Thu, Jul 15, 2010
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If I really love a movie, I mean really love it, I don’t want to see the behind the scenes. I think it’s one of the worst things Hollywood has ever done – the behind the scenes DVD that comes when you buy a movie. Part of what makes a movie fantastic is the mystery. How did they do that? Who thought of that? Wasn’t that amazing?
Camera’s are mysterious machines anyway. You point a little black box with a lens on it at someone, click a button and they appear. You do it right and something beautiful comes out of it. When you think about it, it’s mind-boggling.
How do we capitalize on this mystique? How do we communicate this to our clients?
First of all we have to create amazing imagery. And through this amazing imagery, the client needs to ask themselves “How did they do that?”
Here Focht creates the questions. How did he get that light? How did he get that muted color? How did he get such an amazing shot in what looks like a broken down loft?
In this family shoot, the client is asking “How did they get that color?”, “How did they create that timeless moment?”
Here Focht used natural light and tungsten light to play with the background color. The cement in the background is grey. Just regular grey. Clients always wonder how we get it to turn a warm orange when we shoot.
Here we have a beautiful blue wall background. when you see the wall in person it appears much lighter. But because the light fall off is so fast here, the person standing in front of it is exposed so much lighter that the wall goes darker and more saturated.
All of these small factors attribute to your mystic. Whether it is how you shoot or how you process. It even covers the professional products that you use. “Where did you find that cool album?” the client asks. “Oh, we use only the best professional labs, album companies, etc. in the world.”
I never say where, just that they are the best. The mystique lives.
Fundy
