Spark & Riot's Claudia Biondini Shares Her Food For Thought In Advertising

Spark & Riot director Claudia Biondini serves up five campaigns that prove great food advertising is about far more than making audiences hungry

Food is an evolving creature and, for me, a beautiful obsession. Directing food is about exposing the visceral connection between the table and our deepest desires. Over time, I’ve realised that I am not driven by a predefined style, but by pure intuition — a fluid pursuit of beauty that gives meaning to personal experience. Whether in my commercial work or personal projects, I continue to explore the raw potential of food and the intimacy it creates.

I would like to define my work as quirky, feminine, and sexy. On set, I find joy in creating powerful visuals that treat food as something simultaneously sacred and profane. This is why, when you ask me about my favourite food pieces, my simplest answer would be: any film, recent or old, with a food scene! That is enchanting to me, as the food part is always an explanatory, summarised version of the film's style and the anima of the work.

From Luis Buñuel’s work to 'Fried Green Tomatoes', these scenes instantly expose the underlying humus of a movie. Whether it’s Buñuel using a dinner table to dissect bourgeois hypocrisy through surreal satire, or 'Fried Green Tomatoes' turning cooking into a visceral celebration of sisterhood and rebellion, food is never just a prop. It is the raw, emotional core that mirrors the entire film's soul.

I’ve been truly honest and shared my most authentic food pieces crushes, selecting them from my Instagram archives and, of course, my memory. Sometimes, even if a project isn't yours, you just feel that spark when you look at it -- and that spark is what keeps you going.

'Champagne Room'
Production: Zerotabletop

The works I've done that I like to look back on are those where I remember the ease I felt when I first received the briefs; I was able to portray the vision instinctively.

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