Clock 16, Sheraton Grand Walker Hill, Seoul: When I hear the words “Event Photography” images of people partying hard, drinks in hand and on the dance floor flood my mind.  Is that just me, or is that everyone?  Until tonight my events portfolio had only consisted of a conference, military ceremony and Christmas ball.  While there was most certainly a considerable drinking and dancing contingent at each event, it was not the main focus.  Well tonight I pretty much had the opportunity to live inside a beer commercial, and an upscale one at that.  This was no Molson Canadian party (no disrespect intended Molson, I’d happily shoot hockey fans, beavers and snow-bunnies getting wasted in the Rockies).

Image courtesy of Rick Chung on flickr. Click to view his photo stream.

The Event: Peroni Italian Style Icons Night
The Venue: The 16th floor European Restaurant and Bar known known as Clock 16 at the Sheraton Walker Hill in Seoul.
The People: 25-35 years old, stylish, interested in fashion and Italy
The Sponsors: Sheraton Grande Walkerhill Seoul (CLOCK 16), CESARE PACIOTTI, NAPAPIJRI, ARMANI DOLCI, VESPA,
LEON, MODELLINE, VOGA and of course PERONI
The DJs: Jang Il Pyeong and Yann Cavaille
Key Events: Photo zone, product displays, fashion show, Italian style ambassador competition, celebrity appearance by Korean singer Kim Hyun June
Mission: To capture the events of the night with emphasis on Peroni branding

Even though I’ve heard countless interviews with photographers who’ve never been happier to leave the world commercial photography, it still allures me.  What I loved in particular about covering this event was the marketing aspect (oh and free beer :).  But in all seriousness, it was really enjoyable trying to work the Peroni brand into each photo, to create the desired association between Peroni and style.  We’re used to seeing it with wines, and hard liquors but it’s a pretty unique approach for a BEER to take.  So with that in mind I made sure to keep my own bottle of Peroni on hand to insert into shots as required.  Another thing I enjoyed was working together with the sponsors and event staff.  I generally shoot solo and it was nice to share a common goal and be able to lend my lighting expertise when it came to setting up a few product displays and the photo zone.  I feel they pulled off a great party and I was happy to be a part of documenting it.