Though this is one of the oldest case studies, it is important as it is in many ways one of the first examples of what was to become our 'creative production' ideal. The New Cruelty founding creative partner, James Bareham, worked on a wide variety of projects for Anomaly in it's early days in New York.
The original brief for this particular project was just to provide supplementary photography for the agency on the set of their seminal Wes Anderson helmed Dasani Water 'Animals' TV Spot. The idea was to create a behind-the-scenes book that was to be presented to the client, Dasani - part of Coca-Cola. However, once the agency had seen the images, it was decided that the images should also be used on the accompanying Dasani website, digital marketing & PR.
James documented the initial set build, created architectural composites of the incredibly exaggerated scale sets (three weeks to build, one day to shoot, two days to tear down) and shot portraits of the principal actors in their full costumes of Bear, Dog and Hamster. He also handled all of the final retouching, as well as the creation of the composite images.
Creative Director: Ernest Lupinacci
Photographer & Retoucher: James Bareham