Luke Evans for Nespresso’s ‘Taste that Takes You’ campaign, extracting and elevating the beauty of the coffee through his minimalist photographic style. Commissioned by Hogarth and shot in Barcelona, Luke worked closely with the Mccann Worldwide creative team, coffee technician, Sergio Roux and the TVC director, Raphael Hache to ensure a consistent and immersive suite of work for the brand.
Focusing on the unique structure and colour of coffee, the images create a sculptural aesthetic to the liquid. Utilising timed dropper systems and specialist custom optics, Luke was able to capture the iconic Nespresso drop. Custom pouring equipment allowed for precise control of crema formation, with only real coffee being used to maintain authenticity and quality.
Luke extensively tested prior to the shoot to understand how the coffee behaved to ensure that he created what he needed out of the drop, pour, bean… To allow detail in the coffee beans, Asylum perfectly crafted a upscale model, using Luke’s macro images of the real beans as reference point in all the imperfection and character of the bean.