Week 8. Why Rip Curl should Hire Me.

My Capabilities 

Before becoming a full time photography student, I worked in marketing and advertising across both the government and private sector. I worked in a number of larger advertising agencies and have firsthand experience when it comes to managing advertising campaign and meeting client expectations. 

Throughout the first year of the degree I have gained valuable technical skills, knowledge and experience in applying photographic techniques. I have a strong understanding of the principles of depth of field and how to apply this creatively, the capability to correctly expose an image using both ambient and studio light. I understand and can apply basic colour management theory to images across different lighting scenarios from tungsten, fluorescent, daylight through to flash and cloudy ambient light. I understand the principals of composition and how this can be used creatively to draw the eye. I also understand that lens selection play an important part in the overall final result of how an image looks. 

My understanding and experience in applying the base principals of photography together with my career in advertising give me confidence in my capability to successfully complete the project.  The c confidence I have in my technical abilities allows me to think more creatively when approaching individual set ups, shots, and the post production of each image required. 

My career in the advertising industry and my hands on managing campaigns gives me the added a ability required to produce a cohesive series of images that flow together through subtle common theme threads 

Week 7. Requirements for the studio based images.

The studio based images are pretty easy when it come to logistical and any cost requirements. The studio is freely available to use and at no cost. So timing and costs are not a main consideration.

However in order to meet the assignment brief successfully I will need to think outside the square when it come to the set shot list. The images for the studio don't have to be products based and so I can use a combination of elements (lighting, props, camera) within the shot to create the overall feeling that Rip Curl implements into their advertising images.

The close up shot will be based on the impression and feeling that Rip Curl project, that being inner happiness, adventure, the sun, the surf and the beach. There will be no product as such used in this shot  but elements to give the impression of this feeling rather then a straight forward logical close up shot of a product.  I am also planning to use the Hassleblad to shoot this shot and will place with extension tubes on the 80mm lens to get a 1:1 ratio or very close to this.

• Blad camera
• 80mm lens
• extension tubes
• Flash light and LED spot lights
• tethered shooting
• Cost of props only 

For the camera movement shot I am planning on using a model and shooting a close up style portrait. I am planning on giving the impression of a young male or female surfer who has just come back from a session in the water. I am planning on using water and sand scattered across the models face as elements to tie these two together. I will then adjust the focal plane to move across the face to highlight these elements and the eyes. A small depth of field could be used so the effect of moving the focal plane through the image is a song create feature element rather then a technique. I envisage this image to be Black and white or very desaturated. A model release will need to be signed to ensure I have permission to use the images now and in the future.

• Free moving shot so no tripod
• Tilt Shift lens
• Flash light x 1 high to give the impression of the sun and shadows across the face also
• tethered shooting
• Cost of sand as a prop

For the Glass elements I am thinking of going with a slightly products based image here. I plane to set the shot up using the S table or just a simple table and white backdrop. I will source a blue tones backdrop - either paper, material or even a canvas that I can paint on to use as a backdrop to give the impression of the ocean in the background and somewhat in the foreground. The glass (a small round curved vase from the $2 shop) will be used as the glass elements. The vase will be lit in the traditional manner to allow the glass edges to be highlighted. However I am also going to fill the vase with water and dangle a bright orange watch in the water so that the message of the image is the Rip Curl watch is waterproof and can be warn by Surfers in the Surf. However I will need to take into consideration that the watch also will need to be correctly lit in order to see it, and how the flash will be reflected in the water and glass. I will need to take into consideration OH&S as I will be in a studio environment using water around flash units. So I will need to be careful. I will use my 7d camera for this shot with my 24 to 105 or borrow a larger 200 zoom lens. This will allow me to stand back but zoom in and compact the image and the background.

