Beyond Trucking

By: Gustav Hoiland

Jun 04 2013

Category: architecture

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Focal Length:24mm
Shutter:1/0 sec
Camera:Canon EOS 5D Mark III
Working Wide

Boston’s (Mayor’s) hearty embrace of food trucks has led to dozens of new rolling bistros, some very basic, others outrageously charming and composed. Top performers had doubled and tripled their wheels but are now making the leap into permanence. Into the realm of leases, walls, immobility.

And it’s proved a wonderful entry for my recent foray into shooting small operations. They’re delightfully active on social media (e.g. using Twitter to inform fans of which location the trucks are on any given day), and that means the internet is another front door. Another first impression to manage.

And I’m working to help them optimize it. Learning what they need and expect, and how they go about it. Upon arrival they said they’d like some food shots. That turned into an impromptu 6-entree display with iPhones and Sriracha and chopsticks and special pepper sauce galore. I can do it. And will savor the freebie sandwich for the mile walk to work in pouring rain.

And another tomorrow.

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