DUE SEPTEMBER 21, 2021

Many times when we are shooting, our job is to take something rather mundane and make it look like something really special. A pet toy or accessory for instance. (NOTE: If you Google it, you will find a bazillion images that do not make it look like anything but what it is… and that is NOT what we want.) This can be a very frustrating challenge.

The client wants a new trade ad in a publication that goes to small, mom-and-pop pet stores. We call these publications “Trade Publications” and there are many for all kinds of trades. From electricians to morticians, there are trade publications galore.

The difficult thing to do is to look good when surrounded by so many terrible trade ads. This can really be a demoralizing trip through commercial photography for some trades and a very inspirational visit for others. Here is YOUR chance to shine with your client.

You meet for a quick lunch (probably Mexican… just sayin’…) and she sketches something out for you… on the napkin.

She knows what she wants… shadows are thrown forward if any, or minimal at best. Clean background, clean foreground. There is a lot of copy to go up there and he needs it to read very well. She figures somewhere around 300 words… a lot of copy.

The item you are shooting is a dog or cat …. thing. (Your choice… if you have a buddy, they can put that pet thing to use, and if you don’t you can give it as a gift or take it back to the Pet Store.)

You can choose to shoot the item with a person… be creative. Be imaginative. Be edgy… this is a portfolio shot. But remember the 300 words of copy too. If you decide to go the product still life route, be as edgy as you can. Be inventive with your light and create a shot of whatever you shoot that makes people laugh, or smile, or gasp with the newness of it.

“Did you see that amazing shot of the dog bowl ol’ so-and-so did? Astounding.”

Yeah… like that.

This thing is going to really have to rock. It is a full-page ad for a new client and the AD is trusting that you will nail it.

Attention to detail, texture, shape, and angle will make a lot of difference here.

FIRST:

Do your research.
What is out there in the way of pet toys or accessories?
Are there very high-end products (Niemann Marcus)?
How are pet toys seen in consumer magazines? (Trip to the magazine rack)
Are there high fashion toys?
Are there hi-tech accessories?

YOU have the ability to set the tone for this shot. An expensive dog chew toy next to a pair of expensive-looking high heels. A dog whistle and an iPhone… or a dog collar with a jewelers loupe. LOTS of ideas.

You do not have to actually have a pet in the shot… this is about selling the sizzle of an awesome dog or cat toy.

And it doesn’t have to be high-end. It can be playful and fun too.

Normal fees for this sort of image: $900 – $3500 depending on client and location.

Let’s talk about how you would bid this.