Carlsberg needed a global image asset library of images and moving images. We pushed for the idea of captured, off the cuff moments that felt natural and elevated but with some premium aesthetics and clout. I wanted energy and aspiration but grounded in realism. The work had to fit into a global design system that only allowed for a small window of recognition, so the images needed to work in a very tight window as well as full bleed. Tricky to say the least. To my mind there was only one photographer for this job, Olly — aspirational lifestyle with a robust, cinematic aesthetic that looked premium yet natural. Also a surprising development happened on the shoot, where I turned into the worlds best on-shoot hype man (not my words, the words of the client). I was given a mic and my very own amp, and I kept the models energised all day for 10 days. So new skill unlocked.
CD: ME. PHOTOGRAPHER / DIRECTOR: OLLY BURN @ MAKING PICTURES.
KEY SKILLS: VISUAL & CREATIVE DIRECTION / ART DIRECTION / CONCEPT / CREATIVE / HYPE MAN