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.
We were asked to produce a series of still life images that would accompany the launch, as well as show off the new packaging. Even though people weren’t to be the focus of the shoot, we feel we captured the ‘food and drink party vibe’ perfectly.
After the success of previous shoots with Molson Coors, specifically the Rekorderlig Botanicals still life, we were approached by Pravha. They were looking for a suite of new photography to promote their new consumer packaging that was being imminently launched into Tesco, Asda, Morrisions & Ocado, in summer 2019.
The brief centred around producing a range of high quality images for each of Pravha’s new packaging, situated in contemporary home kitchen and lounge environments, capturing a moment in time that represents all Pravha stands for. A uniquely bold and light tasting pilsner.
A very clear brief from Pravha allowed us to produce the required shots to a very high standard. Any photoshoot needs planning, but a food & drinks 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.
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. We then collated all the props and food, which were placed ‘item by item’ to build up the hero shots for the campaign.
The shoot took place over 3 days early on in 2019, 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.
The Pravha shoot allowed us to really produce a beautiful suite of launch assets that we are very proud of and above all the client loved. Since the shoot it has been a pleasure seeing the shots spring up, not just on the supermarket sites, but all over the Pravha social channels and website.