Thinking / Ingredients: one can of Libby's Pumpkin, a crossbow, a laser...

Ingredients: one can of Libby's Pumpkin, a crossbow, a laser...

Did you ever see a picture and ask yourself, “How’d they do that?” Well, you may be surprised to know that these intriguing photos usually start with a big idea and questions like “How are we going to pull this off?” Those big ideas then become a reality once creative and technology collide – and after countless hours of planning.

Let’s take a look at some of the powerful images we created for Marcus Thomas' recent LIBBY’S® #PumpkinCan campaign.

On the surface, you may think these photos are neat, but once you learn they were taken using a PVC crossbow, compressed air and a laser, you’ll see just how powerful these images really are.

The photo shoot involved capturing both still and video to illustrate how using pumpkin is a healthy alternative to ingredients such as butter, oil and sodium. To do this, we worked with photographer Adam Levey from Portland, Ore. The shoot required a unique and creative rig comprised of the following:

  • A custom-made PVC crossbow holding a can of pumpkin and elevated 10 feet in the air – when the can of pumpkin was released it traveled between 80-100 mph.
  • A tube of compressed air causing an explosion once the can of pumpkin was released from the crossbow.
  • A laser trip-wire timing out the different stages of the shot.

For the video portion of the shoot, a phantom camera was used and footage was captured at 10,000 frames per second.

We were beyond thrilled with the execution and how our campaign message was conveyed. A big thanks to all of the folks involved.

So, the next time you see a picture and ask yourself, “How’d they do that,” just know it probably consisted of a group of creatives and tech-savvy folks who made their big idea a reality.

Oh, and you'll take comfort in the fact that you didn't have to clean up this mess.

To learn more about Adam Levey and view his recent work, click here.