Advertising Hero Ads
Showcasing the influence of Advertising Hero Ads
Welcome to another exciting edition of Behind the Picture Magazine!
This week's photo assignment focused on creating an Advertising Hero Ad.
Think about Coca-Cola commercials, billboards, and posters. Have you ever noticed the advertisements on store windows or billboards along the highway?
Advertising Hero Ads are powerful, compelling images that represent a product or brand.
Companies use this method to make a bold statement and leave a lasting impression.
Now that you know what an Advertising Hero Ad is, let’s dive into the winners of this week’s photo assignment!
Assignment Brief
CARTY gives a tight brief at the end of his photo review shows which tells us shooters what we have to shoot exactly for the following weeks review.
Here is this assignment exactly how he shares it.
“This weeks Assignment: Make a Hero Advertising photo ”
Gear this shoot as if it was a AD.
Using intelligent imitation to see what work is out in the market on the product you choose.
“If there is no advertising or social media attached to the product, why are you attaching yourself?”
must be within your niche.
must be submitted vertical image.
submit your image 4000px wide x 100 dpi. Leave height blank.
Joshua Hoehne
What inspired the concept for your advertising hero shot?
I started the process by thinking about creative ideas to explore.
I thought about what I could do with Doritos, and then I thought about Goldfish crackers.
After looking up these concepts, I remembered that my wife had some nice boots that would work great.
How did you decide on the composition and visual elements to make the product stand out as the hero?
I took the images from the mood board and tried to recreate something similar.
I really wanted to focus on creating something that matched the Danner branding on their Social Media posts.
What did you learn from this assignment that you will apply to future advertising photography projects?
Planning it out and creating the moodboards was essential to success.
Dialing it in during the shoot, make sure when you have the right composition, you nail the shot, if you don’t, do it again, and again until all the elements are great.
Are there any other products or brands you are interested in shooting for, and why?
Being from Utah, there is a TON of outdoor opportunities, hiking, camping, and such.
I think it would be great to work with brands like REI, North Face, Teton Gear, Cotopaxi, Patagonia, and many more.
There’s also a new brand in pickleball, that is local to me, Holbrook Pickleball, that I did an assignment with, that I’d be interested in working with.
I also love technology, and would love to do a creative shoot with big brand names, like Samsung, Apple, Microsoft.
Social Media Handles:
Instagram Business: Joshua Hoehne
Instagram Business: Joshua Hoehne
LinkedIn: Joshua Hoehne
Facebook: Joshua Hoehne
Tik Tok: Joshua Hoehne
Géran Raath
What inspired the concept for your advertising hero shot?
A friend of mine who was shooting a personal project in the States sent me a photo he took of a pair of shoes hanging on a wire in a street.
He was still determining if it should be part of his project. After research, I advised him to use them as the project was about the loss of his best friend 9 years ago.
My research concluded that the meaning behind the “shoe tossing” tradition could be to commemorate someone or mark territory.
The tag line for the advertising shot would read: “Jeep. Claim YOUR territory.” Which is a play on the adventurous spirit of the Jeep brand.
How did you choose the product to feature as the hero in your photograph?
My wife bought me the boots weeks ago as a gift.
Whenever I get my hands on something new I want to photograph it first since it’s a brand new product.
I had not gotten around to shooting them and when I saw the assignment I had a reason to get them out of the box.
I can now finally wear them!
How did you decide on the composition and visual elements to make the product stand out as the hero?
The shot had to be designed from an onlooker’s perspective on the street so a low angle was crucial.
This also allowed for the soles to be featured.
The composition was simple making sure there were minimal distracting elements so focus could remain on the product.
Adding smoke to the top right of the frame to emulate a streetlight and motivate the lighting.
Were there any specific challenges you faced during the shoot, and how did you overcome them?
The biggest challenge was to get the boots to hang in that specific arrangement and stay there.
Using some blu-tack glue in strategic places to make the top boot’s heal lift did the trick.
Then waiting for the smoke to be just the right amount in the right part of the frame was a waiting game.
What did you learn from this assignment that you will apply to future advertising photography projects?
