All case studies Food photography and film

Almair

A coffee launch campaign for Almair, developed from concept through production.

The brief

Almair arrived with coffee and nothing else: no idea, no location, no cast. The launch campaign had to be built from zero, from ideation through to delivery.

How we shot it

Finding the location was the hardest part. It had to be traditional enough to mean something without tipping into pastiche, and the answer was plastered walls, a dark wooden door and a red rug. The props are all coffee: a brass dallah, ground coffee in a brass mortar and pestle, Almair coffee bags. We also handled wardrobe and cast, keeping everything restrained enough to stay artistic.

Selected work

Almair coffee bags, a brass dallah and a gift bag on a red rug in a traditional majlis, a man in a kandura seated behind

Ground coffee in a brass mortar and pestle on a woven tray, a glass of grounds beside it, a dallah and an Almair bag behind

Almair coffee bag and a brass mortar and pestle in a pointed niche of a plastered wall

Ground coffee poured from a small glass into a brass dallah held by a man in a kandura, over a red rug

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