This is another in my series I call “life before Photoshop”. For a complete understanding as to why I’ve begun writing these posts, you need only go back to my first one.
For all you out there that began your love for photography in the digital era, there was a time when Adobe was a type of house made of sand, clay, and water, mixed with a fibrous material like straw. Now, Adobe Photoshop rules the photographic world, and these new photographers truly believe they can’t create good photos without it.
I’m not saying I don’t love my CS5, for I would be considered one fry shy of a happy meal. With me, I use it sparingly, and only after what I’m trying to accomplish in the camera just can’t be done. For me, being a good photographer that can’t think without the aid of post processing just makes me feel better. I love a challenge, and there’s no better challenge than creating in reality and through the lens what I’m thinking in my mind.
Years ago I worked on the Mazda account, and one of the ads created by the Art Director/writer was to show a Miata in the garage of it’s owner. They wanted to convey that this car was the love of the owner’s life and wanted me to carry that idea into a single photograph.
My location scout found a garage that would not only work, but the price to rent it was somewhere in the budget’s ballpark; considering this was shot in Burbank, $3000.00 was on the high side of reasonable. I had a stylist gather props several days ahead of time while I was figuring out how to light the car. At the same time, my producer was tracking down a Cat Wrangler that could make a cat stay on command.
I had several 2400 watt/second heads mounted in the ceiling facing up towards several large pieces of white Foamboard so the light would be soft when it fell onto the car. I had another 4X8piece of white board in front of the car so it would light the front. This entire set-up took the entire day and was a hell of a lot of fun!!!
Here’s the garage the way we found it.
This photo would probably not be shot the same way today. The car would be shot in a studio and the Agency would use CGI (computer generated imagery) to put it all together. HOW AWFUL!!!
The digital age has done so much in so many areas, but in my opinion, it’s hurt photography in a way that can never be repaired.
Visit my website at: www.joebaraban.com, and check out my 2012 workshop schedule. Come shoot with me sometime and we’ll cry together over a glass of wine!!!