Case History: Building a Glass Tower Out of Imagination
Logistics Solutions promotion
Picture Perfect Doesn't Always Come Easy
When I set out to promote International Paper's Specialty Packaging Group, the biggest challenge was creating attractive images from some not-so-attractive situations.
The environment was an active warehouse facility. The products were sheets of cardboard, air-filled dunnage bags and cardboard containers – tools to protect items during shipping. The nature of the products and environment along with the lighting challenges made it necessary to come up with some creative image modifications and creations.
Design and copywriting skills are just part of the solution. Sometimes you have to call on additional skills cultivated over years of experience to turn a sow’s ear into a silk purse (or two sheets of cardboard and 36 plastic bottles into a promotional package for some top-notch logistics products).
When I set out to promote International Paper's Specialty Packaging Group, the biggest challenge was creating attractive images from some not-so-attractive situations.
The environment was an active warehouse facility. The products were sheets of cardboard, air-filled dunnage bags and cardboard containers – tools to protect items during shipping. The nature of the products and environment along with the lighting challenges made it necessary to come up with some creative image modifications and creations.
Design and copywriting skills are just part of the solution. Sometimes you have to call on additional skills cultivated over years of experience to turn a sow’s ear into a silk purse (or two sheets of cardboard and 36 plastic bottles into a promotional package for some top-notch logistics products).
Pallet shown with 36 plastic bottles and two cardboard sheets, ready to be carefully lifted 6.5 inches and photographed 12 more times.
Glass Tower
Step One
Take one pallet, a single pair of tier sheets (cardboard dividers used for stacking items) and only enough bottles to create a single row along two edges. Add some careful positioning, a tape measure, a very light touch on the controls of a forklift, and 13 separate photographs.
Step One
Take one pallet, a single pair of tier sheets (cardboard dividers used for stacking items) and only enough bottles to create a single row along two edges. Add some careful positioning, a tape measure, a very light touch on the controls of a forklift, and 13 separate photographs.
Final image
Glass Tower
Step Two
Stir them all together to build a glass skyscraper (with the help of some tricky photo editing).
Step Two
Stir them all together to build a glass skyscraper (with the help of some tricky photo editing).
Original images
Haunted Cave
Step One
Take one dark, raggedy and cavernous tractor trailer that has seen a lot of use, a pile of not-so-pretty actual products, and a friendly fellow in a sweater who happened to walk by.
Step One
Take one dark, raggedy and cavernous tractor trailer that has seen a lot of use, a pile of not-so-pretty actual products, and a friendly fellow in a sweater who happened to walk by.
Final image
Haunted Cave
Step Two
Combine them with a little digital spring cleaning to create one perfectly loaded truck.
Step Two
Combine them with a little digital spring cleaning to create one perfectly loaded truck.