Pravha

A beer that balances bold flavours with a light taste.

Pravha was created by the legendary brewers of Staropramen, who were inspired to create a lighter tasting pilsner. After a successful launch into the Pub and Bar markets, Molson Coors wanted to launch Pravha into the supermarkets. But, it was essential to maintain Pravha’s status as the drink to have socially with friends at home.

The brief centred around producing a range of high quality images for Pravha’s new products. Each one situated in contemporary kitchen and lounge environments, capturing a moment in time that represents what Pravha stands for — a uniquely bold and light tasting pilsner. Any photoshoot needs planning, but a food & drink shoot needs weeks of preparation. A ‘lighter tasting’ pilsner needs to look refreshing and clean, so the lighting was vital to show the beer at its best. Above all the pilsner needed to look thirst quenching and delicious in the various bottles and glasses.

The shoot took place over 3 days, which saw us convert a modern house conversion into a live-in photo studio. This gave us time to establish the perfect set up for each aspect of the shoot; prepping each bottle with precision placed labels and minimal spritz, positioning a clean lighting rig, and carefully styling each food item. The beauty really is in the details.

It was vital that each of the scenarios we set up were propped to give a social gathering vibe. We began by sourcing a location that gave us flexibility to get the angles required as well as being a canvas that we could personalise to reflect the Pravha brand.