The qualities required to become an advertising photographer are varifold.
The professional photographer who plans to make a career in advertising, marketing and communication must have perfect knowledge of all codes within advertising. Nowadays, companies have at their disposal various channels allowing them to communicate on their products. However, an image will not be perceived in the same way on a billboard as on an Instagram post. Advertising photographers know that the same product will not be photographed in the same way depending on the medium for which it is intended. They then design their shoot in adequacy with each medium in order to best convey the company’s message.
Whether working indoors or outdoors, whether taking pictures of an object, a dish or a place, the objective of the advertising photographer is always the same: to sublimate the product. To do this, they must be meticulous and pay great attention to detail. When they create a pack-shot or a product plan for a catalog or an online sales site, they are particularly careful regarding framing and lighting. When working on a set-up to enhance the product, they are rigorous and attentive to the different elements brought as part of the composition.
Advertising culture, sense of aesthetics, creativity, rigor, attention to detail, organization, versatility, originality, adaptation: these are the qualities expected of an advertising photographer.