• Tripod
• Flash lights x 3 - 1 at left and right and 1 above/in front
• Stands and bar to tie and dangle watch from
• 7d camera
• 24-105 lens
• tethered shooting
• Cost of glass, watch backdrop/ props 

The crome or shiny object for the last shot is going to need some through and consideration, as Rip Curl do not produce any products that fir well into this catgory. One through is that a Silver/Chrome style watch could be used in this shot. However it would need to be shot very different to the glass based image that also features a watch. If I do go with the watch then it will be shot very similar to the below image and I will use natural elements such as wood or sand to tie it back to the Ocean theme.  This will involve a cost of purchasing a watch and then possibly returning. Or purchasing a cheap imitation wacth that will be passed off as the real thing. I will also need to source some natural raw materials such as drift wood and sand. I will use my 7d camera for this shot with my 24 to 105 This will allow me to stand relatively but zoom in and compact the image and the raw natural elements.

• tripod
• Flash light and possible spot lights/LED lights
• 24-105 lens
• tethered shooting
• Cost of a watch and props 

  

Week 6. Requirements for capture of location images.

 The location shot list will need some thought when it come to the logistics, any costs associated with travel, accommodation and equipment as well as the access required to proprieties and retail outlets in order to complete the folio.

As my Client is Rip Curl a predominantly surf style brand the landscape images will be coastal based and as such a trip to the local south coast to scout out locations and possibility coastal architecture will be on the cards. So I will need to plan for the costs of accommodation, travel, meals and any other cost I may incur when visiting national parks and the like.

I have a location in mind for the landscapes and the HDR image, however I will need to be careful as this requires a 20 minute walk through bushland and a scramble down a steep rocky outcrop to get to. However I feel it will be worth it as there are two rock formations here that form holes through to the ocean.

I will need assistance on this shot as a tripod and camera will need to be carried in and I will need to keep the time of day in mind as I do not want to be trekking out of here in the dark or even in fading light. So I will need to be here just after sunrise or just before sunset - leaving myself time to leave with day light.

The industrial shot will also need to be thought through in order to meet the industrial genre  with a Rip Curl theme. A local sports company in Canberra does sell and repair surfboards and board crafts so this is an easy option logistically - however I will need to scope out the location and see if its suitable and if the owners will allow a photoshoot.

The internal architectural shot  makes the most sense to use for  balancing of daylight and flash, however I would much prefer to use speed lights for this. A suitable location also needs to be sourced and permission to shoot gained This will need some lead time in order to organise and also set a shoot date. lens choice will also be important in this as a wide angle will get more into the shot - however can create distortion so a fine line will need to be drawn on how wide to go.

http://www.atoutriggersmollymook.com.au/index.html - Outriggers at Mollymook is a modern style apartment but very coastal and relaxed inside. The apartments are split tri level but each level is open and linked through open walkways and bathed in natural light. This would be a great option for an interior shot using some flash light to highlight area's.

There will be a cost of around $420 to book the apartment for a two night stay (minimum of two nights on weekends). There will also be a cost for the petrol to get down to Mollymook. I also want to hire a few surfboards to take some landscape based shots and to also use as props in the interior and exterior shots to tie them into the Rip Curl theme. My lucky Husband will be the lucky model, however I plan to shot the exterior shot as seen below with a slow shutter and have him and myself walking through the shot with surfboards. This will give the image some movement and life to the image, however I faces will not be visible.

1 x landscape	Each location image will meet the prescribed shot list by using locations that embody the Rip Curl brand. Locations will be mostly coastal based and will require planning and travel. Images will need to be technically well exposed, composed and exposed by combating issues faced in each location. Landscape shots could be stitched panoramas of a coastal setting and could also feature a silhouette surfer and board.  Architecture shots could be both the interior and exterior of a coast home, or wave inspired building. It could also be the interior and exterior of a surf shop. HDR image could be applied to Exterior Architecture shots. Or landscapes images Industrial image could be of a surfboard manufacturing outlet. This could also be a close up shot of a surfer – surfing a wave needs to explored more. Industrial and interior architecture shots can be taken using ambient and flash lighting.
1 x Architectural interior
1 x Architectural exterior
1 x Industrial image
2 x using any of the above categories NOTE: At least 1 image must be stitched using a minimum of 3 images. At least 1 image must use HDR techniques and at least 1 image must be shot balancing ambient light with flash light.

