“To the ruler, the people are heaven; to the people, food is heaven”. (Ancient Chinese proverb). To Ox food and people is a rule’.
“王者以民为天，民以食为天（古代中国谚语）。”对于Ox来说，食物和人就是一切。
Last week on October 18, McDonald’s teamed up with a French chef Harauld Sextus (also known as Ox) to present a creative cuisine using only their usual ingredients to a banquet of around 600 diners. The menu was inspired by family meals in France and focused on the freshness of the ingredients and making the most out of the colors and flavor combinations.
就在上周，也就是10月18日，麦当劳联手法籍厨师Harauld Sextus（昵称Ox），选用日常使用的食材，创作了一顿可以款待约600人的创意料理大餐。今年的料理是以法国家庭的日常饮食为灵感，注重挑选新鲜食材，最大程度展现了食物颜色和味道的独特魅力。
This is the fourth year McDonalds has held this McBanquet (麦麦全席), and Ox has been in charge of the menu since 2017.
今年是麦当劳举办“麦麦全席（McBanquet）”的第四年。从2017年开始，Ox一直主理“麦麦全席”的料理。
Ox’s interesting career trajectory did not start in a food related industry but in advertising. Beginning as a creative, designer, videographer, and editor at numerous creative studios in China, Ox left the industry several years ago to become a baker. He started to bake bread and experiment with flavors in his Shanghai lane house apartment equipped only with a small electric oven. He eventually opened a bakery and cafe called ShBakery, where the creative community liked to hang out. Not too long after that, Ox found a way to combine his love of creativity and food by starting to work on various artistic projects that focused on how individuals approach life through food.
有意思的是，Ox并不是一直从事食品相关行业，最初他是个广告人。他在中国很多家创意工作室里工作过，曾任创意总监、设计师、摄像师和剪辑师。
几年前，他转行进入烘焙行业。在自己上海的老洋房里，他就用一台小电烤箱开始了面包烘焙，在不同的风味中摸索。最后，他开了一家卖面包和咖啡的店，叫ShBakery，在那儿，经常可以看到创意工作者出没。
没过多久，Ox就发现，可以将自己热爱的艺术创意和美食结合起来——通过不同的艺术创作，来表现我们如何通过食物来感受生活。
Ox feels that ‘how we approach food is how we approach people – we all experience the good and the bad, the tasty and the disgusting’.
Ox觉得，’我们对待食物的方式，可以说明我们如何对待他人—我们都有好和坏的经历，尝过好吃的和令人作呕的食物。
One of these projects is “I am”, a series of photographic portraits of people who choose a specific ingredient that they feel best reflects their “I”. Ox creates individual portraits that are both uncomfortable and magnificent, giving a real window into each distinctive personality. The project is also a book that has the unique ability of being edible, olfactory, touch sensitive and of course readable.
他因此创作了一系列艺术作品。其中一个肖像摄影项目叫“我是（I am）”，在人们挑选出最能代表自己个性的食材后，记录了他们和食材在一起的样子。虽然这一组肖像照可能会让观众觉得不适，但是非常具有视觉冲击力，人物独特的个性被真实地展现出来。
这个项目被记录在一本册子里。你可以翻看它，它可以食用，有气味儿，当你触摸，它会有反应。
Another project is “who the f**d are you?” where Ox creates “edible portraits” based on an individual psychological study which becomes a depiction of a selected individual’s behaviors, habits, emotions translated in a taste, smell, feel or color in the form of food.
Ox literally “puts a human in front of a buffet to know who he or she is’ – an intimate eating experience for all the participants in an unusual format.
他的另一部作品《who the f**d are you?》，是一组基于个人心理学研究的“可以吃的人物肖像”，借助食物的味道、气味、触感或颜色，来展现被拍摄人物的行为、习惯和情感。
Ox还不走寻常路，让参与者亲自品尝美食——他真的“请参与者吃自助餐，就是为了了解他们”。
Ox further expanded on this theme with a similarly veined project called “Happy You”, where he creates a cake for each character who wants to be part of the project. After spending some time with a person, he then translates his or her personality into the confectionary and creates a photograph of the cake. You can be “double happy” if it happens to be your birthday cake delivered on your actual birthday date.
Ox继续挖掘这个主题，创作了一个类似的作品《Happy You》，作为这部作品的延伸。有些参与者想成为项目本身的一部分，为了满足他们的愿望，Ox为他们每个人做了一个蛋糕。
在和每一个参与者接触后，他将人物个性融入到甜品的制作中，并给蛋糕成品拍了照片。如果当天恰好是某位参与者的生日，这个人会变得“双倍的开心”。
While working on several personal projects that explore these ideas, Ox has also done additional food styling and chef projects in the commercial world. The McDonalds project wasn’t just about eating, either – the beautiful dishes were styled and photographed as well, creating gorgeous portraits themselves, which were shared on social media as PR for the brand to show another side to their menus.
除了进行个人项目，来探索这个话题，Ox也以美食造型师和厨师的身份活跃在商业领域。
与麦当劳的这次合作也不仅仅是关于吃——精美的食物经过摆盘，并用相机拍下来，再把照片传到社交网络，从另一个角度来宣传自家的菜品，也不失为一种巧妙的公关。
With the important Chinese holidays centering around food we can see the importance of using food in an interesting and beautiful way as a marketing technique. Mooncakes have been a common way for big brands to create bespoke eats. With Ox’s styling, perhaps brands can consider creating even more unique food projects and experiences to target audiences throughout the year.
在中国的主要传统节日里，食物往往是谈论最多的话题。通过摆盘和装饰，给食物赋予有趣又好看的造型，已经成为很重要的一种营销手段。比如，很多大品牌通常会推出月饼的定制款。
有了Ox这样的美食造型师，为了吸引消费者，或许品牌会考虑在全年的营销活动中，打造更独特的美食体验活动。
Contact:
www.harauldsextus.com
oxoner@gmail.com
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