Meeting Photo Challenges
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Light & Exposure
Close-Up & Macro
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Digital Photography Equipment
Wilhelm Scholz: Shooting Travel Images for Advertising:
Kohler created a campaign based on various photographers’ styles and visions entitled, “As I See It.” Their agency came up with the basic concept, and allowed photographers interpret it their own way. In Scholz’ case, the concept was to depict a surfer coming out of a faucet and splashing against a mountainside. Scholz chose Arches National Park in Utah for the background and the positioning of the faucet, as he liked the surreal landscapes and clean lines of this environment. He also wanted to find a surfer “who could produce a huge splash on a wave.” After researching various sources, he chose a surfer who lives on Hawaii’s North Shore. Unfortunately at the time, he was “catching some waves” in Japan, but after some negotiating, he flew back to Hawaii for the shoot. The splash on the wave was then combined with various elements of water from a garden hose that was photographed in the back of a surf shop.
Scholz often shoots here in the U.S., Canada or South America. He did a job
for AEG, a European appliance company. For this ad, he photographed a Grizzly
bear (handled by an animal wrangler) in Montreal, Canada, next to a river. Then
he photographed a small bear next to an AEG washing machine. The photos were
composited to create a unique statement.
Scholz is also working very hard on his personal project, photographing indigenous groups. “The one constant thing is that I always use a gauzy background,” says Scholz. The foreground includes a natural setting that is typical of where the person is from. He’s hoping to publish a photography book on this project.
His film preferences are Fujichrome RVP 50 or RDP 100. “I’ve recently
been doing tests with RVP 100, which I love because of the extra ‘stop’
I can get. Since I need to use a center filter on my large-format wide-angle
lenses, which causes me to lose one stop of exposure, the additional film speed
puts me back to ‘normal.’”
Travel Photos That Sell: Seven Tips
1. Research your location. “First, I read—either
on the Internet or in books—until I turn blue with possible ideas.”
Scholz recently learned about the Ashaninka, a large tribe in Peru who were
affected by terrorism. Once he decides he wants to photograph people like these,
he contacts someone locally before going to their country. This way, he can
find out about photographic restrictions, if any.
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