Simplicity is more often than not better. Lighting from the rear instead of the camera’s side makes the product more interesting for this kind of shot and research about the brand and imagery is key.
Are there any other products or brands you are interested in shooting for, and why?
If it does not talk I’m interested in shooting it.
I’m currently working on my beverage photography as that is lacking in my portfolio.
I want to shoot products with culture backing. If the product is special to a specific group then there is a story to tell around it.
At the end of the day its about people.
Social Media Handles:
Instagram: @Géranraath.photography
Website: Géranraath.photography
Cynthia Lilly
What inspired the concept for your advertising hero shot?
I’m currently working on a transition from traditional real estate photography to commercial photography focused on hotels and architectural design.
This condo building is not only representing an advertisement for real estate, but it has interesting architectural features & its stature is comparable to that of a hotel.
How did you choose the product to feature as the hero in your photograph?
I chose several specific hotels & condo buildings that I wanted to test for this assignment because I knew they had the hero factor I wanted to capture, based on their location, architecture & lighting.
How did you decide on the composition and visual elements to make the product stand out as the hero?
I used a couple of different lenses, played with multiple camera settings, shot in the daylight & at night, waited for the wind to blow so I could get flags flying, shot from different angles, waited for pelicans to fly over the buildings, etc.
Were there any specific challenges you faced during the shoot, and how did you overcome them?
I was surrounded by gated communities, so just finding a place to pull over so I could stand on side of the road was a huge challenge!
I parked in the grass in front of a no parking zone sign & set myself up on the edge of the road to get my shot.
It took a while to capture the flag & birds flying all at the same time, but I knew that’s what I needed to complete my vision.
Oh, did I mention it was 95 degrees outside that day???
What did you learn from this assignment that you will apply to future advertising photography projects?
Have a vision.
Have a plan.
Experiment.
Be patient.
Don’t forget to leave a little more room on the sides!
Are there any other products or brands you are interested in shooting for, and why?
I want to shoot for all the big hotel brands, so I’ll be working on honing my skills on people & products as well.
Leaning into this photography niche requires being proficient in people, places & things, so I’ll be working on leveling up in all categories!
Social Media Handles
Instagram: @cyn_lilly_photo
Mats Karlsson
What inspired the concept for your advertising hero shot?
I normally search for inspiration on Behance. I try to find similar products or concepts that’s catches my attention.
But also looking at advertisement on the streets. For this photo, in particular, I got the idea from a photo on Behance.
From there it was a process of trying lots of different ideas to focus on the small product, but also incorporating a person, which is a lot bigger.
My idea was a clean, classy photo reflecting the product brand. This photo came out as the best of the ideas I tried.
How did you choose the product to feature as the hero in your photograph?
Me and my wife had a very nice experience visiting Godet Perfum store in Saint-Paul de Vence in France this summer on our vacation.
We bought this bottle.
The product is beautiful, it smells amazing, we had a very warm welcome at their store.
In total, our experience with this brand was amazing, so it was easy for me to choose this product for the hero ad photo. I think it’s an amazing product.
Easy as that.
How did you decide on the composition and visual elements to make the product stand out as the hero?
I wanted to take out all distractions.
I also wanted to involve a person as I like to involve people in my photography.
One small thing and one relatively big thing, the person.
The product needed to stand out, be the hero, so the hand was the only thing I incorporated with the product, and the person became the background.
A classy black dress became the choice, making a good contrast for the product.
Were there any specific challenges you faced during the shoot, and how did you overcome them?
Keeping the bottle straight, keeping it clean, getting the light right on the model and the product from the side but also on the label.
Those are all things that needed to be right for this photo.
Taking lots of pictures, reviewing them, adjusting, taking more pictures, reviewing etc. There are so many details to consider, so taking a lot of shots and adjusting along the shoot is my way of handling the challenges.
What did you learn from this assignment that you will apply to future advertising photography projects?
I got reminded that by being thorough and to keep trying until you get it, you will get it.
I developed my skills in lighting and also my skills in photoshop during this assignment.
And to go easy when editing in lightroom.
All those pieces to the puzzle all come from assignment feedback by Steve Carty.
