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Lifestyle Retouching

Heaven Hill

Compelling lifestyle image retouching for Heaven Hill Brands. Used mainly on social to promote the brands in lifestyle settings.

The Ask:

Working with the ACD and regional photographers we created lifestyle-based social media posts for Heaven Hill Brands. Each brand had a unique style and target audience we adhered to. Each image was discussed from the Brand Team with a creative direction and was paired with copy that complemented the posts. Post copy has been removed for the client. Each image had its own variables for retouching such as colour correction, cleanups, label fixing and general photoshop work. These helped promote the brands across social platforms.

Example Retouching:

Agency:

Xenopsi

Client:

Heaven Hill

Skills:

Art Direction, Retouching, Social Media Design, Photo Editing

Programs Used:

Adobe Photoshop, Adobe Lightroom, Adobe Camera Raw
9
In Situ
Example of retouching work in situ.
LAR_UpYourGame_social_v3_0_01
Raw Files
Raw Files straight from the photographer. There has been no retouching at this point.
LAR_UpYourGame_social_v3_0_02
Adobe Camera Raw
The first round of retouching, fixing colour balance, exposure and contrast.
LAR_UpYourGame_social_v3_0_03
Crop
We already decided on a close crop on this retouching on the creative brief. While this could be destructive on a larger image it didn't make sense to retouch the whole image.
LAR_UpYourGame_social_v3_04
Foil
Fix the foil on the necker, clone and digital painting for the texture.
LAR_UpYourGame_social_v3_5
Key & Label
As the key is part of the main mark and branding we always made sure it was in the centre of the bottle (not always possible SooC). Usually made with a shape layer, noise and blur. Also removed the plastic rim around the lable.
LAR_UpYourGame_social_v3_06
Second Key
The second key has been added to the kneck and colour corrected to fit in with the scene.
LAR_UpYourGame_social_v3_07
Table
Decided to swap out the table texture in front of the bottle as it was drawing too much attention.
LAR_UpYourGame_social_v3_08
Background
Simplified the background by shrinking the TV and painting in the background to simplify it.
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1 - Instagram Feed – 8
1 - Instagram Feed – 10
1 - Instagram Feed – 5

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Copyright 2019 | Ryan Downie