I was recently enrolled to work on an advertising campaign for a soft drink company. Ronnie drinks G2. We created this wicked haircut by enlisting the owner of my favorite barbershop, Headliners. We then toughened Ronnie's appearance by adding tattoos and piercings, as well as increasing his musculature in Photoshop:

Here's Ronnie without the Tattoos:

And the original file before Photoshop processing:

The lighting setup was pretty straightforward. I used my 85MM lens on my D3S, and set up a a simple 3-light setup with my Bowens Studio Strobes. Single overhead large OctaBox and beauty dishes with grids on both sides behind Ronnie to provide edge lighting. The Gatorade was lit with a fourth strobe firing through a gridded Snoot.