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Case studies - Ice Cold Cool Creative – Gamko Refrigeration
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A recent exciting challenge came about during the summer when I was asked to provide the photography for new marketing campaign by Dutch refrigeration company Gamko.
Since the company was established back in 1958, its focus has been on revolutionising the professional drinks cooling industry.
Its products are highly innovative, involving the use of cutting edge technology and precision engineering. Rather than the domestic market, Gamko’s refrigeration products are aimed at companies in the leisure and hospitality industry, such as trendy restaurants and bars.
Gamko is clearly proud of its impressive range of commercial drinks coolers, tailored to meet its ever-evolving customer needs.
It believes that every bar, every customer and every drink is completely unique and its products provide an equally unique and stylish solution.
The idea is that their refrigeration systems seamlessly complement the look and feel of any bar, and it’s this fundamental ethos that I wanted to capture effectively in the shots I took.
I travelled over to Amsterdam on a balmy September morning and met with the creative team I was to work with. It was clear that they wanted to get across the high-end, high-quality feel of their products, and the setting was a bright, vibrant cocktail bar in the beating heart of the city.
As I met the models and considered angles, techniques and lighting, it was apparent that Gamko’s products are all about a young, chic Amsterdam vibe.
They encapsulate laid back, post-work cocktails and care-free socialising, and I knew that it was the lifestyle I needed to capture as much as the products themselves.
Shooting the Breeze
The models were young twenty-somethings who were clearly enjoying their work and came across relaxed. Again I wanted to capture this spirit in my shots; no posing, no “hold it there” - just natural, candid action shots of drinks being poured and fun being had.
The space and lighting here were also important. Larger spaces, clean lines and an ultra-modern bar area served again to drive home Gamko’s message that their commercial refrigeration products were all about quality, freshness and style.
I used plenty of blue lighting to bring cold air and crispness to mind, courtesy of the blue backlights of the fridges themselves alongside the daylight coming in from outside.
There are plenty of smiles and laughter in my scenes, and an experimental feeling to the creation of the cocktails - all again denoting youth, positivity and the whole thriving nightlife experience.
I wanted the shots to not only show the outstanding quality of Gamko’s products but to invoke a feeling of youthful exuberance, a desire to socialise and a celebration of natural, non-posed photography.
The Final Cut
The shoot was very successful and I was pleased with the images and how they’ve since been edited. The Gamko team was impressed and took on board my methods, ideas and strategies for getting their message across.
It was a great collaboration and a fun job to complete as it offered a chance to take what could be thought of as a fairly mundane product - a fridge - and give it a setting and a back story.
The fridge became an integral part of young, sophisticated lounge-bar life, exactly as Gamko wanted.
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