Download portfolio - David Gilligan

2.4 Photography – timingAtkins Brand Imagery Guidelines. Release 1, 2010Atkins Brand Imagery Guidelines. Release 1, 2010Atkins Brand Imagery Guidelines. Release 1, 2010R57 G74 B88R21 G101 B112Atkins Brand Imagery Guidelines. Release 1, 2010Atkins Brand Imagery Guidelines. Release 1, 2010R170 G163 B142R0 G152 B219R190 G214 B0Imagery Guidelines20102.3 CGIComplex CGI rendering2.3 CGIPeople – genericWhen rendering finished Atkins CGIprojects, always follow the guidance below:• Make the building look heroic by usinga low angle.• Get up close to add dynamism.• Look for angles and simple, bold, graphicshapes to add drama and a sense of scale.• Aim to achieve the 2/3, 1/3 composition.Daytime• Simulate lighting conditions with the sunlow in the sky.• Aim to include the sun just in frameor just clipping the building.• Include a deep blue sky where possible.Twilight• Simulate lighting conditions of twilight,just before sunset.• Ensure images are colour balancedcorrectly.Night time• Colour balance the render to havea rich blue tonality.Figures give our projects a sense of scale andcan also be used to show cultural differences.They can be used in 5 different Atkinscolours as shown below. Please choosea colour appropriate to your image andan opacity between 40-90%, as shownopposite. This will minimise the impactof the figure and put the focus of attentionon the image.It is advisable to contact the project directorbefore retouching CGI.Colour setPANTONE® 7546CC71 M43 Y23 K63PANTONE® 5473CC86 M20 Y32 K53PANTONE® 7536CC11 M13 Y30 K32PANTONE® 2925CC85 M21 Y0 K0PANTONE® 382CC34 M0 Y100 K0Daytime2.4 Photography – timingNight time2.4 Photography – timingTwilightWhen photographing or selecting imagesof Atkins’ iconic projects, always follow theguidance belowto ensure your photography shows off the“wow factor” of the project.Commissioning photography• Shoot in the morning (just after the goldenhour) or in the afternoon (the hour beforethe golden hour) when the sun is low in thesky. The golden hour is the first and lasthour of sunlight during the day.• Aim to capture the sun just in frameor just as it clips the subject.• Shoot the project against a deep blue skywhen possible using a polarizing filter.• Make the subject look heroic by usinga low camera angle.• Get up close to add dynamism.• Make sure you capture details of the subject.Please see section 2.8 Photography.• Look for angles and simple graphic shapesto add drama and a sense of scale to a shot.• Aim to achieve the 2/3, 1/3 composition,i.e. 2/3 of the image should be taken upby the subject and 1/3 sky.When photographing or selecting imagesof Atkins’ iconic projects, always followthe guidance below to ensure yourphotography shows off the “wow factor”of the project.Commissioning photography• If you can’t shoot in good strong daylightor twilight then shoot at night.• Make the shot look heroic by usinga low camera angle.• Get up close to add dynamism.• Look for angles and simple shapes toadd drama and a sense of scale to a shot.• Aim to achieve the 2/3, 1/3 composition.When photographing or selecting imagesof Atkins’ iconic projects, always follow theguidance below to ensure your photographyshows off the “wow factor” of the project.Commissioning photography• Shoot in the evening after the sun sets.• Make the subject look heroic by usinga low camera angle.• Get up close to add dynamism.• Look for angles and simple, bold, graphicshapes to add drama and a sense of scaleto a shot.• Aim to achieve the 2/3, 1/3 composition.Selecting photographyWhen selecting from existing imageryof projects shot in twilight, select shots witha low camera angle, look for angles andsimple, bold, graphic shapes and try to findimages that use the 2/3, 1/3 rule.RetouchingEnhance the blue sky and crop images toadd to the sense of drama. Images can alsobe cropped to ensure the 2/3, 1/3 rule isachieved.In the post production process, it is advisableto intensify the contrast of the image toensure it is impactful.