Week 5. Techniques and Equipment needed to achieve a cohesive advertising portfolio.

For the research into Equipment and Technique I concentrated mostly on the Surf photography aspect of the major folio. Surf Photography, and water plays a huge role in all of Rip Curls advertising. The studio component of the folio can be completed without much research as you can simply use a macro lens for the close up shots and your standard 24-105mm lens, or 70-200 for the other shots.

So for the location and more surf specific style photography, you would need more equipment, you would need to think about your shots ans select locations carefully. Surf photography is a small industry in Australia with a few specialist photographers who work the surf magazine circuit and combine surf photography with landscape or underwater photography.

Below is a list of the equipment and some research into the techniques used in surf/outdoor/water photography. The style that Rip Curl use throughout their advertising.   

Lens

• Long Zoom Lens to shoot from the beach (surfing shots) 600+
• Normal Zoom - a range of lengths from 100-400mm 
• extender tubes to increase zoom length - a range of extensions can be used or stacked to get you more length
• Fish eye lens to shoot from inside tube waves
• Wide angle16-24mm
• Tilt Shift lens 
• Standard 50mm or 24-70mm
• Portrait lens 80mm

Camera

• Underwater Camera (either a housing or a cheaper underwater camera)
• Board Camera for remote use 
• 5D for shooting still and RAW

Other equipment

• Underwater Housing 
• Tripod or Monopod  
• polarizing filter
• bags to cart all the gear around in
• Need a car to get to locations

Ways of getting the shots

• Helicopter
• Water Craft - Boat, jet Ski, or a board to get you out in the water
• underwater shots, in the water shots (most popular at the moment is shots while in the water to get up close to the action, this is also used a lot in Rip Curl advertising)

Techniques

• Shooting in the morning is best for front lit natural sun light and creates soft colours and this is usually when most surfers are out and about
• Shooting in the evening will give back lit light and produce richer warmer colour but also a silhouette surfer or blown out backgrounds
• Shooting on sunny days is usually best but if you get a overcast day and dull colours switch to B&W and remove the colour
• Shooting from the beach is standard
• Shooting from in the water close to the action is a great way to get up close and personal
• Shooting from a pier or boat will get you closer but dryer and switching up the angles
• Rapid shutter firer is always good when trying to capture fast movement as you can select the best shot in a series
• Use a higher shutter speed 600+ and a higher ISO of 400 to 640
• Single or a few centered focus points to allow tracking movement
• fill the frame with the action is a classic way to shoot surfers
• A great surfing shot is not just a great picture, it also needs to capture the feeling of the rider at that moment in time....... Live the Search

Image Source: http://www.ripcurl.com.au/index.php?contact

Sources
Digital Photography School, http://www.digital-photography-school.com/surf-photography-for-beginners-equipment-techniques-and-tips
Tim McKenner, Photographer, http://www.tim-mckenna.com/faq-technical-9-how-to-take-surf-photography.html
Aqua Bumps, http://www.aquabumps.com/2011/01/24/my-gear/
Surf Photography 101 by Mike Baird, http://bairdphotos.com/surf-photo-blurb-101/

Week 4. Rip Curl Traget Market.

Rip Curl are a grass roots company who began making wetsuits and surfboards back in the 1964 and who grew to produce clothing and accessories all over the world. regardless of how big a company Rip Curl has evolved to become today, they still have a core target market and that is young (12 to 23) male surf and board riders (encompassing surf, snow, wake and skate board riders, however surf being the main core theme throughout). Rip Curl continuity adapts to this core changing market sector and like the market rip curl evolves to meet its needs. 

However, Rip Curl have been very savvy in marketing their product and to ensure they are not lost in the overall market with a very small core target group, they have attracted other smaller target markets without straying to far from the original vision for the company. Rip Curl's smaller but growing target markets are in the female surf ware sector (same age bracket as the core target market) and an even smaller mountain sector.

Each product line, is targeted at this core target market - surfboards, wetsuits, clothing, accessories such as watches, Jewellery and bags and even footwear is all aimed at young male surfers. The products Rip Curl products aim to meet all their needs both in and out of the water, in summer and winter (winter's spent snowboarding) and also in their travel needs as they go on their own personal search. 

