Matt Hurley creates spaghetti whips and forked tongues for K'Road's inaugural restaurant month via Motion Sickness

Photographer Matt Hurley chats about creating the perfect recipe of visual ingredients for Karangahape Road's Inaugural Restaurant Month.

"I've always loved walking this strip, home to many stand-out restaurants and bars. And all the good times I've had there.

The Eat It campaign with Motion Sickness was a thrill to collaborate on. The brief was to create images that are an ode to Karangahape Road, paying homage to the road's kinky and rich history.

When it came to building the scenes, we focused heavily on the gritty and wet textures of food and leather clothing. With the help of our K-Road savvy styling team, we sourced authentic vintage leather chaps, jackets, and suits. The natural wear and age of these pieces added authentic worn details that couldn't have been replicated otherwise, honouring K-Road’s heritage.

It was a great excuse to conjure up some K-Road nostalgia by adding a slight film noir vibe to the narrative. The deep, grainy shadows add contrast and texture to the leather and metal, acting as a head-turning juxtaposition to the food and drink. The choice of accessories and kitchen utensils that reflect light and spark the imagination transports the viewer directly to K-Road's neon-infused footpath.

It was a dream project to be a part of, and hopefully, this iconic road approves of our embodiment plastered high and low either side of its arterial vein.”—Matt Hurley.