High tech toys

High tech labs are always interesting to walk into. This one was for Cambridge Nanotech. They are developing ADL technologies for other industries. What, exactly, this means, I am not too sure. (Hey, I said they were cool. I didn't say I knew what the machines were doing! ;-))

However, the machines are shiny and the clients are proud of their accomplishments. Between the marketing director and myself, we came up with a set of images that will help to convey this pride and passion for their products.

Real People - Education Ad

What can you do with "real people"? Well, anything you can with models, of course!

But, both the photographer and the creative who concepts the marketing piece need to keep in mind some limitations. Models and actors are used to being the center of attention and understand that what they are doing is part of a "greater whole".

"Real People" or non-models, often do not understand what we are working to create and may feel uncomfortable on center stage.

This means that the photographer and producers need to be very careful on how to handle and coach the non-model to get the best results. A photographer must be sensitive and empathetic to the person who gets put on the spot.

Of course, this is true for any subject in front of my lens! Models, non-models, C-level people or even products all have needs and desires that play into the dynamics of the production.

This, to me, is what makes this kind of shooting fun!