From Sketchbook to pdf

Got commissioned by JWT Dubai to shoot the content for the next Audi Driving Experience catalogue. No stranger to car photography or the Audi brand, I’ve been on their account for nearly five years now. This shoot was slightly different. It’s how Stephen Covey describes it in his 7 habits of highly effective people >> think with the end in mind. Know what you want to achieve and work towards these objectives. Simple.

I’ve been going back and forth to the agency discussing the creative brief for the new catalogue. 12 artistic sketches had to be turned into 12 great images. A sketch is the ideal scenario, the shooting location is reality and conditions on the day have the final saying. Finally it’s the skills of the photographer to maximize the result and manage the pool of people on site. A commercial shoot in short summary.


5am start with shot 1, making most out of sweet morning light. Moving on the shot 2 and so on. Paul a good friend who’s visiting Dubai came to the set to have a look. If only he knew that he would be driving the new R8 around the Autodrome…lucky bugger.

It was a real stretch pushing all the images through in one day but we managed, only just. Not sure how long it will take before final artwork is ready but would love to post it once ready.

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Thanks for everyone involved for all their great effort.

Coming back to the 7 Habits thing and all shoots being different. I get the widest selection of creative briefs, stretching from an ad agency like JWT being very detailed to something complete different along the lines of ‘Just shoot some nice images’. Nice images….? There are 50 ways to shoot something nice, just want to make sure I match your ‘nice’. Both styles work, and the more defined the brief is the more difficult it is to match objectives. A more generalistic brief offers creative freedom but you need to make sure it’s what the client has in mind. It’s collaboration, probing and doing your homework. Every shoot is different. That is why it is called a profession.

Cheers

Wk.



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