<PREVIOUS

A lot of work goes into an ad campaign before the actual photos are shot. A team of art directors makes concepts, which are reviewed internally in the advertising agency, then presented to the client. A draft campaign is made, with drawings or stock photos, which is quoted with several photographers. When the photographer is chosen there are several meetings with art directors, photographer, producers, casting agents, and eventually the client present. Everything up to the last tiny detail is discussed before anything is shot. In meetings, up to 6 representatives of the client may be present to guard concept and content of the brand.

During the photoshoot at least one art director and one client executive is present from the ad agency side, and from the client side there are usually one or two people present to review every polaroid and see to it that the entire shoot goes as discussed in the meetings.

After the shoot the images are chosen and the post production process begins. Days are spent in scanning and retouching to perfection, sending the final art to the client for review and doing other rounds of retouch.

When everybody is satisfied, lay-outs are made with the advertising copy and logo and sent out to print billboards, in-store material or press ads.

But, the bigger the company, the more people have a say about its corporate image and ad campaign content. When the ad campaign shown here was ready and printed, a high ranking company executive saw the campaign and boycoted it because he did not want naked people in the company's ads. So, the entire process had to start over again to do a reshoot with a dressed model.

Best,

Niels

www.niels.com

The 'photo of the month' is not meant as something pretentious, it is not even chosen by any jury. It could be an advertising photo I did, or a photo for a magazine or record cover. Something telling you of a journey I made or the city I'm in. Or a snapshot of my girlfriend. The only criterium it has to meet is that it was made in the last month. And that I believe it is worth bothering you with...
I am very sorry for the not-very-personal tone and character of this mail - you may or may not remember me, we might have met in some sleazy bar in some part of the earth and exchanged emails, we might be colleagues or best friends, or just share an interest in photography. We might have worked or even lived together in the past.
Of course, if you would not like to receive any more mails just let me know and I will remove you from the list.
And if you know of other people that might like to receive it please let me know as well...
Thanks for your time and hope you are well!