BEEFEATER //

CHRISTMAS SERVES SHOOT / 2021 //

BRIEF //

In the lead up to Christmas and after a failed agency shoot, in one week the Mix were asked to art direct, shoot, edit and animate 8 Christmas serves (4 cold, 4 hot) to be used as social assets for Beefeater UK.

SOLUTION //

In the interest of time it was a case of establishing one shot and set for the different serves (as they wouldn’t be seen together), meaning a ‘generic’ Christmas scene within the Beefeater Brand World. An authentic yet premium setting with lots of texture that showed a genuine Christmas scene at home. In the back of our minds we needed to also think about how these posts could come to life with animation in a simple and effective way – hence the flickering lights and steam from the hot serves. Nothing fancy.

ROLE //

Creative Director

FLAVOURS SHOOT / 2020 //

BRIEF //

Beefeater were introducing a suite of flavoured gins and needed photographic assets to support them – primarily online. There were four SKUs in total and they needed to include 4 or so different serves to be included. Previously Beefeater’s photographic output felt quite staged and therefore there was a desire for something a little more authentic. A further client request included shots with movement in – dropped ice and liquid pours – to add more interest to social posts. Also included in the 1 day shoot should time permitted, some loose candid shots of the even newer RTD cans of the same flavours.

SOLUTION //

Researching and finding appropriate surfaces, props and a studio (that aligned with the brand world) to support a more authentic shoot was just what the client was looking for. Aside from the serves themselves it was a case of getting the drinks stylist to be a little looser with their usual approach and to not be afraid of messing things up a bit. We wanted real life snap shots of drinks at your place (albeit with specialised cocktails). But it all started with loose scamps that determined angles and composition alongside mood boards that showed that loose a freeing photographic style and lighting. The client loved this transition from staged and stale to authenticity and are looking to explore this styles further for future shoots.

ROLE //

Creative Director

HALLOWEEN SEASONAL SOCIAL POSTS / 2020 //

BRIEF //

Develop a series of animated social media posts to support a host of seasonal Halloween related cocktail creations that highlight the whole Beefeater flavour range. The posts must showcase the serves, have the bottle in shot and be flexible to support each social media platform.

SOLUTION //

As the serves and bottles are the stars of the post, we only really had the foreground and background to play with any form of seasonal Halloween set dressing. How could we make these post eerie without being scary and fun without being silly? Also, what animation styles could we utilise to bring these posts to life? Adding fog for movement and static seasonal props to the foreground help add an element of mystery and establish the Halloween feel, whilst having a window in the background allowed us to add another dimension to the posts. Using a panning and jutting animation allowed us to show more of the set as well as apply and ‘ham horror’ look and feel. Each cocktail we also had a unique Halloween based character who would also appear as lightning hit outside.

ROLE //

Creative Development
Storyboarding
Design Direction