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NY and CA based creative agency. Photography, videography, retouching, animation, vfx.

2013 - 2022 Maier Product Photography

The Making Of: Advertisement Nescafe Advertising Photoshot

Steam and smoke is a way less popular theme in advertising than splash but equally interesting. This is a short behind-the-scene from one of photography advertisement jobs we had in past for one of our clients. We made it for you to inspire and show a little bit of the creation process of Nescafe coffee, Enjoy!

Final image

1. Advertising photography concept

The idea was to create a coffee bean made out of steam went from a coffee cup.

2. Product photography

The image supposed to to be used in a variety of formats so we decided to shoot every part of the composition separately. That would allow us to compose object for all vertical and horizontal formats. Coffee jar had several absolutely different materials within itself: glass, plastic, glossy metallic paper and coffee granules. It was essential to make sure every of those parts would look the best of possible. Sometimes it make sense to set a lighting scheme for every part of the object and compose them in Photoshop.

As for the cup the only complexity was to take a few shots with different shape of coffee foam just to be sure there will be a choice.

3. Special Effects

For creating a nice steam we used Condor Foto special effect. There are two separate liquids that produces smoke while being put close to each other.

4. The final retouching of a composite image

Then we had to compose all elements together.

When the composition Was done we made final color correction.

Animated product photo retouching process.

Agency: McCann
Art Director: Ivan Zarutskiy
Production: Park Production
Photography and post production: Eli Maier and Max Maier (Maier Product Photo)