Picard – Contactor
France’s largest chain in frozen quality food has opened up shop in Sweden and Bsmart was entrusted to produce the images for the launch campaign.
You can see more images at www.picard.se
Here are five ways to go for a healthy lifestyle… Stone Age, Weight Watchers, ISO, GI or LCHF.
For more details check out King Magazine. Coming soon to a news stand near you!
Did you know that in Sweden alone McDonald’s has a staggering 157.000.000 visitors each year? Is it due to their hotly debated images, or a universal taste or a competitive pricing that McDonald’s remains so popular? Indeed, the question is highly interesting. I would claim that the images in the highest degree help create hamburger success in Scandinavia. For we scandinavians like it sleek and stylish, simple and uncluttered. If we compare with the clothing fashion, the intensively retouched fashion images of clothing brands absolutely contribute to the fact that we buy their clothes. In our daily lives we use makeup and hair combs and we dress nicely when we are going out on the town. So what’s the Big Deal? We will continue to create appetising and colourful images. Even if we cheat, just a little. Because we know its how you like them!
In October 2002 we carried out our first job for McDonalds via their former agency Leo Burnett.
Pressbyran – Åkestam Holst
For this photo/CGI shoot we used tons of bananas, polygons and cinnamon buns. The original idea was to photograph the coffee cups, but by creating them in 3D we had more flexibility. To add some nice natural colour tones to the bananas, Art Director Fredrik Josefsson used a can of glossy yellow spray. The resulting images were used widely in print.
Kungsörnen – McCann Stockholm
Images like these speak for themselves.
Coop – Änglamark
Coop Änglamark has Sweden’s largest ecological range with almost 400 products to choose between. Here are just two of them. Yummy yummy!
New images to relaunch successful ad campaign
As most things in life, two is better than one and that was the driving force behind this highly visual campaign by Fredrik Josefsson, AD at Åkestam Holst. The theme for the campaign was ‘A cup of coffee is seldom alone’ and together with Fredrik we created these twisty, twirly images using a whole mixture of our talents including photo, 3D and retouch. It gave us a lot of enjoyment making these lively and playful images and we hope you like them too – or should we say two.
Mixing business with pleasure
This was the first time working with our new client, Kelly and Pling. Under the art direction of Måns Hermansson we set out to produce these images for an in-store campaign showing the Electrolux range of rod mixers and the marvels they can accomplish. This is minimalistic food photography at its best.
Kelly and Pling even wanted moving images to complete the stills on this project. This gave us the opportunity to work closely together with our friends at Snask Film. Using the same look and feel as the stills, Snask produced this beautiful, modern and stylish ad:
Fazer – Identity Works
Geisha Harmony is a new product family under the Geisha brand which was first launched in 1962. The sophisticated packaging with watercolour illustrations was designed by Senior Designer Karin af Malmborg from Identity Works. For this mouthwatering project we carried out the retouch work, production design and final artworks.
Part 2 of the DIY series – Pro Tips and Tricks
I often get asked the question if shooting food takes a lot of special skills and experience. Well, if you do the following… work with the best foodstylists and chefs, use the best and freshest ingredients, make sure you have a beautiful light, be careful with your composition and framing, use the best lenses and cameras, have access to the most talented retouch artists and some wonderful props and locations… then the answer is: Hell no! It’s a piece o’ cake!
PHOTO: Hans Carlén
Oh Thank Heaven! (for slushies!)
How can you resist these deliciously refreshing, vibrant little slushies? Newly dispensed and glistening with ice cold droplets. Similarly, pearls of perspiration were appearing on the brows of our retouch artists as they raced against the clock on this project to deliver these colourful images right on time to AD Lova Bratt at Peacock.
When less is not enough
Need we say more?
When Hamza Sabuncu at Sibylla looked for the best hamburger photographers in town, he didn’t need to look any further!
The objektive was to make images of burgers that made your mouth water, and at the same time giving the restaurants the option to compose their own menus and offers; interchangeability, all the different elements had to fit together into a mouthwatering and informative whole. Working with a legend like Thomas Andrén of Åkestam Holst keeps you on your toes! Did we succeed? Judge for yourself.
Smoother than ever
Milda, the family butter by Unilever, has recently been given a new form by Lowe Brindfors. Lotta Nannmark and Joakim Norrman came to us with this mission to visualise this classic swedish butter.
Apparently, AD Fredrik Josefsson struggled to convince the customer with this idea, which is understandable… I mean, who wants a fish as a midday snack!?! Finally the Pressbyrån was brave enough to go along for the ride, but on top of everything else the final piece of art needed to look like a
fake. So take a look, its a bit of a scary image… but its cool, so cool in fact that according to Fredrik the posters in town are being stolen right off the walls.
Cinnamon Bun Day
In Sweden we just love our buns! We have Saffron Bun Day at Advent and Semlor Bun Day just before Easter. Today was Cinnamon Bun Day and art director Fredrik Josefsson from Åkestam Holst was at the frontline in our studio. If you think the raw ingredients look mouth-watering and inviting then we can assure you that the resulting buns were deliciously scrumptious as well.
Breakfast at Pressbyrån’s
Shooting new menu images for Pressbyrån was Pekka Stålnacke’s first job at Bsmart. Art director Fredrik Josefsson from Åkestam & Holst was on the set.
Gustaf Boman, our friend at Tackolov, walked through our doors with two bags of strawberries for this photo shoot. Yummy! Art directors planning delicious desserts are always welcome at Bsmart as the final results are often consumed on site. These desserts turned out to be extra long ice cream boats. Not a bad day at all.
Two chocolatey animations were to be produced for Marabou Premium. The agency Colony, and Ogilvy’s Helena Thorsell, were looking for a clean, luxurious feel. Under a tight time schedule the 3D animation was produced – with a little help from some photographic realism.
See the TV commercial right here.
Ice Ice Cream baby
It was a perfect joy watching still lifes melt, together with Robert Gardfors from design agency Identity Works. The results were slick though, resulting in luxury stills for summer 2010. Unsurprisingly, a lot of people were more than willing to help out during this particular shoot.
RETOUCH: Anna Nordstedt
Product visualisation for Axfood
PRODUCER: Akram Janzi
Swedish lager launch
Spacerabbit’s Mikael Hulkko required some styled food still lifes for the PR launch of Three Towns, Sweden’s new premium lager. Stylist Herman Rasmusson fixed the look and several pints later we ended up with some fancy dishes as well as the perfect froth.
Hot pasta dishes were having their première at Wayne’s Coffee and new images were required. Drifa Yngvadottir of Workshop came to us with a sketch of ‘twirling pasta’ that she wanted illustrated in a photographic kind of way. Getting the shape of the pasta just right was the biggest challenge in this project, and we solved it by modeling the spaghetti in 3D.
3D/CGI & RETOUCH: Bsmart
PRODUCER: Akram Janzi
When it comes to creating beautiful editorial food images for lifestyle magazine Amelia, photographer Hans Carlén and stylist Sanna Fyring Liedgren form a perfect duo. Sanna, who runs her own company ‘Matbruk’, also creates her own recipes, and even has a house and a garden full of beautiful props and backdrops.