Behind the Scenes: Edward Fury on “Kronenbourg Blanc”
Award: Best of Best in Advertising / Photography (C2A)
Project: Kronenbourg Blanc
Firm: Edward Fury Ltd
Lead: Edward Fury
“Kronenbourg Blanc” stands out by infusing product photography with irreverent “French attitude.” Below, photographer Edward Fury reveals how he and his team turned a beer launch into a gallery-worthy experience.
1. Could you provide a brief background about yourself or your creative practice?
Edward Fury: I’m a photographer specializing in still life, capturing everything from beauty products and cosmetics to food and drink. I enjoy the lighting challenges that come with photographing products—bringing them to life in interesting ways.
2. What was the brief for your award-winning project? What were the primary goals or instructions that guided its success?
Edward Fury: The project was for the UK launch of Kronenbourg Blanc. The main directive was “French Attitude.” We aimed to convey that spirit in a way that stood out, making people stop and look.
3. What inspired your award-winning project?
Edward Fury: We wanted to treat the beer as if it were a precious piece of art or a museum-worthy relic. That idea of placing a simple beer in high-art scenarios reflects a kind of “French attitude”—a bit cheeky, definitely memorable.
4. What challenges did you face during the creation of your award-winning project, and how did you overcome them?
Edward Fury: The tricky part was building believable “gallery” and “museum” spaces in a studio setting. Sizing props to match the beer also took planning. Ultimately, careful art direction, good set design, and working with the right props helped us pull it off.
5. What sparked your passion for photography, and how has your creative journey evolved?
Edward Fury: I started by shooting landscapes, drawn to the slower pace. During my studies, I discovered still-life photography in a studio and got hooked on the puzzle of lighting. Seeing how light can bring everyday objects to life intrigued me, and that problem-solving aspect still drives my work.
6. How do you stay updated on the latest trends, such as AI? What are your thoughts on their impact on the creative industry?
Edward Fury: AI has potential, but there are ethical and environmental concerns—especially regarding how it’s trained on copyrighted works and its energy consumption. It can be a useful tool, but we need to address those issues responsibly.
7. What steps do you take to continue growing as a photographer/creative professional?
Edward Fury: I love doing test shoots because that’s where creative experimentation can happen. Trying new lighting setups or ideas in a no-pressure context often yields techniques I can bring into client work later on.
8. What inspires your imagination, and how do you nurture creativity in your daily life?
Edward Fury: I get a lot of ideas during long drives—when you’re partially on autopilot, your brain has room to wander. It’s amazing how creativity can flow when you’re focused on a routine task.
9. Who are your biggest influences or the creatives you admire most in your field?
Edward Fury: I admire Dan Tobin Smith for his use of perspective and space in his alphabetical series, and Gregory Crewdson for his massive, detail-oriented sets. Ansel Adams’ Yosemite work is also incredible. For Americana photography, Stephen Shore and William Eggleston are big influences. They each capture the essence of a place in a completely unique way.
10. How do you balance your clients’ needs with your personal creative style?
Edward Fury: Usually, clients approach me because they appreciate a specific look I can deliver. I aim to add a bit of flair without straying from brand guidelines. It’s a blend of meeting the brief and injecting a personal touch that keeps the imagery exciting.
11. How do you feel about receiving a Creative Communication Award?
Edward Fury: It’s always great to receive that sort of recognition. When you have self-doubt, awards can reassure you that you’re doing something right, and it keeps you pushing forward.
