ABSOLUT + WICKED
CHEERS TO MAGIC
I was selected to capture three distinct Absolut + Wicked campaigns for their 2024 social rollout. This hybrid production leveraged volume shooting, enabling us to incorporate digital assets provided by Universal Studios and craft a captivating world where cocktails magically make themselves. Simultaneously, we produced a UGC campaign, shot on an iPhone, to deliver an authentic, homemade vibe.
SKETCHES & STORY BOARDS
The agency provided clear and detailed notes on the desired props, which was invaluable. I aimed to elevate our pre-production process to ensure precise placement and flow across all sets, both in motion and stills. Partnering with a technical director, we transformed our plan into comprehensive sketches. With just a half-day for pre-light and 1.5 days to capture all video and stills content, solidifying key decisions from the outset was essential.
Over two intense days of production, our team meticulously curated all the necessary elements to bring this project to life. We sourced and prepared glassware, props, and art department assets, carefully adjusted each cocktail's colors, foam, and levels to match Absolut's exact specifications, and brought in a nail artist to create custom nail art for the UGC series. Utilizing the volume, we crafted diverse UGC sets, utilized immersive backgrounds for floating cocktails, and built the scene for a striking cinematic motion piece. The outcome was a visually stunning and cohesive set of assets, which we handed off to the agency for post-production.
The final deliverables included:
Four sets of still images for each floating cocktail, complete with individual alternatives to simplify compositing and rigging removal in post-production.
Four motion-control cinebot captures of enchanted, self-preparing cocktails, with tracking markers, metadata, and multiple passes that isolated elements and captured details on color and potential aberration for seamless video post-production.
One dedicated motion-control cinebot capture of a uniquely cinematic "Wicked" invitation moment with tracking markers for post-production special FX.
A UGC series shot on an iPhone with client-supplied talent, capturing an authentic social-media feel.
The client representative praised the campaign's quality from pre-production through shoot completion, noting that this rollout far exceeded expectations for a social media campaign.
