All language subtitles for 01-01-Getting Started-Introduction to Beverage.mp4

Welcome to the Beveridge tutorial.

When I think about my career and kind
of the pathway I've taken,

I've definitely tried a lot of
different things.

And food beverage, beer, that's my
wheelhouse, that's where I'm happiest

that's why I'm the most challenged

Beveridge.

In particular,

there's so much about Beveridge
photography that still challenges me

after nearly thirty years in the
business.

I love it and I can't deny that.

And I want to share those

challenges and the tricks that I have
to overcome, those challenges with you.

And when I do look back on my career, I
think, yeah, I've been pretty

fortunate.

Because I started with Jack Daniels
that's where I cut my teeth in the

world of Beveridge,

quite an opportunity.

And that was a wonderful starting place
for me, because I had so much to learn

from that brand,

about their brand, about their labels,
their bottle,

the color of their liquid, the way they
want to present their cocktails, the

way they want to be known.

And just keep in mind, this is a
storied brand,

and I think you're going to find that
it's true with all brands.

The really

protective of what's important to them.

They put a lot of time and a lot of
money and a lot of effort into

designing their bottles, into
perfecting their liquids, into

presenting their labels and creating
their own brand identity.

So as photographers it's our duty to
completely understand

their perspective

and bring their brand identity to life.

How do we push it forward?

What do we do to make it

shine the best?

Be in the best light and really

sell their product?

At the end of the day, that's what
we're doing.

We're trying to reach out to the
customers.

We're trying to grow their audience
share.

We're trying to bring more people into
their fold.

I've said this 1000 times, and I'm
probably going to say it 10000 more

times before my career is over.

The way to sell product.

And the challenge of a product
photographer is to put emotion into

this inanimate object,

to take a bottle, to take a cocktail,
and to somehow make you the viewer.

Want to reach into that photograph and
grab that cocktail and have an

experience with the people that you
imagine are in that scene.

You want to be in that place.

You want to feel what it's like to
experience, that sense of community,

that environment.

You want a part of it.

So

we're going to start off with the
basics.

We're going to go with a set that I
call whiteline blackline.

All of my clients have a request for
bottles photographed on white and

photographed on black.

And over the course of years, I've
gotten my workflow down to a very

concise fashion.

I've eliminated a lot of the fluff.

I've gotten rid of some of the time
consuming elements.

And I've figured out a way to really

photograph the bottle on black and then
quickly transfer the set to white

and give the client both options they
need it.

And it's a great service that you'll be
able to offer.

And in that, we're going to take a look
at bottles and how complex they are,

and what is important about them.

The quality of the actual glass, the
color of the actual glass, the labels

that are on those bottles.

What features do we need to bring out?

What do we need to pay attention to?

We're going to start there.

Now we're going to step up and we're
going to add in cocktail swim

on white and on black.

Because, again, all my clients need
that.

They are looking for a way to show
their recipes.

And website is the most direct, most
immediate way to do that.

Almost all these images either live on
a black background or a white

background, or both.

So we want to offer them both, because
simply shooting on gray and retouching

black or white, and it's never the
same.

So i'll show you a very quick way to
offer them a much better solution.

While we're doing the cocktails, we're
going to have a chance to really talk

about refreshment cues.

What's important to make something look
appetizing,

appealing, refreshing.

How do we handle garnishes?

How do we handle the liquids and the
ice and the things that go inside of

those cocktails?

And we're going to touch on that stuff.

And once we have a good understanding
of those basics, then we're going to

move into some really creative ideas,
like how do we make

creative images that really sell the
brand?

So after we work on understanding a
bottle and cocktails and refreshment

cues and all that good stuff on white
line, black line, we're going to move

into creating environments.

We're going to start off by using
things you have in your studio to give

a sense of place, to give a sense of
set to give up,

to give the viewer an idea that you're
not in your studio when you actually are.

We're also going to work with something
called door trans.

This is a fabulous technique and a
great trick

to shoot on location while being in the
studio.

So how does that work?

Well, I'm going to show you,

when we go out on location, we really
have a great opportunity to bring

something unique, the flavor of that
location, into our photographs.

But bringing it back in the studio,
where we have all the control, all the

tools we want are at our beckon, our
lighting, everything we need, we're

going to be able to create a location
image right in the studio.

I'm looking forward to really getting
started on this.

I'm going to show you my processes
unveiled.

You're going to see me working alone a
little bit.

You see me working with Kate coughfiel,
who is my rock star assistant from Chicago.

She knows me better than probably
anybody when it comes to understanding

me as an artist.

You're going to see how we work
together, how we bounce ideas off of

each other.

And you're going to see my process from
front to back.

My hope, though, is at the end of this
tutorial

at

the end of your watching this.

You're going to be able to take these
ideas, these concepts, these tricks

and these tools,

and you're going to go back to your
studio and you're going to rethink the

way you make Beveridge photography.

You're going to approach it differently,

you're going to look at details
differently, and you're going to come

out with a completely new set of images
that are going to exceed

what you thought was possible,