Swimming in a Fish Tank

So, how do you get a picture of Cardiofocus's latest Laser Ablation tool?

Start with a 30 gallon fish tank. Add a background. Add about 30 cc's of 2% milk. And then start playing with light!

Just remember, electricity and water make for a very, erm, shocking combination.

Meet NESSC

Meet Gabe. Meet Dr. Raynhem.

Soon, there will be a new web site for Dr. Raynhem's practice, along with new collateral pieces featuring images like this one, showing the staff as real people, interacting with each other and with the patients.

This was a fun project, made all the better for the fact that we had worked together on Dr. Raynhem's first marketing projects two years ago, when we turned her kitchen into a medical office for the day!

This project also gave me an opportunity to work with Margina Dennis again. She is a very talented hair and makeup artist and an asset to any shoot.

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!