Comments on: Does Adidas Use Too Many Lights For Their Ad Campaigns?

By: chris watts

chris watts — Fri, 01 Feb 2013 14:24:00 +0000

compared to how many lights there would be in a stadium that size the number of lights used in this shoot seems pretty small no?

By: Ben IncaHutz

Ben IncaHutz — Tue, 04 Sep 2012 19:48:00 +0000

This just proves that consumers are suckers. If my son asks me for soccer shoes I’m going to show him this video and tell him, look these shoes are worthless! They will not help you run faster or play better and you wont even look good unless you have $60,000 in Profoto gear and a bunch of people photoshopping you!

By: JosephRT

JosephRT — Mon, 02 Jul 2012 02:27:00 +0000

Yeah they may go a little overboard on, well…everything but man the end result is exactly what they wanted, eye catching, dramatic, and OVER the TOP! Awesome work

By: Eduardo Larrosa

Eduardo Larrosa — Fri, 30 Mar 2012 07:31:00 +0000

they go overboard on the lighting and even more overboard on the PS

By: James

James — Mon, 17 Oct 2011 21:33:00 +0000

Captain Tsubasa was doing this
20 years ago … if you ask me, the only
difference is that now you have big boys
with expensive toys instead crayons ..

By: John Godwin

John Godwin — Thu, 15 Sep 2011 16:41:00 +0000

That is an excellent analogy as to the relationship between photography, Photoshop, and the computer game, Guitar Hero. At least it would be, were I high on a large dose of mushrooms.

By: Anonymous

Anonymous — Thu, 15 Sep 2011 16:35:00 +0000

Ummm okay.

By: Paul Houston

Paul Houston — Thu, 15 Sep 2011 02:48:00 +0000

“Let’s make this shoot as difficult as possible”.

By: Anonymous

Anonymous — Wed, 14 Sep 2011 23:30:00 +0000

Physical photographic lighting is both a manual and a mechanical process. There is a manual element because lighting hardware is moved in physical space (by hand) in order to light physical objects. There is a mechanical element because lighting is a step in a sequence that happens before capture.

According to media theory, diversity and variety are greater in manual and mechanical mediums. This means that the more a photographer integrates manual and mechanical processes into his work the greater his chances for developing a signature style and look that differs from his competition.

Digital mediums non-linear and non-manual. This means that anybody can use them at anytime to create any simulation. The result is a democratizing of access but also a loss of individual identity. The creators of pure digital work are indistinguishable from each other because the medium does not give them the opportunity to work by hand or in sequence.

Yes, it’s true that digital can simulate just about any physical lighting effect. But, they cannot create light which means that they can only copy. These copies become formulas that anybody working in digital can apply with equal access. The result is homogenization and an inability to differentiate one digital creator from another.

Digital is tribal. Manual and mechanical processes are individual. Personal styles are the result of manual and mechanical processes….NOT digital process, Right now, we’re in a hybrid period where digital mediums aren’t fully disconnected from manual and mechanical mediums so this creates the illusion that digital is still capable of portraying individuality. But eventually, digital will fully integrate mechanical and manual processes and that’s when all digital creators will be indistinguishable from one another.

By: John Godwin

John Godwin — Wed, 14 Sep 2011 16:26:00 +0000

Hey, no disrespect taken or intended, my friend. I was just teasing you really.

As for Dave, there are a few videos where he has extremely large set-ups, especially on his newer videos. He did an interview with Strobist a couple of years ago where he stated the regular use of eight lights in his set-ups. But you’re right, he does often work with less. I personally don’t really *like* the Adidas shot, but I appreciate it from a technical standpoint. I guess one can also assume that maybe he doesn’t know HOW to make the shot look like that without that many lights. I know myself, I probably wouldn’t have gone to the extreme of one light per shoe, but then maybe that’s why I don’t shoot for Adidas :)

I wish I did!

You are probably very right as far as budget goes. I’d agree wholeheartedly.