Martini captures the joy of friendship as people reunite across the world

Martini and photographer and film director 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 from their in-real-life meetups as lockdown restrictions ease and people come together to create a unique moment.

Williams, admired for his reportage-style images, will launch the series with a collection of photographs in celebration of friendship, featuring his fashion model wife Eliza Cummings. Centred around a typical Italian Aperitivo hour in the early evening sunshine, the scene depicts the group catching up over cicchetti and enjoying the delicious taste of Martini Fiero and tonic.

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 and Williams will be choosing four people to have a once in a lifetime opportunity to be photographed with their friends by Williams himself, using emerging new technology.

“At Martini, 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,” said Victoria Morris, Vice President of Martini. “We’ve all missed meeting with friends over the past year but finally, as restrictions ease, we can now enjoy those incomparable face-to-face moments with the ones we love.

Greg Williams added: “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 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.

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.