APF Client Bill Cahill On PDN’s “How I Got That Shot”
…the U.S. branch of the trade association that represents Champagne makers in France, created a billboard ad campaign that read, “Maine lobster from Kansas? Of course not,” with a giant question mark made out of what appears to be Champagne. The billboards debuted shortly before New Year’s Eve, the biggest time of the year for Champagne purchases. To shoot the ads, the Champagne Bureau’s agency, Creature in Seattle, hired Bill Cahill, a still-life photographer with extensive experience shooting splashes and liquids.
After the agency sent his rep a comp showing how they envisioned the question mark, Cahill set about writing a brief explaining his idea for making their vision a reality. “Clients come to me with these ideas like, ‘a question mark made out of liquid’ and they really have no idea how it’ll happen,” he says. Once he figures out a solution, “I have to educate them and show them: This is how it works, this is how long it’ll take, this is what we have to do to make it happen.”
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