The campaign idea was to bust myths and share facts about beer to help educate Kiwi consumers about what they are drinking.
The campaign highlights the introduction of nutrition information panels on many of the Brewers Association members’ beers.
The campaign features Robbie Magasiva, Antonia Prebble, Eric Murray and Hollie Smith who each tell a classic story about themselves.
This was a fantastic opportunity to create a stunning series of portraits.
My job was to capture their character with a simple composition, beautiful lighting, styling and in interesting locations, engaging them in the process. We referenced Annie Leibovitz in preparation for this shoot because she has mastered the ability for allowing the talent to be themselves. That’s exactly what we wanted to achieve for this campaign It was about real Kiwis telling real stories and I was privileged to be able to be part of that.
