Taylor James London

ABOUT

Heineken is served in 192 countries around the globe - we teamed up with photographer Andy Glass to produce a campaign that showed Heineken beer in local locations.

Several concepts were created to show the Heineken bottle, can and glass integrated into the original photographs taken by Andy Glass. The goal was to make the product subtly stand out in the scene, drawing the viewers eye without disrupting the image.

We created the glass reflection in CG and replaced the entire body of water to combine the reflection as naturally as possible in the "Amsterdam" image.

The neon city required several concept stages to find the right lighting that allowed the bottle to be distinguishable amongst the sea of lights and billboards. Our retouch team replaced the sky and people, changed the billboards and designed neon signs to create a fusion of Eastern and Western cultural iconography to ensure the image didn’t resemble one specific city, but rather a global conglomeration.

As for the "Concert" image, a proxy model of the Heineken bottle was rendered to ensure the label was the correct scale and curvature, then we accentuated the light effect off of the bottle onto the crowd to give the illusion of a glowing presence.

Date created: April 2018 2018-04-01T00:00:00+0100
Date published: 23 August 2018 2018-08-23T15:13:31+0100
Project featured: on 24th August 2018

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