Sunday, May 18, 2014

Samsung Refrigerator advertisements

This was definitely one of the cooler projects that I have been a part of.  Cheil Worldwide asked me to shoot their point of purchase advertisements for a new model of refrigerator that Samsung was releasing in south east asia.  The idea behind the images was to create a feeling of freshness that the product would supply.  It is not common practice to refrigerate meat or vegetables in Vietnam so the challenge was to get a potential consumer to see the benefits of cold food storage.  The refrigerator would be perceived as something that would make the food stay fresh and last longer.  With the images, we used a "wet market" theme.  It is also referred to as a farmers market in the states.  Cheil wanted the images that were used inside of the refrigerator display to look like local farmers and meat market butchers who were working.  The fruits and vegetables would be in the the cold part while the meat and fish would be in the freezer.  The main image on the outside of the Refrigerator was cut together in studio.  I had to shoot background plates of the local wet markets and then match the lighting with that talent.  Needless to say, we used tons of vegetables and meat so at the end of the day I got to stock my own refrigerator full of fresh food!

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