Now Creative

This is our most recent advertising image for Trinity Lighting in the national publication July 2008 Hospitality Design Magazine. I would have to say this was one of our most intensive product shots (I mean, how do you shoot a round mirror without lighting reflections! Impossible?). So, considering our obstacles while also needing to highlight this beautiful product, we created a campaign that fouses in on the product itself while also providing an entertainment value in a realistic location. The lighting scenario was intense to say the least. We were interested in gathering as much ambient light as possible to place the product in the bar atmosphere. The product itself (being a lamp) was necessary to have illumination obviously. Introducing the models was another obstacle, in which proper lighting was needed to show their actions. However, in order to illuminate the models, the main objective was to not get the studio lights in the reflection or the frame of the picture itself, a difficult task to say the least. We also illuminated the background at the bar, to provide even more of sense of atmosphere. After all this, we were able to produce this picture, which the we were all very pleased with the end result. The one aspect I am personally happy with is that I had to perform absolutely no white balance correction from the original photograph, even with the 3 main different color temperatures in the picture. First and foremost, the product color is dead on,  the models’ skin tones are relatively pleasing, and the atmosphere contains its natural traits to identify its location. As you can tell, I’m fairly happy with the shoot. However, photography is an art, right, an ideal. I’ll never reach the nirvana. It will only get better from here. 

Talk about premium printing, and this is the model. Our client, Trinity Lighting, really put their foot forward to boost recognition in their industry. We are all very happy with the success of the new 2008 sales catalog, from the photography to design to production to printing, everything came out with the highest quality possible. Although we were fortunate enough to have the creative and production control of the project, without the vision and progressive attitude of Trinity, none of this would have happened. And, as any creative company will agree, it sure is nice to have a client that has such forward vision. The binder itself was a 100% custom production with specific choices of cover material, inks, coatings, hardware, images and design. All items produced the hottest sales catalog in the hospitality lighting industry. 

Binder open view.

This is the front side of the tri-fold for the 2008 Trinity Lighting catalog. As the first page upon opening the binder, the viewer is immediately impressed with the deeper philosophies and quality of the company through use of strong imagery, special coatings, premium paper and premium printing. A typical full color process is called 4/4 (4 over 4) in the printing idustry. For this piece, we used 10/10 (4 colors, 3 PMS colors, 3 special coatings), all inline with our premium printer. The images were enhanced with a special coating and raised UV, which brought out specific details and textures of the images. Paper chosen is a top quality, bright white matte coated paper that truly received the inks and coatings with maximum effeciency. Only two of the images (sun and moon) were not taken by Now Creative, however, all photoshop, creative design, copy and printing was performed by us.  

This is the backside of the tri-fold mentioned above. We used the eye (image taken by Now Creative) throughout the 2008 year as a prelude to the catalog. The branding with this image has enhanced the impact of the slogan we chose for Trinity: “Seeing Possible.” “Seeing Possible” provides a taste of the deeper philosophy of the company, which is creating light rather than just lamps. Light makes “seeing possible.” Simple and meaningful. We color selected the iris of the eye for more direct impact, while applying a special coating to the monotone portion of the image. We used the Trinity’s three PMS colors on the logo and selected text, while applying a raised UV over the logo for higher visibility without much size. You will notice the raised UV without any color on the top right and bottom left of the page. This provided more texture to the piece, allowing for more senses to grasp the creative feel. The copy is the conclusion of the poem from the front page.  

The folded version of the tri-fold.  

Taken for the 2008 Trinity Lighting catalog, this image has become one of our most popular. Using the night time setting, we used artificial light to highlight important aspects of the scene. Very little alterations were performed for this shoot. Now Creative stives in each photograph to capture the proper color balance, exposure and scene within the original image. We really feel that photoshop has become too much of a dependancy in today’s industry. We have used photoshop for a combined 15 years, and we do realize its use for some creative communication, we firmly believe that the best image is captured with the original. 

This is a true photograph taken for the 2008 Trinity Lighting Catalog. The props and models were actually placed in the water. Photoshop was only used for color, lighting and minor alterations. This is just another example of how serious Now Creative views its authentic photographical ambitions.