The best slogans of photographers. The photographers’ motto is “The best shot is yet to come. Order advertising text for a photographer from a copywriter
We are constantly exposed to advertising on a variety of platforms and in different formats. Advertising meets us on computer and TV screens, on the road, and accompanies us on our trips to work and home. However the study showed which is only 3% advertisements has a lasting effect on us. And creative advertising falls into this golden 3%. We've scoured the web and rounded up the most creative print advertising campaigns to get inspired by.
These advertisements immediately resonate with the viewer and allow them to look at the world more broadly. By using creative advertising, marketers appeal to our intelligence and sense of humor as opposed to straightforward advertising designed simply to grab attention.
Why will this topic be of interest to stock photographers? Bring newness to your portfolio, add new interpretations, and you will have a chance to get new clients. Here are a few lessons we've learned from creative advertising over the years.
1. Show, don't tell.
Although this is more of a beautiful illustration than a photograph, this advertising poster featuring St. Basil's Cathedral is a true masterpiece of creative advertising. It was created by the Saatchi & Saatchi agency for an advertising campaign for the A. V. Shchusev Museum of Architecture in Moscow. This campaign features photographs of famous architectural monuments, which represent only part of huge world hidden underneath them. The advertising slogan of the campaign was the phrase: “Find out the whole story.”
The first lesson a stock photographer can learn here is to show pieces of the story in one shot. That is, you need to learn to show, not tell. This ad is truly powerful, thanks to the fact that it has both photography and concept.
Through small digital manipulations, a whole story can be told in one frame. One of our stock photographers, , uses the same tactics. Using his post-production skills, he tells an entire story in one frame.
2. Use negative space
And here is a touching advertisement for an animal device, depicting a family: mom, dad and baby. This is one of the best examples of multi-layered meanings and thoughtful composition. You can always count on our smaller friends if you need to reach a mass audience, and such a composition will definitely find a response in the viewer’s soul.
There is not a single unnecessary detail in this photograph - everything here is simple and effective. She is a great example of how you can create something out of literally nothing. All it took to create it were models, good lighting and a couple of post-processing touches.
3. Use humor wherever possible
I think everyone can agree that advertising is serious business, and so is stock photography. However, you can add a touch of humor to your photo shoots without falling into irony. Perhaps this is not the most highly artistic or stunning advertisement, but it attracts attention. And it’s justifiably attractive, because it makes us laugh.
Don't be afraid of weirdness - it will make your customers stop. And this is exactly the reaction that advertising agency Duval Guillaume was aiming for. The main message of this advertisement is: “Reality sucks,” and you, of course, see exactly how all its details boil down to this: the weather is not very good, the boat is so-so, and even the incident is very unpleasant. In short, it’s not at all the romantic scene we usually see on the silver screen.
For a stock photographer, humor can be your best weapon. Learn to use it, and your portfolio will sparkle with new colors. We encourage you to be creative and try to get more out of your photo shoots than usual. Have a free moment? Try approaching your subject with humor.
4. Show your point of view
When it comes to execution, this Rolling Stone ad is a shining example. The campaign slogan: “We are made of rock,” and in one photo the creators of the ad were able to show the product, the spirit, and the worldview of the magazine. Note the simplicity of the photo itself - just one object that looks like a musical instrument.
Product photography is found quite often on stock photo sites. And basically, these are simple photographs of objects familiar to us. What if these objects were used to create a completely different story, such as this one? There is more than enough food for thought here, and all you need is to try yourself in a new genre.
5. Break the pattern, have your say
Patterns quickly attract the eye. We are really attracted to them, and the reason for this lies in the way our brain works. Why is pattern destruction so effective? This is because our eyes quickly get used to the pattern, so when you break it, the wrong element stands out from the rest and becomes an eyesore (in a good way, of course).
This simple but very effective concept was used in an advertising campaign for the Volkswagen Group. Its slogan: “A faulty part affects the entire system.” Everything in this photo is incredibly simple: a line of people and among them there is one rebel, but it carries a hidden meaning.
Such photos can become real masterpieces of stock photography. Patterns in nature and everyday life are always in demand. Break up patterns the right way and your photos will turn heads.
6. Nature and art as sources of inspiration
A very minimalistic yet sophisticated look. The Plant for the Planet initiative took something as fragile and delicate as a leaf and showed it the sky of an industrial city. Combining a powerful message with a creative approach, this ad speaks louder than words to the viewer.
Many of you are experimenting with compositions made from leaves and other materials. It is these materials that can turn your work into a serious message. Well, to rethink and adapt works of art, you only need a spark of creativity and time.
