SUBLIMATE A PRODUCT
ITS SPECIFIC KNOW-HOW? TO MAKE ITS IMAGES THE VECTORS OF THE COMPANIES' COMMUNICATION STRATEGY AND MARKETING IN ORDER TO ENHANCE AND SELL.
THE MISSIONS OF THE "PACKSHOT" PHOTOGRAPHER
The advertising photographer is a professional photographer with a special mission: he has to produce images with a sales appeal. Advertising photography doesn't just show, it sublimates an object, tells a story around it, by creating different atmospheres according to the product. This professional product photographer has the mission to develop and realise shots in accordance with the client's requirements (deadlines, budget, etc.), but also in accordance with the intellectual property code. He must also ensure the follow-up of the photographic prints. He can work alone or as part of a team, independently or within a company (studio, laboratory, photographic agency, press agency).
REQUIRED QUALITIES / SKILLS
Beyond the theoretical, artistic, scientific and technological fundamentals acquired during a training in photography, in a school such as ETPA, the advertising photographer must have particular skills in the field of advertising in order to be able to present suitable work. He is by definition a keen observer, an expert of the business world and marketing, which give him the keys to enhance the impact of an advertising campaign. The images they produce are skillfully studied to serve the company's objectives. As a professional of image and advertising, they advise their clients and offer them an efficient staging of their products. Thanks to their artistic talent and creativity, they are able to magnify people or objects to be photographed. Only a very high quality photograph can be used for advertising photography.
Working in studio or outside, he / she must be able to listen to the needs of his / her clients. The advertising photographer must have the technical skills and experience necessary to produce qualitative images. But beyond technical skills, it is his / her creativity and a sense of aesthetics that will make the difference.
Specializing in "packshot" (also called "product shot", a type of photo used to showcase a product on a plain background), he / she must be able to design effective staging, finding the right framing, the ideal lighting and an original setting. He / she must also often face various constraints, leading him / her to quickly find original and relevant solutions.
His / her photos will be used in magazines, brochures, on posters, during events, flyers, on the internet of course, but also by communication and advertising agencies as well as for the whole image production of advertising communication in its broadest sense.
CAREER AND DEVELOPMENT OPPORTUNITIES
Among all the jobs that require a mastery of photography, that of advertising photographer is probably the one that offers the most opportunities, with new requirements today corresponding, in particular, to digital photography. With online advertising, the photographer meets new opportunities for self-expression. Many schools, in their curricula, insist today on all these developments so as to allow a successful integration in the creative teams.
Whatever the field, beyond technical skills, it is your creativity and your sense of aesthetics that will make the difference.