canon post-production

In order to make sure the posters are the best way possible. We use post editing software to change colours, change exposure and add text. To make sure I have the most amount of editing control, I will be using lightroom and Photoshop.

Image 1

To start off my editing process I took the first image into Lightroom and made some quick adjustments in order to bring more definition into the buildings that are in the background. I did these using the basic correction tools found on the right hand side. After that, I felt that the room was still too bright and needed to be darker, therefore I created a graduated filter.

As shown here there are 4 graduated filters coming from each side that have decrease in exposure. this should therefore take the exposure down on the parts of the images that are selected. Due to the fact that all the filters cover the room, the whole rooms exposure is taken down. Next I am going to use the tone curve in order to refine my exposure. To keep editing simple, I will be going for a basic S curve.

As shown above I have used very minor edits within the tone curve but didn't end up with a S curve. By raising the midtones the colors distorted and didn't blend nicely. By decreasing the midtones I was able to have a smoother/flater image that worked well with the emotions that were trying to be told.

I decided that to match the gloomy and depressing mood that I wanted to evoke, i needed to use color to my advantage. Therefore I decided to use the shadows segment in the 'color grading' section of lightroom. This allowed me to add a cool tone in the shadows of the image. When people look at this image now they will be able to give a personal relationship to this character because the character is in his dark gloomy home but doesn't realise the potential that he has if he goes out and tries. There is no backstory to this character to the audience may even ask themselves questions about the character in order to find out more about who he is and why he is so sad. This is a form of escapism. The audience will see this image while waiting for a bus or walking somewhere. they will briefly escape and then when they see the next poster, the story is slowly unfolded to them which will bring satisfaction and a personal relationship with the storyline and canon cameras. Now I am going to take the image into photoshop.

To start off the editing process I used (command+T) on my keyboard to help me move the canon logo around. As shown above, the logo is fairly small and situated on top of the window. I like the simplicity of this but I want to fill the negative space above the window. Therefore I am going to increase the size.

Now that the logo size has increased, we have a filled the negative space within the image and made a  contrasting logo. The red contrasts with the black that surrounds it. This will therefore pull the viewers eye towards the logo and will be the focus point of the poster.  This poster will introduce the audience to canon and make them wonder what this person has to do with canon.

I have decided to use the canon font in order to make the slogan for this poster. The text is meant to show that you are in your home and it is easy to do anything. The whole world is out there and the only person stopping you from creating, is you. However I don't feel like the font works and I am going to try find a serif font.

I like this text more as it is very straight to the point and doesn't have any unique qualities. This tells the audience in a formal and blunt way that they are the only thing stopping themself. The audience will hopefully begin to question their own actions and start think about creating. I do not feel the need to add anything more to this poster. I think that by having a very secretive and bland first poster, the audience are left asking themselves questions. In return, they will remember the poster which will allow for a storyline to unfold.

Overall this poster is the beginning of a story and its main purpose it to make audience remember the brand and ask themselves questions. It matches my initial sketch and i believe it worked out well

Image 2:

For the lightroom edits I am going to try and present this differently. I am going to use a screen recording.

Above is a screen recording of me turning on the edits that I decided to use for my second poster. I begin by turning on the basic edits that brighten the image correctly. From there I turn on the tone curve which I  used to create contrast within the image. After adding contrast I turned on the Hue adjustments. I decided to change the hues to a Autumn look in order to give warm and comforting colors into the image. At the top right of the image, the highlights were still really white. In order to combat this I used the color grading tab to make the colors more orange in order to match with the rest of the image. From there I turned on the lens correction panel which removes any warp in the poster that the lens could have caused. Next I added a small adjustment on the red and blue hues in the calibration tool. This creates a very small shift towards a teal and orange color grade which is used commonly in photos in order to make them look colorful and as if they were taken in a hot country. All of these edits so far are used in order to make the photo seem as if it is taken on a warm day. This will be a great advantage as the audience will look at the image and now make a unconscious link between happy weather and Canon cameras. From there I added  a circular mask on the lens which made the lens brighter. This is because the camera is the main focus of this image and needs to be well lit. Next, two graduated filters were used to make a the edges of the frame darker. This will bring the viewers eye towards the centre of the frame and enhance the focus on the camera. The camera itself was very blue so I used a brush mask in order to take away the saturation.

Following the same process of the first image, I added the texts in so they matched the initial sketches and the fonts match. The lens still seems blue to me so I am to use a saturation layer and mask in order to take that away. I will also use another one in order to saturate the whole image. That is shown in the video below.

My demographic of my products are 15 - 25 year olds. Therefore most of them will be using public transport. My posters are designed to be put on bus stops. While waiting for the bus, the demographic will see the posters repetitively. Therefore, when the posters change, they will notice. The demographic will remember the brand and remember the questions they asked themself. By looking at this image the audience will escape again into their imagination and imagine themselves going out to take photos. The audience will feel like they will not be able to take good images due to the audiences lack of self confidence. The audience, in this poster, are being reinforced with the brand and being told that the brand specialises in cameras. Although the poster is about the camera, the poster isn't telling the audience to buy a canon camera. The poster is showing that anyone can take a picture of anything. However, when people choose to start photography, they will unconsciously have been given a personal relationship with the camera brand as they have been looking at it for a long time. As modern day people, we work and idolise  what we can have/ afford. Therefore people will start photography and want to buy a canon camera due to the fact that they have seen someone else hold it on this poster. The next poster is meant to show that the photos you take are what you deem good and that you have multiple ways to take a photo.

The video above is a quick screen recording that shows my editing process. I wanted the photo to have faded shadows in order to give a dreamy feel, while also having a bright red bridge and by using the editing techniques and tools that I used I was able to accomplish this. By using the graduated filter tool I was able to make the image seem like it was taken during sunrise. The image overall worked out very well. I now have an image that has a dreamy look which will allow the audience to feel like they are looking at an imaginary place. Now I am going to take it into Photoshop.

I like the image however I feel like the text doesn't put across what I mean. With what is currently displayed the audience will feel like im telling them that they can create art themselves. I am trying to inform that message but I am also trying to tell them that they can make their own rules about what works and that art is subjective.

After adding the next bit of text, I believe that this works really well for the poster and gives the set a good ending. The poster shows what can be found and captured by people. The photo itself does not need to follow the generic and mainstream viewing of being 'good'. The art of photography is being shown as being free and creative for all.

The soft shadows of this photo give the dreamy look to the image which is what I intended. The image allows the audience to escape and wonder into the image and imagine that they are there themself. Just like usual the poster has the contrasting logo which draws the viewer's eye. Therefore the viewer will have a solidified personal relationship with the brand and will connect the brand with escaping and relaxing. Each poster is simple but all together they tell a bigger story, I will explain this further in my evaluation.