Better Living Through Chemistry

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Once in a while a project becomes much larger, much more interesting and more difficult than you imagined when the layouts first come across your desk.  Recently we had such a project for a chemical company.  The creative brief sounded simple.  Three pictures.  The first one would be of two kids sitting in front of a pool putting sunscreen on each other.  The second image was a picture of a father and son playing with a toy car.  The third photograph would be of a family of four watching a home movie in their backyard.  There was nothing here that we had not done many times before.

Once again the devil was in the details.  The pool house had to be a very upscale home, architecturally interesting, with a pool, a privacy fence, nice landscaping and non-while vinyl siding.  The father and son and the family watching the movie turned out to be both period pieces, the first one had to look like it was shot in the 1960s’ and the second one like it came out of the 1950s’.

Once in a while a project becomes much larger, much more interesting and more difficult than you imagined when the layouts first come across your desk.  Recently we had such a project.  The creative brief sounded simple.  Three pictures.  The first one would be of two kids sitting in front of a pool putting sunscreen on each other.  The second image was a picture of a father and son playing with a toy car.  The third photograph would be of a family of four watching a home movie in their backyard.  There was nothing here that we had not done many times before.

crp-33_sep24.jpg 

Once again the devil was in the details.  The pool house had to be a very upscale home, architecturally interesting, with a pool, a privacy fence, nice landscaping and non-while vinyl siding.  The father and son and the family watching the movie turned out to be both period pieces, the first one had to look like it was shot in the 1960s’ and the second one like it came out of the 1950s’.

Once again changes that the client made after production began added some more challenges.  For example, after the three shots were cast, the demographics of the models changed and the whole project had to be re-cast.  Many questions arose like do we style the father and son has if it was the early or late 1960s’?  How upscale were these families?

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With styling issues, the details matter.  I believe that even when an object is out of focus and in the background it has to be authentic or the shot looses something.  My producer stylist, Deborah Holljes, had to scour the whole country in order to fine the clothing that we need.

Luckily I work with an amazing crew and in spite of all these issues plus that added pleasure of working with little kids on shots that need very specific angles and gestures that shoot came off very smoothly.

Enjoy!

Sincerely,

Zave Smith 

 

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About Zave Smith

Commercial Photography for Advertising.
This entry was posted in Ad Age, advertising, Art, Art & Design, Commercial Photography, corbis, Creativity, digital photography, Getty Images, Jill Greenberg, Jupiter Images, Jupiter Media, kids having fun, lifestyle photography, modeling, Philadelphia, Photographing Kids, Photography., portraits, stock photography and tagged , , , , , . Bookmark the permalink.

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