When it goes smoothly - Electronics accessories spread for Dell catalog.
Problem: how to communicate the excitement of so many tech items of
differing sizes from a 50" TV to tiny MP3 player in a single image.
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Solution: the items were photographed using three layers of glass with the
smallest on the top (mp3 player) and the largest on the bottom (50" TV).
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After internal approval this marker rough was sketched by Jill Winterbottom.
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The transition from sketch to photography went smoothly with very
little change from my original concept. I photo-shopped three
photographs together for the final image.
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When there are a few bumps in the road - camera and
accessories spread for Dell catalog.
Problem: how to communicate the excitement of photography with
an interesting way of showing camera usage. Shown here is the
previous incarnation of the camera spread.
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Round 1: thumbnail sketches begin to explore linking the
camera to a laptop PC to download images.
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A sketch from Jill Winterbottom fleshes out the idea. On screen a
butterfly is added to the sunflower to emphasize the photography
story (Photoshop is also sold on this spread.)
This is the version presented to Dell.
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Round 2: Dell now wanted a printer to be added and the laptop
to be played down so I embarked on another round of thumbnails.
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The camera comes with a specific stand for downloading that now
needs to be added. A printout is laid across the laptop's keyboard
to tone it down. The photoshop story is now to be played down.
This sketch is sent to Jill Winterbottom to flesh out.
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Working over Jill's sketch in photoshop I bring the elements together.
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A new image is needed since Epsom, a competitor of Dell, had
used the same stock photo to market their printers too.
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Round 3: With the laptop and sunflower removed I needed
to embark on yet another round of thumbnails.
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I flesh out a new look and angle that plays down the size
difference between the small camera and the large printer.
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I tidy up my sketch to present internally.
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Jill Winterbottom brings the rough to life and I enhance it in photoshop
once more. It is presented to Dell who approve it Immediately. |
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Photography is shot following the sketch very closely and the spread is printed.
Both spreads in this section appear in the same catalog. |
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