How to perform the most difficult commercial photography perfectly

As we all know, among all commercial photography, product photography is the most difficult. In product photography, alcoholic products are the most difficult to shoot. So, what are the skills and difficulties of alcohol shooting? With this question, the author found Tang Shun, a wine photographer of Chengdu Taotangshi Brand Design Promotion Co., Ltd., and asked him to make an in-depth analysis. Sugar and wine newspaper: As an authoritative brand design company in the industry, Tao's accomplishments in wine photography are obvious to all. As a senior photographer of Tao, how to interpret this commercial shooting method, which is dubbed as the most difficult factor by the industry? Tang Shun: China's wine culture is profound. Wine is the product of our daily life, and it also changes and creates our life. In our thousands of years of history, wine has been accompanied by the progress of human civilization. It is because of the existence of wine that there are so many passionate poems and paintings. Under the influence of traditional culture, commercial photographers who shoot wine works should first make a comparative analysis of wine. They need to know the brand of wine, the history of the winery, the characteristics of wine, and more importantly, who the wine is sold to and what the market position is. Especially for liquor, every enterprise has its own emphasis, some are mainly high-end brands, and some are middle and low-end customers. Some are sold in different areas. Different grades, different regions, choose different backgrounds, colors and props when shooting. Sugar and Liquor News: Will you make a systematic photography plan for specific products before shooting? Tang Shun: Before shooting a product, our photographer will communicate with the company's design director and creative director to determine the shooting plan of product-related positioning, and some need to make several sets of plans. Nowadays, commercial photographers are not individual behaviors, but cooperative behaviors of teams. Sugar News: People turn photographers into artists, and artists often have a lot of casual behaviors. How do you understand "casualness"? Tang Shun: The most important thing in commercial photography is to be clear about what you want to show. The attributes of products determine the different starting points of creativity. Therefore, in the specific shooting process, the creative direction is the principle that guides all technologies in shooting, and the actual operation can be consistent with the creative direction. Sugar and wine news: Ordinary wine bottles, after your shooting, can bring different visual impact to people. Can you tell me something about the shooting skills? What problems should a wine photographer pay attention to in the shooting process? Tang Shun: In terms of technology, for some colored wines such as beer and health wine, some customers pursue its "wine color", so try to give priority to using backlight to display its color and transparency, and then cooperate with reflector and condenser to display important parts such as wine labels and bottle caps. Liquor requires particularly high quality of bottles. Glass bottles are generally backlit to show their transparency, but for low-grade bottles, they can't penetrate, otherwise the defects in the glass bottles will appear. At this time, reflective contours are needed. But sometimes too much light will interfere with each other, so I use some other materials, such as homemade grotesque reflectors, hoods, light shields and so on to deal with the light source of wine bottles. In addition, photographers should try to choose perfect and beautiful wine bottles when shooting, and do a good job of cleaning them to avoid dust and stray light from the bottles. When distributing light, the nature and hardness of light depend on the material and shape of bottle packaging. Different shapes of glass bottles have different reflection, refraction and light transmission characteristics. Every surface of the irregular bottle will reflect and refract light, which constitutes a complex relationship between light and shade. There is a difference in the use of light between frosted glass and ceramic bottles. This requires us to treat the light source of wine bottles with some different materials, reflectors of different sizes, hoods and condenser tubes. After the shape is perfect, and the main light and auxiliary light have established a great sense of light distribution, we should also consider the texture of the liquid in the bottle, as well as the wine label, outline and many other factors. According to your years of photography experience, please summarize the essentials of wine commercial photography in one sentence. Tang Shun: If a photographer wants to grasp the big feeling in shooting, he must have a keen and unique aesthetic vision, which requires the photographer to accumulate slowly for a long time and always "explore".