Two new flavours - Honey and Chilli - needed launch imagery before the finished product existed. What Lumiere could get us was a pre-production jar of each: a sample off the bench, not off the line. The campaign couldn't wait for the real thing.
We photographed the samples in the studio on medium format - the glass, the lid, the label wrap, the sheen and texture of the peanut butter against the jar wall - so the product in every frame is the real jar, captured at the quality a hero shot demands. Then we built each flavour its own world around it: Honey on a warm amber ground with raw honeycomb, bees and a spill of peanuts; Chilli on deep red with a pile of fresh chillies and scattered flakes.
The set, the styling and the props never had to exist. The jar did, and that's the part that matters: the reflections, the label and the surface of the product are the jar as it will sit on shelf. By the time the production run was done, the campaign imagery was already in market.
Two executions - Honey and Chilli - each delivered in landscape, square and portrait: six finished hero images, built from a single pre-production jar of each flavour.
