Photography showcase July 2009
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AdMedia July 2009 13 photography 09 Photographers Showcase
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Advertising, agencies, media, photography
Transcript of Photography showcase July 2009
AdMedia July 2009 13
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09PhotographersShowcase
14 www.admedia.co.nz
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09PhotographersShowcase
IndexMatch Photographers .............................................................................................. 16+17
Nigel Gardiner Photography ......................................................................................... 18
My World .............................................................................................................................. 19
Lightworkx Photography................................................................................................ 20
International Rescue ........................................................................................................ 21
Charles Cooper Photography ....................................................................................... 22
Reload Agency ................................................................................................................... 23
Collective Force .................................................................................................................. 23
John Doogan ...................................................................................................................... 24
AdMedia July 2009 15
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According to TBWA\Whybin’s Andy Blood, the key attributes of a great advertising photographer are “a wild mind and a disciplined eye”. But with budgets shrinking and stock images readily available, wild minds are stepping back to a more considered approach to advertising photography. Patricia Moore reports.
&Hand-rolled tailormade
photography
AdMedia July 2009 15
www.matchphotographers.com
match --- [verb] to make and be harmonious
www.matchphotographers.com
match --- [verb] to make and be harmonious
18 www.admedia.co.nz
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Nigel gardiNer photography
8c Charlotte Street, Eden TceAuckland. Phone 0274813360www.nigelgardiner.co.nz
CHRISTINA FORCE (THE COLLECTIVE FORCE), AARON K (AIPA), CHRIS PARKER (NZIPP).
One of the biggest challenges facing advertising and illustrative
photographers in the NZ market is finding creatively driven
clients who understand, value, and respect true professional
photography, says Diederik van Heyningen of Lightworkx
Photography.
“Anyone can buy a camera and call themselves a photographer. And people
will buy on price.”
And the digital revolution has extended both ends of the spectrum, says
Chris Parker, president of the Institute of Professional Photographers (NZIPP).
“There is some stunning imagery in the marketplace produced by talented
people with a discerning client base.
“And there is a proliferation of very poor work produced by people who
do not have a budget for photography or an understanding of its importance
in commanding viewer attention.”
In spite of shrinking budgets and a plethora of stock images, it’s not all
doom and gloom. Aaron K, executive director of the Advertising & Illustrative
Photographers Association (AIPA) reports a fall-off in work for some, with
others saying there’s been no noticeable change.
“Businesses that need unique, original, tailormade and exclusive imagery
for their advertising campaigns will always have to commission stills pho-
tography,” he says. “Stock photography, by its very nature, will never be able
to meet these requirements.”
The Commissioning Rule, which has long been a thorn in the side
of commercial photographers, came under scrutiny last year when
an amendment to the Copyright Act was proposed. A change to the
rule, by which the commissioner of a work is the default copyright
holder, would have brought NZ into line with many other common
law countries.
However the change of government has seen a change of
focus. National favours a complete review of the Copyright
Act, something which could set the process back years, says
NZIPP’s Parker. But both NZIPP & AIPA say they will continue
to lobby for change.
“NZ is now decades behind the US and the UK on this particular
issue,” says AIPA’s Aaron K. “The fact that we still have the Com-
missioning Rule in place is not only highly embarrassing, it’s also
harmful to the international reputation of our creative sector.”
And Vicki Leopold, owner of Reload Agency, says she’s finding that
while budgets are certainly tighter, “it’s definitely not crazy busy like it
was this time last year”, and agencies are having to fight a bit harder to
avoid using stock shots. “But there’s still a strong demand for advertising
photographers.”
changing t
he r
ule
AdMedia July 2009 19
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Now with an office across the Tasman, she’s extended her market.
“We opened in Sydney in March, and while Australia is also feeling the
downturn, it’s working well for us and the photographers we represent.”
The current economic climate and reduced ad budgets shouldn’t mean
a decrease in quality for brand advertising, says agent Gerardine Turney of
Match Photographers. “It should mean an increase. When media budgets
reduce it’s more important than ever to have stunning images in your
advertising.”
The reality is that images are becoming increasingly commoditised,
says photographer Charles Cooper. “This can devalue fresh work so
photographers need to find niches where they can flourish – the maxim
remains, evolve or die.”