I’m very grateful for the opportunity to be part of the submission review project.
On my journey to become a pro photographer, it has been invaluable.
Are there any other products or brands you are interested in shooting for, and why?
I love luxury every-day products, as for example a nice perfume and sustainable high quality/professional products that lasts and offers that little extra.
When combined with people and a nice environment in a photograph, I am all in.
Social Media Handles:
Instagram: @matskarlssonphotography
Substack: @matskarlssonphotography
Website: @matskarlssonphotography
Liza Heider
What inspired the concept for your advertising hero shot?
My concept was inspired by my love of fashion and beauty product photography.
As soon as Carty announced the advertising/hero assignment, I knew I wanted to photograph a beauty product.
How did you choose the product to feature as the hero in your photograph?
I’ve been wanting to photograph a perfume bottle for some time. I went to Nordstroms and looked at 100s of perfume bottles.
I have this very elegant black hat and as soon as I spotted the black COCO Chanel Noir perfume bottle, I pictured how well the Chanel bottle and my hat would complement one another.
How did you decide on the composition and visual elements to make the product stand out as the hero?
Everything revolved around the hat. Many months ago, I spotted a very beautiful vintage hat with black netting.
The hat was in mint condition and the label inside read “Made in England.” It was obviously quite old, but in perfect shape, so I purchased it.
My husband said, “where are you ever going to wear that?” I replied, “I’m not. I’m saving it for a photoshoot one day.”
The hat, although beautiful just plain, felt like it needed a little pop, so I went through all my sewing notions, rhinestone pins, buttons and brooches and found a large rhinestone brooch which I pinned to the center front of the hat.
I then contacted a local modeling agency in search for the right model for this assignment.
Were there any specific challenges you faced during the shoot, and how did you overcome them?
I knew that fingerprints, dust and reflection was going to make this challenging as black is the worst color for showing dust, scratches and smudges.
The bottle was brand new, but it was still impossible to keep spotless during the shoot.
Every time I changed Elise’s pose and position of her hands, the bottle would get covered in fingerprints. I would take the bottle back from Elise and wipe down the bottle with a soft cloth and rubbing alcohol making sure not to scratch the label.
I would then shoot her in the same pose for about 20 frames and repeat the process. The bottle would get covered in fingerprints over and over.
Next, the light would hit the bottle causing harsh reflections showing the bottle’s streaks from cleaning.
To get around this, I would have Elise move the bottle in tiny increments until the light hit the bottle just right causing the bottle to look pure black—this helped deflect the glare.
The hat also being black velvet collected dust easily. I steam cleaned the hat and used a lint brush during the shoot making sure it was spotless.
What did you learn from this assignment that you will apply to future advertising photography projects?
Carty pointed out the condition of my model’s hands.
I made a mistake in telling Elise to either wear red nail polish or no polish. I should have said just no nail polish at all, as you don’t know the quality of the manicure your model is going to deliver.
As soon as I saw my model’s hands, I knew I had to get creative in how she held the bottle. I’ll never let this happen again.
I will ask my model to send me some photos of her hands prior to the shoot so I can be more prepared.
Are there any other products or brands you are interested in shooting for, and why?
I’m open to shooting for numerous brands as there are so many I admire.
My first choice would probably be anything Christian Dior.
I’ve been a Dior lover since I was 16 and to shoot a real Dior campaign would be incredible.
Social Media Handles:
Behance: Liza Heider
Instagram: Liza Heider
Facebook: Liza Heider
LinkedIn: Liza Heider
Jay Williams
What inspired the concept for your advertising hero shot?
So there are lots of shots of people flying drones and looking at in the air used for advertising.
I have a teenage daughter who likes STEM type activities, and wanted to promote that anyone can fly a DJI drone.
I had just bought the drone, and gotten it the same week as the assignment.
I asked my daughter if she wanted to learn to fly, and she was excited to do so.
Just seemed like it was meant to be.
How did you decide on the composition and visual elements to make the product stand out as the hero?
I wanted to focus to be on the drone, and wanted to emphasize that anyone could fly, so my daughter's face wasn't important for the shot.
