{"id":7943,"date":"2015-06-26T13:20:47","date_gmt":"2015-06-26T13:20:47","guid":{"rendered":"http:\/\/dev.wordpress\/?p=7943"},"modified":"2016-06-08T10:39:26","modified_gmt":"2016-06-08T14:39:26","slug":"adoramapro-thursdays-onset-event-demonstrates-approaches-to-advertising-photography","status":"publish","type":"post","link":"https:\/\/www.adorama.com\/alc\/adoramapro-thursdays-onset-event-demonstrates-approaches-to-advertising-photography\/","title":{"rendered":"AdoramaPro Thursdays: OnSet Event Demonstrates Approaches To Advertising Photography"},"content":{"rendered":"<p>By Eric Cohen<\/p>\n<p>Yesterday, Adorama\u2019s very own Daniel Norton hosted another OnSet event at our 18th street location in New York City. By the way, if this hasn\u2019t hit your radar please check it out pronto as Daniel delivers his unique demonstrations every Thursday from 12 pm to 5:30 pm. Geared towards the professional photographer, Daniel offers live tips and tricks within a studio environment. This week\u2019s topic : Advertising Photography. Three separate sessions focused on how to shoot for a magazine cover, a product shot and a lifestyle-editorial layout, respectively.<\/p>\n<table border=\"1\" cellspacing=\"1\" cellpadding=\"1\">\n<caption>Daniel Norton charmed the crowd at yesterday&#8217;s OnSet event while large screen monitors presented live feeds allowing for a magnified view of the progress of each shoot.<\/caption>\n<tbody>\n<tr>\n<td><img decoding=\"async\" src=\"\/alc\/wp-content\/uploads\/sites\/default\/files\/uploads\/OnSet-Daniel_0.jpg\" alt=\"\" \/><\/td>\n<td><img decoding=\"async\" src=\"\/alc\/wp-content\/uploads\/sites\/default\/files\/uploads\/OnSet-Cover-Shoot-5.jpg\" alt=\"\" \/><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>One of the more interesting aspects of Daniel\u2019s approach is in how he simulates a client relationship workflow. Although it may be easier to save the use of image effects for the post production comfort of Photoshop, sometimes the client (whether it be a production manager at an advertising agency or a creative head at a magazine) is present at a shoot and therefore needs to have an immediate, visual representation of the photographer\u2019s vision. Taking us through the process step-by-step, Daniel begins with a sketch outline of his intended image, then continues his demonstration of successively taking shot after shot &#8211; through trial and error &#8211; of the subject by removing light, adding light, even layering one or two images shot under different conditions to create a whole. All this is achieved while keeping the camera and the subject stationary the entire time. Daniel and his team also relied on audience participation much to the amusement of the various onlookers present at the event. Depending on the demonstration, a volunteer could be a model or just help out by holding a <a href=\"https:\/\/www.adorama.com\/l\/Lighting-and-Studio\/Flashes-and-Slaves\/On-Camera-Flashes?term=speedlight\">speedlight<\/a> to give off an in camera effect. Which brings to mind a recurring gag on Daniel\u2019s part that should parlay into a social meme for every professional photographer: there\u2019s never enough lens flare. It was a sentiment that would do film maker J. J. Abrams proud.<\/p>\n<p><img decoding=\"async\" src=\"\/alc\/wp-content\/uploads\/sites\/default\/files\/uploads\/OnSet-Cover-Shoot-3.jpg\" alt=\"\" \/><\/p>\n<p>The first session involved shooting a portrait for a magazine cover. In this case an imaginary foley artist for an upcoming horror film would act as the principal subject. Daniel showed us how to light his model in various ways in order to accomplish the appropriate dramatic effect, often playing with different color gels while shooting the image in black and white.<\/p>\n<table border=\"1\" cellspacing=\"1\" cellpadding=\"1\">\n<tbody>\n<tr>\n<td><img decoding=\"async\" src=\"\/alc\/wp-content\/uploads\/sites\/default\/files\/uploads\/OnSet-Cover-Shoot-4.jpg\" alt=\"\" \/><\/td>\n<td><img decoding=\"async\" src=\"\/alc\/wp-content\/uploads\/sites\/default\/files\/uploads\/Magazine%20Layout.jpg\" alt=\"\" \/><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>The second session demonstrated a product shoot. In this case Daniel photographed the <a href=\"https:\/\/www.adorama.com\/sopmwf55.html\">Sony CineAlta<\/a> camera using as his inspiration an image displayed in the Adorama store. This involved a more painstaking process of adding light step by step (he made great use of a <a href=\"https:\/\/www.adorama.com\/searchsite\/default.aspx?term=strip+box\">strip box<\/a> with added grids to illuminate selected areas of the object) while showing the audience the progress via video monitors displayed around the presentation area. He also changed the white balance of the image to give it a bluish chrome-like effect.