AdoramaPro Thursdays: OnSet Event Demonstrates Approaches To Advertising Photography

By Eric Cohen

Yesterday, Adorama’s very own Daniel Norton hosted another OnSet event at our 18th street location in New York City. By the way, if this hasn’t 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’s topic : Advertising Photography. Three separate sessions focused on how to shoot for a magazine cover, a product shot and a lifestyle-editorial layout, respectively.

Daniel Norton charmed the crowd at yesterday’s OnSet event while large screen monitors presented live feeds allowing for a magnified view of the progress of each shoot.

One of the more interesting aspects of Daniel’s 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’s 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 – through trial and error – 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 speedlight to give off an in camera effect. Which brings to mind a recurring gag on Daniel’s part that should parlay into a social meme for every professional photographer: there’s never enough lens flare. It was a sentiment that would do film maker J. J. Abrams proud.

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.

The second session demonstrated a product shoot. In this case Daniel photographed the Sony CineAlta 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 strip box 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.

An Adorama promotional image served as inspiration for the OnSet product shoot.

Left Image: the concept sketch sits underneath a variation of the photographed Sony CineAlta. Right image: the final photograph.

During the third session, Daniel set up a lifestyle environment simulating an editorial shoot. In this particular instance a camera was rigged to a c-stand 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.

Daniel and his assistant rig the camera to a c-stand for the third session of the event.

Volunteers from the audience posed as models, creating a photo studio tableau…

… And here’s the completed image.

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’s OnSet video series as he covers similar ground to his in store presentations. But that’s not all… Adorama hosts many upcoming events that you can read about here.

Eric Cohen

Eric Cohen has a varied background having worked in Film, Theater and the image licensing industry. He contributes to the pop culture website thisinfamous.com as both a writer and content creator and produces and co-hosts the irreverent YouTube film discussion show The CineFiles as well as its ongoing podcast. He has also been a freelance videographer, editor and motion graphics designer for six years.