7. Focus on social awareness
One of the most powerful advertising posters is from Amnesty International. They don't resort to any tricky techniques, they don't use bright colors, they just show us frozen moments, like this one. The parallel between a quiet family evening in front of the TV and this illustration makes us think deeply. The concept of family is close to all of us, but some families are doomed to live in a completely different reality.
One of the tasks of a photographer is to reflect life as it is, but it is also important tohowyou decided to focus onWhatdirect your attention. In one of our We were discussing different ideas for photography, and a social awareness project was also on our list. Photographs that reflect reality, although sometimes raw, can be incredibly powerful.
8. New look at old concepts
The Clean Up Australia Day project was simply doomed to success because its creators approached the interpretation of an old, well-known idea with incredible resourcefulness. We all know that the concept of a sprout is one of the most common clichés in stock photography. A very simple idea brought them success. The imprint of the bottle on the ground has become that tiny addition, a message that carries enormous power - where the garbage lies, new life can grow.
As a photographer, you need to update and revive some old concepts by giving them new life. In one of our latest projects, “Art photographers vs. stock clichés" , we asked five photographers to give us their take on the sprout concept. When you have to rethink old concepts and images, new, truly fresh ideas and creative solutions often arise. So you should add this idea to your creative treasury.
What lesson can be learned from all these advertising posters? The most important thing for you as a photographer is to bring out your creativity. new level. It's all about the approach to photography. Fill your portfolio with work that makes a statement, grabs the viewer's attention, and is remembered for a long time.
It is gratifying to know that in the city of Chernyakhovsk the number of fans of photography is growing every year. It’s not surprising, because photography is a language in which you can communicate, a language that is understandable and accessible to everyone.
The City Library has long become a comfortable platform for organizing photo exhibitions that replace each other. Therefore, it is pleasant to discover new talented names of bright, creative, purposeful people for residents and guests of the city.
On February 11, a photo exhibition “We are staying for the winter” was held by the creative association of Kaliningrad photographers “Hot Shoes”. The association was founded in Kaliningrad in 1999. The creative credo of the members of the association: romanticism, gentle humor and an ironic attitude towards everything that happens. The name "Hot Shoes" seems somewhat unusual only at first glance. In fact, everything is simple and logical. In photographers' slang, this is the name of the platform on the camera for wireless flash connection. However, the name also has another meaning, which has become the main one - all photographers of the creative union lead an active lifestyle - they walk dozens of kilometers in search of objects and wear out more than one pair of shoes.
Photo exhibitions of the creative association were successfully held at the Friedland Gate museum and at the History and Art Museum. “Hot Shoes actively participate in regional and city Photomanias. In one of the interviews, they described themselves as follows: “We are cheerful, cheerful, ironic and self-ironic people different ages united by one passion - photography. For us, this means rest, work, and even a diagnosis.” Every time we open a new photo exhibition, we never cease to admire how great the magic of photography is, which can tell more than a thousand of the most beautiful and touching words. The photographs are full of kindness, love, compassion, courage, beauty - everything that makes life so wonderful. They make you think and feel, skillfully combining reality and fantasy.
The opening was attended not only by Kaliningrad photographers, whose photographs are presented at the exhibition, but also by people who were truly passionate about photography. Among them are teachers, musicians, retirees, students, a freelance photographer, the Racurs photo club, and schoolchildren.
The head of the photo club, Vlad Belyaev, introduced everyone present to the authors of the exhibition. “...There is no need to introduce one member of this creative association, she is well known and loved in Chernyakhovsk - this is Yulia Gorbunova - a very bright, talented, beautiful person.” At the end of last year, Yulia’s photo project “2+4” was presented in Chernyakhovsk. Today Yulia lives in Kaliningrad and continues to be creative, becoming a member of such a talented team.
There is a famous joke: “If, when you look at someone else’s photograph, you wish you had taken it, that’s art.” Looking at the work of photographers, we can say with confidence that photography is a real art and there are no less subtleties in it than in music or painting.
Where would I be now printable advertisement, if not for the art of advertising photographers, who every day are looking for new means of expression, ways to convey the agency’s ideas that would suit everyone: clients, the agency, and - most importantly - the audience.
(Total 43 photos)
1. Photographer Olivero Toscani.
2. In the world of advertising, Toscani is well known as one of the most controversial image photographers. Many of his works, which have a pronounced provocative nature, caused an acutely negative reaction from the outside and the public.
3. The name Oliviero Toscani became known in advertising circles when he was already approaching forty. In the early 80s of the last century, attention was attracted by his participation in advertising campaigns for Valentino, Esprit, Fiorucci. Oliviero Toscani studied design at the University of Zurich (1961-1965).
4. His original works were often published by famous fashion magazines. But world fame came to Toscani starting in 1984, when the Italian fashion house Benetton, specializing in the production of youth clothing and accessories, invited the photographer to head the advertising department of the company.
