When Bil Zelman was faced with the task of shooting a print campaign around a larger video production for Revyl Juices, he relied on his experience and his 6’8″ digi-tech assistant to get it all done in one day.
The Grow Old Never campaign was a competition to win $50,000 and a lifetime supply of Revyl Juices, a juice brand for grown-ups. Childish faces, a few fun product and megaphone shots were some of the necessary deliverables, but the rest were made up on the spot and by happenstance as directed by Bil.
In order to get the flash to show in the shots, backgrounds were naturally lit while the subjects were hit with a strobe look. Bil’s experience on dozens of hard flash campaigns made it work. He shot a test with various ratios of fill prior to the productions to achieve the agreed upon “look” both Bil and the agency wanted.
There was also the matter of safety. A giant bucket dumped water every two minutes and would soak a huge area they were working in, strobe included. Bil double wrapped all of the strobes with clear plastic bags and set a timer so he could run the cameras out of the splash zone before every dump. This shoot was the very definition of run-and-gun, but Bil adored the creative team and knew the campaign would be something special if he simply worked his magic he’s known for.
Check out the campaign below, and for more of Bil’s work, visit his Workbook portfolio.
