bulleit ‘87 product launch campaign imagery

THE CHALLENGE

A producer with Unreasonable Studios brought me in for a one-day shoot at a Manhattan studio for a new Bulleit release: five images with a full buyout. The catch was very little prep time and a fast turnaround for the retoucher.

THE PLAN

Because the agency had hired a production house, my prep window was limited to testing and building a rental equipment list. Without the actual product in hand, I worked with a bottle of their rye for testing. Since the images needed to slot into Bulleit's existing campaign creative, I picked up orange seamless and studied the original images for lighting cues. Anomaly, the agency on the account, signed off on the tests, so I had a full lighting plan going in, though we adjusted on the fly once we saw how much larger the studio space was compared to my home setup. With my assistant Alexis Kleshik and digitech Timor Raz, we moved through the shot list efficiently enough to wrap nearly three hours ahead of my conservative estimate.

THE RESULTS

Five images of Bulleit ‘87 across a range of scenarios: the bottle alone, with a pour, and as part of the family shot. I couldn't be happier with how they turned out or with my experience working with the teams.