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A hand with dark nails holding up a pink POPP Lager can under pink starburst bunting, a tinsel curtain behind
Work

POPP Lager photoshoot

POPP had a can people loved and no photos to match. I art directed a shoot that turned that energy into a library of campaign-ready images, from hero can shots to lifestyle moments.

Art direction, styling and model direction for POPP Lager, 2024.

See it on popp.mt

Problem.

The can design already did a lot of the talking. What the brand lacked was photography that carried the same energy into real life.

It needed versatile, campaign-ready images that could scale across social, digital ads and print, without losing the beer's playful, irreverent edge.

Craft.

  1. The can is the hero.

    Clean, bold can shots anchor the campaigns and keep the brand consistent wherever it runs.

    Hands raising pink POPP Lager cans in a cheers over a table with pink cups
    Hero product.

  2. Real moments, real fun.

    I led the art direction from start to finish. Scouting, moodboard, styling, and directing two models into energetic, unforced moments, so POPP reads as the beer of choice for connection and fun.

    A woman in a sequinned top laughing as she opens a POPP Lager can and it fizzes over
    Lifestyle.

  3. Styling with attitude.

    Leather, tinsel, glitter and a lot of pink. Styling and settings pushed a confident, youthful attitude that matches the can.

    A woman smiling at a bar under a sparkling ceiling, holding a POPP Lager can
    Playful, never polished to death.

  4. Shot for every channel.

    Every set was planned to work across social, paid ads, event promotions and retail activations, so one shoot kept feeding the marketing long after the day.

    A couple sharing a hot dog at a food hall, both holding POPP Lager cans
    Built to scale.

Outcome.

A scalable content library: hero product shots and lifestyle campaign imagery, optimised for multi-channel marketing. POPP got a photographic voice as fun, bold and social as its can.

Video ad concept

The film, on paper.

A promo ad concept with POPP Lager at the centre of the party. One can, dead centre, the whole way through. It starts cool and quiet on the ice, gets thrown and twirls through the air, and the party really starts when it comes down into a hand in Malta.

I made the frames in Flow. The full motion version is waiting its turn.

TaglineDrop in, Popp off.

Storyboard.

  1. Top view of a hand with a tinsel sleeve holding a pink POPP can on crushed ice01 Top view, on ice
  2. A hand lifting a pink POPP Lager can out of an ice tub, water splashing, an event behind02 Dolly to side, lift
  3. A pink POPP Lager can in mid air against a blue sky with tinsel, ice cubes and droplets03 Thrown
  4. A POPP Lager can in the air inside a burst of tinsel and ice above an event04 Tinsel burst
  5. A hand catching a POPP Lager can above a cheering crowd in front of Maltese stone architecture05 Caught in Malta
  6. Three POPP Lager cans meeting in a cheers, foam linking them, a woman in a tinsel jacket behind06 Cheers
  7. Close up of an open POPP Lager can overflowing with foam07 Pour
  8. Beer thrown from an open POPP Lager can towards the camera08 Into camera

Key frames.

A pink POPP Lager can in mid air against a blue sky, ringed by tinsel, ice cubes and water droplets
Thrown.
A hand with dark nails and a tinsel sleeve lifting a POPP Lager can out of an ice tub, water splashing
Out of the ice.
Three POPP Lager cans meeting in a cheers, foam spilling between them, a woman in a tinsel jacket in the middle
The party starts.

Extra shots.

Product shots I made in Flow alongside the storyboard.

A hand pulling a POPP Lager can out of an ice bucket, ice and water splashing, tinsel and pink signs behind
Out of the bucket.
Three POPP Lager cans on a round pink plinth in front of a tinsel curtain
Three on a plinth.
Coming soon

The full motion version.

Same story, same can, animated end to end. Landing here soon.