Project: Beefeater Gin
Agency: Wonderworks Communications
Client: Chivas Brothers Ltd
When I first opened this brief from Wonderworks and saw the amazing concepts that the agency had conceived I was very excited at the prospect of creating the images. A few minutes later I started scratching my head, “ how the heck are we going to achieve this?” or words to that effect.
For photographers it’s briefs like these that we crave but also can initially be a little formidable, the thought of creating something special, new and different inspires, whilst the complications of how are it’s going to be achieved can be initially daunting. The trick is to break down the shots into the individual elements required and treat them separately, carefully working out all the elements ultimately required for the final composition.
This brief was to illustrate the ideal serve of a Beefeater gin and tonic, with ice shards, lemon and orange wheels in a dynamic way where a slashed glass reveals the key ingredients in a disruptive composition emphasising the uniqueness of the serve.
Several versions of the key visual were required, one featuring a highball glass for the American market, the other a goblet for the European market, both with and without the Beefeater bottle in portrait, landscape and 64 sheet formats.
The overall look required of these images was to be very graphic with contrast giving an almost illustrated feel and prominently feature Beefeater’s signature red.
A week of testing, splashing, spraying, chopping and suspending eventually created all the elements required with a healthy back up of alternatives for the retouching process to begin.