Ben & Jerry's

Changing projections shaped the coverage of the Ben & Jerry’s brand activation at Lume Studios in Tribeca, Manhattan, in June 2024. Jenya balanced exposures to retain the projected cookies, berries and ice cream while keeping visitors’ expressions visible in the darker room. Jenya photographed the giant branded pint outside, arrivals beneath the Broadway scaffolding, and the interior installation and product stations before the room filled. During operating hours, coverage moved closer to guests and the details they encountered. Film coverage included guests at the photo booth inside the cloud themed build. JPX Studios delivered a gallery of exterior views, installation photographs, product frames and candid images, along with a recap film.

JPX Studios covered the exterior, public arrival, and interior build as connected parts of one activation. Before the room filled, Jenya photographed the full projection and product stations cleanly; during operating hours, he worked closer to guests and the details they encountered. The changing imagery required exposures that retained the projected food textures without losing expressions or the Ben & Jerry’s identity in the darker space.