha campaign
Sculpting Matcha: A Study in Texture, Colour, and Form
This campaign explored the rich, verdant intensity of matcha — a visual and sensory celebration of its depth, vibrancy, and natural elegance. Centred around the iconic Boost cups, the brief called for a bold yet refined landscape: elevated mounds of matcha powder, sculptural in form and immersive in texture.
As the food stylist, my role extended beyond composition into material exploration. Achieving the illusion of abundant, weightless matcha required constructing a stable yet organic base. I began by hand-sculpting forms using air-dry clay, carefully shaping each contour to support the final composition.
From there, the process became one of precision and restraint. Fine layers of matcha powder were delicately applied to the surface, building a finish that felt both natural and elevated. The key challenge lay in maintaining the perfect moisture balance within the clay — too dry, and the structure would fracture; too damp, and the powder would lose its soft, velvety adherence.
This interplay between control and unpredictability defined the pre-production phase, which spanned three days of testing, refinement, and material experimentation. Each iteration brought subtle improvements in texture, tone, and realism.
On set, the vision translated seamlessly. The eight-hour shoot was a focused execution of days of preparation — where form, light, and colour aligned to create a striking visual narrative.
The final result captured the essence of matcha in a way that felt both grounded and elevated — a balance of raw materiality and refined styling. Seeing the client’s response made the entire process deeply rewarding.
For a closer look at the process, watch a behind-the-scenes snippet on my Instagram reel.
