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Paul Quitoriano is a New York City-based photographer whose latest images for Smirnoff vodka depict bright and colorful scenes that aim to represent the diversity of the LGBTQIA+ community. Released just in time for National Pride Month, the images utilize color to evoke the rainbow hues of the pride flag while showcasing a group of models celebrating pride over a pitcher full of Smirnoff cocktails.
Paul was recommended for the project by Daniel Jones, a graphic designer at Malin + Goetz, with whom he regularly works. Because he would be photographing product images of the bottles and scenes with models, his editorial style and diverse background in food, still life, and portraiture made him a good fit for the campaign.
Paul’s images utilize bold hues and playful compositions to celebrate the beautiful spectrum that makes up the LGBTQIA+ community. The photos depict a group having fun together, enjoying Smirnoff, and celebrating pride.
Imagery shot for alcohol brands has to follow rules that dictate what models can (and can’t) do while holding drinks to promote responsible drinking. So while a celebratory toast is undoubtedly appropriate in instances like this, Paul also needed to ensure that everyone looked like they were having a good time while also maintaining a sense of decorum.
The creative direction was meant to be bright to represent the LGBTQIA+ community. We wanted to have things look as fun as possible without looking irresponsibly fun.
Before the shoot, the team aligned on the creative direction and worked with The Mixx, Smirnoff’s marketing agency, to choose the models that would be featured. The talent was, of course, selected to be as inclusive as possible to represent the intersectionality of the community.
The best part of the project was definitely figuring out how to use all the exceptional talent we had. Scouting and setting up shots was really rewarding when it all came to life.
For the “Color The Future ” campaign, Smirnoff partnered with The Phluid Phoundation to channel donations directly to LGBTQIA+ grassroots organizations and communities in need. While it seems that many brands have recently jumped on the rainbow flag bandwagon, it’s not everyone who puts their money where their mouth is.
Smirnoff’s strong commitment to and support of the LGBTQIA+ community is not new news, evidenced by their 2017 release of “Love Wins” bottles. Still, it’s inspiring to see a campaign that not only celebrates the diversity of the queer community but also strives to bring about positive change.
Photographer: Paul Quitoriano
Agency: The Mixx
Producer: Karlene Palmer McLeod
Creative: Daniel Jones, Todd Alexander
Videographer: Aaron Bernstein, Hungry Boy
Prop Stylist: Jacqui Jacques
Crew: Lauren Damaskinos, James Chororos, Will Crakes
Stylist: Atiba Newsome, Tonaijia Wilson
Mixologist: Felix Martin