COMMERCIAL PHOTOGRAPHY

By: Hillary, Rica, Rebecca, Jen, Stephanie and Marian

Start off question…

What do you think is the difference between Fine-Art Photography and

Commercial Photography?

Product/ Food Photography

Solid Colour BackgroundsCommonly black or white depending on the object being photographed. White plexiglass or glass is used to prevent from shadows showing on film.

Pattern/Textured BackgroundsUsed to show distinction of the object from the background. Used to place the object in a setting (but never distracting from the main focal point)

The Lighting Set-Up

Set-Up End result

ProcessingThere are many different techniques to fix errors or small mistakes using different tools in photoshop. Smart Sharpen is a basic tool that when used with lens blur option helps fix small details.

Video

http://www.youtube.com/watch?v=-zARqGgHjNc

Food Photography

Commercial vs. Still Life Fine Art

Fine-Art to Advertising

“Adee, Daniel Ezralow”, Breaking Bounds, 1982-1992

“Daniel Ezralow & Ashley Roland”, Breaking Bounds, 1982-1992

“Daniel Ezralow & Ashley Roland”, Breaking Bounds, 1982-1992

“David Parsons”, Breaking Bounds, 1982-1992

“COMMERCIAL CLIENTS…”love to fit the images right into their layout and walk out of the studio with virtually set ads…”

-Lois Greenfield

Editorial Advertising

Editorial Photography

What is editorial photography?

What is editorial photography?

• "Editorial" refers to the market where the images will be used, to support and accompany written articles (in comparison to being used for an advertisement)

• it offers slightly more creative freedom than commercial/advertising, but pays less and you often have to work within in strict budget set by the photography editor of the publication

Things to think about:the story the photos are accompanying the clientele the publication is aimed at

how the images will be laid out (is only one image needed, or is it a spread?)

print vs online

Model: Candice SwanepoelPhotographer: Karl LagerfeldStylist: Andrew RichardsonMagazine: Harper’s Bazaar US October 2011

What should I put in an editorial portfolio?

• approximately 30 pieces, good variety, if possible cater to the publication

• if you’re just starting out, work on proving you can shoot the subject matter well rather than demonstrating your style

• website is your best bet, quick to look at and publications are often online these days

Balancing commercial/editorial/personal photography

(Photos by Joey Lawrence)

http://www.joeyl.com/blog/page/8/

(Photos by Richard Avedon)

Fashion Photography

What is Fashion Photography?

Fashion photography is a form of photography that essentially sells you clothing and other fashion things.

PhotographerEllen von Unwerth

Fashion Photography at times blurs the line between Fine Art and Commercial it is a calibration of Fashion Design and Photography to create an Art. Vogue Magazine is well known for blurring this line

Fashion Photography as a Form of Art

The Different Consumers of Fashion Magazines

How does Fashion Photography get the consumer to buy the clothes?

Fashion Photography sells you a lifestyle, by showing you the life you can have if you just looked just like the model

How does Fashion Photography get the consumer to buy the clothes?

Commercial Documentary

•Established 1888•Known for their expansive photography collection•World cultures, nature and geography, with a focus on documentary and conservation•Place for amateur photographers to gain exposure, experience, and recognition•Photographers are fully credited for their work•Emphasizes the importance of not only having an online portfolio, but also a blog, where people interested in your work can find you•My Shot - great resource for those looking to get their foot in the door of the industry•Link: http://photography.nationalgeographic.com/photography/

• “The National Geographic Society has been inspiring people to care about the planet since 1888. It is one of the largest non-profit scientific and educational institutions in the world. Its interests include geography, archaeology and natural science, the promotion of environmental and historical conservation. “

• http://www.nationalgeographic.com/about/

http://www.nationalgeographic.com/community/email/

Example: Photo Contest 2011

http://www.nationalgeographicassignment.c

om/

Note:National Geographic also offers grants and programs!

Selling Resources• National Geographic Stock Images• royalty-free images• fees dependent upon size of image and intended use

• Shutter Stock• royalty-free images• monthly or by-the-photo fees

• http://blogs.photopreneur.com/• http://photography.nationalgeographic.com/

photography/photo-tips/?source=NavPhoTip

Quote• “Most of my pictures are

grounded in people. I look for the unguarded moment, the essential soul peeking out, experience etched on a person’s face. I try to convey when it is like to be that person, a person caught in a broader landscape that I guess you’d call the human experience.”

• (from Steve McCurry’s website)