When can an image make you see the stark reality?
The objective of this communication piece was to sensitise urban consumers on how water scarcity is a clear and present danger. It also wanted to highlight the kind of effort it takes to get just one bucket of water.
When the Wunderman Thompson (formerly JWT) creative team came to us with the creative execution, we decided to use the services of Prashant Godbole, an iconic photographer, aided by the post-production talents of our team at Craving Digital India.
Our challenge started with searching for the perfect well. It needed to be situated on open parched land and had to have space enough to accommodate over a 100 people gathered around it waiting to draw water. After scouring the dry areas of Gujarat, Maharashtra and Karnataka, we finally found the ideal well in the Wai province of Maharashtra. We had to ensure that there was minimum Photoshop work to create a genuine piece of content, as envisaged by the brand and the agency. Over a 100 villagers were transported to the location. We helped them understand the concept and got them to carry their own utensils for authenticity.
Prashant Godbole then added his magic with the right camera angle and lens and most crucially, the perfect frame to shoot this epic image. The project remains to date one of our most proud productions.
Stage 1: Reference shared by the agency
Stage 2: Rough sketch to identify the layout.
Stage 3: Recce and identification of final location.
Stage 4: Completion of Shoot & Final retouched image.
