February 2013

The Advertising Issue

JOEL MEYEROWITZ

© JOEL MEYEROWITZ “Camel Coats, 5th Avenue, New York City, 1975” by Joel Meyerowitz is included in the photographer’s new retrospective book, Taking My Time.

PDNews
A year after covering Libya’s civil war, Mads Nissen returned with a view camera to create images of
the aftermath, showing cityscapes devoid of people; Danny Lehman, who has photographed cruise ships for 30 years, talks about his work and his assignments; in the latest “From Assistant to Professional” pro le, Diana King explains how she applied the lessons she learned as an assistant when she launched her own professional photography career.
BY DAVID WALKER

THE ADVERTISING ISSUE

Going the Extra Mile
Four photographers share their tactics, from sketching concepts to creating mood boards, for showing ad agencies and clients that they understand the goals of a campaign and can apply their photographic style to bringing the brand’s concept to life.
BY MEGHAN AHEARN AND HOLLY STUART HUGHES

Video Production 101: How to Estimate the Costs and Fees
Two photographers help us parse the estimates they submitted for video projects they recently produced for advertising clients, and explain how they came up with their fees and budgets.
BY DAVID WALKER

New Advertising for New Platforms
Nontraditional ad campaigns for social media and branded websites put images to use in innovative ways, and are creating unique opportunities for photographers.
BY MINDY CHARSKI 

FEATURE

Joel Meyerowitz on What He’s Learned
PDN sat down with photographer Joel Meyerowitz to discuss his new, 50-year retrospective monograph, Taking My Time, and the inspirations and experimentations that shaped his work and career.
INTERVIEW BY DAVID WALKER

Branding Your Business
A branding and marketing expert says that de ning your photographic niche and what you provide your clients is the foundation for any successful marketing campaign.
BY COLLEEN WAINWRIGHT 

CREATE

Client Meeting: The Wide World
Le Monde d’Hermès, the brand magazine of the famed Parisian luxury goods company, relies on photographers of varying styles to help communicate their diverse esthetics and build their long-term relationships with customers.
BY CONOR RISCH

The winners’ gallery for the shOt, PDN’s sports photography competition

TECH

How I Got That Shot: Fooling a Leica Rangefinder
Grant Cornett explains how he developed his technique for shooting portraits using his favorite Leica lens and mixed light sources.

Objects of Desire
Samsung Galaxy Camera, Think Tank Photo Glass Limo, GoPro Hero H3 and Induro Dual Range Hi-Hat.
BY DAN HAVLIK

Product Reviews
Fuji lm X-E1, Anthropics Technology Portrait Professional 11 and 3 Legged Thing X1.1 Brian Evolution 2.
BY DAN HAVLIK

Frames Per Second: Jim Fiscus Creates a Motion Piece Through Layered Stills
The advertising photographer explains step by step how he shot all the elements that Goodby, Silverstein and Partners used to create a parallax-effect video in which his still images appear to move.

7 Full-Frame DSLRs
New full-frame digital SLR cameras have taken the photo world by storm. Here are some of the latest.
BY DAN HAVLIK

Exposures
To create his new book about the New York City Ballet, Henry Leutwyler translated his appreciation for the art form into unprecedented access; in his new book, Daniel Shea created the story of a Midwestern mining town fallen on hard times, using documentary photography to assemble a ctional narrative that challenges the myths of America’s industrial prosperity.
BY CONOR RISCH AND DZANA TSOMONDO