For a growing number of Kiwi photographers that niche is to be found
offshore. The market is shrinking and we are cheaper, says Carla Rotondo,
executive producer at production company International Rescue. “Where
NZ has been seen as a location rather than a pool of talent, now that
budgets are being streamlined, we’re also being seen as a place where
there is some very creative talent,” she says.
A reputation for being able to ‘stretch the boundaries’ doesn’t hurt
either, says NZIPP’s Parker. “Have a look at the NZIPP Epson/Iris award
winners. Our photographers are producing world class images.”
Agent Christina Force, at The Collective Force, agrees NZ is definitely on
the map, but says without leaving the country it’s hard for photographers
to build an international name.
“A benefit of this crisis has been Asian clients who traditionally use
photographers from the US or London finding they’re able to source
the same standard of work here, without the big name attached to it. It’s
been brilliant for us.”
myworld.co.nz
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And it’s rewarding. “One or two really nice overseas jobs can take care
of three months’ worth of work,” says Van Heyningen. “It’s creatively very
satisfying. It’s more engaging, you’re working with people who respect and
understand your work and the rewards are financially greater.”
Match’s Turney rates NZ photographers very highly, and is clear about
what’s driven the talent here. “I represent several photographers acknowl-
edged as being in the world’s top 200 by Lurzers Archive.
“They’ve reached that level through delivering on the amazing work of our
local creatives. That’s seen them noticed internationally and opened a huge
number of doors for us and secured some lucrative and creative campaigns.”
Turney says, in the quieter NZ market, top photographers are more
available, presenting an opportunity to collaborate and produce quality
campaigns despite shrinking budgets. “We’re finding smart art directors
are taking advantage of this and offering their clients some of the world’s
best shooters for jobs, and budgets that previously may have gone to less
experienced photographers.”
PHOTOGRAPHER CHARLES COOPER.
Vo c a t i o n ,
L o c a t i o n .
char les cooper.photographer apia
www.charlesphotographs.com
mobile. +64 -21 388 828 tel./ fax. +64 -9 520 3399 [email protected]
C
M
Y
CM
MY
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New Zealand’s fi nest photographers as seen on bestadsontv.com
www.collectiveforce.co.nz
24 www.admedia.co.nz
photography
www.landscapephoto.co.nzStunning New Zealand Landscape Photography
all photographs © John Doogan FNZIPP
We’ve actually handled such a project very recently.”
As for those wild minds? “Photographers need to defend their art when
they feel it’s necessary, but there’s always some compromise involved when
you’re shooting some else’s idea,” says Christina Force.
Charles Cooper puts it in a slightly more colourful manner; “Bear in mind
that creative and art directors are visually intuitive people who often have
to go to war with truly hairy-handed marketing neanderthals, some of
whom would make a rock weep – but the purse string they hold is the
biggest club of all.
“While we can – and must – guide, counsel, urge, even plead, ultimately
it’s their call, and we have to respect that. I’d like to think the image has
primacy, but am realistic enough to know that it is often just part of the
means to an end.”
Kiwi advertisers are also thinking more globally. But shooting campaigns
in far flung parts of the planet is costly. This is where Global Network comes
in, says International Rescue’s Rotondo. “It’s a unique service that offers NZ
clients access to over 2000 photographers around the world.”
“While we always suggest using one of our local photographers first,
an agency may not have the budget to send a photographer from here.
Global Network’s contacts are people I can trust to deliver the goods
– even something involving perhaps six shots in six countries within a
week. We can arrange it because we have access to the photographers.
DIEDRICK VAN HEYNINGEN (LIGHTWORKX), GERALDINE TURNEY (MATCH), CARLA ROTONDO (INTERNATIONAL RESCUE).
Printing to canvas is becoming increasingly popular for commercial
images, says a spokesperson for online store My World.
“It’s a big, vibrant way of presenting anything you want to put on
the wall – more funky and exciting than traditional mounting.”
And the number of uses is growing, with advertising images be-
ing downloaded and transferred to canvas to use when presenting
creative, at point of sale or in various marketing activities such as
trade fairs.
My World turns work into art, with advertising and illustrative
photography printed on canvas and displayed in public spaces and
boardrooms – either by ad agencies or clients to whom the prints on
canvas are gifted.
www.nzipp.org.nz
www.aipa.org.nz
www.charlesphotographs.com
www.lightworkx.co.nz
www.internationalrescue.co.nz
www.collectiveforce.co.nz
www.matchphotographers.com
www.reloadagency.com
www.myworld.co.nz
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