To show off the features of the Sony RX100 IV camera, Sony Thailand has produced an amusing three minute video imagining your camera as if it were a human in order to make their points on the RX100 IV’s advantages over a big, bulky, scary DSLR.
Innovation plays a large part in creativity and vice versa. When photographers are able to find the perfect balance of those two things, awesome ideas using unusual methods are created. Such is the case when Sedley Place was tasked with creating an innovative ad campaign for Diageo, the parent company of Smirnoff and Guinness. They decided on a “Liquid Landscape” theme, which would feature slow motion close up shots of frosty glasses of beer and swirling mixed drinks.
To be able to maintain a large depth of field while shooting moving liquids at macro ratios, the creators came up with an unorthodox equipment setup to capture extreme close-ups of frosty glasses of beer and mixed drinks. Using for a borescope camera, a type of camera used almost exclusively in the biological and science photography realms, the photographers were able to capture the mouth watering footage with very little loss of detail.
We have talked about the impact that the industry has over our lives and persception of beautiful before. and we are happy to see that some of the advertisers are shifting away from plastic barbies used for models like the campaign done by UK fashion chain Debenhams which featured beautiful people of all kinds. We are also seeing some a backlash toward the industry on the form aware artists like Anna Hill.
We are often asked why we are featuring those stories and I think this punch-to-the-guts movie by Tim Piper (although a bit old) does a better work at explaining this than we can.
JP Danko is a commercial photographer based in Toronto, Canada. JP
can change a lens mid-rappel, swap a memory card while treading water, or use a camel as a light stand.
JP’s photography is available for licensing at Stocksy United.