The human doesn’t see things as they are, but as he/she is. So it comes as no surprise to us that when the creative ad agency Norvell Jefferson and CD director Jurriaan Eversdijk worked with Brussels based photographer Jeffrey Vanhoutte, they would conceive something magical from something as mundane as coffee cream powder.
Jeffrey Vanhoutte was given the job of taking a photo series capturing the radiant moves of dancer, Noi Pakon while flinging puffs of white powder in the air for the Dutch coffee creamer company, Campina Friesland Kievit. He used Broncolor flashes to capture the myriad shapes that the clouds of powder made in the air. The shoot took a long time, from morning till evening, as the model needed to be cleaned frequently from all the powder getting over her.
The perfectly timed photos give us the feeling that the powder is somehow attached to some invisible ribbon held by the dancer.
Here’s the advertisement :