Tilt Shift Photography Comes to Advertising

OK now I feel officially OLD. It’s 1997 and Photo Editors are completely fed up with all the features in T+L being shot in Tilt-Shift. Then the American Express ad campaign starts and we can’t get away from it. Double-spread Tilt-Shift ads everywhere. They even started adding the effect to car television ads with a tobacco grad split filter. By 2003 it was almost over in the mainstream magazines and the last holdouts were the slower to react local market mags. Here just barely 10 years later it’s back!!!! What’s next, the hosemaster? Great blog by the way.

Dan- we’re not old. Rachel is young. I was just digging into Luerzer’s Archive to find an amex ad to send her. Wasn’t it Brett Froomer that shot them? And the technique goes back even further than 1997. I recall Ansel hating the technique in “The Camera.”

Yes! I am but a naive pup. Send me the amex! R

Here you go, you can buy one for yourself. http://www.adaholic.com/AdDetail.asp?Id=285 Yes, Brett Froomer. Good memory. I wasted 15 minutes waiting for his name to come in to my mind and eventually gave up. Yes, it’s an old technique, probably 1997 was when I got sick of it. The new twist appears to be aerial.

Dan- How’d you ever find that? Oh wait, that’s your job.

Truthfully, I was just glad the technique wasn’t white hot anymore so it could be used when appropriate. Now it’ll be the thing photo editors love to hate, or hate to love again.

You KNOW a trend is passe’ when you see an ad for a Photoshop plugin that does it automatically. This month’s Popular Photography has an ad for a plugin which, when I saw it, prompted the thought, “Oh, look! A LensBaby plugin!” M

Dan- How’d you ever find that? Oh wait, that’s your job.

I see variants on it all the time in photo school. People still seem to get a kick out of it. What I’m interested in is why? What’s the theory behind it? Is it just another one of those things that “looks cool?”

Interesting shift in advertising (pun intended). Yes, Vincent LaForet’s shot at the US Open Women’s Final is particularly memorable. http://www.photoprogress.org

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Those Toys R Us ones are so fake looking they’re like an insult to tilt-shift use by emulating it just as some kind of “look”. They look SO bad and I can’t believe anyone who has seen real stuff would have signed off on that effort as a campaign. Just totally lacklustre work. I own a Hafkenscheid, I do really like the technique, but the use here is just cheap and cynical.

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The lighting on the helicopter is completely opposite of what it should be in the Cologne ad. Look at the shadows of the buildings versus the shadowing on the helicopter.