Charlotte Martin was a celebrated British model in the 1960s, known for her work and connections with famous musicians like Eric Clapton and Jimmy Page.
In 1968, photographer Clive Arrowsmith captured her in a Coca-Cola advertisement, creating striking and unconventional images. The shoot was part of an edgy Coca-Cola calendar concept featuring a giant bottle cap integrated into various scenes. r.
h/t: vintag.es
Arrowsmith, inspired by Renaissance lighting, developed his photography skills at Rediffusion, where he worked on creative projects. His friendship with art director Arnold Schwartzman helped him land the Coca-Cola campaign.
Injuring his knee before the shoot, Arrowsmith had to direct from a wheelchair, improvising with friends to adjust lighting. The images used a flash technique that overpowered daylight, a style he later employed in Pirelli Calendars.
Despite its artistic success, the campaign was deemed too bold for mainstream Coca-Cola marketing. The photoshoot was a testament to creative spontaneity, relying on minimal resources and enthusiastic collaboration. It remains a memorable part of 1960s visual culture and Arrowsmith’s early photographic caree