Tip:
Highlight text to annotate it
X
(amazing beer music)
- Welcome to the beer tutorial.
We've been planning a beverage tutorial
for a very, very long time,
and looking at the curriculum
from multiple different perspectives.
And in doing so, we realized,
beer has to be its own category.
There is just so much to learn
when it comes to photographing beer properly.
We wanted to break it out and make it its own tutorial,
a standalone, just beer from the very basics
all the way through to some more
creative approaches to photographing beer.
So what can you expect out of this tutorial?
Well, here's how we're gonna do it.
We're gonna start with the very basics,
and that's a beer pour.
But we're gonna look at a beer pour
from multiple perspectives.
We need to look at straight-on just beer to glass,
to shoot for the body, the head, and the sides of the glass.
Every client, I don't care,
every client needs just their product to look good on white,
because it's gonna live on their website,
it's gonna live maybe on a cel sheet.
Learning how to shoot beer on white
is just the most basic place that you're gonna start.
We're also gonna look at beer pours
from multiple perspectives.
We're gonna go a little bit lower
because that completely changes what happens with the head.
And then we're gonna go higher
and we're gonna look at different colors of beer.
Then we're gonna look at bottles.
Again, we're gonna stay on the white set,
but we're gonna look at bottles
and what's really important there.
How do you get a good glow coming through the bottle?
How do you get the labels to look right?
Because, remember,
they've got silvers, they've got golds, they've got whites,
they've got a bunch of type.
All that stuff you really need to take into consideration
because the client has spent
an enormous amount of time and money
making their label look just the way it does.
We want to highlight all those components.
We're also gonna talk about how to really dress a bottle.
We're going to first start by prepping a bottle.
We're gonna go to my prepping station.
I'm gonna show you exactly
how I remove labels from a bottle,
put fresh labels on.
I prepare it so that it can take
all the refreshment cues,
the spritz, the slush, the crushed ice.
All that stuff has to have something to hold on to,
and we have to protect the labels at the same time.
So I'm gonna walk you through my methodology
and my process on dressing a bottle,
really making it heroic.
Once we've had the opportunity to really master the basics,
that's when we can start to get creative.
We can take the skills that we've learned
about pouring a beer and dressing a beer bottle,
and now we can start to create environments.
We can create mood, we can set tone.
Because, remember, that's an opportunity
for us to really sell the product.
We want to create desire in the viewer.
If I'm able to evoke that sense in you,
that you want to drink that beer
in that environment right now,
then I've won and I've hit the mark for my client.
We're gonna spend a good amount of time
showing you that process of creating that environment
and instilling that sense of desire,
that sense of drinkability in the viewer.
So again, once we've had the opportunity to kind of
master the basics and we get into the really creative stuff
and we learn how to set tone and mood,
that's when you're gonna be able to really go out
and get new clients,
when you're gonna be able to set yourself apart
from the other beverage photographers,
because that's what I want for you.
There are so many opportunities in the world of beer
to gain new clients.
In the United States alone,
there's over 5,000 microbreweries.
Think of how many opportunities that is for you
to walk down to your local brewery,
open up a conversation, and show them your work
and start to gain business.
That's my hope for you,
that's where I want you to start,
and I can't wait to see you unfold as a photographer.
(upbeat music)