5. “I like people who question things. If you are sure of something, it means that this is no longer creativity: you saw it somewhere. The main thing is not to be the first, but the only one.”
6. At that time, the Italian company Benetton was preparing to enter markets outside of Europe and was developing an attack marketing concept. The company's chief Luciano Benetton, respecting the artist, promised Oliviero Toscani complete freedom of action, and he agreed to become the creative director of the project.
7. Many believe that Benetton’s advertising campaign, launched in the spring of 1984, opened new page in the history of modern advertising. The advertising campaign, developed under the direction of Oliviero Toscani, focused on the Benetton brand and the philosophy of this brand. In 1984, the campaign slogan was “All the Colors of the World”, and on next year Oliviero Toscani came up with the slogan “United Colors of Benetton”. And, naturally for a photographer, the main “messages” of the campaign were conveyed in an international language – the language of photography.
8. During his 18 years of work at Benetton, Toscani chose different topics for an advertising photo shoot, not being afraid of the most pressing ones. global problems: such as racial discrimination, AIDS, war.
9. At the end of April 2000, the relationship that lasted 18 years was broken off. And since then nothing has been as stunning (except for the shocking social advertising with an anorexic woman), alas, it was not.
10. Photographer Terry Richardson.
11. Terry Richardson is a world-class star. He is known throughout the planet as one of the most brilliant, prolific and compelling photographers of his generation.
12. His unique talent - to capture the most unexpected moments of reality through the camera lens - helped earn him the reputation of a scandalous but brilliant photographer.
13. His works are sometimes humorous, sometimes tragic, sometimes beautiful, but always provocative.
14. Terry was born in but grew up in Hollywood. There he began filming the world around him while graduating from Hollywood High School and playing in a punk rock band. Since then, he has not parted with photography.
15. Among Mr. Richardson's clients are companies such as Gucci, Sisley, Miu Miu, Levi's, Eres, Chloe, APC, Carolina Herrera, Nike, Kenneth Cole and others.
16. He collaborates with the coolest glossy magazines such as Vogue, French Vogue, British Vogue, Japanese Vogue, I-D, Dazed and Confused, GQ, Harper's Bazaar, W and Purple.
17. Photographer David LaChapelle.
18. They say that David LaChapelle is able to turn the ordinary into the extraordinary, the vulgar into the beautiful, the boring into the funny, and the stupid into the original and unique.
19. Fashion brands, Hollywood stars and politicians, top models and sharks line up to see him.
20. The now forty-eight-year-old David’s first job was given to Andy Warhol, and in 2007 the American Photo Association included him in the top ten Most Important People in Photography, and the number of his awards continues to grow every year.
21. LaChapelle has been called the “Dali of the third millennium” for his surrealist vision.
22. He does not tolerate gloom and routine, proclaiming his main creative principle: provocation in everything.
23. LaChapelle loves to be original, this approach to work is his business card, which is why the photographer is so valued in the world of fashion and advertising.
24. A day of filming with the great LaChapelle costs about 200 thousand dollars.
25. Photographer David LaChapelle.
26. Photographer David LaChapelle.
27. Photographer David LaChapelle.
28. Photographer David LaChapelle.
29. Photographer David LaChapelle.
30. Photographer David LaChapelle.
31. Photographer David LaChapelle.
32. Photographer Erwin Olaf.
33. Erwin Olaf's clients know what they're getting into. Trusting a photo shoot for advertising campaigns to this magnificent photographer, they sign their readiness for a bold, unconventional and challenging look at the world around them.
34. In appearance, Dutch photographer Erwin Olaf is a glamorous kitsch. All the formal signs of gloss are evident - large bright prints, aniline colors, recognizable fashion models.
35. Erwin Olaf studied to be a photojournalist, then took up the so-called modern art - he recorded events in the toilets of Amsterdam discos, participated in the design of opera and ballet performances, and together with Rem Koolhaas built a toilet in Gronningen.
36. In 1996 he announced his transition to commercial photography. (Here is a short list of achievements - Diesel, Levis, Hennessey Cognac, Rifle, Camel, Heineken, Nokia, Microsoft...)
42. Photographer Erwin Olaf.
© Sebastiano Salgado / Amazonas Images
« Your first 10,000 photos are your worst." - Henri Cartier-Bresson.
“Many photographers believe that if they buy a better camera, they will be able to shoot the best photos. The best camera won't work for you if there's nothing in your head or heart." - Arnold Newman.
« Which of my photos is your favorite? The one I'm going to take off tomorrow", - Imogen Cunningham.
« Great photography is about depth of feeling, not depth of field.», - Peter Adams.
« You don't photograph, you create", - Ansel Adams.
« If your pictures aren't good enough, you're not close enough." -Robert Capa.
