April 29th, 2009
When you see party people defying the laws of gravity you just know Upcider has a hand in the game. As a good example of Piñata's versatility we created two new print images for the ciders that carry Piñata illustrations on their labels already.
Our role in the project was turnkey image conception from start to finnish: beginning from designing the lay-outs and arranging the photo shoot, and ending with creating all the elements and final retouch. The only photographed elements in the pictures are the people on the roof with everything else in the room including the bottles created in CGI.
Once the designs had been approved by Art Director Teemu Kurko, a photo shoot was arranged to shoot the people. Photographer Reetta Pasanen of Potkastudios captured the celebrants on a white backdrop. "Some of the upside-down effects were created in real life.", says Rami Riihijärvi. "Wire was set in the girl's hair to make it stand up and the guy's clothes were bent and fluffed up to create the desired look."
"There was a lot of fun detail left for the retouch as well.", says Tuomas Korpi. "Shoe laces, helmet straps and soft flesh even all had to be facing the other way to work properly on the roof." To complete the compositions Tuomas had designed for the tabletops we went out and got some fruit that Jani Karvonen photographed at Piñata studio.
"It's always a bit of a balancing act between reality and great looking beverage shots when creating bottles in a realistic environment.", says Rami. "Bottles are generally lit in a very distinctive way that doesn't really represent any real-life situation. In this case Teemu wanted a lot of natural sunlight coming in from the window on the background which helped us a lot. The window acted as the backlight that brings the bottles to life without throwing realism totally out of the window. The same or any other window."
The room could't be too designed since the photos are taken from some young peoples' party. "We have a tendency to go too Wallpaper with our designs but in this case we just had to contain ourselves.", says Tuomas. "But with some parts photographed, most created in CGI and some simply in retouch, I feel we captured the feeling of a bright late-afternoon summer party atmosphere quite nicely."
Credits
Client: HartwallAgency: King
Creatives: Teemu Kurko, Jouko Laune, Olli Hietalahti
Account Manager: Maarit Haavisto
Photographer: Reetta Pasanen / Potkastudios