Crossfire Hurricane
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Liquid
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Shiny
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Glass
Crossfire Hurricane.
Crossfire Hurricane is a Jamaican rum built around Rolling Stones heritage, and the brief from Fred and Farid and Crossfire was to capture the relaunch of the bottle, stills and motion, across Gold and Reserve. Launch work has to serve two jobs at once. The same shoot has to deliver a clean hero for retail and a bottle that will survive being composited into an advert, with the colour of each liquid holding true through sculpted glass. I shot the bottle and the presentation box floated on hot sunburst gradients in orange and scarlet, with a glow under the base so the glass lifts off the ground rather than sitting on it. I lit through the liquid first so Gold and Reserve stay distinct, then ran a low-key pass that drops everything except a pool of light on the embossed cap.
Floating the bottle was the decision that made the layouts possible, and it carried into the motion. I built frames where the bottle overlays the visuals, giving a flowing sequence alongside a rotating view, so the glass drives the movement. The same method runs through the rest of my commissioned rum photography and spirits work. Shot and directed in London by David Lineton, for Crossfire Hurricane.
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