This campaign celebrates the unsung heroes. They are the human faces, weathered, creased and sweat-laden as they are, of the market that Spitwater supplies. The characters we feature loom large as the key ingredient in making this campaign compelling and involving. To capture this story authentically, I wanted to mirror the visuals from the product itself, gritty, textual and alive.
To capture this idea I approached the project as an ‘elevated documentary’. That is to say, a kind of cinematic realism where we observe real-life subjects and situations. For most part, the camera work shouldn’t draw attention to itself, capturing imagery in anamorphic to place our subject in their location. The only departure from this approach will be for our more considered, visually interesting frames where we connect our camera to the environment or machinery to hero the Spitwater product itself, creating a unique visual aesthetic designed for Spitwater.
