Photography: Sam Hofman shoots a Ted Baker campaign with flair and humour

Last autumn we sung the praises of Sam Hofman – pointing in particular to his eclectic personal work – but as with most photographers, Sam’s portfolio is a mixture of these kinds of projects with commissioned work. Recently Sam collaborated with food stylist Iain Graham (who worked on this great shoot for The Gourmand) and set designer Linnea Apelqvistto to create this series for Ted Baker’s Ted campaign. What I really like about this is that while it’s got a recognisably commercial aesthetic, there’s also a sense of fun running throughout; a combination which raises this above your run-of-the-mill advertising shoot.