Noodoll – Adventure! 2017 Catalogue Shoot

Noodoll was created by designer and author YiYing Wang (王怡穎) as part of her MA in communication design at the Central Saint Martins, London.

Noodoll, a famous celebrity and resident of Noodle Town where everything and everyone was made of noodles, had many monster pals living in near by Rice Town. They were called Ricemonsters! The mischievous Ricemonsters jumped out from Yiying’s imagination and entered our world as a gang of endearing plush toys and a stationery range in 2010. Noodoll can now be found in reputable stores such as the Conran Shop, Foyles, Centre Pombidou, Bonton, Tate Modern and 400 other galleries, gift and concept stores worldwide. (Noodoll Webstie)

Noodoll’s happy and whimsical creatures draw you into a fantastical world of cute creatures and surreal, colourful settings. After meeting YiYing at the Maison x Object Fair 2016 in Paris,  I was delighted when she asked me to shoot their 2017 Catalogue visuals. Noodoll’s creative team headed by YiYing and Dana Riesgo, worked on designing and cutting out all the elements of the sets by hand for over a week.

Noodoll already had a very strong visual look, the challenge of the shoot was to keep the look spot on with the existing visual presence but also improving on the way the plush toys were shot. Lighting played a very important role to achieve this. We had 2 great days working with the Noodoll team and had fun meeting all the rice monster pals too!