Creating Ads

It's funny how when you do something for awhile it can become mundane and boring despite how interesting and enjoyable it really is. Creating ads for over 10 years has caused me to lose some perspective on how kinda cool it is.

I forget that other people might actually want to hear about the experience. Although, I think most people in LA are in the "biz" and are as jaded as I am. So, if you've been to a million shoots, go read another blog or smoke another joint because I'm about to talk shop.

The shoot was at the Caltrans building in downtown LA.  It's an architectural beauty if you're into that geometric, futuristic urban design. It's a really popular place to shoot. They shot an Usher video there along with episodes of Alias, that Brangelina movie and a zillion different car ads.  I highly recommend a walk-by. 

(Between 1st & 2nd on Main St.)

So here's the RAV4 in all its mid-sized SUV glory. We plopped the sucker in front of the building and spent an entire Saturday from 8am to 8pm making love to it with the camera.

 

This is one of the assistants taking some shots of the fake cherry blossom branch which we would use later in the ad. Note the fake boulder in the foreground. Its shape was inviting and I was tempted to sit on it, but even my skinny butt would have caused it to collapse.

That's my photographer and extremely cool guy, Jeff Ludes. Despite being an "it" car photographer of the moment, he was so down-to-earth. I mean, look at him raking rocks. I was busy off-camera eating M&Ms and putting my order in for the Starbucks run.

Ta-daa. 

Here's the final image. That's a stripped-in sky, lake and mountain. We wet down the ground to make it sexy. The cherry blossom leaves were meticulously placed to give you that random blown in the wind feeling. The hood, windows, tires, logo, etc were pieced together from a variety of shots. 

So much energy to create this thing of beauty. 

It's only vapid advertising, but I'm actually okay that 

I spent a 12-hr Saturday doing work.  

(You're welcome, Toyota.)

H.