Rip Curl attract their target markets at the grass roots level (the younger age group of the target market), so as their target market ages and then falls outside of their core market, they don't forget about them, they thank them for their loyalty by continuing to produce high quality goods and if they stay on and buy the Rip Curl products even better.

Rip curl also target local area's, this may seem hard but by targeting local area within a distribution district, they are ensuring that the products meet the needs of the local market. To maintain global unity within the company, this is where the Live the Search comes into play, by internally as a company living the search for the best experience they can provide to their local market, it ties the company together globally and also reflects that Rip Curl like their customers are Living the Search.

My images will need to reflect the 'Live the Search' and the 'Grass Roots' approach that rip Curl uses to attract it's target market. The images will need to be very Surf and Board orientated and will need to encompass water heavily.The images will also need to be clean but also a little grungy and imperfect to some degree, as the target market of young boys (and girls) are not clean and perfect and they are not after a high end fashion item, they are after an experience. The image will need to portray the mellow down to earth vibe, but also have a very fun playful and some what mischievous and adventurous feel to them. 

Image source: http://www.ripcurl.com.au/

Sources
Brand Channel, http://www.brandchannel.com/features_effect.asp?pf_id=58
Rip Curl, http://www.ripcurl.com.au

Week 3. Critique of Rip Curls Latest Advertising Campaign.

Rip Curl use a lot of visual cues and musical cues to create emotion in their advertising and this allow their target audience to connect with the brand on a more emotional level.

Rip Curls slogan is 'Live the Search' the brand is all about support the search. In the surfing world there is a culture of living the search, traveling and finding those perfect waves, finding that inner peace, being at one with the waves and then in turn connecting with those around you.

Surfing in a lone sport as such, sure your out there in the waves with your friends. but in the end your on your own on that waves, along with your thoughts, its your time. Then your back on the beach with your friends talking about the waves.

Rip Curl is a grass Roots company, its all about giving back and supporting the industry, so their campaign advertising uses real youths, young guys and gals with braces and blemished skin. They also use current world champions in their advertising, allowing the youth to make that grass roots connection, the world champs are sponsored by the brand and this demonstrates to the youth that we support you throughout.

The advertising is also very vintage is look and feel, its very high key and often desaturated, this adds to the emotional connection through evoking the past, living your youth.  On the other hand they use top of the range technology to film, shoot and create their advertising campaigns and often use interactive methods to capture and measure the stressfulness of the advertising. If you connect with your youthful target market on an emotional level, you then need to grab that reaction and create interaction with the brand through technology/social media.



Live the Search Summer Campaign.

Rip Curls latest summer campaign is very much based on Live the Search and was filmed in Bali over 6 days, and was shot and directed by Jimmy Gleeson. The advertising features a video as well as still photography. The images are of young surfers, living the search - surfing, traveling, connecting with each other and having fun, experiencing something.

The advertising features tropical landscape settings in another country reinforcing the live the search, water is a huge feature throughout all the imagery and the colours are vintage, desaturated and vivid almost like evoking the memories and the impression of being there, getting water on your face, driving down the crazy path on a motor bike.



Mirage - Like wearing nothing campaign

Rip Curl also use very up to date technology to film and shoot their advertising and are not afraid to experiment. The advertising is more about the emotion then the slick, beautiful models in a perfectly set up location. They use a more documentary low key casual approach, but combines with the latest technology and shooting methods.

This was shot in Figi using Rip Curl team riders by their dedicated technical team. This uses Time-slice technology and aims to capture the Mirage surf ware collection through portraying the essence of surfing.




Sources:

Jimmy Gleeson Portfolio <http://www.theloop.com.au/jimmygleeson/portfolio/rip-curl-live-the-search/22816>  


You Tube - Rip Curl advertising


Behind the Scenes <http://www.surfline.com/surf-news/behind-the-scenes-at-rip-curl%27s-matrix-esque-ad-campaign-shoot-in-fiji-1_67191> 

Week 2. The History of Rip Curl.

