Photographing the Car Show

It’s harder than you think!

It’s summer and it’s car show season. Every rain-free weekend will have a car show and one will probably show up within 30 miles of your home eventually. The shows usually have a theme. Muscle cars, Italian cars, German, etc. Pick a show that interest you the most and go. The owners LOVE displaying their expensive trophies and they can be fun to see. It’s not every day you can catch a Lamborghini Diablo driving down the street. They are the ultimate example of form and function.

Now let’s grab the cell phone, tablet, point-and-shoot camera or your DSLR and take some amazing photos of these amazing machines.

What you’ve pictured in your mind’s eye quickly vanishes after your first exposure. People are everywhere and they are showing up in reflections. These cars are painted and clear coated to the point where the finish becomes a mirror. EVERYTHING reflects in the paint and the chrome.

In some instances, you get folks stepping into your shot or parking themselves right in front of your lens as you are about to hit the shutter. That’s just going to be the hazards of the event.
In all my years of pro photography, I’ve only found a few work-arounds that will produce semi-acceptable images. First, get there early when the sun is low and the color of the morning sky is rich and warm. Second, use a polarizing filter. This will reduce or eliminate a lot of the reflections like clouds in the windshield or reflections in the paint. You’ll never be able to remove the multiple glare spots caused by the sun but that can be done with selective angles or in post-production using “content aware delete” in Photoshop. The cloning tool can work too. The images will never look like you took them in a studio but it’s the best you can do in an uncontrolled environment.

The third solution is to only photograph sections of the vehicles. The attention to the details of a Ferrari, Porsche, Rolls Royce, etc. are astonishing. Close-ups of headlights, tail lights and interiors can look amazing. The design and machining of these parts are works of art in themselves and can make for some cool images.

The best advice I can offer is to go and enjoy the car show for what it is. If you strike up a conversation with one of the owners, maybe you can offer to photograph the car at some other time in a more controlled environment.






©2017 Wayne Dion / Dion & Company





Get Noticed at Your Next Trade Show

The message needs to be clear at 30 feet.

Even though floor space costs are at all-time highs, the elements you need to exhibit have been reduced dramatically since the dawn of the digital age. A full color booth that once cost in excess of $12,000 to produce can now cost less than half that amount. Not only did the costs get lowered but so did the weight. Aluminum skeletons and printed wraps make the haul to the show lighter and the set-up quicker.

So now that you’ve saved a bundle, don’t skimp on the visuals that will be needed to attract attention at the show. Competition is stiff and those who visually stimulate an attendee from 30 feet away will have a better chance at making new connections and landing a new business. The high school science fair is not the look you want!

The smart business owner knows this along with their marketing person, sales manager and the business development executive. Make sure your photographer knows it too. It will take more than someone with great gear. It takes vision and the ability to share, conceptualize and execute that vision. It takes a pro with experience.

The Javitz Center in New York City along with the Las Vegas Convention Center are two of the largest venues for trade shows. People come from all over the planet for shows at these locations. It’s time for you to make an impression.

Here’s an example of a recent booth design that was a collaboration between Grant Marketing and myself. The Javitz Center was the first venue where it would be used. The goal was to attract attention visually as well as tell the story of what they do in one very large image.

Prior to the shoot a site survey was completed to assess the possibilities. Listening to the client is crucial but it’s also a two- way street. They need to listen to you visually. A great client understands and expects this.

At the completion of the survey, it was agreed that only one image was going to achieve the goals set forth by the client. The robotic spray arm in all its glory!

My concept was explained and agreed upon within minutes. This was the shot. The shot that they needed to attract attention. One that would catch your eye, tell a story and lure the show-walker over for a conversation.

In total, six lights were used with three different color temperatures and the camera color balanced for the main spray arm. Quite a complex set-up. The background was made from new air filters that were white and pristine. A blue gel was added to the 2 lights that illuminated them. The actual spray was added in post-production. Atomized paint and cameras have never had a very good relationship.

The next time you’re planning trade show booth development, make sure you get the right photographer to bring your vision to life. ©2017 Wayne Dion / Dion & Company

Stock or Custom Photography?

Creating your online and marketing image

So, you’re about to launch or re-launch your web site. This time you’ve collected more content and purchased a better layout. Hero image holders and links soon to be full of information. Now you need to sprinkle some images around so it looks like a real site and not a simple text blog.

You only have 3 choices. Take your own photos, buy stock images for $20-$50 each or hire a professional commercial photographer for your project. One is free, the second is affordable but the third option can be expensive. You know the old saying “You get what you pay for.” This is true in most instances but the $30 hamburger in Times Square may not fit into that scenario. Hamburgers just aren’t worth $30 no matter where you get them!

Option 1. Taking your own photos is a bad idea on so many levels. It doesn’t matter what smart phone you have. It’s not that smart. If you’re not a professional photographer, you will fail miserably. What you photograph with your phone will never stand out among your competition. There is so much more to the process than clicking the shutter. Lighting, composition, depth of field and aspect ratio all come into play and you may not know anything about any of that. You may have taken some great vacation shots or even some cool nature photos. Well that’s not the kind of imaging you need in business unless your business is selling lakes and mountains.

Option 2. Purchase stock photos online. They are affordable, focused, look professional and are readily available at a moment’s notice. Click the mouse a few times and POW! You’ve got images for your site. Stock is filled with everything from conference rooms to brief cases, board meetings and dental offices. How can you go wrong?

So, what’s the problem with stock? The problem is that it looks like exactly like a stock image. The photos that appeal to you will have the same appeal to many others and therefore appear on many sites. No matter what your business is, people in the same business may have the same tastes and are trying to appeal to the same audience. How will you ever get noticed if you have the same look as your competition?

