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Sweden-based photographer Tobias Björkgren recently shot a campaign to accompany Dedikerade Viner’s new site. Dedikerade Viner, a Hungarian wine maker and distributor, had reached out to Madeline Lithvall, owner of M. Lithvall Agency, and, as Madeline and Tobias are great friends, she thought he would be a good fit for the assignment.
Dedikerade Viner’s brand emphasizes sustainable and socially responsible production, high-quality wines, and an on-demand feature including custom labels and designs. Tobias was tasked with creating images that would extend this upscale branding across its site and its printed marketing materials.
The pre-production for this shoot was minimal. Madeline sent over some “inspiration” images and a guided shot-list for Tobias to refer to.
I packed a small set of essential gear (about half the amount I usually use) and all the images were shot in Madeline’s apartment with one outdoor photo.
Dedikerade Viner is dedicated to excellent food and wine pairings, so it was fitting that the goal of the shoot was to showcase various wines next to appropriately paired foods. They included over ten different set-ups, most of which were indoors. Typically, food styling incorporates non-food elements to help preserve the food long enough to capture the images. For this shoot, they didn’t use any artificial substances to style the food, and as a result, they all got to enjoy an incredible catered lunch!
For the one outdoor photo, the intention was to show a spring/summer setting. As this shoot took place in January, Tobias had to get creative to show a warm ambient light.
The shot with the bike against the wall was taken in a walkway under the apartment building with a flash and some orange color gels, all while it was snowing
The images have been very well-received, and Dedikerade Viner has already implemented them in its print materials.
My favorite part of this and any other shoot is the photography technique. To take a picture, move objects around, try different angles until the feeling is right – I just love it!
See more of Tobias at tobiasbjorkgren.com!