RMIT University Commercial approaches to photography of Interiors & associated cameo images

1. .1.
VBS805 COMMERCIAL PHOTOGRAPHY
INTERIOR + Associated cameo
INTERIOR image
Images 1. DULUX / Feast Watson floor products images.
Considerations:
Talent: English Sheep dog. Paid and pampered talent!
Lighting: When ever possible, all available light with some introduced soft flash,
(very large soft box), backlit through the window to add “Rims” and to
help create feeling of openness and depth. Flash is not always
introduced though.
Camera: Mamiya RB, 90mm lens, (in above DULUX image which was cropped
in).
For DULUX, normally seek to use the longest possible lens for aesthetic
purposes, (Compress perspective).
This may appear contradictory but the longer the lens, the less
“dramatic” the interior will appear compositionally. The flash, (back
lighting), however is added to create “layers” of depth by the inclusion
of highlights across the tops of surfaces and edges.
For Feast Watson, work with wider lenses, (65mm / 50mm) and with
camera positioned lower to the ground to create the illusion of larger
floor areas, (Which is what the product and hence the image is about).
No filter on lens. The floor normally warms up the colour!

2. .2.
Technique: It is vitally important when executing these images that the sun NOT be
shining through any windows that are in or just out of shot. This would
create lighting and shadows which would be difficult to control and
would also increase contrast requiring use fill which would then make
this style of image appear artificial and “Lit” Therefore, shoot at a time
of day when sun is on the other side of the house!
Also you want to work on a fine day even though you are not seeing all
that much outside. When working with animal talent, you do not want
to go down to anything less than 1/15th, if you can help it, (although we
have shot a couple of these down at 1 second when really desperate
and achieved a quite nice result, - just really risky!)
Finally, the backgrounds / exteriors are generally blown out deliberately
as what is outside ids generally ugly and distracting. Many of these
locations are to be found in display villages and there are always ugly
powerlines and building sites in progress across the road. The client
also likes the “ethereal feeling” that this approach provides.
Styling: VITAL! Must ensure props appear of quality and are not cheap looking.
Sometimes, available furniture utilised with better props than those at
the display home, were brought in by stylist. A VITAL consideration!
Also these props were often utilised later in close up cameos to
accompany these images and to provide a lifestyle feel.
Retouching: These image generally require a considerable degree of retouching as
paint reflects different tones in corners and shadows. Also the colour of
the product, which in the DULUX case is paint will sometimes render at
a slightly different colour to that which the client desires. This is
considered acceptable and is expected.
In the case of Feast Watson, the floors are generally far less than
perfect and even areas where reflections from outside are falling often
need tone “Re-introduced”

3. .3.
Required accompanying cameo image
Image 2. DULUX cameo images.
Considerations:
Talent: Not relevant.
Lighting: All shot available BACKLIT with mirrors and reflectors sometimes used
to fill certain areas or accentuate certain aspects. Generally set up in
front of open window.
Camera: Mamiya RB, 127mm / 180mm lens. Sometimes a no. 1 close up
extension tube used.
For DULUX, normally seek to use the longest possible lens and
reasonably wide aperture for aesthetic purposes, (create narrow depth
of field / contemporary feel). This approach also seeks to convey a
certain editorial “Feeling” which lends a more lifestyle feel to images.
For “Whites” cameos, (all cameos for that matter), generally bracket
roll in 1/2 stops, but seek to keep aperture as wide open as possible.
We do a reasonable bracket, as sometimes the lighter or darker image
just looks better!
This carried out in following manner;
Indicated correct exposure for 100 ISO established as 1/2 sec @ f5.6.
Bracket  first 3 frames; 1/2sec @ f4 , f4.5, f5.6
THEN to complete Bracket  1/4 sec @ f4.5, f5.6
No filter on lens! Although sometimes do a warm and a cool version
depending on subject matter and perceived colour of light at location.

4. .4.
Styling: VITAL! As before, must ensure props appear of quality and are not
cheap looking. Work with stylist in the set up of such images. Look for
composition techniques like “framing” / “diagonals” / Leading lines etc.
Also vital to focus on “point of Interest”
Technique: Once again, it is vitally important when executing these images that the
sun NOT be shining through any windows that are in or just out of shot.
Therefore, shoot at a time of day when sun is on the other side of the
house!
Not so vital that you are working on a fine day with these images as
nothing is moving.
Finally, as with the hero images, the backgrounds are generally a little
blown out deliberately so the style is in keeping with the afore
mentioned.
Retouching: Very little retouching occurs here, only maybe a little colour correction
to “slide the colour” to wards that which the “hero” image is seeking to
convey.
PLEASE SEE FOLLOWING FOR COMMERCIAL / ADVERTISING
REFERENCES:
DULUX: (Point of sale collateral)
Colour Cards: Interior / Exterior / Traditional / Whites
Colour Perfection Series / Fandeck guide
www.dulux.com.au
FEAST WATSON: Wood finishing systems
(Point of sale collateral)
Homepage (+contents)
http://www.feastwatson.com.au/
INTERGRAIN: (Timber finishes)
Home page / “Colour card - Product guide”
http://www.intergrain.com.au/
MAB - CONDER APPARMENTS
Conder Tower Waterfront Apartments at New Quay (Interactive tour)
http://www.condertower.com.au/