I shot her from behind, with a depth of field to just start to make her blurry while keeping the drone in focus.
Were there any specific challenges you faced during the shoot, and how did you overcome them?
The first time I attempted the shot, was too early in the day, the cloudy sky was just kind of blah.
We had also been flying for a while and drained all 3 batteries down so I didn't have much time.
We went home charged the batteries up and went out at twilight.
The clouds looked a lot more threatening, but at least it wasn't boring.
What did you learn from this assignment that you will apply to future advertising photography projects?
Shooting advertising is harder than it looks.
Scouting locations and times for the shoot don't always work out as initially planned.
Gotta be ok to fall back, regroup and go again!
Are there any other products or brands you are interested in shooting for, and why?
No real specific brand or product.
While I like gizmos and tech, I primarily shoot people.
Advertising photos feature a lot of people with the products.
I think the magic happens when you can show a connection between people and the product regardless of what it is.
That's what excites me about advertising images!
Social Media Handles:
Behance: Jay Williams
Instagram: Jay Williams
LinkedIn: Jay Williams
Website: Exquisite Captures.com
Mike Lilly
What inspired the concept for your advertising hero shot?
The concept for this photo was to advertise ocean front living.
Showcasing modern architecture (with a drone).
How did you choose the product to feature as the hero in your photograph?
I was inspired by the clean lines, colors and of course location.
How did you decide on the composition and visual elements to make the product stand out as the hero?
This composition needed to showcase all of these elements as well as capturing the "feel" of high-end.
Were there any specific challenges you faced during the shoot, and how did you overcome them?
Some of the challenges on this shoot were : time of day, I needed to capture as much detail as possible.
Since the house faces east, a "twilight" (sunset) shot would backlight the house & lose detail.
A "sunrise"shot was also out of the question as I wanted a bright, blue sky, vivid clouds, and reflections of the beach & ocean in the huge windows.
So I opted for just after mid-day using an n.d.64 filter to tame the brutally bright sun.
Also, the houses are arranged very close to one another, so, framing was a trade-off.
What did you learn from this assignment that you will apply to future advertising photography projects?
This shoot taught me that no matter the challenge, with enough thought, planning, & effort, I can overcome anything & bring value to my clients.
Are there any other products or brands you are interested in shooting for, and why?
I plan on expanding on the "high-end" real estate market, leveraging that into boutique hotels & resorts.
Social Media Handles:
Instagram: @mike_lilly_photo
Mike Howell
What inspired the concept for your advertising hero shot?
I really like the architecture and style of this building.
It has a presence.
I live nearby, and every time I drive by it, I look at the design from different angles.
How did you choose the product to feature as the hero in your photograph?
Shooting architecture and real estate, branding isn’t always front and center.
For many companies, it’s just a sign on top of a building.
This dealership has a lot of great detail supporting the Audi/Mercedes Benz brands.
How did you decide on the composition and visual elements to make the product stand out as the hero?
The front of the building has a glass “wedge”, that starts at the ground in left corner, and goes to a point .
Inside, there is an archway that comes up and follows to the point on the inside.
Above that, you have the Audi Logo in bright chrome on a textured background that looks like metal.
So the front looks like a wedge of metal and glass, with the logo above it.
It’s unique.
Were there any specific challenges you faced during the shoot, and how did you overcome them?
I shot it after 10pm, but I still had cars pulling into the frame for the red light, camera left.
Then I’d wait until everyone was gone, and try again.
I was shooting at 1/8 sec.
So once they moved I could get the empty road in front.
What did you learn from this assignment that you will apply to future advertising photography projects?
ISO is critical at night.
I still have to work with manual settings and get better.
The camera has the range, I just need to understand the menus better and manual options.
Are there any other products or brands you are interested in shooting for, and why?
Yes, I’m looking at the architecture more than the product, but “brand” is a big deal, so having “brands” in my portfolio, makes it quickly recognizable.
There has to be something about the photo that catches your attention.
Makes you stop… and look closer.
Best In Show
Winners !
Sean Thomas
What inspired the concept for your advertising hero shot?
I’ve always been intrigued with how high-end brands combine architecture into their advertising to compliment the design of their cars.
