In the industry, he’s known as the drink specialist. “Out of the twenty-three years that I’ve been a photographer, I’ve been shooting alcohol for 16 years,” says the world-renowned, advertising photographer, Jeremy Hudson. In Diageo’s JamJars, perhaps the most prominent feature is the way the beverage splashes around the jar. This element has become an iconic part of Hudson’s photographic repertoire. “My photography is all about making things happen,” says Hudson. And while shooting suspended beverages seem like something that has been copied endlessly, Hudson holds a claim to being the first person to ever shoot like this. “I was in a bar in London having a cocktail and the bar had these lights that lit the cocktail from below. I then accidentally spilt a bit and the drink splashed and liquid flew into the air surrounding the glass… It looked so interesting,” he says. After taking a few iPhone shots for reference, Hudson took it back to the studio to run some tests.
His final results saw countless alcohol brands knocking at his door with the desire for something similar. Ultimately, Hudson believes that a good team is what makes a successful campaign. To produce the images for the campaign, Limehouse creative went through five-hundred individual splashes in order to create the final result, which is made up of five to ten splashes.
