problem solving: light as a maximizer

When commissioned by ad agency Publicis to shoot a print ad series for Oral-B I was immediately captivated by the concept: people in important situations who are distracted by food caught in their teeth. The conceptual humor was right up my ally. I was eager to dig in.

One final photo from the series. "If it's stuck in your teeth, it's stuck in your head."

The art director was concerned that the lighting on the location shot and on the separately-shot food item wouldn't match. Poorly planned lighting would have been a dead giveaway that the image was a composite. At our first pre-production meeting we figured that we could shoot the food in the same light as the location shot: just stick the food in the hospital bassinet, shoot it, and enlarge it for the composite.

This didn't work for a couple of reasons. First, we still weren't sure what food we were going to use as the baby even during the nursery shoot. We were debating BBQ ribs, strawberries, etc... We went with broccoli the day after. So we were going to have to shoot it separately anyway. Second, smaller food items were going to look wrong even if they were in the exact same lighting because they would be enlarged.

*this gets a little complicated after the jump*