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Twang Partners, the creators of Twang-a-Rita margarita salts, needed packaging imagery for their latest product line. They decided to utilize the branding expertise of Whiskey Design who already had plenty of experience creating forward-thinking food/product packaging designs. Whiskey Design decided to hire Ryan Hill, the founder of 8183 Studio. Having already enjoyed a lengthy and fruitful relationship with Ryan, Whiskey Design knew his expertise photographing products and splashes would make him and his studio an ideal fit for the job.
The goal of the campaign was to create dynamic images of splashing liquids around various fruits for the Twang-A-Rita margarita salt product packaging. The complexity and technical skill required for this type of picture were going to require a team of experts. Luckily, 8183 Studio fit the bill, with their experience shooting liquids, creativity and in-house retoucher.
To prepare for the shoot, Ryan and his team met with Whiskey Design to discuss their vision for the campaign and to decide how each splash would look. Once they had settled on the colors and types of splashes they wanted to create, Ryan and the 8183 producers worked with Whiskey Design to arrange all of the logistics leading up to the two-day shoot.
When the big day arrived, Ryan had his work cut out for him. To make this intricate imagery, they were going to need to composite different pictures together to form the finished product. Ryan likened this process to putting together a jigsaw puzzle, but unlike most puzzles, they didn’t have the photo on the box as a guide. They had to create the box!
Drawing from their artistic, compositional and spatial skills, Ryan and his team carefully made the puzzle pieces, making sure all the lighting and angles would seamlessly mesh.
They wanted the splashes to appear as if they were exploding out of the fruit to emphasize the bright and intense flavor of the salt. This required the splashes to compliment and mimic the form of each piece of fruit.
It was a lengthy and messy process, but Ryan and his team were able to get the images they needed to put it all together. Always up for photographic problem solving, Ryan enjoyed the process immensely.
Part of what I loved about this shoot was building up the composite images from a library of captures. This kind of project always forces one to be creative and is always a good challenge.
The resulting images are bright, colorful and dynamic. Ryan and his team received excellent feedback and excitement from both the client and Whiskey Design — they couldn’t have been happier with how the pictures turned out. It was especially gratifying for Ryan to see the photos in action.
It’s always fulfilling to see our images in the final packing layout and to see the project come to life.
Ryan plans to use the pictures to promote 8183 Studio and tell their success story to future agencies and clients. He also feels this project will be a strong contender for the upcoming American Advertising Awards.
Go for the gold is our motto!
The good folks over at Twang partners were kind enough to send us over some Margarita Salts so that we could show you Ryan’s pictures in action!
See more of Ryan’s wonderful photography at 8183studio.com