Photography — Off The MRKT

Annabella Pardo

Martini & Rossi capture the joy of friendship as people reunite across the world. The iconic aperitivo brand joins forces with legendary photographer Greg Williams to capture a historic moment in time for future social reunions.

Photo Credit to MARTINI & ROSSI® X Greg Williams

MARTINI®, the world’s leading vermouth brand and photographer Greg Williams are coming together to curate a once in a lifetime digital photography series of friends reuniting. Friends are being asked to submit images of their in-person gatherings as people hope to safely reunite and create a truly unique moment in time.

To inspire people to capture their own moments of reconnection, Williams, admired for his reportage-style images, will launch the series with a collection of photographs in celebration of friendship, featuring his wife, fashion model, Eliza Cummings. Centered around a typical Italian aperitivo hour in the early evening sunshine, the scene depicts the group catching up over ‘cicchetti’ or snacks in Italian and enjoying the delicious taste of MARTINI & ROSSI Fiero and tonic.

As someone who regularly captures leading talent, Williams is famous for his ability to take authentic, candid, and relaxed portraits of his subjects. To help people less confident with photography, Williams has created a video guide on how to capture unforgettable moments with friends using just a smartphone. Accessible via his and the MARTINI Instagram page, the guide includes tips on composition, lighting, making your subjects feel at ease, the importance of storytelling, and more, all done in Williams’ signature relaxed tone and style.

As part of curating the digital gallery, MARTINI & ROSSI and Williams will be choosing four people to have a once in a lifetime opportunity to be photographed remotely with their friends by Williams himself, using emerging new technology.

Victoria Morris, Vice President of MARTINI & ROSSI, comments: “At MARTINI & ROSSI, we understand the importance of time spent with friends, it’s been at the very heart of our brand since it was founded by three friends over 150 years ago. We’ve all missed meeting with friends over the past year but as we look forward, we can start to think about how we can enjoy those incomparable face-to-face moments with the ones we love. Through our promotion with Greg Williams, we want people to celebrate reconnecting and help us capture this extraordinary moment in time.”

Greg Williams adds, “The past year has been tough, and I’ve certainly missed being able to hang out with my friends, that’s why I’m so pleased to be partnering with such an iconic brand as MARTINI & ROSSI on this project. I describe myself as a candid photographer, capturing images in-the-moment, and as friends start to meetup there are going to be so many opportunities to take beautiful shots.

He continues; “You’re most relaxed when you’re with your closest friends and when you haven’t seen those people for quite some time, the emotion and excitement can come through in an image that can be kept forever. I am excited to be curating a digital gallery of the best images and to see the joy as friends come together”.

To be in for a chance to be featured in the gallery and of winning a once in a lifetime opportunity to be photographed with friends by Greg Williams, people can submit their photographs to #MARTINIMoments on Instagram.

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