Hansgrohe, a Germany-based manufacturer of high-design bathroom fixtures, commissioned Craig Cutler and Liz Von Hoene to collaborate on a calendar promoting the brand this past summer.
The concept was to use water and models to evoke the emotions one experiences when using Hansgrohe products, emphasizing the interaction between the people and the water. The products themselves, however, would not be shown.
Separately, Craig and Liz began brainstorming. Liz, who would be shooting the models, pulled imagery as references, and Craig sketched ideas, choosing words based on different emotions—such as fun, youthful, jubilant, and serene—and applying them to the season for which he thought they would work best. Along the way, Craig and Liz discussed their ideas together.
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Photos by Craig Cutler and Liz Von Hoene for Hansgrohe.
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The calendar was originally meant to feature only female models, but Craig also explored how the male form could be incorporated, sketching concepts with athletic themes. Ultimately, he developed 17 different water concepts keyed to different movements and emotions, from a coil of water with the model in the center to a teardrop punching bag with a model taking aim.
Next, he and Liz narrowed down those concepts down to 12 and assembled a treatment illustrating their respective approaches. It encompassed the movement of each model in relation to the water, the season, and the mood they wanted to express.
When shooting began, Liz did the casting and photographed the models. A member of Craig’s crew was on set to consult with her about the movement of the models, as their positions would inform the way he shot the water.
“In working with the models, it was imperative to really consider their body language,” notes Liz, whose retouching was handled by Kellie Kulton. “Be it a jump that would couple well with the ‘corkscrew’ splash or a strong leap that would be paired with the globe of water, the movements needed to both convey the emotion selected as well as beautifully connect with the water.
“In the end,” she continues, “I could not have been happier with the whole process, from concepting to shooting to the final compositions.”
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Liz Von Hoene (right) and Meghan McNeer, her right-hand man, on set with the clients.
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The water formations in the calendar, it’s worth noting, are all real. During a three-day shoot at Fast Ashley’s in Brooklyn, Craig and members of his crew worked to capture the necessary shapes.
Later, Stephen Meierding and Jarren Vink refined the images in post. The retouching—which was essential to realizing the crisp, lively, believable water shapes you see in the photos—was by itself an intense process: intricate, detailed, and time-consuming.
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Top row: Craig’s assistants creating shapes with water. Bottom row: Craig’s sketches and reference material; Craig viewing the water shapes.
“The water was initially composited on set to Craig’s liking and to a point where we felt comfortable with the images that had been captured,” Stephen explains.
“After the shoot, a period of comping occurred where specific water shapes were used to create as many dramatic options as possible to work in concert with Liz’s imagery to create an overall beautiful and dramatic image. The best options were chosen for final retouching.
“In this phase,” he continues, “already-composed water shots were separated into darks, highlights, and midtones. In addition, a distortion layer was created based on the water’s luminosity to create realistic-looking splashes that seem to exist in the same space as the model, and even seem to interact with them. The effect is beautiful, as the water realistically bends the light that is passing through from behind it.
“This effect was enhanced by looking at real water references and learning how water looks when it actually passes in front of objects when frozen in time.”
Here’s a look at some of Craig’s sketches juxtaposed with the final images that he and Liz created for the calendar…
Sketch by Craig Cutler. Photo by Craig Cutler and Liz Von Hoene for Hansgrohe.
Sketch by Craig Cutler. Photo by Craig Cutler and Liz Von Hoene for Hansgrohe.
Sketch by Craig Cutler. Photo by Craig Cutler and Liz Von Hoene for Hansgrohe.
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Today at 1 PM EDT: Michael Bilbrey of Leo Burnett dicusses photographers’ self-promotion in ASMP webinar
Click to register.
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When it comes to self-promotion, photographers have many options at their disposal—blogs, social media, their websites, mailers, etc. But figuring out which methods to use and how best to leverage them can be vexing. Enter Michael Bilbrey, senior production consultant at Leo Burnett, who today at 1 PM EDT will be giving an ASMP-sponsored webinar aimed at counseling photographers on how to promote themselves effectively. Here’s the official description from the ASMP:
“For over 20 years, Michael Bilbrey has hired and worked with countless photographers to develop advertising campaigns for Leo Burnett – the 9th largest global ad agency and one of the most awarded creative communications companies in the world. Our conversation will focus on photographers’ self-promotion and how you can effectively communicate your vision, showcase your professionalism and address all those intangibles that go into the hiring decision. Full of visual examples, this program will help you develop marketing and sales strategies that work. Join us for an unprecedented opportunity to learn what top advertising professionals are looking for.”
To register for Michael’s hourlong webinar, which is part of ASMP’s “Business as unUsual” series, go to asmp.adobeconnect.com/e8rveyzidxf/event/registration.html.
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