Talking tasty technique, tasty skills and tasty table top shoots with director Ben Flaxman
Ben Flaxman is one APAC’s Top Tabletop Directors at Australia’s premier food production studio, Tasty Pictures. Specializing in high-quality visual storytelling with cutting-edge robotic wizardry. Tasty Pictures is also part of the M25 production representation network that has been gathering momentum since it’s launch in June this year.
Ben Flaxman’s journey into tabletop filmmaking wasn’t exactly planned. After studying film, he started out in theatre production, then moved into advertising as a production manager and producer. He then stumbled into tabletop filmmaking by chance when he joined a company that specialized in food shoots.
“One of my first projects involved watching a stylist stir a glass of Milo, and that’s when I realized just how precise and detailed this type of work really is,” said Flaxman.
“Tabletop production moves at a slower pace, with a huge focus on lighting, camera moves, and repetition. It takes patience, but the results can be visually stunning”.
Flaxman spent some time working as a producer in tabletop before he teamed up with a DOP to co-direct. Eventually, when his partner moved into long-form projects, he had to develop his own style.
“For me, it wasn’t just about making products look good – I wanted to tell a story with each shot, making it engaging and dynamic. It’s never about using flashy tools; it’s about finding the right shot that serves the narrative. I’ve never really focused on becoming a global name, but I’ve always believed that if you do great work, recognition will follow naturally”.
When it comes to his team, he has always had a strong work ethic and he expects the same from those he works with. And over time, he has built relationships with people who share that same drive for excellence.
“I don’t believe in micromanaging; I trust my team to do their jobs. Communication is key – clear, open, and honest. If something isn’t working, we address it directly. Tabletop work can be challenging and frustrating at times, but I try to maintain a calm and respectful atmosphere on set. A supportive, relaxed environment allows everyone to do their best work.”
Flaxman said Tasty Pictures, where he works out of, is quite unique.
“We’re a true one-stop shop for all things tabletop, and there aren’t many companies like us globally, let alone in the APAC region. We’re market leaders because we have everything in-house: an enormous white cyc that can host up to four shooting stations, a workshop where our SFX team can build rigs, and a commercial kitchen for food prep. We also have three MRMC robots – Fred, our high-speed Bolt, Mini for location-based work, and Barney, our model mover. They all run on the same system, making them perfect for complex post-production workflows.”
But Flaxman believes it’s not just about the gear; it’s about the people.
“We work with some incredible creatives who bring their imagination and energy to food shooting. At the end of the day, it’s all about the storytelling, and everything we have at Tasty supports that goal.”
One of the most complex shots Flaxman has worked on was for a 15-second Subway project.
He explains: “The whole thing was timed to music, like a music video, so every camera move had to hit specific beats perfectly. The shot involved sweeping moves over a sandwich, all within a fast, ramped-up timeframe. At the end, two more subs had to magically appear for the pack shot, and since it was a single-take commercial, we didn’t have the luxury of cutting and fixing things later. The planning was crucial. I spent time mapping out every camera move and timing in advance. It took two full days to program and refine the shot, and while the actual filming took just an hour, the preparation was intense. We used our Bolt robot for this because it needed to be incredibly precise and stable – no room for errors.”
View the Subway before/after film below.
When it comes to inspiration, Flaxman doen’t have a single mentor, but he has always been inspired by great work – whether in film or commercials. He describes himself as a huge film geek, and the movie that really sparked his interest in directing was Back to the Future.
“It’s a near-perfect film: visually, musically, and in its casting. I saw it as a kid and immediately asked my dad what a director does. From that moment on, I knew that’s what I wanted to be. Since then, I’ve watched countless films, especially those with stunning visuals and strong storytelling, and that influences my approach to commercial work today. I aim to create food stories that grab attention and make people crave what’s on screen.”
“In the world of commercials, the Lurpak “Freestyle” ad from the UK still amazes me. The combination of music, visuals, and appetite appeal is incredible – a true work of art. I’m also inspired by some of the amazing tabletop directors around the world. Their unique styles push me to keep evolving and bring fresh ideas to my work.
As someone who started as a producer, he believes his experience in that role has been invaluable as a director.
“When I’m directing, I love having a producer to work alongside because producing and directing are two very different mindsets. As a producer, I’m analytical – I focus on budgets, schedules, and planning. That background helps me as a director because I know how to stay within budget and time constraints while still being creative. I’m always aware of the production side of things, which means I won’t push for something unrealistic. Understanding costs and logistics helps me find creative solutions that are both achievable and economical.”
Ultimately, Flaxman believes it’s about finding the right balance between the creative and the practical sides of the work, and he loves having a production partner to collaborate with on that journey.
Learn more about Tasty and Ben Flaxman from Stephen Douglas at M25.