the vision
When Avana approached me for this shoot, I knew we had to create something as vibrant and refreshing as their drinks. The goal of the shoot was to capture Avana's fun and playful vibe through authentic lifestyle shots while also highlighting the brand's chic packaging and exciting new flavors. We wanted every image to reflect the enjoyment that Avana brings to any occasion, ensuring that both the lifestyle and product shots conveyed the brand's spirit.
the planning
Every great photoshoot starts with meticulous planning. From the outset, I wanted to ensure that every detail, from the models to the location, would contribute to the story we aimed to tell. Securing Cassie Randolph, a big-name influencer whose charm and audience align perfectly with Avana’s brand, was a major asset. I knew she would bring the energy we needed. The scenery of Malibu provided the perfect backdrop with its blend of luxury and natural beauty, setting the stage for an unforgettable shoot.
the execution
To capture the essence of Avana, I used a variety of backgrounds and props. Incorporating horses into the shoot elevated the overall aesthetic of the photos, bringing a unique, Western feel to the vision. We worked with several amazing models, including Cassie, whose natural charisma and bubbly personalities helped them look effortless in front of the camera, which is ideal for capturing candid moments. This approach helped to convey the fun and spontaneity that Avana brings to social situations.
In addition to lifestyle shots, capturing product shots is just as crucial. Highlighting Avana's tasteful packaging and the variety of new flavors was essential for underscoring their brand identity with retailers and customers. These images showcased the refreshing appeal of the drinks and reinforced the brand’s identity, making them an integral part of the campaign.
To capture the perfect blend of modern and classic, I shot both digitally and on 35mm film. The digital shots ensured we had crisp, high-definition images perfect for social media and marketing campaigns, while the 35mm film added an artistic flair that brought out the nostalgic beauty of the setting.
the outcome
The final images exceeded our expectations, capturing the vibrant and refreshing spirit of Avana. From sunlit scenes enjoying a cocktail by the pool to the magical moments with the horses, every image told a story that reflected the values of the brand. Reflecting on this shoot, I’m filled with gratitude for the opportunity to work with such amazing people and brands
Brand recognition:
