Advertising images that is more effective and awesome
Traditionally when working with advertising images, you need to shoot at the right time of day to get the right light, select the right day when the weather is nice and shoot at the right place to a nice environment. It’s a time consuming and tedious work even if everything works seamlessly. The methods I have used to develop DHL’s advertising image is advanced retouching and photo compositing. In this way ou get effective and more awesome advertising images
Photography of the truck
In this example a DHL truck that is not in production is expensive, therefore I needed to shoot the truck really fast. I photographed the truck at the DHL terminal where it was parked on a gravel-yard. To light an entire truck with flash units (photo lamps), I took a dozen pictures and between each picture I moved my lights. Afterwards, I pieced them together in Photoshop and now the entire truck is lit, which would have required a lot of equipment and time in one photograph.
Photographing of the background image
The good thing is that it is very flexible to work like this. The car is photographed in daylight while the background is photographed during sunset and still it is possible to adjust the images to each other so that it looks real. The background is photographed next to a beautiful country road with a farm in the distance.
Advanced retouching of advertising images
Most people know that you can remove a lamppost that “accidentally” happened to be in the photo, or make the sky bluer – it’s like no big deal. With this article I want to show a more advanced way to create advertising images, how to pick and choose what should be in the picture, nothing is impossible. Once all elements are photographed, it is time to add the images in Photoshop. Here you have to adapt the lighting, shadows, colors, so that all elements blends together in a nice way. See some pictures behind the scenes below, as well as a short video how the image is created with layers in Photoshop.