Panavision Australia is the biggest motion picture rental company in Australia.
This A4 flyer is to promote a new product that Panavision Australia has developed for rental.
I usually shoot the product shots for these flyers on a white background with pretty flat, even lighting so that the product can be clearly seen. These sheets are more about information than art. However with this one, I really wanted to show the product in use to really show it off. To make it clearer what was being promoted, I wanted the lens on the director's viewfinder to be slightly soft to give the full emphasis on the product that the flyer was about. This director's viewfinder can have a Panavision or Arri PL lens mount, so I didn't want to put too much emphasis on a Primo lens being in the picture. Also I wanted the background to give the feeling of being on a film shoot but to be totally out of focus and to be significantly darker than the foreground so as to not be distracting at all. I achieved this by using my Canon 135mm f2.0 L series lens and paid careful note of the focusing distance. I actually focused the lens a bit in front of the subject rather than right on it to get the slight blurring of the lens whilst maintaining fully sharp on the product.
The main image was backed up by the more traditional deepetched product shot, showing off a different angle. I though it was important to show the product without a lens fitted as well as an action shot of the product in use.
Simple, easy to read type and logo complete the flyer.
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