I've chosen a very simple everyday object - The Bottle!
'Wolf' by Paul Bevitt
It depicts a frame full of sheep with a bottle of Smirnoff placed over the image allowing you to see through the product. On doing so the viewer discovers that one of the sheep has the head of a wolf, 'a wolf in sheep's clothing'.
This is part of a 'no copy' advertising campaign and the only wording seen in the entire image is 'Pure Fantasy' along with the branding.
I have been unable to find technical data on how the image was produced, however one can assume that much of the image was created in post production, with just the individual elements being photographed in isolation.
Paul Bevitt, from Yorkshire, originally studied graphic design but has been a photographer for over 30 years. His work has been commissioned by many advertising agencies and has been recognised with several awards including D&AD and The Creative Circle.
I choose this image, primarily for the way it captured the product campaign but I was also intrigued by an image that used so little in terms of colour, and could be considered bland, but was used in a stills campaign to grab the attention of the viewer. The lack of colour does however serve an effective purpose, by highlighting the recognisable brand logo and label.
Sources -
Book, No-copy Advertising by Lazar Dzamic
Website, LondonArt.co.uk
Untitled, Memphis, TN 1982 by William Eggleston
He has been credited by some as validating colour photography has a legitimate medium for photographic art. He is known for taking just one shot of one situation, seeing the composition, taking the shot and moving on, saying "I think most photographers have problems editing their work. Problem now solved!"
His work features common and mundane everyday objects, sometimes in isolation, or in their cluttered dirty environment, utilizing natural light.
The above image is part of of a collection of dye-transfer prints sold at auction in 2009, featuring a coke bottle and a sprung bed base.
The image appeals to me as it focuses on everyday items that most people would remain oblivious of, grey dirty items which add depth to our everyday existence and speak volumes about our environment and culture. I think that the composition and depth of field draw the viewer to the intended focal point. Even though this isn't the most colourful of Egglestons work, the natural light and shadow adds a warmth and vibrance.
Sources -
Website, Mastersofphotography
Website, Egglestonfoundation
When comparing the two images, they are both still as relevant today as they were when taken. The 'Wolf' is still conveying a very marketable brand image and a concept which the company still uses today, whilst Eggleston's image captures objects which are still found today cluttering up certain areas of any town or city.
When considering how I would capture a bottle in an image, I think about what message I would want to convey, and if in advertising, what the brief requirements would be.
When thinking about a bottle generally, I would like to convey how disposable it is, and how society as a whole doesn't value such an object. The image would be of a landfill filling half the frame, with the sky filling the rest of the frame. I would use the bottle as a focal point using a very shallow depth of field. I would maybe remove colour from the rest of the scene and saturate the bottle.
For an advertising shot I would play with light and lines trying to expose the surface of a bottle, maybe using a polariser to avoid unwanted reflections.
See sketches and cuttings in scrap book.
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