It’s a beautiful white BMW M4cs, photographed against a white background, with the equally beautiful Fujifilm X-T3.
“The new BMW M4 CS is a special model of the BMW M GmbH in a tradition of unique high-performance automobiles. Sporty dynamics of the highest level, outstanding performance and surprising everyday comfort. The high-performance engine in combination with the aerodynamic lightweight carbon-fibre body propels this extreme sportsman to a Nordschleife lap time of a remarkable 7:38 minutes. Time for a new legend: the BMW M4 CS.
BMW M4 CS: Fuel consumption in l/100 km (combined): 8.4 CO2 emissions in g/km (combined): 197 Consumption data is determined in accordance to the ECE driving cycle.”
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.
Truly sleek, with classic lines and superb comfort, the BMW520 estate is a family car with executive class. I photographed it today with the Fujifilm X-T3, indoors, against a white background, so that my client’s website marketing stands out from the competition.
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.
“So, what do you do for a living then?” “I’m in advertising, innit…”
Here’s an old image. It was December, 2004 and I was stalking the streets of Edinburgh one afternoon, with my very first Digital SLR, a Nikon D70, (before that I’d relied on my Nikon FM2 and a Bronica 645), when I noticed this utterly dejected figure, standing in the bitterly cold wind, advertising pub lunches. Yet at the same time – he’s reading a paperback, folded in his hands!