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A
Professional Perspective
Insights
from Industry Colleagues
Technology and the Polaroid
by Kim Appis
As an Art Director
who has been in the field for over 20 years, the way I work has
evolved with the constantly changing technology. Like many
Creatives, I have a love/hate relationship with technology. I love
the speed and ease that computers and software provide, but hate
being tied to a monitor and keyboard for what was once a hands-on
creation process.
One of the joys
that still exists from the old days is being on the set of a photo
shoot and the creative collaboration process with photographers.
In recent years, digital photography has become the standard and
the days of polaroid proofs have disappeared. This makes me
crazy!
Proofing with
Polaroid's allowed me to work in partnership with the photographer
and discuss the lighting, composition and details of the shot.
Trying to view the subtleties of an image on the back of a digital
camera's small LED was impossible - it was like working blind. The
good news is technology has finally caught up with the Polaroid.
Hmm, that sounds a little weird but it's true.
Thank the Art
Director Angel for tethered photography! Tethered
photography is the process of transferring images, as they are
taken, directly to a computer to be viewed on a large screen. The
first time I worked with a photographer who tethered, I realized
this was the solution to my current photo shoot frustrations. I
could see every detail, zoom in, crop, etc. right on the display.
Technology finally caught up with the Polaroid and surpassed it by
miles. (There's that love/hate thing again.)
A uni que example of the importance of tethered photography
was a photo shoot from a couple of weeks ago which required the
photographer to be elevated on the top of a car. His ability to
tether the images down to the computer enabled me to see every shot
and collaborate from the ground. His laptop was situated on a
tripod and placed inside a black computer sunshade so
I could see the computer screen in perfect detail even though the
sun was shining bright.
Tethered
photography is so critical for me to accomplish my goals, I now
work exclusively with photographers who tether. It is an absolute
must to get the best results possible for my clients.
 Kim Appis is Principal Creative for Brand Box
Inc. Brand Box Inc. is a unique group of talented
professionals with decades of combined design, advertising,
marketing and web development experience. Working together
virtually and conventionally, Brand Box efficiently fulfills the
design, marketing and advertising requirements of their clients
without all the moving parts of a traditional advertising
agency.
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