The Creative:
It was important to the Chobani team that we show the actual liquid outside of the packaging, so given the vibrant color and velvety texture of the drinks, my proposal was that we shoot splashes of Drink Chobani in ultra slow motion on the Phantom camera. While this concept could have been executed using 3D software, we wanted to remain true to the brand, given Chobani’s mission of using only real, all-natural ingredients. As such, everything was captured in-camera at frame rates of over 1000fps.
There were numerous production challenges on this project. Working closely with my Art Director and Food Stylist, we underwent innumerable takes, trying out various containers and objects dropped from varying heights to achieve the splashes we were going for. Additionally, each piece of fruit was captured individually and painstakingly rotoscoped in post production before being brought together in the final composite. Though it was time-consuming, shooting the fruit in this way was essential to capturing the desired authenticity. We needed the movement of the fruit to feel very real to achieve the sense of “flavor explosion” we were going for.
