Effervescent Excitement with Ars Thanea
If you've never had Orangina, the carbonated orange drink that is mainly found in Europe, here's a tip: Shake it before you drink it. The natural pulp settles, and to really get the full experience, you have to shake it up to get a good mix. But be careful, the effervescence of the juice is compounded by the agitation, so open with care. When you shake it, you can imagine the vortexes your shakes are creating, swishing the juice around and catalyzing a potential explosion. The glass becomes something like Schrödinger’s lightning in a bottle, the anticipation of opening it as exciting as the drink itself. This was the feeling that Ars Thanea plumbed in their latest work with Orangina.
When the drink company came to Ars Thanea, they knew they wanted the bottles to be shown beautifully, and to use the inherent energy of the drink in the composition, but they let the team at Ars Thanea figure out the details of how everything would come together. Conceptually, the images are inspired by traditional packshots, the photographs we’re used to seeing in milquetoast ads, but Ars Thanea wanted to bring it to another level. In a subtle subversion of convention they used the liquid dynamic of the drink to imply the shape of the bottle as it flew through the air. To achieve this effect they photographed silicone in a variety of different arcs and trajectories and stitched them together in postproduction.
To bring an extra layer of excitement, Ars Thanea brought in some orange segments to fly around the composition. They worked through a few ideas and finally settled on the high velocity movement of flying pieces. “We wanted to underline the dynamic there,” says Marcin Kowalski of Ars Thanea, explaining how this added piece highlights the flavor and effervescence of the drink. Each element of the images give us an exciting look and feel to the Orangia experience.