The advertising concept behind this test photo shoot was to showcase the premier line up of DeWalt’s cordless handheld power tools.
The challenge was to create a stand-alone image that would easily identify the brand, and find the client’s target audience using an environmental portrait. The low angle hero shot placed the model in an authoritative position while still keeping the composition wide enough to allow negative space to design the headline and copy.
During the photo shoot I had the model wear different shirts – long sleeves, and even light sweaters – to portray slight differences in demographics and seasons. I struggled with including the hard hat, knowing that most home owners would probably not wear one during their own construction project. I also debated the color of the hat might distract away from the product. In the end I rationalized that the company would want to promote safety when using their products.
During post-production, the grading was designed to be loose enough so it could be used for a trade publication and also a consumer advertisement. Maybe it’s too broad a reach, and the ideal placement for this image is inside a DIY magazine or a home improvement editorial.
The only way to know for sure is to send it out to a test market with graphics and copy and see if it has traction. Place your bets.