L'OREAL

The Assignment: Photograph L'Oreal's entire product line for in-house and print advertising usage. Design picture and text databases to streamline storing, locating, retrieving and using advertising and promotion images.

The Digital Solution: All products were photographed digitally, scaled to size, retouched, silhouetted and saved with clipping paths. Products not yet manufactured were digitally assembled from existing elements as needed. Label changes were retouched or texture-mapped. FPO files were submitted via e-mail for client approval. Final images were compiled in a cross-platform image database. CD-ROMs containing the picture database, the high-resolution images and stylized backgrounds were burned.

Results: The workflow for creating, processing and archiving photographs was shortened and redundancy was eliminated. Overall turnaround time and production costs were reduced while quality, consistency and flexibility were enhanced. Distribution of this non-erasable archive of the product line provided unprecedented standardization of and access to L'Oreal's advertising and promotion images.


MULTI-MEDIA

LEVI STRAUSS

The Assignment: Shot 225 pictures of models and products for web site and interactive video use in kiosks throughout NY flagship store.

Digital Work flow: The filmless digital workflow provided the art director with complete creative control and eliminated all post-production editing. Electronic contact sheets provided instant overviews; then selected files were reviewed for detail. Lighting, styling and compositional adjustments were made immediately. Each night additional files were rendered and added to the project. Each morning an updated interactive demo awaited the art director’s approval. When needed, copies were e-mailed to the agency in California for creative discussion.

Results: The entire job was photographed in 10 days with no re-shoots. It won the Andy Award for "Best Interactive Kiosk of the Year". It remains on display at the 57th Street & Fifth Avenue NYC store.

MICROSOFT

The Assignment: Photograph 5,500 archival record covers for an interactive CD-ROM and on-line directory.

Digital Workflow: The rare and valuable nature of the record collection necessitated special handling in a controlled environment. Lighting and placement considerations were optimized for safe high speed and high quality throughput. A cross platform MAC database to DOS spreadsheet tracking system was developed to insure trackability. The job was completed without damage, without re-shoots and ahead of schedule.

Results: The images appear in Microsoft's Music Central, an interactive CD-ROM guide to popular music and artists. This resource provides album reviews, biographies, portraits, music clips, rare performance footage and topical articles.


PRINT

"W" MAGAZINE

The Assignment: Photograph multiple pieces of designer jewelry for 6-14 page advertorial sections. Carver Digital produced twelve of these sections over a three-year period.

Digital Workflow: Starting with a stylized set and a loose layout, the final images were created on-set in the client’s presence. The high-resolution color images were reviewed on screen to optimize lighting and composition, and minimize the need for retouching. At the end of each session, the client received a color proof and the art director received an electronic FPO. Pre-press was begun overnight. Final press films, blue lines and Matchprints were delivered to the publication on a compressed timetable.

Results: Extremely successful reproduction of detailed pieces despite tabloid-size requirements, light paper stock (38#), coarse screen (133-line) and large print run (450,000) on high-speed web.

LEARNINGSMITH

The Assignment: A 24-page catalogue with an additional 24-page and 12-page variation needed for gala event in four weeks.

Digital Workflow: 180 products were shot ranging from table-top silos to large room sets with live models. Due to the compressed schedule, the agency designed the catalog as the photography proceeded, using digital FPOs. Carver Digital handled all retouching, assembly and pre-press. Final in-page press film and Matchprints were delivered to the agency within three weeks.

Results: The job was delivered on time and our pre-press work was so accurate, the customer saved 3,000 pounds of make-ready paper.