New Work: Photography for Lark Distillery / LOVE Creative
Early last year, Lark Distillery reached out to me regarding what would lead to a dream job and career highlight. Partnering with UK-based marketing agency LOVE Creative, they were looking to propel their premier Tasmanian whisky onto the international stage as leaders of new world distilling. Tasmania’s incredible diverse landscapes served as the perfect backdrop for this new presentation of “Whisky From Another World”, offering an opportunity to break free from Scottish tradition. This was where my photography was to come in.
Quickly aligning on the end goal, the product was clear - dreamy, evocative landscape imagery of Tassie’s unique extremes. White sand beaches, craggy mountains, mossy forests and wild coasts, captured in a mix of dramatic wide angles and supplementary textural details.
From LOVE Creative: “We wanted to make sure our suite of photographs and video content could capture the wonder, drama and otherworldliness of Tasmania. Celebrating the effect of light on the lens and the landscape, and giving Tasmania’s super climate a tangible presence in the imagery.
This meant working with specialist wilderness photographers who understood this implicitly. Australian photographers Benjamin Maze and Ben Coope set out on a fortnight-long photographic expedition to capture epic, mystical locations across Tasmania that would spark our global audiences’ curiosity.”
Partnering with Ben Coope of Leap Films, we spent a total of 20 days capturing all that makes Tasmania’s natural places so special. We photographed the state from ground, boat and helicopter; hiked, camped and doubled back for the right conditions; even traversing from the north east to the south west and hiking for a mountainside sunset in a single day. Thanks to the trust that the team had in my knowledge of Tasmania and our ability to make judgement calls based on suitable conditions, we were able to capture magnificent scenes in every corner of this beautiful island. From the aurora and moonrise, to glorious sunsets, swirling atmospheric mountain peaks and stunning lush trees, we came away incredibly proud of what we were able to supply. LOVE Creative then complimented this suite with licences of four existing portfolio images of mine to enhance the final delivery.
It’s been a pleasure to see the final campaign go live, with all the creative, inspiring ways that they’ve weaved our imagery in with the rest of the material. Masterful artwork from illustrator Martha Olivia is seen also across the board in the product and overall branding design. And for those who enjoy a dram, the whisky itself is well worth a glass (as someone who has enjoyed Lark whisky for years before this job came to be).
Below is a gallery of some of the final campaign work, as can be found in this case study feature by LOVE Creative, as well as on various pages of Lark Distillery’s website. Scroll down a little further and you’ll see a range of my photographs from my time on the shoot. While not every image here can be found in the campaign, nor is this a comprehensive collection of what we captured over those 20 days, this gallery offers a strong representation of the images that I supplied as well as a range of personal favourites.
Features:
LOVE Creative: Lark Case Study | A Mystical Identity for Lark Whisky
Design Week: Lark Distillery Rebrand | LOVE takes Tasmanian whisky global
Creative Boom: Why LOVE ignored the whisky rulebook to rebrand a Tasmanian distiller
