The brief
Deliveroo needed a single London location that could deliver several distinct looks for a Saint-Valentin (Valentine's Day) creative campaign across two shoot days, without burning a recce or travel day per location. The brief called for a working kitchen that read on camera as a real home environment, intimate corners for couple-led narrative beats, and an outdoor space for golden-hour lifestyle frames. As a food delivery brand, the team also needed reliable cold storage and prep surfaces for the food stylist, and enough floor area to keep talent, food prep, and the camera build separated through the day.
Why The Designer's Penthouse
Four reasons the venue suited a two-day food and lifestyle campaign.
- **Six clearly differentiated looks inside one location.** The main loft, the kitchen counter, the window wall, the lounge corner, the dining area, and the 35 m² rooftop terrace each have their own light character and surface texture, so a campaign with several scenes does not need a second location.
- **A fully equipped working kitchen.** Oven, hob, fridge, dishwasher, and preparation surfaces let the food stylist plate and reset shots on site, with the camera close enough to switch between hero food frames and talent reactions without moving the build.
- **South-facing arched windows and a private terrace for golden hour.** The light walks across the loft through the day and lands on the terrace at golden hour, giving the team a natural lighting arc for the romantic beats of the campaign.
- **Smart lighting with full RGB control.** The ceiling array lets the room shift from warm intimate evening tones to cooler morning tones quickly, so the day's shot list does not have to follow real-world time of day.
How the space was used
Day one opened in the kitchen, with the food stylist working on the counter while the camera built around them. Hero food frames were shot first, then the camera widened out to capture talent interacting with the dishes at the kitchen counter and dining table. The dishwasher and prep surfaces kept resets fast between courses.
The afternoon moved into the lounge corner and dining area for the more intimate couple beats of the campaign. Smart lighting was dialled to a warm evening tone, with blackout blinds half-drawn to give the room a candlelit feel even though it was still afternoon outside. A short table-for-two scene was built in the dining area, restyled from the lunch setup.
Day two used the morning for additional kitchen and lifestyle pickups, then moved to the terrace for golden hour. The 35 m² rooftop terrace handled the outdoor lifestyle frames of the campaign — couple on the terrace, drinks on the modular outdoor furniture, skyline behind — without leaving the building or pulling a permit.
Props, food cases, and wardrobe were stored in the kitchen and dining area between setups, with the goods-lift used to bring fresh stock up during day two. The changing area was used for talent wardrobe and hair and makeup, kept separate from the active shooting floor throughout both days.
Equipment used
Items drawn from the on-site catalogue likely to feature on a two-day Saint-Valentin campaign shoot:
- Strobe Light Kit with Bowens Accessories and a Softbox Kit for controlled hero food frames
- Video Light Kit with Bowens Mount and Projection Attachment for continuous lighting on talent
- RGB LED Panel Kit for warm accent lighting on the intimate evening scenes
- Camera Lens Kit covering 14 mm to 200 mm for everything from wide kitchen establishers to tight food details
- Main Camera Setup with Monitor Transmitter for live client review at the 85" display
- Ronin RS4 Gimbal Kit for moving talent and food shots through the loft
- Light Stands and Tall C-Stand Support Set for grip on overhead positions
- Smart lighting ceiling array with full RGB and tunable white control (included)
Result / takeaway
The penthouse worked as the full set for the campaign across both days, with the kitchen, the intimate corners of the loft, and the terrace covering the brief without a second location. The food stylist worked from the on-site kitchen rather than a temporary prep area, and the natural light arc through the day matched the campaign's narrative beats. The smart lighting handled the moments where the brief called for an evening look in the middle of the afternoon.