Case Study: VITHIT Effervescent

Brief.

I was approached by my client, VITHIT - a Dublin-based health focussed brand.

Building on the success of our previous commercial food photography drink range shoots in 2020, and 2021 - the brand briefed me in to produce creative campaign content for the launch of their new Effervescent range that was due to launch in the UK market in February 2023.

Looking to what worked for their previous shoots, I created a commercial photography concept that made a play on movement, the colour of the power itself, and the bright tones of the packaging - for each of the three new products.

Approach.

To approach to their photography brief was to capture a series of strong and vibrant stop-motion images and hero still - in addition to more traditional product photography heroes of the products in fun, colour-matched scenes.

Easily the messiest shoot that I’ve done, I created a custom rig that held the product in place over a colour-matched background with the camera mounted above; all held within a plastic sheet shooting chamber to (fail at) keeping all of the brand-colored powders contained.

One by one, and with a load of trial and error, we captured these stop motion takes to be turned into branded animations, and additionally created impressions with a bespoke oversized stamp - showing the brand logo set into the powders as part of their commercial photography.

It’s been great to see the content go live, and it was loads of fun to capture this.