Photographer- Niklas Alm
Website: https://www.niklasalm.se
He is a Swedish still life and advertising photographer that started exploring the world of photography as a kid in his parents darkroom. Since 2001 he has been working with both editorial and advertising commisions, winning awards in Epica Awards, New York Festivals and Sony World Photography Awards among others. His passion for creating interesting environments and images with a character of their own is seen in a most of his work as he mixes his analog set design with the computer generated. His clients include Adidas, Metro, Samsung and more.
When looking through Alm's website I was drawn two these two images because of the use of colour and the compositions. The first image is for Absolute Vodka. The photoshoot looks as if it has been set in a bar or a nightclub due to the use of dark colours. The glass has been lit from the back to separate it from the dark background. The ice and the pieces of lemon make the drink look cool and refreshing. The logo of the brand is on the front of the glass to make sure the viewer knows what drink to buy. The background is a mix of purple and blue which is the brands signature colours, it also show the atmosphere of a dark nightclub which is where people are most likely to buy Absolute Vodka. There is a bottle of the vodka slightly out of focus in the background as well as ingredients which shows us what flavour the drink is. The second drink is a bottle of alcohol. I liked the fact that the linear background makes the photoshoot look modern and slick. The bottle of alcohol is lit against the background to make sure it's the focus of the image. The red reflection of the bottle leads the composition towards product. The bottle has been placed on it's side with the drink pouring out of it which brings movement to the still image. Alm's work has inspired my billboard shoot because of the lighting and use of props to compliment the Alcohol. I have learnt to advertise and selling a product you really need to set the scene to persuade the viewer.
Moving Image:
This is an advert for Absolute Vodka. Alm uses a blue/ purple hue to make it look like a nightclub atmosphere which makes the vodka more appealing because people associate it with having a good time on a night out. The smoke makes the drink appear dream like as it looks surreal. This advert show various close ups of the bottle to show different elements. The drink has been sprayed with water to make it look cold and fresh and it makes the viewer want to drink it. The smoke appears before the close ups to create a pause before the movement. The logo and important features are emphasised to show the viewer important information about the product. The drink slowly moves around in a circle to make it visually interesting. The smoke surrounding the bottle makes the product look mysterious which makes the viewer more curious to try it. At the end of the advert the smoke leaves and then just the bottle is left, they have done this so we can see it clearly on its own. The lighting at the end also goes purple to show a change in the atmosphere.
