SHOOT IS SIMPLE.
EXCITEMENT, REINFORCES THE BRAND MESSAGE AND ENHANCES
CUSTOMER APPEAL. TURNING THAT DEFINITION INTO REALITY IS A MORE COMPLEX STORY
The Verve images were uploaded to our Post-Production department, where enhancements were made to put the final sparkle on the image. First, small imperfections on the prototypes were retouched. Then the reflective surfaces of the twin cans were neutralized using secondary shots. Seamless composites created the best possible images of the cans and ice. The final step was taken in our color-calibrated studio, where color was corrected to match the actual product and client-requested improvements to sheen and pop were made.
IT COMPLEMENTS THE
Vemma Creative Director Scott Flatt described the look and feel he was seeking as “mouthwatering, ‘gotta have it now’ sort of stuff.” The two cans would be photographed side-by-side, nestled in ice, with additional shots of each can alone in ice. Greg chose a test shoot using fake ice as a starting point, with an orange gel background reflecting Vemma’s corporate identity. Shooting the silver can beside the orange can on a gel would be challenging.
When we decided to rebrand one of our most popular products, we faced a dual challenge: surpassing our own high standards and exceeding our consumers’ expectations.
The test shoot showed the fake ice was unacceptable to both the client and Greg’s team. We knew shards of glass had not worked in the past, so we turned to acrylic fake ice, which we sourced from NYC.
When I brought the project to NuVisions, it was clear they were dedicated to achieving the very best for us. Their commitment extended from intensive research of Verve and the marketplace to finding baseline competitive images, sourcing the best props, shooting the product and attention to detail in post production.
To achieve the icy look and feel on both cans, Greg and Jim formulated two mixtures: a rubber jelly mixed with ice that produced the larger particles of a shaved ice look; and a water and glycerin mix that created water beads. Next came the challenge of lighting the cans and making certain the Verve logos and taglines were strong and clearly readable. Scott gave us artistic license to shoot from the bottom up for a larger-thanlife view. Because the three images would be showcased on 8 foot
Our goal was to position Verve Energy Supplement as an ultra-premium product and make it stand out in the huge energy drink market segment. We wanted product images that would compete with the most recognizable brands in the world, and that’s exactly what NuVisions delivered.
As the shoot neared, I was concerned about not being on set to help with art direction and styling, but the NuVisions team made itself fully accessible via Internet and phone. Being able to art direct remotely and have more people on my end see the work in progress was a tremendous benefit. The final images were spectacular. This was not my first experience with NuVisions, and it certainly won’t be my last.
ENERGY DRINK PHOTO
s DEFINING A SUCCESSFUL
Our client Vemma Nutrition Company was preparing to launch a complete rebrand of their Insanely Healthy Energy drink, Verve, the energy supplement drink line, packed with natural energy, vitamins and aminos, included a zero-sugar version in a new silver can and a 1O-grams-of-sugar version in a new bright-metallic orange can. We were asked to create images to update their new vending machines as well as corporate marketing pieces.
vending machines, 200-megabyte files were required. This was really challenging, requiring us to place our lens just 12” away from the cans to achieve the large file. Scott was available remotely in Arizona to approve the tests and the final shoot.
i d e a s a n d i m a g e s t h a t c a p t u re y o u r b ra n d e s s e n c e
“NEW YEAR NEW VISIONS” These days, not even well-established brands can take their successes for granted. It’s a new game now — and the most savvy companies are abandoning their descriptive approach to design and photography (“shoot it this way”) for a prescriptive one (“show us how to create the most eye-stopping images.”) At NuVisions, we work superbly either way. But we’re seeing much more dramatic results for clients who choose the prescriptive approach — giving us free rein to create breakthrough images with the newness and power to drive sales.
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ANATOMY OF AN ENERGY DRINK PHOTOSHOOT