New ABSOLUT Campaign by Erik Almås uses Miniature Sets Scaled to the Size of the Bottle.

Advertising agency TBWA\Chiat\Day has been keeper of the ABSOLUT vodka brand for over 50 years. The vodka ads have become legendary, helping maintain the iconic brand’s image.

Recently they commissioned photographer Erik Almås to create a new campaign of ads. Erik worked with with New Deal Studios to create the sets that were scaled to the size of an actual ABSOLUT bottle. Within these small sets, almost everything was captured in-camera, right down to the swirling shot glasses and miniature train. These fastidious details allowed Erik to create the dramatic feeling of space within these tiny environments, and reminds us that not everything has to be created digitally in post production.

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