JWT Amsterdam Captures Portraits Through Single Water Droplet
JWT challenged photographer Robin de Puy to take a photo through a drop of Spa mineral water, to prove the brand's claim of being the purest, clearest water in the world.
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The resulting black-and-white portraits captured by de Puy [below] have an almost painterly feel. “Creating The Purest Picture was a surprisingly rich and challenging experience," said de Puy. "I guess without realising it we have become rather dependent on technology. I always shoot with the latest cameras and have become used to how quick and easy it is. With The Purest Picture I had to go back to basics and work with a mirror, a diaphragm, and a lens - which in this case was the drop of water. Then I went in search of beautiful characters with a story to tell – and ended up with a series of portraits with strangely timeless feel, it’s almost like they are black-and-white watercolours. And I think we managed to capture their pure emotion – all through a drop of Spa.”
“When people talk about innovation, it generally means working with cutting-edge technology," adds ECD Bas Korsten. "What I love about The Purest Picture is that we are being innovative, but rather than high tech, this is low tech: we’re using one of the world’s oldest natural materials, water. Sometimes the most interesting results come from stripping the creative process back down to its essence and using old school elements in a totally new way.”
For more insights into the process, check out the case study video, below.
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powered by
- Agency JWT Amsterdam
- Production DPPLR
- Creative Partner Bas Korsten
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