Adv 2340 Digital Photography 2 Fall 2014

In order to boost sales, I feel that the Honda FCX Clarity needs to be showcased as a part of everyday life so that more consumers will focus on the practicality of the car and not view it as inferior to cars that use regular fuel. The photographer that I feel could successfully capture the everyday necessity of the Clarity is Clint Clemens. I feel that Clint would be a good choice because of the photos he’s shot for other car brands such as Volvo, Chrysler, Toyota and Volkswagen that incorporated children and family life into their ads.

Clemens has photos that highlight the people in the ads but also put the cars in focus. In many of the shots, he uses selective focus so that the center of the image (in some cases, The part of the photo where the people and vehicle interact or overlap) is in focus while the outer parts are blurred. Another element Clemens utilizes is deep space – there is clearly a lot of distance between many of the people and the cars. The viewpoints of the images vary – some are at I level from many are overhead to better show the cars and some are at unusual angles depending on the kind of model in the photo (children are at different angles then adults). The photos are all lit to draw your eyes to the car that’s being shown and the lighting styles have a variety – some are backlit, some use direct light, and others are lit from the side – so that the photos don’t all look the same but still highlight the same thing.

Because of Clint Clemens’ ability to connect cars to family life and fun, I feel that choosing him to shoot the new ad campaign would be a good move to get more people to see the Honda FCX Clarity as a car that fits into their lives.

In the case of the Honda FCX Clarity, which is an ecologically conscious vehicle that suffers from a stigma associated with fuel cell-electric vehicles, my goal as art director of a project to showcase the automobile would be to convey the power and capabilities of the Clarity through pictures. To this end, images of the Clarity would have to be convincing of its ability to perform just as well as any conventional automobile, if not outright outperform them. I believe showing the Clarity on rugged roads while driving fast courses would be a good place to start, putting it on level ground with its competition, while making it clear there is an advantage to fuel cell-electric vehicles that gasoline fueled cars sorely lack: the sustainability of a rechargeable vehicle.

My photographer of choice for this goal is Clint Clemens. His work with the Jaguar as seen on his website fits into this line of thinking of “making a case” for the Clarity, while having several objective photographic characteristics that make his images pleasing to the eye. Firstly, Clemens’ use of of directional-diffused light does well in establishing a scene while having all the details of the physical car be clear to the viewers, eliminating bothersome shadows that might otherwise hide features without producing an overly contrasty image, allowing for a full scale range of color. Secondly, in shots where the subject is moving, Clemens’ use of shallow depth of field creates a selective focus that draws the eye to the product, the out of focus and distorted background lending to a sense of power that the car is able to produce and a level of speed it is able to attain.
With these aspects combined, I believe that it would be a great decision to hire Clemens to do the Clarity shoot. His work with the Jaguar has proven that he has an eye for photographing vehicles in a style that flatters them, and flattery is what the Clarity needs to sell units.

For this campaign, i choose the photographer Client Clemens, rather then the other two because what Client Clemens has to offer that the others don’t is a sense that you can go anywhere no matter the distance and feel good getting there no matter the look of the car, he gives you that feeling of adventure and where you go next is up to you but no matter where you go you will alway leave a trace behind because it was memorable for you. Its not pretty with green nature or show blurry lights in the background showing the speed of the car no thats too old fashion. This imagine above is just an example of what we might use for the new campaign because it gives you a sense of mystery,something original that we don’t see  like where are you going, or is that a road? The way this image has mostly dark tones. The lighting of this image i would say is front light the reason is because ewe don’t see much shadow just the dark color around the image corners. We clearly see that this is a road, however is doesn’t show much of death of field just tones of grey, it just a small slightly depth of field at the bottom where it is more focus and a bit more shaper then the other lines. Lastlty this image was taken by overhead, low level view because if this is a road then they must have taken it from an unusual view and kind of like a birds eye view because of the way the lighting is glowing towards the center of the photograph then showing the car.

In addition all three photographer are great at there work but Tim Wallace photographer    uses cars that are very experiences and they look awesome in the photographs but in todays world people don’t want to see what they can’t have they want to enjoy what they can have.