Behind The Lens: How PR Photography Brings Brands to Life!

December 14th, 2016

Advertising and PR Photography

Advertising and PR Photography

In the bustling town of Colne, nestled near Burnley, Lancashire, lies a hidden gem of automotive excellence – Lloyd Colne Mini Car Dealership. As a photographer specialising in commercial advertising and PR photography, I had the privilege of capturing the essence of this dynamic dealership through a team photoshoot. Join me on this behind-the-lens journey as I unravel the intricate process of creating a captivating team photograph that not only graces their website, but also breathes life into their social media profiles. From meticulous planning to seamless execution, discover how we transformed a simple snapshot into a powerful branding tool for Lloyd Colne Mini Car Dealership. Step into the world where creativity meets commerce, and witness the magic of visual storytelling unfold before your eyes.

This particular assignment was to provide advertising and PR headshots for their website’s “meet the team” page. During the visit, Matt requested a group photo for potential use on their social media platforms. Following a few traditional group shots, I proposed a more unique approach that aligns with Mini’s brand essence.

The team photo was captured in a compact corner of the showroom typically reserved for vehicle displays. Utilising Lencarta Atoms, optimal lighting conditions were achieved in the confined space. A single Atom 180, equipped with a standard reflector and red gel, illuminated the rear wall. Positioned at waist height on a stand close to the wall, it emitted light at 1/8 power. This setup effectively highlighted the team members and added visual interest to the composition. The careful placement of equipment ensured that each individual was well-lit and their features were clearly defined in the image. The use of gels allowed for creative colour effects to enhance the overall aesthetic of the photograph. You can actually see the leg of the stand in the background if you look carefully (No point taking it out now, the image is widely used by the client).

For this commercial photography project featuring the Mini team, I aimed to ensure the group stood out prominently against the background. The corporate colours of the Mini team being black perfectly complemented the background, highlighting the need for separation. While incorporating a red gel added a subtle colour shift, it fell short of creating the desired impact. To truly accentuate the team members, further enhancements were required.

I strategically positioned an Atom 360 frame high near the stand ceiling. After adjusting it for optimal effect, the frame housed a gridded beauty dish emitting light at 1/8th output. The angle of the setup was carefully chosen to cast a diagonal beam from the top left to bottom right of the group, enhancing the accents on their right sides.

It still wasn’t enough for this commercial photography shoot, so a second Atom 360 unit was strategically positioned frame right at a matching level as the first light source. This secondary light was connected to a gridded beauty dish and aimed diagonally across the group from the top right of the frame towards the bottom left. By slightly increasing the distance from the group, the output of this light was adjusted to be marginally brighter than its counterpart. Its power setting was dialled in at around 1/3 to 1/4 power output.

The main front illumination came from an Atom 180 firing through a custom 70cm folding Octa, placed immediately camera left, and raised as high as the ceiling would allow. Output was set to 1/4th.

This configuration helped illuminate the team members effectively, adding depth and dimension to the overall composition. By playing with light direction and intensity, I aimed to highlight individual features while maintaining a cohesive look for the group. The subtle hint of flair within the frame added an artistic touch without overshadowing the main subjects.

Using specialised equipment and precise lighting techniques, I sought to capture professional and engaging images that reflected the team’s dynamic energy. By paying attention to details like angles and output levels, I was able to create visual interest while ensuring each member was well illuminated. The final result showcased both technical proficiency and creative vision in commercial photography.

Bearing in mind the group images were destined for their social media pages, this particular image was picked up by the marketing department, and was featured as a large billboard on the side of the building, much to the dismay of the young ladies.

These are the kind of images we obtain for promotional brochures when asked.

 

Nikon D4 1/80th sec ISO200 Nikkor 24-70mm f5.6 @50mm

My commercial photography portfolio can be found here.