Techniques and Equipment

In order to achieve a cohesive portfolio in keeping with my client’s style, I will need to use certain techniques and equipment.

After observing their advertising campaigns, to me I feel that the whole look and feel of the way Apple markets itself is very sleek, modern, contemporary and rather simple, which reflects the company’s emphasis on design and user friendliness.

There is a clear consistency in design, operation and function of all the Apple products, which will be important to communicate in my photos.

Apple is all about lifestyle, imagination, creativity, and like I said, it is its own culture.

My thoughts for shooting techniques and working on my photos were to shoot simple, sharp, crisp and clean images and to carefully consider things like lighting, time of day, lens choice and aspect, which will help me to bring about the appeal of Apple.

The apple logo is key to their branding and is the most prominent part of any advertising campaign. For my images however, I’m trying to think of them as stock photos that my client could use in an advertisement, so it may not always be necessary to include Apple’s logo in each image.

In order to reflect the clean edgy appeal of Apple I need to make sure that my images are clean and crisp, therefore my lens needs to be able to produce sharp images.

For my studio shots my studio set up will need to be very sleek and simple, so that all the emphasis is put on what I will be photographing. I can use things such as mirrors, glass and other reflective surfaces. Graduated lighting, would also help to produce a sleek, techy feel.

For my location shots I want to emphasise a minimalist feeling with lots lines and direction. Choosing the time of day for these images will also be important. Shooting in ‘the golden hour’ will be ideal.