Award-Winning Product Photography: The Project That Took Home the Gold

Capturing a Winning Shot for Santa Fe Brewing

When Santa Fe Brewing’s marketing manager, Evan Wons, reached out. They needed standout imagery for their newest beer line, Social Hour—a craft brew designed to compete with industry giant Blue Moon.

Breaking into a new market is no small feat. To make an impact, a brand must understand its competition and what customers expect. This was Santa Fe Brewing’s first large-scale, image-driven advertising campaign, and the creative direction was open. That meant one thing, an opportunity to craft something truly eye-catching.

Behind the Scenes: The Photoshoot

Setting the Scene

In product photography—especially in food and beverage photography—the magic is in the details. To create a striking visual, I designed a custom set, carefully selecting a backdrop in the exact shade of blue found on the can. This allowed the vibrant red branding to pop, immediately drawing the viewer’s eye to the product.

The Power of Detail

To achieve that cold, refreshing look, I applied artificial condensation to both the cans and glasses. Every drop, reflection, and highlight was carefully crafted to create a sense of crispness and thirst-quenching appeal. Since I prefer capturing as much as possible in-camera rather than relying on post-production, meticulous preparation was key.

Submitting to the American Advertising Awards

The American Advertising Awards is one of the most prestigious competitions in the industry, drawing over 25,000 entries annually. Their mission? To celebrate creative excellence in advertising.

This year, I knew exactly which project had the best shot at standing out: Social Hour.