5 October 2018

Every month we create content for Boochcraft. They've got us on a retainer because so much of their following comes from their Instagram presence and they're really good about keeping their feed lookin' fresh. 

Boochcraft is a San Diego brewed high-alcohol kombucha beverage. And by "high" we mean 7%ABV. While Kirk and I can't attest to the flavor ourselves - Rachel and Diana say it's absolutely delicious and retailers in California can hardly keep it on the shelf. 

Their content is three-prong: Lifestyle, Product, and Science. For each of these shoots we normally spend about a half day - 4 hours - so we can generate enough content to keep up with their 6 post per week social media schedule. 


Ashley, their head of marketing, put out a casting call through their Instagram so we got a really great mix of actual Boochcraft drinkers. Some were already friends, some were sisters, and after every shoot, like clockwork, the whole group stands around talking and making a plan for where to go and hang out next. We like to think this is our contribution to building community :) 

The theme was Golden Hour in Golden Hill shot street style. Think stoop kids. Diana and I found pockets of colored walls and iconic neighborhood landmarks (hello, Luigi's pizzeria!) that would give us a good variety of backdrops and would make all their Instagram posts unique.  



The wardrobe was a little grungy with a mix of fall, desert tones. We (Ashley, Diana, and I) sourced all of the looks from Urban Outfitters and asked the models to bring one of their own favorite outfits and basic shoe options. Wardrobe changes eat up a ton of time so it was important to limit that and add an accessory or jacket where we needed to mix it up. Then people (Kirk) started to steal the sunglasses... 

Kirk shot all of the portraits on a Cannon 5dMarkIV with a cannon 50mm f/1.2 and a gold reflector because - how did I forget this part?! - it started to RAIN mid-shoot. Of all days. So we had Diana working that reflector to fake our golden hour. Rachel was simultaniously shooting stock photos (hands holding bottles) on the Nikon d850 with a sigma 50mm f/1.4. The Nikon's are great for keeping color true and capturing a lot of detail. Alexis was managing the shot list, keeping an eye out for wardrobe malfunctions and changing out props. Ashley was slingin' booch, keeping the models happy!




The theme for this set was rustic fall, Big Sur coffee shop, and the feelings of coziness and warmth. We used a lot of wooden coasters and plates, linens in grapefruit and plum, with leaves and dried flowers for accents. Most of the props came from West Elm, Gold Leaf and Home Goods. Native Poppy had huge branches of leaves and rose hip berries that are hard to find here in Southern California.

We could only shoot 3 of Boochcraft's flavors but our goal was to come up with 20 unique sets to produce a lot of images.  Diana and I pulled our inspiration shots from other coffee shops, like Ketl, and organic beauty brands, like Laurel. I grouped the production schedule into three sections: fresh ingredients, fall styling, and bottles + glasses. Boochcraft is made from kombucha and cold pressed organic juice so it's really important to emphasize that in their branding. We styled the bottles amongst juicy grapefruit, sliced apples, and pops of lime and sprinkled their aromatic, dried ingredients around to give a celebratory, confetti feel. For the fall styling we brought in those beautiful props and etched glasses and paired the linens and foliage together. It's really important to give these shots a bunch of layers to make it feel dynamic. 

For product we love to do a mix of overhead and handhelds. Kirk mounted the Nikon d850 up top with the Sigma 50mm and shot at f/5.6 for the flatlays to keep everything on the backdrop in good clear focus. Handhelds were on the Cannon with the 50mm, shot at f/2.0 - sharper than wide-open but still distinctively stylish with a nice blurry falloff. We had two Kino lights set up as well as a tungsten spotlight to give that same golden warmth we produced for the Lifestyle shots. We also keep a spray bottle on hand to give the bottles and glasses some good condensation and make you feel thirsty - shoutout to the other photographer who DM'd us that tip!!! 



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Hale Production Studios is a full-service photography, videography and brand management company. We are located in South Park, San Diego but are willing & able to follow you on whatever adventures you seek, with a camera in hand.

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