Crafting bespoke worlds for Mumm Napa with AI-generated studio backgrounds
Ford Media Lab: Engineering the Perfect California Vibe for Mumm Napa, Straight from the Studio
At Ford Media Lab, we're passionate about pushing creative boundaries and finding innovative solutions to deliver exceptional results for our clients. We’re excited to share details from a recent project with the prestigious Mumm Napa, where we were tasked with capturing their seasonal direct-to-consumer sparkling wine offerings in a setting that exuded a distinct California-home ambiance. The twist? This sun-drenched California lifestyle had to be created entirely within our studio.
The Challenge: Bringing California Indoors
Mumm Napa sought a series of six elegant still images to highlight their exquisite spring, fall, and holiday sparkling wines. These visuals were destined for both digital platforms and the printed brochures accompanying their valued wine club member shipments. The core creative challenge was to evoke the aspirational, relaxed, and sophisticated feel of a California residence without leaving the studio.
Ford Media Lab's Solution: Where Generative AI Meets Masterful Execution
Our approach was a carefully orchestrated blend of cutting-edge technology and seasoned production artistry:
Crafting the Vision with Generative AI: We turned to generative AI, employing thoughtful and intentional prompts to design the ideal California home backdrop. Our team meticulously guided our platforms to produce an interior scene that was bright, airy, and sophisticated – perfectly aligning with the Mumm Napa consumer profile. We specifically focused on generating a scene where foreground objects could be virtually "removed," leaving us with a pristine, usable backdrop.
From Digital to Physical: This bespoke AI-generated California setting was then printed onto high-quality transparent film. This film became the literal foundation for our in-studio environment.
Staging the Scene: In the studio, we meticulously staged a physical table and an array of carefully curated seasonal props in the foreground, directly in front of our AI-generated backdrop. This layering of physical objects over the printed scene was crucial for creating depth and realism.
The Imperative of Expert Lighting: The true key to seamlessly blending the AI backdrop with the tangible foreground elements was our expert lighting. Our team skillfully lit the set to ensure the light interacted believably with both the printed background and the physical props, eliminating any disconnect and producing a cohesive, natural-looking final image. Technical skill here is not just beneficial; it’s imperative for success.
Hasselblad Capture: As always, quality is paramount. All six images were captured on Hasselblad to ensure every nuance of the wine, the props, and the carefully crafted environment was rendered with stunning clarity and color fidelity.
The Result: A Seasonally Shifting California Story
The final output was a collection of six breathtaking still images, each tailored to a specific season and its featured Mumm Napa wines. These visuals convincingly transport the viewer to a chic California home, perfectly embodying the brand's lifestyle – an illusion expertly crafted within our studio walls.
Beyond the Image: The Power of AI Guided by Expertise
This Mumm Napa project powerfully demonstrates the endless possibilities that generative AI affords in creating bespoke environments, offering a solution that can be more efficient and creatively flexible than traditional location scouting. However, it also highlights a crucial truth: AI is a powerful tool, but its potential is only fully unlocked when wielded by technical skill and artistic vision. The ability to conceptualize, prompt effectively, integrate AI assets into a physical shoot, and light them to perfection is what Ford Media Lab excels in. It’s this marriage of innovation and expertise that turns a clever idea into a stunning reality.
Client: Mumm Napa
Location: Ford Media Lab
Photographer: Kyle Ford
Art Direction and Set Styling: Rachel Ford
Imagine the custom worlds we can build for your brand. If you're looking to create unique, tailored environments without the traditional constraints, Ford Media Lab offers the innovative thinking and technical mastery to bring your vision to life. Contact us to explore the possibilities.