Adverstising Photography

Product Photography | Industry and Manufacturing | Karen E. Segrave

Beautiful product photography can be very simple in appearance, yet often challenging to achieve. Why? Because good lighting is everything.

I am always up for any task and eager to learn and try new things, so I was very excited in late November when a long time client, an Atlanta-base agency specializing in building and construction products, reached out on behalf of their Canada-based client who manufactures decorative architectural siding and corner pieces that replicates cedar shake and decorative stone.

The project for the Client was simple: to photograph each of the items on seamless white paper for two of their top-selling product lines capturing the intricate color and texture detail offered in both. The photos would then be used in online product catalogs that would appear on the company's website as well as websites for major big box retailers: Home Depot, Lowe’s, Menard's, etc.

The products I photographed for this project offers affordable luxury that is attractive and easy to install with its unique product lines. These products are the perfect ft for builders, contractors, facility managers, home improvement retailers and consumers who take pride in the aesthetic appearance of their home or offices.

Ninety-nine percent of my photo shoots are on location so I do not have a brick and mortar studio. Since the project was going to span numerous days, I opted to photograph everything in my home studio: AKA the garage. After the budget and timeline was discussed and approved, the fun began.

The first task: The delivery of the nine-foot by nine-foot pallet containing more than 20 boxes of product into my garage. The boxes were delivered by freight truck and since I have a steep driveway, the driver could not get the pallet jack up into my garage. So with the help of my trusty Rock-N-Roller cart, we broke the pallet down and hauled everything into my garage, a few boxes at a time. Thankfully, none were heavy, just too bulky to carry by hand.

Time to sort the boxes.

Time to sort the boxes.

All of the products were architectural panels and corners ranging in size from 12”-18” inches tall for the corners and between three and four feet long for most of the panels. One speciifc product line consisted of panels that were eight feet long and about eight inches wide. This posed the biggest challenge.

How do I photograph something eight feet long, and extremely narrow when compared to its length in my garage?

The solution: shoot it vertically.

My husband, who can build pretty much anything, constructed a 7.5’ foot tall L-shaped bracket that we weighted down with sandbags. I then used gaffers tape to adhere each panel to the L-shaped bracket vertically and photographed them one at a time.

Please ignore my messy garage.

Please ignore my messy garage.

In addition to an overall wide, the client wanted a small panel secton to show details in color and texture. I used a 35mm prime lens for the overall wide photos and a 100mm macro for the details. Since all of these products were going to be dropped onto a plain white background with no shadows, I wasn't too concerned about showing various items of the edge of the frame. The key was to get all of the product on the white paper and lit correctly with the correct white balance. I used Profoto lighting for the entire project because Profoto makes awesome lights and there is ZERO color shift.

Overall, the eight foot long panels took the most time because of going back-and-forth between between the 35mm and a 100mm lenses. I marked the spaces on the floor where the tripod sat for each different lens, assuring correct scale and proportion for every piece. Once the color was approved for the eight foot panels, it was onto the corners. This was a relatively easy and straightforward shoot. I set up a small tabletop background using a four foot wide white seamless paper background. The overhead light was a deep white umbrella with diffusion and two strip lights without the grids lights which were set at approximately 4 o'clock and 8 o'clock on opposite sides.

The finished eight-foot-long panel in Sequoia.

The finished eight-foot-long panel in Sequoia.

The finished detail panel in Sequoia.

The finished detail panel in Sequoia.

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For the smaller panels, I set up another white background allowing for the panels to lay fat. Some panels were set on a table and some directly onto floor. The lighting for set up was different. Two lights with deep white umbrellas were set at opposite ends of the table and up about eight feet high with the lights angled close to vertical. I wanted an even wash of light spilling down onto the panels and to avoid any reflections or glare. To photograph the flat panels, I attached my Canon 5D Mark III to a C-stand boom arm, and positioned directly overhead and centered to each panel. I used CamRanger to focus remotely and to trigger the shutter on my iPad and then each photo was previewed and checked before I moved on to the next. Each and every piece was photographed with the X-Rite color checker to ensure correct exposure and white balance accuracy.

The finished corner piece in Sequoia.

