Part 1: What is a commercial/advertising photographer?
The simple answer is, they are “Visual Communicators and Problem Solvers”.
Commercial photographers don’t only take beautiful and creative photos; they also understand great design and the psychology of selling. They are business owners, critical thinkers, managers, negotiators, legal counselors, visionaries, artist, scientist, retouchers, software experts, image asset managers, producers, directors, time managers, researchers, trend analyst, marketing experts, lighting experts, etc. etc. A professional commercial photographer is so much more than someone that takes pictures. They have the knowledge and experience it takes to create images that will help convince the target market to make a purchase. Let me give you a couple of examples to help illustrate this.
Example 1: Let’s say you sell beef and beef products. You decide you need some photos for the web, a flyer, and some recipes. Let’s say this is an all-natural grass fed beef. Our job is to creatively visually communicate what you want your audience to know about your product. If you haven’t already clearly defined this, a good photographer will need to ask you a number of questions to find this out. If you’re selling an all-natural grass fed beef you most likely will want to emphasize that it is healthy. Years of research have shown that a light and bright food photo will communicate healthy better than a rich and moody photo. What is the audience demographics? Why does this matter? You’re going to use different props for a 18 to 35 year old audience than you do for a 35 to 55 year old audience. Do you want it shot on location with models to show a person enjoying your product? How many locations? Do you want to shoot in the kitchen and dining room? Do you want the location to have a country look and feel or a contemporary look? Do you want it to look upscale or authentic and approachable? The stylist will need different food for side dishes and will style the food differently depending on the answer. Are you selling to a retail consumer market or a food service, restaurant market? Answers to each of these questions determine the course of further research, refining the nearly limitless variables and resulting in a carefully defined and effective intention for the photographs to be made. As you can see there is a lot of thought that goes into a photo shoot so you can create the right “Visual Communication” to market your product. Commercial photography is way more than “I have a product, what will it cost to take these photos? The cost of a photo shoot will be covered in Part 5.
Example 2: Let’s say in this example you need 5 to 10 lifestyle shots of a jet. First, there could be a huge cost difference between 5 shots and 10 shots (it is, after all, twice as many). Let’s say, if we shoot 5 shots they will all be on the inside of the jet. If we do 10 shots, 5 will be on the inside and 5 will be on the outside. Even a large jet is a very confined space. This makes production logistics more difficult and work move slower. Most likely, you will have to light the interior from the outside of the jet. This means lots of lights and lots of power. This means lots of set-up and take down time - extra-height stands, scaffolding, and communications requirements between the photographer inside and the crew members outside. Do you want models in the plane? How many? What ethnic model mix do you want? You will need at least one hair and make-up stylist. What kind of wardrobe do you want? How many different wardrobe choices do you want per model? How do you want the jet propped? Do you want it to look casual with food and wine or do you want it to look all business with papers and laptops? Do you want it to look like the middle of the day when they are flying or are they flying at sunset? Let’s discuss the exterior photographs. Are these static images of the plane in the hangar or is the plane moving? On the tarmac. Taking off and/or landing? Do you need air-to-air shots of the jet flying? This involves a second jet, lots of coordination, and special equipment and insurance will be needed. What background do you want behind the plane? Will it be stripped in, in post or shot on location? If stripped in - will you purchase stock imagery or do you need us to shoot unique images specifically for the backgrounds so you don’t see them in your competition’s photographs? Costs vary dramatically depending on your answers Will you want sports cars, models, pets, and luggage? Are we shooting at sunrise or sunset? Will we need special insurance and permits? How long will it take to get these permits?
We could, and will, go on and on with additional detail questions - we have to in order to define your “Custom” photo shoot. Some answers lead to new questions - and often these are elements that a client has never considered, but about which they have definite opinions. Commercial photographers need this detailed information and communication in order to provide you with the best “Visual Communication” possible. In addition, we need it to be able to provide you with an accurate cost for the project. The more information we have the better we can come up with creative solutions that help reduce costs and streamline the project.
