Earlier this year, the National Restaurant Association surveyed chefs and bartenders across the US to determine the top food and beverage trends of the season.
Can you guess what was in the top beverage trends? If you guessed “healthy” alcoholic beverages, you’re exactly right. In today’s fast-paced, diet frenzied society, consumers are wild for the creation of health conscious alcoholic beverages containing fruit and berries. Another running trend? Fresh pressed juice straight from your juicer.
So, it seems that the design team at Moosylvania hit the nail on the head when they devised a recent ad campaign called “Press, then Impress,” for Grey Goose Vodka, designed around the idea of simple, fresh-pressed fruit juice cocktails that exude light appetite appeal to the consumer.
Besides, what says summer better than fresh squeezed juice mixed with top shelf vodka?
This spring, St. Louis, Missouri-based food and drink photographer Ashley Gieseking was approached by Moosylvania to capture the images for the “Press, then Impress” campaign.
Although this was Ashley’s first cocktail/bottle shoot, she describes her photographic style as “simple, clean and modern,” and said this Grey Goose assignment fit right into her style.
The shoot was quick from start to finish, turning around in less than a week. Estimates were signed, crew was booked and props were sourced in just four days.
The time crunch didn’t phase Ashley, as she said:
I’ve been partnering with the creative director, Hilary Clements, on side projects the past year and we work really well together, so it was a great opportunity to collaborate on a client job. She was sort of in a pinch, under tight budget and time restraints. I jumped at the opportunity and we pulled everything together in a few days.
With the shoot lasting just two days, the crew collaborated to maximize creativity production each day, making for a long but satisfying 48 hours.
Ashley’s rep, Kathy, enjoyed watching Ashley work with the Grey Goose creatives, saying:
It was exciting to watch Ashley collaborate with Moosylvania’s design team (Hilary Clements and Elyse Brisko.) Moose brought the vision: to create mouth-watering cocktail shots that felt sun-soaked and summery but had a feeling of realism. Ashley’s style is to capture images in one shot when she can, as they would be in real life. She worked with each cocktail as if it were a portrait. Her vision resulted in vibrant, energetic images that begged viewers to drink the cocktail.
The final result was a project that bridged across the traditional POS and Digital to National Advertising. The July issue of Bon Appetit includes a 2-page spread and the August issue is slated to have a 4-page advertorial.
The images are currently running in the US across various magazines and with digital banners on a plethora of sites, one being the home page for Grey Goose.
As far as future plans for the project, Ashley held out on us, saying: “Teaser: there may be an encore in the works…”