We partnered with McCann Erickson Dublin to create a detailed image in celebration of Heineken's support of music events. Our artists across diciplines combined their expertise to create the image-- from location scouting, to sourcing props, selecting the instruments used for the ‘Prog Rock’ image along with final pre-shoot confirmation. Our Director of Photography lead the shoot in our studio and in retouch the elements were assembled and the images were further refined.

McCann Erickson Dublin came to us a concept for a campaign that highlightsHeineken’s support of music events. The idea was to show instruments and black liquid exploding out from a central source.

Having experts in CGI, retouch and photography allows us to collaborate across disciplines and create the best and most agile production plan possible. Our Creatives oversee every job from conception to completion, finding the best way to bring stories to life.

Photographer Lindsey Hopkinson captured the flying black paint and our internal photography team shot the background, which was built by combining several different shots. 
We decided to use CGI to sculpt specific paint elements that were not possible to capture with photography. Our artists then used all the elements to comp together rough low-res layouts for sign off before we put them through our full retouch process.

We obsess over making every image pixel-perfect. Our creative retouching teams are experts on creating an image out of separate elements. 

The challenge was creating a visual connection between studio shot elements, freeze-frame black paint captures, and a naturally lit background. We created an exploding paint sculpture from multiple shots so the composition had a unified framework with a space and dimension. Then, the instruments were positioned and built into the composition, and the final color style was applied to give the scene drama and weight.