Noodoll is a bold, fun, design-led brand lead designer and author Yiying Wang. We photographed over 50 rice monsters and creatures together including Riceouch and Riceturnip for the 2017 catalogue. The theme was “Adventure”. Artic, Desert, Farm, Jungle and The Launch Pad; every set was constructed by carefully hand made elements and and later set up in the studio. The challenge was maintaining consistency and quality though all the scenes and products. My favourite was the Riceouch and his girlfriend Richeoops who is a new item for 2017. I also enjoyed the Farm scene and watching Ricecarrot spy on his friend Pineapple as he fed the chickens. It was wonderful to work with the team and shoot their gorgeous toys and beautifully constructed sets.