Tripel Karmeliet
Tripel Karmeliet
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Liquid
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Glass
Tripel Karmeliet.
A still to accompany the TVC for Tripel Karmeliet and AB InBev, through BETC Paris, shot in Europe. The brief was to hero the liquid and present the beer as a refined drink with character and heritage behind it, rather than as a lager. The concept is glassware variety, and that is also the difficulty. One beer poured into a flute, a coupe, a tumbler and a stem gives you five near-identical amber columns, and the picture flattens unless the branded chalice clearly leads. The form solved it. The glasses were arranged to build the diamond that runs through the Tripel Karmeliet logo, the chalice held at the centre of it and the others set out to draw the shape around it, so the beer chalice photography has its hierarchy in the geometry before any light touches it.
The light then confirms it. A controlled key on the chalice while the others fall away into a warm low-key ambient, on a dark polished bar top with the backbar thrown out behind. The beer is backlit so it glows amber against near-black, and the foam heads read bright white as the only clean highlight in the frame. Everything in shot is the same liquid, so the only differences available are shape and fill height. Those were set to camera rather than poured to the glass, which is what holds the diamond together from one fixed angle. Shot in Europe by David Lineton.
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