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The Charm of Film at Christmas

Founded in 1698, Berry Bros. & Rudd is Britain’s oldest wine and spirits merchant, still operating from its historic home at No.3 St James’s Street. This year, I had the opportunity to conceptualise and photograph our Christmas campaign. After some thought, I landed on a medium that not only complemented the product but also captured the spirit of the season—film photography.

Why Film Photography?

Film has a reputation for being timeless, nostalgic, and authentic. Its texture and imperfections feel soulful, which perfectly aligns with the sentimentality of Christmas. This medium adds warmth and depth, echoing the same traditions we celebrate during the holidays.

Our location on St James’s Street added another layer of inspiration. The street has long been synonymous with craftsmanship, exclusivity, and tradition—values mirrored in film photography. Here’s how film and St James’s complement each other:

  • Craftsmanship:
    The bespoke tailoring and artisanal goods of St James’s Street mirror the meticulous process of shooting and developing film. Both require attention to detail and a respect for tradition.
  • Elegance:
    St James’s refined atmosphere matches the subtle grain and rich tones of film photography, offering a classic aesthetic without the artificial polish of digital images.
  • Authenticity:
    The organic feel of film aligns with the street’s heritage, emphasising substance over perfection.
  • Gentlemanly Quality:
    Film’s restrained and timeless look reflects the street’s reputation for sophistication and quiet luxury.
 
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The Lighting Setup

To highlight the bottles in a way that emphasised their elegance, I opted for a simple yet effective lighting setup:

  1. Softbox & Diffusion Panel:
    A large softbox positioned to the side of a diffusion panel provided long, soft light, gently wrapping around the bottles.
  1. Spotlight with Strobe:
    A strobe fitted with a tight grid was placed above the diffusion panel to create a soft spotlight effect, isolating the bottles while maintaining the overall mood.

This approach brought out the bottles’ details and textures, creating images that felt intimate yet refined—just like St James’s Street itself.

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Post-production
 

To digitise the film negatives with precision, I used a digital camera equipped with a 100mm macro lens. This setup allowed me to capture the intricate details and textures of the film at the highest quality. I worked in aperture priority mode, setting the aperture to f/9 for optimal depth of field and using ISO 100 to minimise noise and maintain clarity.

Once the negatives were photographed, I brought the digital files into Lightroom for editing. Using the Negative Lab Pro plugin, I converted the negatives to positive images, adjusting tones and colours to faithfully reflect the original film’s character while ensuring the final images were polished and visually compelling. This workflow preserved the unique qualities of film while adapting it for modern presentation.

 
Final Results
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Final thoughts

Film photography didn’t just match the aesthetic of the campaign; it told a story. It captured the timeless elegance of our wines and the rich history of the street where they’re sold. Just like Christmas, film photography has a way of reminding us of traditions worth preserving.

Let me know what you think—does film bring the same nostalgia for you?

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