Newman's Own
A charitable company + a focus on good food + an incredible team…did somebody say dream shoot?
Newman’s Own was founded by actor Paul Newman in 1982 with the hallmark mission printed on its wide range of food products: “100% profits to charity.” True to its word, the organization has donated over $500 million for better nutrition and to empower both children and adults to do great things.
For this project, I was commissioned by Scrum50 along with a group of talented collaborators to create a series of 6 and 15 second spots featuring Newman’s Own salad dressing and pizza. Inspired by the remarkable mission, we worked to capture the heart of Newman’s Own brand and share its joy, quirkiness, and of course drool worthy eats.
CRew
Photographer: Evi Abeler
Director of Photography: Erik Dettle
Food Stylist: Anna Keville Joyce
Prop Stylist: Helen Quinn
Produce: Kenton Cummings
Studio: Space 28
About Evi Abeler
Evi Abeler is a New York City-based photographer and table-top director focusing on food, still life, and lifestyle. Hailing from a tiny village in northern Germany, Evi brings every aspect of her rural farm-to-table upbringing to her work, from a collaborative, hands-on, no-drama approach to a passion for mindful living. Her artful and enticing still and motion imagery offers a ray of sunshine to the world—something we all need a little more of these days! She collaborates with crazed ad agencies, award-winning publishers, and brands who need a creative and down-to-earth photographer. Evi is profoundly grateful whenever she gets to work with mission-driven brands affecting positive change in this world.
Explore past projects Instagram, and prints for sale.
For inquiries please contact Mary Dail or Kimberley Sirisalee at Big Leo Productions.