The finished corner piece in Sequoia.

The photography was the easy part. The real challenge for me came in post. As a photographer, I am used to slightly adjusting and tweaking colors in just about every photo I take. I want to bring down highlights, bring out details in the shadows and make the colors pop. For this particular project, and with many product photography projects where color is key, you cannot adjust the colors… at all.

For the sake of the consumer, each piece must be photographed as is, no color adjustments. Proper lighting and white balance was critical. Have you ever ordered something online because you liked a specific color, and then once the product arrived at home, the color was off? Like way off? Yep, it’s happened to me too. I wanted to make sure the color appeared exactly as is. With nearly 150 products to photograph, I only had to adjust colors per the clients request to fewer than seven.

Overall, the agency owner was extremely pleased with the results as was the Client. I am looking forward to more projects with both Clients later this winter and into the spring.

Brand Awareness Photo Shoot with Coulson Oil and Roadrunner Stores | Arkansas Advertising Photographer

Earlier in June, I had the opportunity to work with my friends at Couslon Oil photo shoot for one of their divisions, Road Runner Stores.

The objective of the photo shoot was to showcase Road Runner’s operations from both the consumer’s and the employee’s standpoints. The photos introduce Road Runner as an integral part of the community, dedicated to excellent customer service. Photos showcase that Road Runner is a local, Arkansas brand with a high-quality selection of products.

The photos can be found online, on social media, and they are also being used for other marketing and hiring materials.

I worked with Coulson Oil a few years ago on a project to photograph a few of their selected gas stations. I am extremely proud of this project. The goal of the project was simple: Coulson Oil was building a new corporate headquarters in North Little Rock, Arkansas and they wanted artwork of a few selected stations to hang on the walls. You can see more on this project on my blog.

I worked closely with Coulson’s Brand Loyalty Manager. She sent over a detailed creative brief showing the angle and style of photos they were looking for. Instead of paid talent, the Client preferred to use several of Road Runner’s team members to be both employees and customers. Throughout the photo shoot, I proofed photos in real time to my iPad using CamRanger so the Client could make angle and posing changes as need. We kept the lighting pretty basic and natural. We used a Profoto B10 with a Westcott Beauty Dish and another Profoto B1X as a kicker light as needed.

Over the two day photo shoot at both their Texarkana, Texas and Conway, Arkansas locations, we shot the same setup twice: with and without masks due to Covid-19. I wanted the Client to be able to use the photos down the road when (we hope) the pandemic has burned itself out and to be able to use them should the pandemic stick around for a while.

In addition to brand awareness photos, the Client also wanted a handful of beauty interiors to showcase the design and the cleanliness of the stores. During my gas station exteriors project mentioned earlier, I paid a visit inside each store for a visit to the ladies room, a Coke and bag of chips for the drive home. Each and every store I visited were remarkably clean and fresh… especially the restrooms. The restrooms have an all-in-one touch-free sink, soap dispenser and hand dryer.

Oh and if you’ve never had Champs Chicken-on-a-Stick…you’re missing out. They are hand-battered and cooked fresh daily. I know what you’re thinking…gas station food??? But this chicken was damn delicious.

A few behind the scenes photos

Architectural Exteriors | Coulson Oil | Arkansas Commercial Photographer

For the first half of this year, Coulson Oil was my lucky charm.

I worked with them very closely taking sunset architectural photos of a selected few gas stations around Arkansas to provide some of the artwork for their new corporate headquarters. You can read more on that project by going here.

After construction was completed, I was asked by Evo Business Environments to come out and photograph the interiors. You can see that project here.

The architect for Coulson Oil’s new corporate headquarters was Arkansas-based Fennell Purifoy Architects. Their design intent was to create a classic and modern office that looks forward to the company’s future with new technology and better workplace space planning to meet their needs.

The use of perforated metal sunscreens, clerestory day lighting of interior corridors, maximization of north and south exposures, aiong with the reduction of glass facing east and west are incorporated into the design.

Natural slate and exposed steel framing can be found throughout to provide a maintenance free exterior that will stand the test of time.

Four separate trips at sunrise and sunset were needed to achieve the various photo for Fennell Purifoy’s portfolio.