Advertising Photography for Mercedes
For this advertising campaign for Mercedes U.S. the client wanted to go with black and white photography, to appeal to a sophisticated middle to high income audience. Our lead photographer Stephen Bradley shot using Agfa black and white transparency film – resulting in photo in the same editorial portraiture used in the London based Sunday Times Magazine. Allowing the viewer to focus on the images light, shape and form, without the distraction of colour.
As only one lab specialized in processing black and white transparency film, and to ensure the final shots were exactly to everyones liking, post production film testing took as much time as the advertising photography itself. After testing multiple lighting and exposure techniques, we arrived at a look and feel that best portrayed the required London magazine’s Sunday supplement look. Photographed on location at Mercedes main dealership in Atlanta, we created a mini studio where Mercedes customers were photographed as they recounted upbeat and positive stories relating to their experiences as Mercedes owners.