« What I love about photography is that it captures a moment that is gone forever, that cannot be reproduced», - Karl Lagerfeld.
« Nothing happens when you sit at home. I always carry a camera with me at all times... I just shoot what interests me at the moment.”, - Elliott Erwitt.
« There is such a subtle reality in photography that it becomes more and more real than reality itself», - Alfred Stieglitz.
“I'm not interested in rules or convention. Photography is not a sport,” Bill Brandt.
« There are always two people in every photograph: the photographer and the viewer.”, - Ansel Adams.
« For me, photography is the art of observation. It's about about finding something interesting in an ordinary place... I discovered that it has little to do with what you see and everything to do with how you see.", - Elliot Erwitt.
« I'm not interested in photography per se. I just want to capture a moment's worth of reality», - Henri Cartier-Bresson.
« The world simply doesn’t fit into the 35mm camera format.”, -Eugene Smith.
« Look, I'm not an intellectual - I just take photographs.", - Helmut Newton.
« A photograph can only represent the present. Once you photograph it, it becomes part of the past.", - Berenice Abbott.
« No place is boring if you've had a good night's sleep and have some unexposed film.", - Robert Adams.
« Look and think before you open the shutter. Heart and mind are the true camera lens», - Yusuf Karsh.
« For a photographer, it is more important to have very good shoes than very good camera » - Sebastiano Salgado.
« I always thought nice photos like good jokes. If you explain them, they are no longer so good.", - unknown author.
« If you photograph in color, you show the color of your clothes, and if you shoot in black and white, you show the color of your soul.", - unknown author.
« Buying a Nikon doesn't make you a photographer. It makes you a Nikon owner.", - unknown author.
© Bruno Barbe / Magnum Photos
“One out-of-focus photo is a mistake, ten out-of-focus photos are experiments, a hundred out-of-focus photos are style.”", - unknown author.
« Most of my photographs are based on people, I look at the unguarded moment when the soul peeks out, then the experience is etched on the person's face.", -Steve McCurry.
« I have to shoot three rolls of film a day to give my eyes enough practice», - Joseph Koudelka.
« Remember that the person you are photographing makes up 50% of the portrait, and the remaining 50% is you. You need the model as much as he or she needs you. If they don't want to help you, it will be a very bleak picture." - Lord Patrick Lichfield.
« Photographs are open doors to the past, but they provide a glimpse into the future.», - Sally Mann.
« A good photo stops a fleeting moment.”, - Eudora Welty.
« Photography picks up a fact from life, and it will live forever.”, - Raghu Rai.
« The results are questionable even among more experienced photographers.", - Matthew Brady.
« It's more important to get along with people than to click the shutter.", - Alfred Eisenstedt.
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« I see something special and show it to the camera. The moment is held until someone sees it. Then he, - Sam Abel.
« I went into photography because it seemed like the perfect medium to comment on the madness of today's existence.", - Robert Mapplethorpe.
« I think the best photographs are often at the edge of any situation, I don't find photographing a situation as interesting as photographing the edge.", - William Albert Allard.
« To be good photographer, you need to have a rich imagination. You need less imagination to become an artist because you can make things up. And in photography everything is so ordinary that you have to look at a lot before you learn to see the unusual.”, - David Bailey.
« Two of the most attractive features of photography are to make new things familiar and familiar things new.", - William Thackeray.
« I think I shot about 40,000 negatives and from them I have about 800 photographs that I like.", -Harry Callahan.
« I don’t get wrapped up in technology or anything like that,” - Faye Godwin.
« You can give everything to photography, but you will only get one thing from it - happiness.", - author unknown.
“When I take photographs, what I'm really doing is looking for explanations for things.”, - Wynn Bullock.
« There will be times when you find yourself in the field without a camera. Then you will see the most magnificent sunset or the most beautiful scene you have ever witnessed. Don't feel bad because you can't capture it. Sit back, absorb it and enjoy it for what it is!», - Degriff.
« Sometimes you can tell a big story with a tiny object», - Eliot Porter.
« Ultimately, photography is about who you are. This is true to yourself. And the search for truth becomes a habit.", -Leonard Freed.
« Don't stop seeing. Don't stop framing. Don't turn off and on. It's continuous",- Annie Leibovitz.
« Most things in life are moments of joy and difficulty. Photography is a moment of difficulty and whole life pleasures", -Tony Benn.
« The artist's world is limitless. It can be found far from where it lives or within a few feet. Although he is always on the threshold of his home», - Paul Strand.
« My life is driven by the urgent need to wander and observe, and my camera is my passport.”, - Steve McCurry
« Photography is completely abstracted from life, but it looks like life. This is what has always excited me about photography.», - Richard Kalvar.
