Studio of Maja Danica is a long-standing and successful lifestyle and food photography practice working with brands, businesses and private clients who share their passion for detail, craft and refinement. From Boškinac to McDonalds, working with restaurants, wineries, winemakers, cooks, designers, stylists and writers. Maja’s practice is highly influenced by her Fine Art background, and shaped by the daylight which bathes her studio in Zagreb, always trying to find different approaches and constantly challenging creative briefs and outcomes.

Similar to her approach, we tried to question what a photographer’s identity in today’s world is — how to translate from 3D to 2D and into the real world. Even at the beginning of the creative brief, colour was off limits, and pure form needed to be the frontrunner in the final result of this creative endeavour.

As the centerpiece of this hedonistic documentation practice is mostly food and its elusiveness of form and interaction with people, we doubled down on the sculptural qualities of food and started a journey of creating abstract visuals that depict food. Tactile, expressive and somewhere between the art and the edible to a layman’s eye. Set of embossing tools that made a humble business card stand out more than ever — a personal work of art and a “no need, but let me introduce myself” tool. Industrial influences are apparent through the studio, and sometimes in the creative production itself, hence typography draws its existence from this notion, using the Surogat’s expressive qualities complimenting the expressiveness of the abstracts.