Seagram's always-on content
This two-day shoot for Seagram’s Gin had one purpose: to capture all of the social content for the first half of the year.
One of the most important things to keep in mind with a volume social shoot is that the images must be varied, or you risk a grid that looks like it’s, well, all from the same shoot. In order to create a variety of seasonal scenes in studio on a modest budget, the FML team had to get both strategic and creative. All images were captured in studio, including lifestyle scenes set outdoors, at a pool, by the fire or in a kitchen. How did we do it? Creative set design using props from our extensive library.
First, we began by determining the categories for content, in this case: highballs, hot drinks, lifestyle images and a focus on color-blocking with Seagram’s Twisted flavors. Next, we created a mock Instagram grid with color codes for these categories, plotting the posts on the social calendar while ensuring that no two images were too close and that all holidays were covered. Before the content had even been captured, each image had a post date!
Following the shoot, we delivered a six-month content calendar, complete with captions and hashtags. Once approved, all posts could be scheduled for automatic posting, eliminating the need for ongoing strategy and planning. Check out how it’s all coming together on the Instagram grid here.
The lifestyle images focused on cocktails and occasions, like game day, grilling, mixing at home and cozy scenes with hot drinks.
We utilized color blocking and fresh ingredients to highlight the flavors of Seagram’s Twisted Gin.
The concept for the highball cocktails was to feature them solo on a consistent set. To bring subtle branding into the scene, we used a Gobo in the exact pattern of the Seagram’s bottle to cast a textured shadow.
Client: Seagram’s Gin
Location: Ford Media Lab
Photographer: Kyle Ford
Prop Styling: Daniella Mangakis
Cocktail Styling: Ash Haussermann
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