November 19th, 2009
Expensive food from nearby or cheap food from the other side of the world? Art director Sanna Veijalainen of Hasan & Partners came to Pinata with an aim to portray the contrast between a fresh fish and an industrial can of tuna. Both sides were going to be represented equally and realistically without glorifying or demonizing either one of them. The yellow in the background would connect the picture to your everyday supermarket advertising.
"This was an interesting opportunity to try out some tricks in photographing the fish.", says Mika Rantala. "We built a simple set for the fish with basic lighting and our producer Eevamaria Uotila brought a couple of fresh pike perches from the market place. We then shot a bunch of different passes for the fish with different light and flash setups. Since the creatives wanted a touch of painted, surreal look in the final images, shooting it like this gave us a lot of room to work with in the retouch phase."
Meanwhile in our 3D shop Timo Hämäläinen got busy modeling the tin can. "We got a good base for the label from the creatives. Then Tuomas Korpi painted the fish tail onto the label and I attached it to the 3D model.", Timo says. Tuomas then continued with retouching the lot. "The work was mostly bringing out the shape and the surface of the fish.", he says.
Backup files
Henri Tani pitched in by taking care of the backup fish that hadn't been smeared with make-up. "I simply filleted the fish, seasoned it lightly with salt and pepper and quickly fried it in a pan with some butter.", Henri says. "I prefer light un-oaked whites with this kind of delicate dishes."
Timo has yet to decide what to do with his tuna.
Credits
Client: Helsingin SanomatAgency: Hasan & Partners
Creatives: Sanna Veijalainen, Mick Scheinin, Eka Ruola
Project Manager: Johanna Leppänen