How to Complete Theme Commercial Photography

Lead: Photography is a very complete and purposeful artistic behavior, but for commercial photography, it has a clearer purpose and business attitude. It closely contains the information that customers want to convey and the ideas that photographers want to convey, and can be used as the photographer's shooting theme. For Taobao product photography, it is more important to give the product individuality, taste and personalization, so that the product can have a sense of * * * and preferences with consumers, and these are just some theme ideas that photographers need when shooting.

How to complete the theme commercial photography 1 Understand customer needs.

I have been engaged in graphic design planning for seven years in an advertising company, and I am familiar with the creative books and other planning schemes of the advertising company. I can communicate with customers quickly and effectively, understand their shooting intentions, and reach a consensus, so as to complete the subsequent shooting work well.

Generally speaking, customers and photographers communicate product features, selling points and detailed customer base analysis. If the client has a special advertising company to do the project, they will give the photographer more detailed picture requirements and color reference. At this time, as the ultimate executor of this idea, we must make an accurate and effective visual transformation.

It should be noted that while communicating with customers and understanding their needs, we must focus on the above three core points to test whether our scheme is consistent with the needs and creative purposes of end customers.

(1) Select the appropriate model. Collect model cards, regardless of internal model (China model) and external model (foreign model), outline the image of the model in words according to the positioning of the clothing crowd, such as appearance, figure, age, temperament, personality characteristics, etc., and send the copy to the agent. Then, after the information of vehicle types is collected directionally by brokers, it is summarized and delivered to customers for screening, and their professional opinions or suggestions are given. It is generally recommended that the number of primary candidates be 3-5 to prevent unexpected problems such as schedule convergence. At the same time, collect the model's makeup, hairstyle, accessories, movements, emotions and other related reference works, give them to stylists and models as reference and creative understanding, and deliver them to customers for full communication and review.

(2) According to the clothing style and brand tonality, collect pictures of related scenes, props and accessories as reference, make PPT presentations and discuss with customers; After the theme direction is determined, it is necessary to accurately screen the project cases and make good preparations for shooting, including scene design, quotation, procurement, specific construction scheme, etc. 3-5 days should be reserved for site design and construction.

(3) According to the comprehensive factors such as brand tonality, clothing fabric style and scene atmosphere, we designed our lighting scheme. The lighting scheme starts with the scene atmosphere, pays attention to the characteristics of clothing fabrics in details, and prepares several sets of temporary quick dimming schemes to meet the shooting needs of different products and truly adapt to the commercial use of customers; At the same time, the scene design should consider that both horizontal and vertical composition shooting can be carried out at the same time, especially the large scene shooting with horizontal composition is essential in commercial photography. Many customers often use horizontal composition photography to make the turntable of the home page of the network, so the scene design should be large enough to avoid collusion.

Film retouching is the last creative implementation link. The most effective way is to find the proofs for the reference of the retoucher, or the photographer can repair the proofs himself, which is the safest and most effective way, and then hand over the repaired multi-layer proofs in psd format to the retoucher for secondary processing. In addition, in order to ensure the smooth progress of the later retouching work, raw format must be used for shooting.

2. How to stimulate creative inspiration according to product characteristics

In general, the characteristics of the product determine our demand for the choice of models, the creation of the environment and the tonality of the picture when shooting. Let's take the following groups of works as an example to analyze.

This is a clothing image film of a domestic clothing brand in the spring and summer of 20 14, including a series of products such as underwear and home clothes.

In the next few groups of works, different products belong to different styles and consumers, so we have also made various adjustments in model selection, environment creation, scene selection, prop use and so on.

First of all, let's start with the following two works. The products shown in these two pictures belong to mature women's underwear and household clothes, which mainly emphasize the theme concepts of luxury, sexiness, maturity and charm. So before shooting, we chose a private membership western restaurant as the shooting venue. The hair style of the model is a long wavy shawl, and the lighting is combined with natural light and flash, which is mainly natural light, soft and comfortable, showing the femininity of women. At the same time, the luxurious environment implies the class of consumers and enhances the texture of products from the atmosphere.

