Case Studies
Issue No. 53 - June/July 2010
A thousand words behind the picture
‘A picture is worth a thousand words’ rings especially true when you consider what commercial photography can achieve for your business.
“With photography,” Orange Lane Studio’s Mike Connell says, “it’s all about tomorrow. If you ask a photographer what their best photograph was, they’ll probably tell you they haven’t taken it yet.”
Mike and his business partner, Drew Lenman, established their studio in Norwood’s Orange Lane in 1972. The studio has been quietly stacking up awards for excellence in commercial photography for almost four decades, with their work frequently being integral to international marketing campaigns.
“Really impressive commercial photography is much more than just a picture of a product or person,” Drew explains.
“The best shots convey not just what the product is, but also what the brand values are, and every element of that image, including the lighting, the colour, the composition and the photographic technique is consciously decided to add value.”
Commercial photography is one area where businesses often think they can cut costs and keep a job in-house. Many of us have fallen into the trap of thinking that owning a digital camera and a software package automatically makes us professionals, whether it be in photography or design. It’s a trend the professionals, who spend years learning their trade, view with some exasperation.
“When you are investing thousands in a marketing campai...
