Meira Family Photo
March 13th, 2009

Meira had a full line of fair trade coffees in their range and Art Director Antti Kaarto of DDB approached us to create an attractive portrait of the product family. To create that true, warm family portrait feel we set on to build the packages into lovable characters using some cartoon-like poses and expression in the scene.

"We also wanted to have some classic portrait appearance in the arrangement.", says Tuomas Korpi. "Even adopting some still life painting mehtods while arranging the coffee beans and what have you." The subtle idea behind the image is a coffee family portrait in a coffee world, like the picture would hang on the wall of their house. "We didn't want to underline this notion in any unneccessarily strog way, though.", says Tuomas. "We simply made the picture and the frame in a very natural way and didn't want to emphasize the scale issue for instance in the build of the frame."

Initial sketch

It was Mikko Vormala who made the initial sketch for the picture during a taxi ride back to the studio. "It's only a few blocks but I had a pretty clear idea of what I wanted.", says Mikko. Once the basics of the image were agreed upon with the creatives, Jani Karvonen took up modeling the packages and the frame in 3D and Turkka Kylliäinen continued with creating materials and lighting the arrangement. "Sadly the client finally wanted to pull the picture frame out of the equation.", says Tuomas. "We feel it works so much better with the frame, really bringing out the portrait feel we were trying to capture."

Credits

Client: Meira

Agency: DDB Helsinki
Creatives: Antti Kaarto, Antti Salminen
Account Manager: Outi Huhtala