The following two groups of works are the shooting of girls series products. The style of the picture is obviously tough, at the same time, the picture is more youthful and fashionable, showing the vitality and playfulness of the girl, with strong environmental color, high mood of the model and exaggerated body language. Personalized hotels are selected in the scene, and unique props such as red-lipped telephones and colored balloons are used to reflect the publicity and emotional release of young people.

In addition, we also use a sofa bed as a prop to make the user's consumption environment closely fit the product itself. In fact, customers have said before that they would take pictures of models walking in the forest in underwear or household clothes, but we denied it. The main reason is that the brand positioning and height are insufficient, and the integration of another environment and products is not good.

Of course, there are many international big-name underwear products, some of which are similar to forest scenes, but they are all international brands, and these products have high brand tonality and consumer price in the eyes of the audience, so we can't help but blindly copy fashion without considering the actual height of the brand and the psychological acceptance of consumers, which will undoubtedly greatly reduce the experience of actual consumers.

The main purpose of creating a scene atmosphere is to contrast the attributes and uses of products and show the use environment of products. Therefore, the choice of scenes should have a certain style and tonality, which can set off the use atmosphere of products well and avoid running counter to customers.

To create a scene, we must first understand the characteristics of our clothes and the commercial use of the film, and understand whether the film is used as a display film or an image film. Display films mainly express clothing, while image films mainly express brand culture and product connotation. The location of the film is different, and the scene is also different.

The following work is the shooting of brand down women's clothing. The purpose of shooting is to show the style of clothing, and the picture is mainly clothing. So a simple snow scene is built, which belongs to low-cost production, but it also clearly expresses the product function and consumption season. The shooting method of this case will be explained in detail later.

This is an e-commerce clothing image film, the image is positioned in luxury goods, so the model room of high-end real estate is chosen on the spot, with gorgeous decoration and transparent lighting. In terms of props, we purchased many luxury brands such as handbags, leather shoes and necklaces, and then spread them all over the floor to create an environment full of various brand-name products. The model sat on the sofa, expressionless, with mature curly hair and gorgeous red lips. Every detail reveals the image of a rich girl. She is rich, loves beauty makeup, loves brand-name luxury goods, and even worships money. Customers just want to convey a sense of luxury of products and cater to them through this picture.

Let's take a look at this work again. The shooting of this work chose a more personalized scene collocation. The gray cement wall with black wrought iron high chair and leather sofa shows personality, fashion, simple brand attitude and clothing connotation.

The creation of shooting scenes actually involves many aspects, such as color, material, composition and spatial relationship. Set the scene? To put it into practice, photographers need to have strong hands-on ability and visual aesthetics.

Therefore, everyone should pay attention to collecting scene materials, pictures and props, and try to figure out the scene. At the beginning, you might as well imitate some good scenes to strengthen your hands-on ability, then try to innovate and make more changes for the product itself and customer needs, and gradually you will be handy.

The following series of works show the shooting scenes built by the author according to the reference of the material map given by the customer. The customer is a girl's dress. Referring to the original picture, it is a series of photos of a Japanese girl's clothing. In the concrete construction, the author mainly adopts the combination of paper-cut stickers and other elements. And in the specific shooting, a combination of various elements is combined in a scene, which can be regarded as a group of Taobao clothing works made by imitating shooting.

What is the theme of this scene shooting? Changes in the weather? The whole costume for shooting shows a weather change process from cloudy to rainy to rainbow after rain. Including clouds, raindrops, trees, grass, kittens, ripples, rainbows and other elements are also handmade by the author and other colleagues in the team, and in the specific shooting process, the makeup hairstyle will also change with the scene, especially the model headdress and the stickers on the face.

Cloudy weather, the mood is always cheerful, so we will put cloud stickers on the model's face when shooting.

