Alberto Scirocco, Leftchannel Creative Director
The design firm Ideation Orange approached us to create a digital art installation for a new culinary institute. The brief was open—but the opportunity was clear: the artwork needed to do more than fill a wall. It had to embody the school’s focus on creativity, craft, and the art of cuisine. We saw a chance to make something that could visually belong to this environment, a piece that spoke the same language as the culinary arts themselves.
We decided to explore food from its foundation—the ingredients. Instead of showcasing chefs or plated dishes, we focused on the materials that make cooking possible: liquids, grains, and textures. Our goal was to create an artwork that could feel ambient and architectural, yet compelling enough to take center stage.
Peter Provenzano Jr, Chancellor, Oakland Community College
Using macro lenses and high-speed cinematography, we captured the slow rhythm and intricate motion of ingredients as they move, transform, and combine. These familiar materials became abstract, sculptural, and expressive—revealing a visual language rooted in nature and craft. The piece was designed as a long-form moving composition, not a loop—an evolving visual meditation that changes with the viewer’s attention. Displayed across large screens within the school, it merges seamlessly with the architecture while reflecting the energy of the space.
Food Is Art has become more than decoration—it’s a living part of the school’s identity. It connects students, faculty, and visitors to the creative essence of the culinary arts, using motion and imagery to mirror the transformation that happens in every kitchen. The work demonstrates how digital art can stay human: combining technology, craft, and meaning to create experiences that feel both modern and soulful.
Experiential Storylines — defining a visual narrative that evolves with the space Narrative Clarity — grounding abstract visuals in emotional purpose Brand in Motion — aligning content, tone, and rhythm with institutional identity
470 W Broad St #1088
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