Social Media is likely the most ubiquitous advertising engine of today. Users are savvy, they want to be wowed but not “sold” to in an overt manner. Smirnoff procured internationally acclaimed photographer Yuya Parker to create images for its social media sites; photos which were charming and simultaneously realistic. Hedging that line between real life and a painting, what Yuya manifested for this campaign is instantly iconic in its appearance. As the world’s best-selling vodka, Smirnoff certainly wants only the most gifted of creative artists communicating their identity to the public. A great photographer is like a combination of a director and a cinematographer, working within still-life to place the audience in an emotional state. The photos which Yuya captured for Smirnoff are timelessly classic, void of any pretentiousness and relatable to anyone. That’s a wide tent to amass so many potential consumers.
Mr. Parker wouldn’t describe himself as a cocktail sociologist but that moniker accurately communicates how he approached the photos for this campaign. Noting that he was given great latitude and freedom in what he composed for Smirnoff, Yuya observed the food stylist’s preparation of various drinks, noting what textures, colors, shapes and styles gave them a unique personality. Finding subplots for the components of the drinks, the plants, the garnishes, even the glasses and utensils; all of this conveys a story to the audience without words. The simplicity of great photography belies its actual depth when pondered. With reality and an overall sense of “freshness”, Yuya methodically composed these photos. He communicates, “Since I often style my own photos, my work with the prop stylist was collaborative and we both brought ideas that the other hadn’t thought of. I brought a more playful use of color and placement to the look while he brought more of a grounded, solid presence to the images. I wanted to highlight each drink and show that they are all clearly different, creating a fun atmosphere with the variety. I showed the product’s versatility by making sure that the various ingredient cues on the surface popped enough to draw interest and communicate different flavor combination possibilities. My goal with lighting was to show the freshness of the ingredients. I wanted the lighting to feel clean but also soft and gentle. I wanted the shadows to have some detail, but not feel forced. I made sure that the colors of the drinks, garnishes, and props all popped to create a fun mood, but I didn’t want to overdo it.”
Any committed artist will find a way to create something memorable regardless of the medium. Professionals like Mr. Parker have established the modern template in which an artist utilizes their talent in aiding companies to reach consumers. If anything, artists are more sought out and able to financially benefit via this relationship. Yuya professes that the relationship is far from mere commerce but rather, it’s another opportunity to explore his personal creativity. He imparts, “I think there’s an aspect of my work that’s my inner child just having fun in a simple way by playing with colors, shapes, and flavors. It has developed some nuance and refinement through practicing my craft over time. I like bright colors, but not too primary in their hue. I love interesting shapes, but maybe it’s something more organic or handcrafted, like a leaf or a handmade ceramic mug. I’m feeling something and respond to the work as I create it, but I think it does ultimately communicate by inviting the viewer to experience some of the same feelings when looking at the photos as I did when creating them. I see my camera as a tool just as a paintbrush is to a canvas; one where I might be discovering the image as I paint. On a commercial shoot, my emotional connection to the work often happens ‘in the moment’ and is related to things like the feeling a particular color or texture gives me and how I perceive the product I’m working with. I work from that place as I’m adjusting the lighting, focusing the camera on the subject, and working with the stylist. It’s more visceral than memory oriented, although it may connect subconsciously to certain memories.”
Writer : Jeffery Kallaher