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Case studies - Arylex
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We were commissioned by Norwich advertising agency The Point to produce photographs for a campaign for Dow AgroSciences’ Arylex, a revolutionary new herbicide which tackles weeds within farmers' crops at a far lower dose rate than other herbicides in the market.
The concept behind the shoot was to have a farmer doing various yoga and meditation poses, to convey a sense of tranquillity and peace of mind. This was designed to reflect the ground-breaking technology behind Arylex.
Our specific task within this production was to photograph a farmer (a model selected by us) and use our retouching skills to place him into the background image, itself composed of various images provided to us by our client. This is a technique called ‘comping’ – a composite of various images – and the success of the technique depends on the skill of the retoucher and the lighting set-up within the studio. It was crucial to ensure that our lighting was similar to the sunlight of the original images. We also had to create a believable background, with the clear blue sky integrated with the image of the crops, and the sprayer introduced into the composition as well.
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