It is very possible that advertising photography has caught your attention throughout your photographic journeys and even before. If so, photography has fulfilled its function because, in reality, that is what it is about; to get your attention. Yours and that of all those who observe it :).
Although I dare to assure you that as a photographer, this is not enough, surely you want to know how it was done, how this or that effect was achieved, what is the previous idea or the intention of the image.
Advertising photography is, without a doubt, a complex and deep photographic genre , with many branches of specialization . We are going to try to see them all in a general way so that, if you are considering entering the world of advertising photography, you know more or less where to direct your steps.
WHAT IS ADVERTISING PHOTOGRAPHY?
Advertising is based on transmitting a message to a group of people with a specific intention, usually to consume a product or experience.
Advertising-type photography is based on visual impact; it seeks that the image does not go unnoticed and that the message sinks deeply into those who observe it.
Normally looking for an attractive product, an idyllic situation, a way of life that seduces and excites us, in short, it seeks to convince us that we really need that product for our well-being or happiness.
WHAT DOES IT TAKE TO BE AN ADVERTISING PHOTOGRAPHER?
Although most advertising photographers specialize in a specific type of photography and probably require specific knowledge to carry out their work, there are common characteristics that an advertising photographer must have.
- High technical knowledge: an advertising photographer must be able to achieve everything that is asked of him at the image level. Therefore, a high level of technical knowledge is essential. Master light , composition , color, movement, etc. It is a basic requirement for this type of photography.
- Knowledge of photographic equipment: knowing how to perfectly use different types of cameras that may be needed, the best lenses, tripods, flashes, etc.
- Be Creative: Originality is a staple of advertising photography. It is there where the force of its impact lies mainly. Therefore, being highly creative and imaginative is an essential quality.
- High degree of responsibility: the photographer is part of the process and ultimately responsible for the result, so their level of responsibility is very high. It is usually left in the hands of the photographer to everything that
- Knowing how to improvise: you will have to make decisions and solve all the problems that may arise along the way to achieve your image, so knowing how to improvise will be very useful.
- Have the ability to adapt: everything goes a bit in the same line; solve problems that may arise in an agile way, be able to invent and adapt to everything that arises.
- People skills: in general, all photographers will need this feature, but in advertising photography you will have to deal with a lot of people, not only with your client, but also with all the people who may be involved in the entire image process. . Depending on the complexity of the assignment, they will be more or less, but, in general, it is a type of photography in which you will deal with many people.
TYPES OF ADVERTISING PHOTOGRAPHY
As I told you at the beginning, people tend to specialize, since it is a specific and complex field. The most common types of photography are the following:
PRODUCT PHOTOGRAPHY
Product photography is a classic of advertising photography. We find product photography wherever we look around us: on food packaging, magazines, restaurants, in shop windows, etc. The general idea is that the product must appear in perfect condition and in a desirable shape.
FASHION
Fashion photography goes far beyond showing us a dress or pants, that too ;), but in general, it seeks to convey to us a way of life, it tries to move us and wish we had what we are seeing. Within fashion photography, you can cover fashion shows, editorials, catalogues, campaigns, etc.
OF FOOD
You will have already realized that gastronomic photography is an art, with it the "eating through the eyes" becomes a reality and the objective of this type of photography is this, to show food in the most appetizing way possible. .
CORPORATE
Brand images of various companies. Consultancies, universities, schools, construction and companies of all kinds. They are usually destined for their web pages.
ADVERTISING PHOTOGRAPHY PROCESS
When I say that you have to have people skills to work especially in advertising photography, it is because you usually have to intervene in the entire creative process from the beginning to the end, with the number of people that this entails, involved with the photographer. to get the end result.
Although it is evident that it is not the same to photograph the product from the menu of the bar next door to our house or the handmade bracelets of your friend, than to work for Coca-Cola, we are going to put ourselves in the case of a great brand to see Broadly speaking, all the steps that are followed on a regular basis.
1. Briefing. Collect all the information related to the image you want to achieve: target audience, client objectives, strategies, etc.
2. Idea. The briefing is embodied in a specific idea in the form of a sketch, this could be done by the photographer himself, an advertising agency, or both. Here you should see the arrangement and composition of the elements (logos, product, etc.).
3. Planning: Once we have a clear sketch, it is up to the photographer to capture that idea in a photograph:
- Locate the ideal place to do the session
- Get the necessary permissions
- Hire the ideal people in case they must appear in the photos through a casting
- Hire the necessary assistants to form the work team, etc.
4. Work material: In case of working with large clients, they are in charge of providing the photographer with all the necessary material to achieve the image: Cameras, lighting sets, drones, cranes, cars... Whatever may be needed. On a small scale, it is very possible that some of the material you have to put it yourself, or get by with some imagination ;).
5. Scenery: Set up the place where you are going to take the photos, be it as simple as a surface or more complicated as a room or a larger scene. In any case, everything must be controlled to the millimeter: the light, the composition, the elements that appear, the reflections, etc.
You already know that the more perfect an image is on camera, the better the result.
6. Edition : The photographer is usually also in charge of making the final touches in the edition. Correct-change colors, delete or add elements, touch up skins, etc, etc.
INSPIRATION
Take a look at these photographersto see what advertising photography is capable of ;).
CONCLUSIONS
If you are interested in the path to advertising photography, it is best that you train well in terms of technique, from mastering all kinds of photographic material, to controlling light and color, composition, different trends, etc.
Although it is a complex world, it is also true that the ideal is to start practicing with small jobs where you have control and the investment is not exaggerated, such as photography of small products.
Little by little, you can work your way up the complexity ladder, just like you would with any other type of photography. You already know that you are not born knowing and that everything is a matter of practice and trial-error.
