Posts Tagged 'photography technology'

tonic photo studios technology: making photography better

Huge building, two guys and one light…

ACO Building

This exterior for Aco Polymer was produced using one light source blended through several exposures to create a seamless reproduction.

It always makes me a bit nostalgic to think about how I would have shot this building 10 years ago. Back then, it would have taken 20 lights, several generators and many assistants. Not now.

Today, it took just two guys, one light and some serious Photoshop time. With fewer people and equipment, the end result is stronger due to the control we have today.

Gotta love technology.

The interior below sheds some additional light on the process. Interesting to see what the canvas looks like when the one lighting the image is left in…

With Perry

Anatomy of a product photo shoot via tonic photo studios

A look at the process

Tasked with shooting the ZO for imagery to populate the client’s web site, advertising and collateral, Tonic produced a wide spectrum of shots that tell the story of its functionality and attributes. These images document the behind the scenes preparation for the shoot and one image of the ZO. 

Check out digizoid.com to see all of the imagery tonic produced for the ZO in context.

ZO with laptop

ZO in car

The ZO...small but mighty!

tonic photo studios: from concept to advertisement

Riester, a Phoenix-based ad agency, presented a challenge to us for their client’s (Orange County) recycling campaign.

The campaign addresses the positive affects of individual’s contribution to recycling and the agency needed a clean, conceptual visual to represent this. They supplied the studio with a pre-existing figural image and a rough client approved -. Tonic was then faced with the challenge of bringing the concept to visual reality and creating a finished product using both supplied and tonic original photography.

Here’s what the client had to say about their experience working with us on this project:

“Tonic Studios always manages to turn even our most unlikely concepts into believable realities while keeping in mind our budgetary demands and time constraints. A recent team-up involved image creation for a waste and recycling campaign. Imagine our client’s amazement as Patrick conjured giant piles of moving boxes and paper coffee cups in combination with human figures. The terrific photos generated unexpected attention and awareness from our target audience, and proved once again why Tonic is one of the most reached-for implements in our agency toolkit.”

Final product

This is the concept that Riester created from Tonic’s creative efforts.

How does a sophisticated restaurant like Arrowhead Grill translate its cuisine into photographs? Let tonic photo studios show you…

Imagine taking this description and putting it into images:

Executive Chef Charles Schwerd

“A new dining concept from Executive Chef Charles Schwerd brings luxury and affordability to the marketplace. Located on the West Side in Arrowhead, AZ, Charles looks to infuse style and sophistication to your neighborhood steakhouse. From the moment you first set eyes on an Arrowhead Grill steak, you know you’re in for a special meal. The searing steak, still cooking in an iron skillet as it’s brought to your table, is a work of perfection, and a savory one at that. It’s this searing, savory first impression that sets the tone for all of Arrowhead Grill’s hand-selected menu items.”

Tonic was selected to translate Arrowhead Grill’s amazing cuisine through its creative approach to photography by producing the full spectrum of imagery telling the complete story of the restaurant.

Project included lifestyle, food and environmental portrait photography.

tonic photo studios: National Gold ADDY Winner

Tonic Takes Home the Gold ADDY

Well, the journey’s complete!  After winning at the local and district levels, Tonic Photo Studios has won the ultimate award:  The Gold ADDY!

On Saturday at the 2009 ADDY® Awards ceremony in Washington DC, Tonic Photo Studios scored a major win with Gold ADDY Award for a conceptual photography series called “Smoke and Water.”

Winning this award is a real testimony to the dedication, passion, and creativity Tonic has for its medium,” said Patrick Darby, studio director.

tonic photo studios takes the District Gold ADDY

The Moth: part of the Smoke and Water Series by Tonic Photo Studios Photographer Matt Baldwin

The Moth: part of the Smoke and Water Series by Tonic Photo Studios

Like the proverbial Moth to the Flame, the judges in the ADDY competition have once again been drawn to our “Smoke and Water Series.”  We won the Gold ADDY award on the local level, and moved onto district competition.  We just received word that we’ve won the Gold ADDY at District level as well!

This means we move on to the ultimate industry award recognition, the National ADDY Awards.  Judging for the National Competition is going to be held the second week of May.  It’s awesome to make it as far as we have, but we have no doubt that our work is worthy of going all the way.

The talent housed at Tonic Photo Studios is award winning, compelling, and top in the industry.  If you haven’t given us the chance to bid on your advertising-based photography projects, you’re missing out!  We are the Cure for the Common Image!

tonic photo studios takes the Gold ADDY

Tonic Takes Home the Gold ADDY

Tonic Takes Home the Gold ADDY

At this year’s ADDY Awards in Phoenix, we entered our  Smoke and Water series.  We were excited to learn we won, even more so when we found out that Tonic took the Gold ADDY award!

The ADDYs are the advertising industry’s version of the Oscars.   It was a fun event! We can’t wait to see what happens in the next round. It sure is great to get industry recognition.



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