I wanted to do the same.
I feel my portfolio needs more of this “advertisement” - campaign feel.
How did you choose the product to feature as the hero in your photograph?
I decided to choose my favorite brand to shoot Porsche.
One of my best clients recently purchased this 2018 911 GT3, so it was perfect timing.
How did you decide on the composition and visual elements to make the product stand out as the hero?
I decided to choose what I thought to be the most hero-esque stance/position. Front facing portrait.
From a lower angle to convey the sense of power, authority, and dominance. The other major decision made was in post-production.
I took the liberty to adjust the colour of the car and the headlights to compliment and contrast the background.
The original colour is a grey/black colour named Agate Grey!!!! Would you ever have known if I didn’t tell you?
Were there any specific challenges you faced during the shoot, and how did you overcome them?
Hahaha, yes when going to set up my tripod, the head fell off completely.
I couldn’t believe it.
At first I was paralyzed in shock, then I took a breath and told myself how lucky I was it didn’t happen with my camera attached.
To adjust, I changed my f/stop from 5.8 to 3.5.
This would allow more light in yet possibly lose focus from front to back of the entire image.
However with it being a front facing shot, I knew if I set my focus point just right the entire front of the car would be sharp.
How does it feel to win Best In Show on this week's Photo assignment?
Oh wow, I’m almost speechless. It came at the right time for me. I recently have been going through a phase of self doubt.
So this is proof: “ I can do this “.
Are there any other products or brands you are interested in shooting for, and why?
I know to maximize my chances of success I need to open up to more (maybe all) makes and models of vehicles.
However, I’d love to be known for primarily shooting for Volkswagen Group and all of its brands ie. Audi, Porsche, Lamborghini and more.
Social Media Handles:
Instagram: Autoluximagery
Substack: Autoluximagery
Website: Autoluximagery
Marvin Miller
What inspired the concept for your advertising hero shot?
I met the photo subject at a skateboard park several months ago.
I was able to get a few action shots while he was doing skateboard stunts.
We got each other's contact information after i offered to send him a couple of photos I captured.
I've been looking to do photography in a parking garage.
I decided I wanted to begin a new portfolio, for a more linear archive.
How did you choose the product to feature as the hero in your photograph?
We later planned a photo shoot, in which I asked him to bring his skateboard.
I initially planned on shooting him with Gatorade or Water brand, so I brought both.
He came dressed in Nike stuff.
In my mind I heard screeching tires, as my idea immediately halted and shifted to the Nike product.
I'm like... that's perfect. Let's pick one brand. He had a Northface hat, so I had him turn hat around.
I saw shadows coming from parking garage, so I put all the ingredients together and asked him to "not pose", but just relax.
How did you decide on the composition and visual elements to make the product stand out as the hero?
I already had a parking garage in mind.
My next thing was to find lighting and shadows that I could use to make the photo.
I was mainly focused, on composing in a way I didn't have to crop, and with a magazine in mind.
I was careful and intentional about the framing.
Were there any specific challenges you faced during the shoot, and how did you overcome them?
One of the challenges we faced, was it being hot outside, although it was the morning hrs.
We fueled with H2O and got the shoot knocked out.
How does it feel to win Best In Show on this week's Photo assignment?
It feels fantastically awesome to win my 2nd photo of the week, and first time best in show.
It's extremely motivating and adds to my excitement of progression.
Are there any other products or brands you are interested in shooting for, and why?
I decided I may start shooting people and people with brands.
I would love to actually do portfolio, with a folders that display different brands.
Social Media Handles:
Instagram: xtraonearth
Facebook: Xtraonearth Photoinnerchi
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Carty is a Pro Photographer, Director, and Educator based in Toronto, CA.
His goal is to educate and connect a global network of visual creators.
👉🏾 Mindset shifts and Immersive Pro Education on YouTube 👈🏾
Learn more about him and see his work at 👉🏾 SteveCarty.com
Join his photographers community 👉🏾 TheCartyMethod.com/community
Work with Him 👉🏾 theCartyMethod.com
BTP Carty Instagram @btpwithcarty