<\/p>\n<table border=\"1\" cellspacing=\"1\" cellpadding=\"1\">\n<caption>An Adorama promotional image served as inspiration for the OnSet product shoot.<\/caption>\n<tbody>\n<tr>\n<td><img decoding=\"async\" src=\"\/alc\/wp-content\/uploads\/sites\/default\/files\/uploads\/OnSet-Advertising-3_0.jpg\" alt=\"\" \/><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<table border=\"1\" cellspacing=\"1\" cellpadding=\"1\">\n<caption>Left Image: the concept sketch sits underneath a variation of the photographed Sony CineAlta. Right image: the final photograph.<\/caption>\n<tbody>\n<tr>\n<td><img decoding=\"async\" src=\"\/alc\/wp-content\/uploads\/sites\/default\/files\/uploads\/OnSet-Advertising-4_0.jpg\" alt=\"\" \/><\/td>\n<td><img decoding=\"async\" src=\"\/alc\/wp-content\/uploads\/sites\/default\/files\/uploads\/On%20Set%20Advertising%20Photography0094softboxumbrellamagnum.jpg\" alt=\"\" \/><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>During the third session, Daniel set up a lifestyle environment simulating an editorial shoot. In this particular instance a camera was rigged to a <a href=\"https:\/\/www.adorama.com\/searchsite\/default.aspx?searchinfo=c+stand&amp;category=6541&amp;term=c--stand\">c-stand<\/a> so that it would hover above two volunteers who acted as a photographer and his assistant. Again, through the process of trial and error, different light sources were applied, eliminated then re-applied to achieve the desired result.<\/p>\n<table border=\"1\" cellspacing=\"1\" cellpadding=\"1\">\n<caption>Daniel and his assistant rig the camera to a c-stand for the third session of the event.<\/caption>\n<tbody>\n<tr>\n<td><img decoding=\"async\" src=\"\/alc\/wp-content\/uploads\/sites\/default\/files\/uploads\/OnSet-Editorial-Shoot-3.jpg\" alt=\"\" \/><\/td>\n<td><img decoding=\"async\" src=\"\/alc\/wp-content\/uploads\/sites\/default\/files\/uploads\/OnSet-Editorial-Shoot-5_0.jpg\" alt=\"\" \/><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<table border=\"1\" cellspacing=\"1\" cellpadding=\"1\">\n<caption>Volunteers from the audience posed as models, creating a photo studio tableau&#8230;<\/caption>\n<tbody>\n<tr>\n<td><img decoding=\"async\" src=\"\/alc\/wp-content\/uploads\/sites\/default\/files\/uploads\/OnSet-Editorial-2.jpg\" alt=\"\" \/><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<table border=\"1\" cellspacing=\"1\" cellpadding=\"1\">\n<caption>&#8230; And here&#8217;s the completed image.<\/caption>\n<tbody>\n<tr>\n<td><img decoding=\"async\" src=\"\/alc\/wp-content\/uploads\/sites\/default\/files\/uploads\/On%20Set%20Advertising%20Photography0147.jpg\" alt=\"\" \/><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>All in all it was a successful day for the weekly OnSet demonstrations. It is free to attend on every Thursday at 42 West 18 Street in New York City. Also, be sure to check out Daniel Norton\u2019s <a href=\"https:\/\/www.adorama.com\/alc\/taxonomy\/term\/2578\">OnSet video series<\/a> as he covers similar ground to his in store presentations. But that\u2019s not all\u2026 Adorama hosts many upcoming events that you can read about <a href=\"https:\/\/www.adorama.com\/alc\/events\">here.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Yesterday, Adorama\u2019s very own Daniel Norton hosted another OnSet event at our 18th&nbsp;street location in New York City. By the way, if this hasn\u2019t hit your radar please check it out pronto as Daniel delivers his unique &#8230;<\/p>\n","protected":false},"author":178,"featured_media":18028,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[640,639,4,645,17770,17780,3],"tags":[],"class_list":["post-7943","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-events-640","category-how-to","category-photo","category-photography-645","category-photography","category-photography-tips","category-trending"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AdoramaPro Thursdays: OnSet Event Demonstrates Approaches To Advertising Photography | Expert photography blogs, tip, techniques, camera reviews - Adorama Learning Center<\/title>\n<meta name=\"description\" content=\"Yesterday, Adorama&#039;s very own Daniel Norton hosted another OnSet event at our 18th\u00a0street location in New York City. 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