• 4.9.15

    Kareem Black Gets Colorful for Sourz

    Every year, the full moon preceding the vernal equinox (the date in March when the sun sits in the sky at the perfect angle to make the day exactly as long as the night) marks the date when Holi is celebrated throughout the world. The spring festival is a revelry of color and love. Observers all over the world enter a free-for-all pandemonium using colored water and powder to fill their world with color in a deluge of expressive joy and merrymaking.

    Like explosions of color, Sourz liqueur uses concentrated fruit flavors to create shooter and mixers for a bright, flavorful drinking experience. For their latest campaign, Sourz and photographer Kareem Black drew inspiration from the Holi festival, setting up a party where participants got to play with the same powered colors that Holi festivalgoers use, capturing the blissful chaos of the celebration. The resulting photos are an expressive carnival of color. And it left the studio a mess. “It was insane,” says Kareem. “There’s just powder everywhere.” For their own protection, Kareem and the rest of the crew wore facemasks and overalls so they weren’t breathing and wearing the paint powder all day. But day two was even wilder. “The producer got us these onesies on the second day,” says Kareem. They were like full body costumes. “I did most of the shoot in a zebra onsie. And the creative director had a green lizard onsie, and all the clients had cheetah onsies. I just kind of increased the fun of the shoot. It just became a huge party.” As the models were throwing paint powder into the air, creating explosions of colors, the crew and creative team were all dressed up like animals, with the air becoming thicker and thicker with color.

    This party atmosphere is perfectly in line with Kareem’s way of working. “I want to have a really fun vibe on set,” Kareem has said previously about his work. “Sourz is a party thing,” he says. “It’s a young, fun drink. I think that goes with the whole theme. It’s young, it’s fun.” What better way to keep it fun and engender a sense of authenticity, spontaneity and life than to create an actual party with colorful projectiles?

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