Description
No studio lighting. No manufactured moments. The brief was simple in the most honest way. Before the scoop, there is a tree. Our job was to find that tree & everything that happens around it. Visually, the Idea was to either show abundance, the process or the people who are the process. Identifying the top angle was primarily to create a visual hook that adds graphic nature to the campaign. we wanted it to work as an evidence, hence, the documentary style. 'Coz the most persuasive thing a food brand can do, is make you feel like you arrived somewhere that was already happening without you too. Color We identified the situation and let the fruit color dictate the color palette via clothes, props & landscape. e.g. Pink clothes to match the inside of watermelon, mono-tone play of green lake with green guava. Pastel green car was chosen as per the complimetary color wheel with red pomegranate to create a familiar, yet surreal visual. Tribal lady & orange, banana in the yellow farm.
