The Spirits Revolution

CLIENT

Diageo

 

OBJECTIVE

Deliver a library of lifestyle shots for Diageo to use across their on-trade comms for the spirits category in UK and Western Europe.

 

CREATIVE RESPONSE

From briefing, casting and pre-production through to the shoot itself, I had to accommodate very specific requirements as to the serves and social groupings, while ensuring the images represent authentic, spontaneous moments.

 

Directing the photographer to get amongst the action, keeping tight and at eye level to make the viewer feel part of the moment, made for a much more contemporary range of shots than Diageo had previously. I also ensured that the serves were well represented, while looking believable in a consumer scenario.