People aren’t drinking as much milk as they used to. As the number of beverage options multiplies each year, people’s tendency to reach for milk has diminished. However, milk continues to stand apart as a naturally nutrient-rich beverage – including 8 grams of high-quality protein in every 8 ounces. The new campaign stems from consumer research insights that show that while milk is found in most U.S. refrigerators; many Americans don’t realize its full nutritional contributions – especially milk’s high-quality protein – as well as eight other essential nutrients.

We chose the photographer, Dimitri Daniloff, based on his previous work combining computer graphics with photography. For this project, Dimitri decided to not utilize computer graphics, but to shoot real milk instead. A full day of photographing milk being poured, splashed and spilled from vessels of various shapes and sizes allowed him to combine the milk with photos of people (shot by him previously) to create amazing visuals that include a set of wings on a girl jumping into a pool to the blades of a propeller that highlight a breakdancer's moves.

The campaign has just launched, so data is not yet available.