I think being a Canberra born and bred girl growing up with a father who spent every waking moment at the beach surfing, right up until his third child was born, there can be no more sentimental brand to research then Rip Curl.

However that being said I have to this day no memory of my dad surfing, only the memories he told me and the photographs seen.

Rip Curl, a Brief History  

Rip Curl began around 1967 during the 'short board' surfing evolution in the small town of Torque Victoria by Doug 'Claw' Warbrick and Brian 'Sing Ding' Singer.

http://www.ripcurl.co.nz/index.php?thename

The Rip Curl name was the idea of Claw, Sing Ding hated it and said; 'well I think is is a bloody stupid name' Claw responded with; 'its a great name, you rip the curl! get it? the grommets will love it!' and so Rip Curl was born.  

During this time innovation and enthusiasm overruled technical ability in design and production but Rip Curl concentrated on producing small quantities of functional surfcraft for 'local' waves and local riders. In rip Curls words 'to fit the board to the surfer and where he or she wants to go on a wave'. Essentially they zoned in on the local market and tailored a product to suit the local needs. They listened to what was needed and produced a product to suit these needs.

Rip Curl surf boards did well in the competitive market that was responding to the design revolution, however in such a tight market Claw and Sing Dong were sinking and were looking for that edge, so in 1970 Rip Curl entered a new market and this changed the future of the company forever.

In 1970 Rip Curl began to manufacture, by hand, wet suits for surf board riders, the difference between Rip Curl and the other two companies in the market was, Rip Curl wet suits evolved through interaction with local surfers. They looked at the essential needs of the local surf community -they surfed in cold water Victoria-and Rip Curl began to produce a product for local needs.

By 1973 Rip Curl led the Australian market in surfing wetsuits.    


In 1973 the first Rip Curl Pro surf event was held at Bells Beach, with little prize money but with legendary names like Michael Peterson this set in motion the birth of Pro Surf in Australia and the rest of the world. In 1974 Coca-Cola and Rip Curl sponsored the first Australian Professional surfing tour attracting the world finest in surfing and brought surfing from the beach into the bedroom and lives of ordinary Australians.

by 1977 Rip Curl was the biggest producer of wetsuits for not only surfers but sailers, winder surfers and water skiers.  In 1978 Rip Curl was lunched into the world market first with orders taken in California then France followed by Germany and then Europe. Claw and Sing Sing sold their technology and design ideas through licence agreements and in 1981 established its first corporate licensee, Lowers, in Southern California.  

Throughout this international expansion Claw and Sing Ding were determined not to get caught up in the money and lose sight and touch with the grass roots of surfing or the corner stone of soul surfing 'the search' and both men continued to travel and surf the newly found breaks in Bali, Penang an Uluwatu. These being the core values that underpinned Rip Curl.

In 1980 Rip Curl began to diversify and experiment with clothing “Give surfers boards, wetsuits and eight foot barrels ... and they still need something to wear when they get out of the water.” Singer was not interested in the fashion, he was interested in the simple, low key, durable and functionality of clothing.  What began as an experiment became Rip Curls largest product devision, Rip Curl became a major force  in the Australian Clothing Market and to the amusement of its creators set fashion trends in large section of the market. 


Not only did they break into the fashion market but they also broke into the Maountainwear market. Like  most surfers Claw and Sing Ding were drawn to the snow fields of Victoria's Mount Bulla and it was a natural progression to produce specialised garments that met the real need of skiers and future snowboarders based on functionality, comfort  and reliability.  As always Claw and Sing Ding were their own test pilots with research and development beginning and ending on the slopes.  


Rip Curl is still today about 'the search' with an International team of designers who regularly travel the world surfing, testing the water and smelling the air. Cultural and language barriers are lost in the surf and the accompany design meeting that follow a session bring each and everyone back to the grass roots of surfing - the vital ingredient.    

http://www.ripcurl.co.nz/index.php?international

Sources

The Company History, Rip Curl, viewed 26 February 2012, <http://www.ripcurl.co.nz/?thebegining>