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  • Welcome to my blog

    "I am a Boston-based commercial photographer and short film maker. This blog is a companion to my main website. Instead of simply offering up more photos, it is the place for behind-the-lens glimpses into campaigns, reflections on the photography/marketing industry, and a more expanded view of a shoot - not just the best image. Enjoy!"

Zimman

I’ve been photographing concept ads for Zimmans for a half dozen years now.  The advertisements combine the store’s rarified fabrics and furniture (think ABC Carpet in NYC) with raw urban landscapes.  Zimman’s has been in the same family for 4 generations and all our ads have featured owner Michael Zimman.

The ads continue to be designed by art director and stylist Martha Sutyak, who has an unusual proclivity for making you believe in an ad concept which upon first appearance has you scratching your head.  Martha explains: “my thinking was that we should ‘take to the streets’ and show how Zimman’s has been a vital part of the Lynn community for generations. The store associates have been taking their cars to this place for years! By posing Michael in a car loaded with merchandise for a home delivery we show 1) great and intriguing merchandise 2) an unexpected visual image showing the rough and the refined in concert.”

Ad concept layout for "Full Service" print advertisement

Location scouting:   Lynn, MA location scouting for David Shopper lifestyle photography print ad

Here’s the initial “Mad Skilz Photoshop” ad comp, using an image of Mike from a previous ad polishing a car’s windshield:

Print ad mock up

All shoots have their challenges.  Besides a colorful Lynne location, variable clouds that made it tough to predict lighting conditions, blustery winds that threatened to knock over lights and balanced fabric and chairs, and a questionable soundtrack (as captured in the video below), we persevered and got a great image for the ad.

 

 


The way I figure it, you can approach a shoot two different ways: a well-planned effort by many focused people, each concentrating on a detail like wardrobe, makeup, locations, props, lighting, etc., (my usual mode of shooting) or guerilla-style, where you totally wing it.

This shoot is an example of the latter.  At the expense of production, we gain spontaneity and spirit – moving quickly and freely, keeping it light and fun.  We generated hundreds of great stock images, which you ordinarily could have found at Corbis (but the renowned stock house was just acquired by VCG and subsumed by Getty Images, so the photos will soon be incorporated into Getty’s site).

[UPDATE: Once again, our Cognex annual has won a gold award at the League of American Communications Professionals (LACP) Awards for its category, as well as #75 of the top 100 Annual Reports Worldwide and a silver award for Most Creative in the Americas.  The annual also won the gold at the MerComm International ARC Awards for its category as well as taking honors for photography!]

Like everything else, annual reports have changed a lot in the last 10 years.  Mostly, they’ve disappeared.  With the advent of the web, Twitter, etc., a polished State-Of-The-Company address doesn’t have much immediacy.  But that’s not to say that a company can’t brand itself and stand out using the annual report medium.

Cognex Corporation, the world’s leading supplier of machine vision systems, has gone further than most companies to define it’s corporate style using annual reports (as well as stretching the definition of what an annual looks like).  Their reports are zany, irreverent, and reflect the spirit of their founder and CEO, the inimitable Dr. Bob.  I’ve been shooting these reports for over a dozen years, and they’ve taken the shape of a Bruce Springsteen record album (a circular annual), the National Enquirer (Dr. Bob gives birth to machine vision, literally) , and a Martha Stuart Living Magazine (Dr. Bob, in a blond wig, shot in his stylish home in San Diego).

This year, we spoofed “Back To The Future” (I might add here that Dr. Bob’s innovation in the industry is dwarfed by his ability to persuade these franchises to let Cognex run these parodies — or at least not sue him).  The BTTF annual is designed as a poster (I believe it’s the first annual ever to take this format), and the silver below is the uncommon use of metallized paper.

Spoof of "Back to the Future" with the Chairman and CEO playing Marty and Doc.

The poster features Dr. Bob and CFO Rob Willett trying their hand at time travel.  Also featured is a video we shot for the Forward Looking Statement:

The corporate world of CEOs and investor relations usually shuns risk taking.  But these guys have no fear.  They’re rock stars.  It’s a great way to live… and a fun way to shoot.

A little behind-the-scenes information on annual report photography and the making of the 2015 "Back to the Future" parody annual report photographed by David Shopper of Boston MA.

When you have high-powered executives flying in to New York City from London for a single meeting, and that meeting needs to be leveraged for your annual report and website, you call the best NYC photographer, right?  Well, you could, or you could call the Boston photographer who specializes in creating authentic candid imagery.

A client recommended me to Earthport Payment Network (based in the UK) as the photographer to capture this slice of corporate life.  Earthport wanted honest and natural candid moments from their meeting at the Penn Club, so we flew in to shoot it.

Natural light was the obvious way to go here, as strobes would have given a manufactured feel and would be distracting to the group.  We positioned the meeting table in front of some large windows (in Manhattan you get a problem that you don’t usually find in Boston – there are so many large buildings so close that even large windows have diminished sunlight).

Nevertheless, any time you get genuinely engaged people in a room where they feel comfortable and trust you as one of the team, the results will be convincing and dynamic.

Just because your company is a startup doesn’t mean you have to look like a beginner.

I recently worked with the very young company (established only months ago, plus full of very recent graduates): Search Fund Accelerator, to help visually portray their company.

SFA selects a handful of young entrepreneurs who are dedicated to acquiring and running a business.  They provide experience, guidance, and support systems to help these entrepreneurs get traction in the real world.

Our photo shoot documented what was literally one of their first meetings as a group.  It was fascinating to see these very polished and focused kids trying to jump over the same hurdles I or anyone else in business has to jump over.  How do you identify potential partners, learn what makes them tick, cold call them, and become integral to their business plan?

The energy of the group was palpable, and the images we took help portray them not as wannabes, but as players in future markets.

You can read about SFA and see two of the portraits here.