Skip to main content

Don Julio - Hero Shot

For starters, a hero shot is one in which the product is showcased in all its splendor. Careful attention is placed on making the product look its very best. For this shot of Don Julio I knew I wanted to give the bottle some majesty by photographing it from a low angle. That low angle makes the bottle look tall, towering over the viewer and creating a position of dominance. Can't you hear the choir of angels singing in the background?

I also knew that I wanted a rich, moody image with lots of darks. I am partial to darker images, which is surprising to most people because the majority of the work I do are images on white backgrounds. But that's another story. I also tried a lifestyle type shot with glasses and lime slices but I wasn't feeling it and ended up scrapping it. Again, that's another story.

When photographing glass, the trick is to avoid lighting the glass. Throwing light at reflective surfaces is an exercise in frustration because the light gets bounced all over the place and, for beginners, in very unpredictable ways. Light bends and clear glass will bend it the most. In the behind the scene shot at right you will see that all my lights are pointed at everything but the product, relying on reflected light only.

Light alone doesn't make an object a hero, it takes a little bit of polishing afterwards. It is this 'polish' that elevates your product from something to be dismissed to something to take notice of.

While not all businesses need every product to be a hero shot, the consideration is to at least strive for every shot to have that professional polish. After all, every image is a reflection of your business and therefore will be judged accordingly by your clients and potential clients.

One thing I have noticed over the past couple of years is there is a slow shift away from mediocre images taken by inhouse staff put into the role of 'photographer' simply because they owned a 'fancy' camera. The desire to save a few pennies, or perhaps the naive assumption that they can 'do it themselves', has caught up to many of the wiser marketers who have noticed that good images do indeed contribute significantly to their bottom line.

Another growing trend to be aware of goes beyond the simple product image. These are the 'brand' images. Quality photographs that exemplify your brand, connect with your target audience and instill an emotional response has gained a good footing in well planned marketing campaigns. What started as a trend within social media and with Instagram in particular, has taken hold as a viable method of gain and retaining new clients as well as fostering a better relationship with existing clients.

So take a lesson from the hero shot and make sure your images have that extra little polish. It goes a long way to selling your brand.

Comments

Most Popular Posts

Upgrade Merry-go-round

Canon's release of their entry level full framed camera, the 6D, was a heralded event that received its fair share of anticipation, trepidation and arguments. I for one was looking forward to its arrival as I was in the market for a FF sensor but couldn't justify the cost of a 5D or 1D. Plus the fact that they have more features than I really need. When it came out I was one of the early buyers down at Milford Photo and before long I was unwrapping my new toy. Not soon after I discovered one of the hidden pitfalls of buying new gear; compatibility. In particular it was the compatibility with Adobe's Lightroom 3 which did not support the new 6D. " No problem, " I thought, " I'll just upgrade to LR4. " After all, the newest offering from Adobe promised some nice features I would appreciate. And this is where I got on the merry-go-round.

The Decisive Moment - a brief discussion

Behind the Gare Saint-Lazare, 1932 “Making a photograph means recognising, all at once and in a fraction of a second, an event and the exact organisation of the visually perceived forms that express and signify that event. It means aligning the head, the eye and the heart along the same line of sight. It’s a way of living.” Henri Cartier-Bresson Henri Cartier-Bresson (1908-2004) is credited for the expression, the decisive moment . The image at right, Behind the Gare Saint-Lazare , has become one of the most iconic of his images to represent that expression because it succinctly captures, in a single frame, the whole of his teachings. While there have been many discussions both casual and scholarly, like the image at right, his teachings has been oversimplified and distilled down to a short definition that, to me, has lost a lot of its original meaning or, as in some cases, completely missing the mark. Rather than getting into a lengthy dissertation on what Bresson consider...

Must have non-DIY photo equipment

When building up a collection of equipment for either a professional studio or a serious hobby studio, price is always a consideration. I am a big proponent to DIY equipment, specially if it can be crafted in a way that doesn't look home made. However, some things just can't be home made that a well stocked studio can't do without. Here is a small list of some of those little things you will always find yourself reaching for when doing studio work. Keep in mind that this is by no means an exhaustive list and there are some useable items I'll surely have forgotten to include. Feel free to add to the list in the comments section below.

Large DIY Diffusion Scrim

One of the most commonly used tools in my photographic arsenal is the all purpose diffusion screen . I use it to soften light, create gradients and light fields or as a background. One of my current favorites is a metal framed 4' x 4' foot scrim with thick white artificial silk made by Matthews. I didn't think I would use it so much, being so large, but having borrowed it from a friend I really came to love it. The downside for me is the price. At just over $100 I couldn't really justify the cost, considering I want at least two of them. Time for a DIY alternative.