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A couple laughing in front of a pink POPP wall, each holding a POPP Lager can
Work

POPP Lager photoshoot

POPP had a can people loved and no photos to match. I art directed a shoot that turned that energy into a library of campaign-ready images, from hero can shots to lifestyle moments.

Art direction, styling and model direction for POPP Lager. [year to confirm]

Problem

The can design already did a lot of the talking. What the brand lacked was photography that carried the same energy into real life.

It needed versatile, campaign-ready images that could scale across social, digital ads and print, without losing the beer's playful, irreverent edge.

Craft

  1. The can is the hero

    Clean, bold can shots anchor the campaigns and keep the brand consistent wherever it runs.

    Hands raising pink POPP Lager cans in a cheers over a table with pink cups
    Hero product.

  2. Real moments, real fun

    I led the art direction from start to finish. Scouting, moodboard, styling, and directing two models into energetic, unforced moments, so POPP reads as the beer of choice for connection and fun.

    A woman in a sequinned top laughing as she opens a POPP Lager can and it fizzes over
    Lifestyle.

  3. Styling with attitude

    Leather, tinsel, glitter and a lot of pink. Styling and settings pushed a confident, youthful attitude that matches the can.

    A woman smiling at a bar under a sparkling ceiling, holding a POPP Lager can
    Playful, never polished to death.

  4. Shot for every channel

    Every set was planned to work across social, paid ads, event promotions and retail activations, so one shoot kept feeding the marketing long after the day.

    A couple sharing a hot dog at a food hall, both holding POPP Lager cans
    Built to scale.

Outcome

A scalable content library: hero product shots and lifestyle campaign imagery, optimised for multi-channel marketing. POPP got a photographic voice as fun, bold and social as its can.