Photographing the Power of KEY

Hi everyone!

This month, we are excited to share a very special photo session conducted for an innovative energy drink, KEY. This beverage not only stands out for its natural and functional formula but also for the inspiring story of its founders. Tekla Back and Karishma Thawani, two entrepreneurial women and former executives of Coca-Cola and PepsiCo, have launched KEY with a clear mission: to offer long-lasting energy without sugar spikes or caffeine jitters.

Receiving the direct call from the client was an exciting experience and an honor in itself. Not every day does a client contact you directly, and when it involves former executives from giants like Pepsi and Coca-Cola, the expectations are sky-high. They have worked with the highest standards in the industry, which posed a great commitment and responsibility for the photography team.

Being part of the birth of an innovative project like KEY, a natural energy drink that promises to revolutionize the market, was a unique and thrilling opportunity. Capturing the essence of this vision from its early stages is a privilege that not only challenges our technical skills but also connects us with the mission and values behind the product.

To ensure everything went perfectly, a full day was dedicated to prelighting, preparing several sets the day before. This allowed the session to flow smoothly when the founders of KEY arrived, ensuring all established objectives were met. A particular challenge was lighting the KEY cans, which were highly reflective. We worked meticulously to minimize reflections, creating depth, contrast, and volume without compromising the can's design.

The session included a variety of photographic styles:

Product Shots: Properly lighting the product is crucial to creating volumes and contrasts with light. With KEY's highly reflective cans, it was essential to highlight the design without overshadowing it with unwanted glares. Multiple lights, translucent filters, and strip lights were used to paint the product with light, ensuring every detail was perfect.

Still Life: KEY's images stand out for their detailed and artistic presentation of the product. A hard light simulating sunlight was used to create strong shadows and vibrant colors. The interaction of the product with the fruits of its flavors, along with the careful selection of props, surfaces, and backgrounds, contributes to an aesthetic composition that highlights the beverage's freshness and visual appeal. Each element of the set was chosen to complement the product, ensuring the can stands out without reflections interfering with its design.

Action Shots and Splash: These photos are dynamic and fun, involving tossing the product in the air, pouring it into a glass, or throwing ice cubes to create splashes and capturing the perfect moment. It was a challenge, requiring several attempts to get the final shot. Seeing each image appear on the computer after each shot was exciting, continuously adjusting the direction, height, and angle to achieve the desired result. Special flashes were used to freeze the motion, ensuring every splash and action was captured precisely.

The client actively participated throughout the session, adding a special and relaxed touch to the environment. Their involvement not only facilitated the process but also contributed to an incredible energy on set.

The photographs are characterized by being eye-catching, with vibrant colors that convey energy. The lighting techniques used in this session demonstrated the photography team's ability to adapt to different requirements and achieve results that exceed the client's expectations.

We hope you enjoy the images as much as we enjoyed creating them. See you in the next edition!

That's a wrap!!!!

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