product is the star and the viewer’s eye must be quickly directed to it. When
workingforaclient,theartdirectororadagencywillusuallypresentthepho-
tographer with a storyboard or layout of the photos that are needed. Rarely
does the photographer have the freedom to create his own shot; rather, it is
his responsibility to re-create the preconceived layout as presented. There-
fore, his main responsibility is to set the lighting and create the mood di-
rected by the art director.
MATCHING THE LIGHT TO THE IMAGE 876-4. In commercial print work, the
model is used to draw your attention to
the product—in this case, the dress.
The art director or
ad agency will
usually present the
photographer with a
storyboard...