Carlsberg – Seasons greetings

A seasonal series for Carlsberg Group.


Client: Carlsberg Group

Agency: Stillman Design

Our work: Baking, 3D/CGI and retouch

When Stillman Design approached us with a wonderful range of image ideas for Carlsberg’s christmas card, we reached for the mouse and wooden spoon. Yeah that’s right, not only can we wave a wacom pen and push a mouse, we’re also able to mix it up in the kitchen.

Decisions, Decisions…

A large part of our production process involves applying the correct methods to the job at hand. We’ll be the first to admit that sometimes real-life cannot be beat. So we decided that the best way to make the uniquely ‘Hop’ shaped cookies was to actually bake them, then photograph them.

Let’s get physical

Taking the supplied vector artwork of Carlsberg’s hop design, we went to see our friends at Republikken and had some forms laser cut. With our high tech cookie cutters ready, we got busy with the dough and slammed them in the oven.

Next – with the smell of freshly baked cookies still wafting through the office, the icing design was skillfully executed in retouch based on Stillman’s designs. A similar process of photography and retouch was used for the sugar sprinkles and cut-out text.

The three other concepts were ideal for a combo of 3D / 2D and retouch, so that’s what we did. Working directly with Stillman, composition, lighting and overall placement was nailed in a single real-time 3D session.

The final 3D renders got the usual love and attention from retouch as the whole series were brought together with the same cosy look and feel.


As you can see, we’re flexible in our approach to image creation. We’re ready to roll-up our sleeves and do whatever is required to get the job done. If that job requires a pinch of salt, a rolling pin and a plywood laser cutting machine then no problem, you know who to call.

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