What a cracker of a haul this year. I entered 4 images across 3 categories and received my first APPA Gold in the Commercial category along with a Silver plus a Silver in Advertising. My fourth image, a print in the Illustrative category was given 78 which is considered professional standard – not bad considering how far removed it was from my normal work (this NSFW image is here if you want to see it – click High Res to see it larger).
The best news is that this gave me 4 points which put me 2 points over what I required to achieve “Master Photographer” status – a goal I’ve been working towards since entering my first APPAs in 2008.
I still can’t believe it. Receiving this award in 2010 absolutely knocked my socks off. The fact that it’s happened again still hasn’t sunk but I’m sure I’ll get used to the idea soon enough.
I’d like to take this opportunity, away from Facebook, Twitter, Blah Blah and What Not to give a more personal account and hopefully not bore you all to tears. Sit down, it won’t be that bad.
For quite a few years now I’ve been working very hard to find a niche for my style of work. I am a technically minded creative collaborator. Ideal world for me is when an Art Director contacts me and says “Hey Liam, I’ve got this cool idea. I’m not sure how we’re going to make it work, that’s where you come in”. This is why the win this year is so important to me, all 4 of the images that I entered were highly time and labour intensive productions. The stuff I can really sink my teeth into.
The forks/wine glass image is made up of multiple images of one fork which allowed me to bend and distort them into the wine glass shape without losing too much of the original form and scale. It was nice that the judges noticed the forks had different little details on them; though they were the same image flipped I went to the trouble of adding and removing reflections here and there to make them appear to be individuals! This concept was the brainchild of Jon Pagano at Showpony Advertising, possibly one of the most outright perfectionists I’ve ever worked with and I love him for it. He’s also responsible for the Coopers Scooter that scored a Gold Distinction in last year’s awards and a Bronze at the Prague International Advertising Festival.
The Sportsmed building was part of a website and general image refresh for the business. This particular shot was captured in the early evening just after the sun had dipped below the horizon, there’s a fair bit of Photoshop trickery involved in this one but I won’t give too much away – you’d ‘flip’ if I told you how the building looks so perfectly symmetrical!
SAPOL recently ran a gun amnesty campaign which required a punchy and hard hitting image to capture the public’s attention. This was photographed at a top secret location (yes they are all real guns, except the few that aren’t!) and I added the cracked wall after the fact. The wall is actually the side of a car dealership down the road from our studio, very convenient.
The fourth image here is another Jon Pagano/Showpony creation – it was shot alongside the TV Commercial from BreastScreen SA at the impressive new Adelaide Studios. It was quite an emotional day as the talent were being directed to show real sadness and forlorn. We set up a stills set next to the motion guys and photographed the talent between breaks for the various required images but this one here was taken at the end and we had them all grouped together in one shot. The brief was to create a dramatic and sombre mood and I remember every retouch revision coming back with the AD asking if it could be darker! I love to be pushed to the limit and I think we really pulled off the desired mood in this case.
This is by far the longest blog post I’ve ever made but I think it shows just how much this all means to me. I really appreciate the huge amounts of support I’ve had from my wife, family, friends and colleagues over the last few years.
Thanks for taking the time to read this entire post, I know you did.
Living in a city that produces the worlds best wines (my limited opinion!) definitely has it’s perks. Not only do we get to drink earthy Shiraz and smooth, dry Sauv Blanc’s (our faves) but we are immersed in the creative world of wine label design. Some wineries take their branding very seriously and to them we salute and do our best to make their brand shine. Here are some recent images produced for some gorgeous brands – and kudos to the designer (Todd Engelsma) for essentially giving us free reign on these (and “forgetting” to pick up the bottles after the shoot!!).
What a night! Last night the SA AIPP held their State Awards Dinner at the Tivoli Hotel in Adelaide. We had an inkling we were in the running for the Commercial category (sponsored by CR Kennedy and Hasselblad) and absolutely elated when it was announced that we’d won. However, that was just the beginning. After all of the category winners had been announced (congratulations to everyone who got a gong!) we were all lined up on stage in preparation for the announcement of the overall winner.
Sponsored by EPSON, the 2010 South Australian AIPP Professional Photographer of the year is…..Liam West!
To be singled out amongst all of the amazing entrants has to be the most rewarding feeling and makes all of Lightly Salted’s hard work well worth while. It’s unfortunate that the other half of the team (Lisa) couldn’t be there last night as she’s in the UK celebrating her Grandmother’s 100th birthday – we figured that trumped the possibility of winning!
I’d like to take this opportunity to thank everyone and anyone that’s involved in our lives, we work very hard to grow our business and you are all very understanding and supportive. You all know who you are, I don’t want to single people out in case I forget someone!
Lastly a giant thanks to all of this years sponsors, we couldn’t have had such a great event without you all.
It’s clearly been a while since we’ve posted on the blog, the primary reason for this is we have been absolutely hectic with some great work coming in via various channels.
What better way to get back in to the swing of things than with a big announcement! We have a new staff member coming on board. As of Monday 12th April 2010, I will be joined by Lisa – my wonderful wife. Over the last 8 or so months Lisa has been working behind the scenes 1 day a week to help keep the Lightly Salted wheel’s turning smoothly. It’s been a long time in the works but our plan to have her join the team has finally come to fruition and I look forward to the skills (and coffee) she brings to the table as Studio Manager.
If you’re an existing client, many of you will know Lisa from meetings and the odd photo shoot where she’s been there to assist. For those that haven’t met her, you’ll be communicating with her soon as she’ll be handling the administrative side of Lightly Salted. Also, keep your eyes peeled for some fun promo’s coming your way within the next few months.
Luke Godson from LGMD popped in to the studio yesterday to shoot some images for upcoming projects. We started from a blank canvas and came up with a few different looks to give him lots of options for different promotional purposes. Here are some samples from the shoot, and feel free to check the guy out here.