When it rains, the feeling of getting wet is often very depressing, just like the emotions expressed by models. At the same time, there are ripples on the ground caused by excessive water accumulation.

If you can open an umbrella, whether it rains or not, you will be very happy and happy. At the same time, the raindrop stickers on your face match the changes of the scene and weather, and echo the picture well.

I finally saw the rainbow after the rain, and my happy mood came back. I couldn't help dancing.

In fact, the theme and scene making of this group of works are relatively simple, that is, it is enough to control all aspects of details. The lighting has not changed, only the scene and modeling, as well as the emotional guidance of the characters.

3. Prepare more accessories and props.

In view of the choice of accessories and props needed for portrait shooting in commercial clothing, here we take men's wear as an example. According to the style, wearing environment and wearing season of men's wear, we can divide men's wear into several series, such as business leisure series, business travel series and mature men's series, and prepare various props for each series, such as travel bags, business handbags, suitcases, umbrellas, books, sweaters, sunglasses, glasses and square towels. And choose according to different clothes. Such as color, style, overall tonality, etc., the props are further screened and matched, so that the pictures created by each series of products are more in line with the tonality of products, and the brand concept is rich and full.

We often say that selling products is actually selling a way of life. ? This sentence is especially applicable to the clothing industry. People of different occasions, different regions and different ages have different needs for clothing all year round.

The following set of pictures is the 20 15 spring and summer men's wear series shot by the well-known domestic brand Hengyuanxiang Hubei Daizong Tmall Store.

Hengyuanxiang has always been a well-known brand in China and an old brand. On Tmall, agents all over the country have their own shops, but they all sell the same clothes. Before shooting, we had a very detailed communication and product analysis with our customers, and finally made clear the positioning and shooting direction of the products before we could be in a huge? Hengyuanxiang family? Shops have unique product positioning and visual separation.

Remember the positioning language we gave our customers at that time? Classic revival? Hengyuanxiang's consumers are always between 35 and 60 years old, and the crowd is positioned as a mature group, and the styles and fabrics of clothes are relatively conservative and old-fashioned. Faced with such a positioning, many commercial photographers can easily make their pictures old-fashioned, and as a result, they also lack the texture of products and the temperament of models, which is quite different from the brand concept.

Faced with these problems, we boldly ask our customers? Young? Even if the products haven't changed much, we are still trying to improve the quality of the products visually and grasp the tonality of the products well. Now? Inverse age? With the popularity of the topic, many older people also want to look younger than their actual age. This is the change of the times, so we should also grasp these changes and try our best to give customers bolder suggestions and solutions visually.

I have to say that the choice of models is often the key to the success or failure of the whole shooting, so I will interview models with my clients for all such important shooting projects. The model selection of this group of Hengyuanxiang clothing products, whether it is facial features, age, figure or temperament, is in line with the actual situation and brand concept of the brand.

When shooting this group of works, I don't want to emphasize the particularity of these props too much, but I want to emphasize the preparation of some props, that is, whether there is a list of these props in your photography plan and whether it is detailed and comprehensive enough. Before shooting, the performance of these details should be planned together to avoid temporary collocation at the shooting site, otherwise it will easily lead to confusion in time and schedule when shooting at the scene. Just like the men's handbags used in this group of case shooting, we prepared more than a dozen models at that time, from handbags and handbags to leisure bags, business handbags, backpacks and even suitcases.

Tips:

On the day of special shooting, you can print the photography plan into two copies, one for the photographer and one for the client, and then directly follow the plan for the whole shooting. Before shooting, you can print and cut out all the reference pictures and put them on the shooting site for all creative people to spare and refer to at any time.

Photographers should decide whether to accept the temporary requirements of customers according to the progress on site. If the customer requests too much temporarily, it may seriously affect the overall quality and progress of shooting. Have the courage to refuse, ensure the smooth and effective shooting, and finally complete the shooting.