Last but not least, we all know that emails can be the best and worst way to communicate. We recommend that you, at minimum, schedule a phone meeting with the photographer, and better yet, schedule an initial in-person meeting to establish a meaningful overview of the needs of the project. We understand everyone is very busy, but this is where you’ll get a better understanding of a photographer’s passion for their work and their problem solving abilities. This will make a huge difference in how smoothly the project goes, how closely it meets your needs, and the eventual success of the final images.
Our ad agency friends in Chicago have a BBQ client. The art director on the project asked around, "where can I find the best BBQ photographer?" David Morris Photography was their choice. It was a two-day project to get all the styled food shots and product packaging completed. For the styled food shots they wanted a warm dramatic editorial look. This seems to be the food photography trend currently. The end results were pleased clients, some great photos, and a fun shoot. What more can you ask for?
Well, if you're a fan of BBQ anywhere in the world, you've most likely heard of the" World Famous" Joe's Kansas City Bar-B-Que. They've gotten rave reviews from Presidents, sports stars, celebrities, foodies, and of course by yours truly.
We had the privilege of being asked to shoot their food for the new website. Joe's Kansas City is now selling their world famous Bar-B-Que all over the USA from the website. Now, if you're in Memphis or Seattle and need a great BBQ fix, all you need to do is order it.
This was an especially gratifying project since it's a locally owned company and we're big fans!
Joe's KC came to us and said we want some great photography,
but we don't want our photography to look like all the other companies selling BBQ on the web. We want the photos to capture the authentic and real look and feel of our product. The shots should look as if the pit master just took it out of the hot smoker. We don't want it to look perfect. We want it to look authentic with some meat drippings on the surface, the utensils to be a little messy. We were fortunate to find a hundred-year-old butcher block table for our background. It is 12"thick and three and a half foot in diameter and made out of one solid walnut log. It set the tone for the whole shoot with its authentic wear and cracked surface. To finish out the authentic and real look, we shot with all natural light and let the shadows go a little dark.
Here are a few fun images from behind the scenes, along with a few of our favorite final shots.
Food Stylist prepping the brisket for it's close-up.
David about to get slapped for moving the styled food.
Clients and crew taking a well-deserved lunch break.
My favorite burnt ends!
When you shoot commercial and advertising photography, it is all about the details. One needs to pay attention to the little things to produce an outstanding image.
Although it isn't evident to most people at first glance, you can tell the difference between an image where the details were focused on and one where they weren't when you view them side by side.
Why is focusing on the details important you ask?
1. In many cases, an expert eye up front will save time on back-end post production.
2. Details can help showcase the quality of a product.
3. Details play a part to help differentiate one brand from another.
Some of the details we pay attention to when food is involved are:
1. Ensuring the background and serving ware are clean. No dust, drips, spills, etc.
2. Making sure the design of the food is pleasing. No faces in the food, no tangents, etc.
3. Confirming the correct number of food items called for in the serving size.
Having emphasized the importance of details, you must remember to have some fun on set too.
David with his magnifiers ensuring the gumbo mac & cheese dish is spotless.
Is David making sure the plate is clean or David mooning the crew? You decide!
Our Food Stylist topping a shake with whipped cream. A little photo bombing by the Chef, too.
The sushi is on set and ready for its close up!
Cheesy biscuits. Nom nom nom.
David working with our Photo Assistant while focusing on the lighting details.
Crew & clients on set.
David and the Art Director getting photo bombed by our Photo Assistant!
Looks like the Art Director is brewing up something new for the shot.
You can tell it's the last shot of a project when the wine glasses and beer start appearing.
A toast to a great shoot!
I'm excited to announce our updated Website. We refreshed the look just a little, but still wanted to keep the site consistant with our Brand. The big difference is on the back side where most will never see. One of the great things about the refreshed site is that it is much, much easier to upload new images. The other good thing is that the refreshed website looks and works the same on mobile devices. Let us know if you enjoy the new work. Thanks, http://www.levelfivesolutions.com/ for all your help!