Tag Archives: Advertising

THe Beauty of Machinery?

Volvo Mechanical Shovel.

There’s no doubt that an image like this will never be considered ‘beauutiful.’ It’s the inside of the cab of a huge mechanical shovel, the end used in quarries to lift tons of stone and gravel and load it into lorries.

I made the image, along with others, interior and exterior, as part of a commission for a commercial client, so it won’t ever be hanging on anyone’s wall!

Yet beauty is in the eye of the beholder, and photography, unlike some other disciplines is entirely subjective. What one person thinks is attractive and beautiful, will be repulsive to another. When I’d finished the commission, and sent off the completed images, this one still stuck out as interesting, if not exactly pretty. I like the almost ‘three dimensional’ aspect of the image, created by the juxtaposition of the levers and the screen, leading the eye in a convergence toward the starter key. The depth of field that blurs the image of other vehicles outside helps to keep the eye from straying outside the cab.

Fujifilm X-T4, F=55mm, f/5 @ 1/60th on ISO1600.

Grey is the New Green!

When is a Gray Car Green?

When it’s the BMW 330e Hybrid Petrol / Electric Vehicle!

This BMW 330i I photographed for a client today reminded me of Boris Johnston’s recent attempt at creating a new cuddly green image!

Unlike Boris, this sleek stylish beauty really is efficient and fast paced, 138mpg, 0-62 in 5.9 seconds, and buying it new will set you back a mere £40K or thereabouts.

Sell LIFESTYLE – Not just function.

Advertising photography is everywhere. How effective is yours?

The purpose of all advertising at its root is to invoke in the viewer the sense that they too could have the lifestyle you present. It is not about the functionality of the product, it is not about the special features. It is all about the potential customer seeing themselves as part of the owning group.

Continue reading Sell LIFESTYLE – Not just function.