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This crazy paint splashing commercial was shot completely in camera with no CG

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Motion control and high frame rate cameras have given filmmakers a whole world of new options. Creative abilities that simply weren’t possible just a few short years ago. New technology allows both photographers and cinematographers to show us our world in a whole new way. It makes the mundane amazing.

And it doesn’t get much more mundane than watching paint dry. So, when production company Psyop were tasked with creating a commercial for Sherwin-Williams to photograph their Emerald line of paint, they put that technology to the test. They created a whole swirling mess of paint that looks impossible. It looks like it should be CG, but it’s not. It was created using 100% practical effects.

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Target’s new swimsuit ad campaign goes “Photoshop-free” (or at least, liquify-free)

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Photoshop has received a bit of a backlash over the last few years about its use in advertising.But, it’s not really Adobe’s fault. Photoshop is just a tool. It’s like blaming Ford because you took a wrong turn down a one way street. But, the criticism has made a lot of companies sit up and think. Their average customer doesn’t really look much like the people used in their advertising campaigns. In fact, even the people used in their advertising campaigns don’t look like themselves in the final result a lot of the time.

More and more organisations have started to go “Photoshop free” for their advertising. And Target have now jumped on the trend, to great effect. To promote their new spring swimwear line, the campaign features women of all shapes and sizes, completely unretouched.

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Facing right in the photos makes people look more powerful

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Do you pay attention which side is your model facing in photos? And do you think this is important for the message? According to a recent study, it is. Simone Schnall, Director of the Cambridge Embodied Cognition and Emotion Laboratory, says in her report that the subject should be facing right. If we want to portray a person as dynamic, progressive, positive and forward-thinking, we ought to portray them looking right. But why is this so, and how can we apply it?

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Photographer recreates famous brand ads to point out to the lack of diversity in the industry

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We are surrounded by commercials, promotional images and all sorts of advertising material. Most of us take it for granted and doesn’t think much about the message these materials send. But an L.A. based photographer, Raffael Dickreuter, paid attention to advertising campaigns of famous brands and noticed something very negative about them – they lack diversity.

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If you wanna shoot Usain Bolt for an ad, you have to do it in Jamaica

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I think that if someone did a survey, Usain Bolt would be one of the most loved athletes in the world (actually, I am pretty sure there is such a poll somewhere). You just have to love this man, and here is another reason why.

Usain Bolt insists that anyone who wants to shoot him for an ad will do so in Jamaica. And there is some reason behind it.

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FTC to crack down on social media celebrity advertising posts

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Bloomberg are reporting that the American Federal Trade Commission are cracking down on social media advertising. Users now must be very clear about paid product endorsements. Users are actually required to do this already, but few do. Many advertisers also request that the social media users not mention it.

It’s understandable why advertisers wouldn’t want the public to know. They want people to believe that somebody actually likes their product. That they love it enough to tell everybody how awesome it is. They also pay a lot more to those who don’t mention sponsorship. What I don’t see is how the FTC are going to be able to realistically enforce it.

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How to shoot an iconic whiskey ad on a giant ice cube

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When I first saw this one I thought that it had to be CG. I was wrong, very wrong. Built around a giant ice cube, this is actually a very intricately designed photograph.

In this video, Resource magazine go behind the scenes with photographer Adrian Mueller, giving some great insight. Using a variety of lighting and prop making techniques, the final result is simply amazing.

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Advertising Standards Authority bans Gucci ad after ruling that the model looks “unhealthily thin”

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The Advertising Standards Authority (ASA), an advertising watchdog in the UK, yesterday presented a ruling upholding a complaint about a Gucci advert from December last year which describes the model as appearing “unhealthily thin” and “gaunt”.

The complaint about advert labelled by the ASA as “irresponsible” mentions two models.  One model sat down on a couch and the other appearing to lean up against a wall, the images appeared as stills at the end of a video on The Times Website in December 2015.

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