DuluxLab Ice Cream Experiment Part 2 (Collective Passions): The only way to find out if something’s going to work is by getting on and giving it a go. I had no idea if it was going to work, other than the logical side of my brain saying, ‘it’s water-based paint and water freezes.’ but it doesn’t stop the fear of failure and the abrupt conclusion of what could be a wicked photoshoot. I decided to start small and manageable, and what’s more small and manageable than ice cubes in an ice cube tray? In they went. Success!
Success meant stage 2. A detailed sketching out of shot-list ideas and colour choosing. My success at freezing ice cubes meant that my imagination went wild as to what else I might manage to persuade the paint to do. I figured that if it was happy to be an ice cube, it’d be happy to be a lolly, even a rocket shaped lolly, right? In they went. Getting them out was a little bit more tricky than the ice cubes, but with a little water application management they eventually surrendered their cocoon. But there was one shot that was really worrying me. The shot that the entire project was based on: ice-cream. Ice-cream in its purest form: thick frozen cream of the ice-cream-van wafer-cone variety. It was the one that I wanted to work the most, so of course it was the one that I put off experimenting with until the last. Having learnt to make edible ice-cream (all in the name of research), I just applied the same logic and method to the paint. If I hand-churned it often enough, there was no reason for the broken-up frozen particles not to remain supple and flexible enough for it to resemble the edible treat. After a nerve-wrecking 3 hours, it did. Based on my colour choices, Dulux suggested two of their 2013 colour schemes, Timeless Classics and Collective Passions. I divvied up the drawings between the two schemes, got them all okayed and started planning the props.
The shoot took place over two days and Dulux filmed it as we prepped and prepared the paint and the sets. It was messy work and a little manic at times, but at the end of the two days we had completed our shot list with a unexpected degree of success. All that was left to be done was the retouching and the waiting for the release date to come round. Here we are and now the long journey’s results can be seen throughout the UK’s online and printed media. Hurray!
DuluxLab ‘Collective Passions’ ice-cream shoot, styling: Emily Blunden, photography: Simon Bevan
(at the time of writing it can currently be seen on Livingetc’s blog, Life.Style.etc, July’s edition of Beautiful Kitchens and of course on Dulux’s Facebook)



