The reason you’re in business is because you believe you can offer more to your clients than your competition. Better customer service. Better product. More attention to their needs and a better understanding of their goals. So why plop an image down that is not as custom as your business itself?

Option 3. Contract a commercial photographer to create content that is unique to you and your business. A creative that clearly understands marketing, technology and can see your vision. The right individual(s) can give you a whole new perspective on your own business. They can visualize how to sell to your target audience. A perspective you may not have been able to see being so closely tied to your own operations.

Most company owners make the mistake of selling their business to themselves. They will always want you to photograph the new gizmo they just heavily invested in. What they don’t understand is that’s not really the picture they need. That machine or building expansion is what the customer now has to pay for. It will be reflected in their next invoice. GUARANTEED.

What needs to be photographed is the solution that gizmo provides to the customer’s problem. Customers always have problems. You need to solve them. The visuals you use need to show how you solve those problems and not how you spend their money.
Building your company on images not created with your brand in mind will do more harm than good. Yes, you may save a few dollars by using stock but you are sacrificing more than money. You have completely eliminated what makes your company or service unique.
Using stock photography is like having a bad hair piece. Everybody knows it but they just don’t have the heart to tell you how bad it looks.

©2017 Wayne Dion / Dion & Company

Commercial property collateral materials

why drones cannot compete in most cases. 3-20-2017

The dawn of the affordable drone brought people into the craft by the millions. How fun it is to fly and the vantage point you get was unequaled before their arrival. Chinese drone manufacturer, DJI played a big role in bringing consumer drones to market.

Commercial and residential real estate organizations jumped on the opportunity to showcase a property from the air with photos and video at an affordable cost…..or is it?

90% of drones today fly action cameras. Without a doubt, they create some spectacular aerial video footage but the quality of the photos comes up short. 10 or 12 megapixel sensors in the cameras is one of the problems. The sensor’s physical size is the other. A 12MP camera with a tiny little sensor will never produce the quality of images a full frame 12mp sensor will and they would certainly not be able to compete with that a 36MP full frame sensor camera as present in a Nikon or Canon pro body.

To residential brokers relying only on MLS listings this is not an issue. MLS still lives in the pre-HDTV world. Images under 600 pixels wide are currently the norm but that is about to change…..directly from my suggestions submitted to them in February 2017. To commercial property agents or high end real estate selling homes in the multiple millions of dollars the cell phone quality image just cannot meet the standards necessary to attract the high-end buyer.

If you are able to locate a service that flies full size DSLR cameras or even pro video cameras like the RED®, the costs may surprise you. Add in delays for weather and air traffic and your deadline could be missed.

A fair amount of drone operators fly without any training or regard for FAA rules. Few get licensed and even if they do there are many restrictions in all metropolitan areas. Penalties can be stiff if caught. Even if there are no financial penalties forthcoming, the hoops you’ll have to jump through may be more than you expect. has been flying for over 20 years using commercially licensed and insured pilots. We can fly when the winds are more than 10 knots and always get the shot you need. We fly with the approval of the FAA and the local control towers each and every time whether we’re over Government Center or over a cranberry bog on the south coast.

©2017 Wayne Dion / Dion & Company

So How Many Photos Do We Get?

Some are willing to sacrifice quality for quantity

One of the more frequent questions I get is “how many photos do we get in a day or half day”. Good question. Not a simple answer.

Each company has to make their own decisions about budgets and where that money goes. Business 101. For some reason, I have interacted with many companies that want to know a finite number. Although this is a valid question, the answer is far from simple. My general response has always been, as picture count goes up, image impact goes down.

Creating marketing images is so much more than just clicking the shutter. Most pro cameras can record eight or more images per second. This is not the NFL. Things do not happen that fast in the manufacturing world and not all of those NFL shots are keepers.

When you hire a professional industrial / advertising photographer, you should get more than a chimp who pushes the button. You should have a reasonable expectation that the images created will reflect on your products, people and processes that can grab attention and attract new clients for quite some time. These kinds of images take time. The pro never walks up to a machine and grabs a shot then walks away.

If the photographer you’ve hired doesn’t roll in with lighting or only has an on-camera flash, you’ve hired the wrong photographer.

Dion & Company arrives with a vehicle full of gear, ready for any scenario in photography or video. Along with creativity and knowledge of industrial settings, we arrive with 3 different lighting kits and cinema gels (LED, Flash & Tungsten), 4 professional cameras, lenses from fish-eye to super telephoto, 3 action cameras, manual and motorized panoramic heads, over 400 feet of industrial grade extension cords and power strips, a van that includes a built-in A/C source to run the lights when necessary and every other photography & video gizmo known to man!

We are ready for everything from headshots to panoramas.

The first example shown (microscope) took 4 hours to set up, light and record. It made the cover of a trade magazine. Looks like the time taken to create the image was well worth it.

The second image shown (car interior), which was one of 5, took the entire 8 hours to photograph. The lighting was the subject but I had to add lighting that was perfectly balanced and not overpower the LED color mood lights. The image was used world-wide by a German company.

The factory image took approximately 20 minutes to set-up and shoot. Very little had to be done with the lighting but the models needed some coaching.

The last image was about 2 minutes. Available light, tripod and click! It lives somewhere deep inside the company’s web site. Just a filler shot.

So how many images will you get?
Sometimes it’s just one. Other times, it can be 200.

©2017 Wayne Dion / Dion & Company

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Wayne Dion
Dion & Company
Boston Aerial

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