Good communication is as stimulating as a great cup of coffee. There is nothing as good or comforting as that first piping hot cup of coffee to start the morning strong, except maybe that second or third cup. We seem to measure out our lives in coffee spoons, and no one understands that better than Keurig Green Mountain.
Keurig’s convenient, easy-to-use coffee brewers and packaged selections make such great coffee you feel like you’re in your favorite café. They wanted to show those warm, authentic moments you get with each perfect cup of coffee in their latest campaign for their brewers and select packaging. Photo/ Video Producer Hannah Mc Nulty and Sr. Art Director Ryan Dreimiller chose lifestyle photographer and director Jim Purdum to capture the Keurig difference.
Introduced to Keurig by one of his favorite producers, Rebecca Schatten of Arpen Productions, this was Jim’s first time working with the client. Detailed prep, evocative lighting and smart casting and direction beyond the easy cliché are all part of Jim’s heartfelt storytelling—the key elements Keurig' wanted to present for the brand. With five different brewers to feature five different subjects and kitchens to represent the marketing of each brewer, Jim had to do a lot of location scouting and casting for the ideal match ups.
Coffee brewers and coffee cups look simple to shoot but can present great challenges for creating spontaneous lifestyle. Jim’s expertise with combinations of strobe lighting and LEDs were ideal for Keurig in highlighting details with definition and for creating mood and depth in the brewers and cups. His eye-catching backlighting and spot lighting even brought sunlight streaming through the kitchens for a natural glow without it ever looking as if they were lit.
Jim’s relaxed approach to the talent set the tone to inspire confidence for comfortable, real-life moments. Shooting with a 35mm format camera and large 42 mb capture also allowed him to shoot fast and keep the narrative moving. Jim brought the Keurig experience to every scene. As for the future, we predict Jim will be working with Keurig again and not from reading any coffee grounds. Keurig creatives Hannah McNulty and Ryan Dreimiller put it so clearly: “We loved the warmth and energy you showed in your shots, the way you capture light is amazing! And on set, we just loved how easy going you are, great with talent and crew. There truly were no egos, and we like to work that way! It was a great partnership!” Great shoot and beautiful images! Looking forward to working again soon.”
Get brewing with the Keurig experience in print, broadcast, video and the Internet with packaging for POS, the Web and print as well.