Shooting ads is one of the most exciting assignments for a professional photographer. But with it come challenges that require vision and a tenacity that not everyone has. Satyajit C, a photographer who has these qualities tells Fotoflock.com about shooting the new Honda City ad.
The concept of this advertisement is about challenging oneself in concurrence with the TVC. So, the subtle reflection is a reflection of one self that one competes with... (as there are no other competitors... implied).
The Set-up
The ad was shot on a Canon EOS 1Ds Mark III Camera with the Canon 16-35 USM II lens. We also employed a motion rig to achieve the ‘motion’ effect. There were HMIs with filters used as fill lights and ND grad filters used on the camera for getting in the sky details. While shooting on the beach, the tide timings have to be considered for the shot and for moving the car. Hence, very careful coordination and precise planning was carried out. We also brought in pumps and extra long hoses to wet the foreground, as the tides kept receding.
The Shot
When shooting cars, you have to watch out for everything right from light to the haze content in the atmosphere to people reflecting on the car. I go with my instincts on the angles, though there is a lot of pressure from the client to conform to the reference shots. One must try to communicate the true character of the car and not try to make it what its not. In this shot, we have shown a car on a beach which is quite strange, but at least it goes with the idea of ‘CHALLENGING YOURSELF’. It is important that one is technically competent to pull of such a challenging shoot.
The How-to
Though the use of Photoshop is present, one must plan for the Photoshop work and not use it to cover up mistakes. More than anything else, a passion for cars and a die-hard commitment to perfection is what will eventually keep the good ahead of the average. The 3/4th shot is not necessarily the preferred shot for cars anymore... it depends on which character of the car you wish to highlight. This may vary based on the creative requirements of the campaign too. Sometimes, it varies even based on market research and strategy.
Insights
Automobile photography in India is a very uphill task. Starting from poor accessibility to locations to logistical inefficiencies, to lack of specialized equipment, every moment is a struggle. Despite that, it’s the whole challenge that gives us a high. A team effort is an absolute must. Every department has to have precise understanding of each others’ requirements.
In my experience, Honda is one company that has had immense faith in work and have supported all my requests, whereas some Indian auto manufacturers have resorted to taking the safe route by hiring foreign professionals. Thanks to Honda and Dentsu (the agency) for this opportunity!
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| Dear Readers, There were some comments on this article by someone posing as Colston Julian and claiming that the photo(s) had not been shot by Satyajit. We have confirmation from Satyajit and Colston that the above ad has indeed been shot by Satyajit. Colston did shoot separately for Honda City, during the making of the TVC by Magic Hour Films under Adrian Mendonca, National Creative Head, Densu Marcomm India. From Colston’s shoot, one image was used for the main campaign, and others were used for point of sale and brochures. The above images and ads, though, are Satyajit’s work. As a result of the clarifications, offensive comments have been removed. We apologize to Colston and Satyajit for the inconvenience and would like to reaffirm that the above is indeed a shot by Satyajit. We also urge readers not to place inflammatory remarks. Offenders will be barred from the site. -Editor, Fotoflock.com | ||
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