We'll work with photographers who specialise to suit the brief, or often pick up the camera ourselves to handle a shoot as part of wider projects. Whether on-site, in-studio, formal or reportage style, your design project for print or screen will be far more effective with considered, fit-for purpose photography.
An estimated 78% of digital and print-based advertising campaigns use photography. The advertising photographer has greater creative freedom to interpret how products, services, brands, lifestyles and ideas can be presented photographically. Advertising photographers are often experts at marketing, layout, business management and sales trends, and will usually work with the ad agency to develop the brief and art-direction to ensure the campaign is on-message and resonates with the target audience to deliver the objective and ROI.
Commercial and advertising photographers will often use the latest digital tools and technology to remain competitive, others specialise in analogue photography, using medium-format film to bring expertise to particular projects. For the digital tool kit a digital single lens release camera with multiple lenses is the standard go-to kit. Both areas of photography require a good zoom lens and a fast, wide-angle lens necessary for a broad array of photo shoots. A fast lens will have a larger maximum aperture and a faster shutter speed, which give greater creative control. The professional commercial and advertising photographer needs a good tripod and lighting options which will include flashes, lights, filters, softboxes and umbrellas.
In contrast to landscape and other forms of photography, advertising and commercial photography require the in-lens image achieved to be near final. Touch-up features in photographic editing software can then be used to finalise the image for application. Advertising and commercial photographic images may need to enlarge to a bus-shelter or posterboard scale for promotional purposes so camera resolution still plays a decisive role in quality image making.