Alicia Bonterre started with P52 about two years ago. She wanted to up her game, create images outside of her comfort zone, and become better at commercial photography.
She just won two ADDY’s – A GOLD and a SILVER … so, we can safely agree she has indeed upped her game. The entire P52 gang are so very proud of Alicia’s progress and it is nice to see heer talent recognized in the ad agency world.
(The ADDY is the ad world’s version of the Academy Award, or the Grammy. It is one of the most prestigious awards a commercial photographer can receive.)
In Alicia’s own words:
To photograph 12 images for a 2015 calendar for a local chain of supermarkets. The title of the calendar was “Grandma’s Remedies” and was to feature local herbs and “bush medicine.” The Ad agency gave me the list of herbs and the methods for their use, and I was asked to source, style and shoot. I met with the AD, the graphic artist and Account Executive to discuss the concept, layout, budget etc. Originally I was to shoot 8 of the 12 images with the other 4 to be sourced from stock, but after seeing the first set of images I delivered, they asked me to do all 12. I did up the story and mood boards for each and they were all approved.
The first challenge was sourcing the items as many of these, although common, just weren’t readily available in my area or at the time. Because most of these were plants, wilting was a major problem as I could only get some of these from people’s yards and keeping the plant fresh after picking was a major challenge. In addition, I was only given this assignment a month before Christmas with the calendar needing to be in stores two weeks before then, so time was of the essence.
I spent 4 days sourcing which meant visiting the shops, my mom’s collection of antiques and novelties, friends’ cupboards, plant nurseries and the gardens of friends and their neighbors. Due to wilting some of the plants need to be collected just hours before they were to be shot.
Another challenge was that I don’t have a studio so I removed as much furniture from my moderately sized living room as I could and used there. This room is also very open with large windows on every side which is lovely for some images but for others it required a lot of flagging to shape the light.
The shoot was completed over 3 days. I started with the items that I had on hand most likely to wilt. I shot tethered using Lightroom and would scale to view for accuracy of layout as the format was 9” by 12”. I had to make sure that everything would fit including a space for the fairly large date pad (approx. 25%) and the copy of the description and method of use for the herbs with a little breathing room for good measure.
Starting early, I would set up, shoot, edit,resize, and e-mail to A.D. for approval before breaking down the set. While waiting for approval I would set up and do another shoot, I would keep rotating like that averaging about 4 images a day. Some shots used natural light but I love the control I get from my strobes and flashes and often would bounce light off a large foam core board to create soft natural looking light so I could keep my ISO low while shaping the light.
This was my first proper commercial job, but thanks to all the similar exercises done in Project 52, it was not new to me. I felt confident in accepting the job and felt I did a good job and the client was pleased. We are taught to shoot for our portfolios every assignment and this habit is now ingrained in me, so having to deliver that level of quality was not daunting.
That being said, I was very surprised to learn that my work gained the Ad agency Gold and Silver awards for Photography Campaign in the 2015 Caribbean ADDY. Up till then I had only a vague knowledge even of the existence of these awards so it was difficult for me to understand the importance of it. This has given me the encouragement to push further, learn more, want more, do more, be more. As a wonderful saying goes “If your dreams don’t scare you, they’re not big enough!”
Keep dreaming those big dreams, Alicia… they are working well for you.
The award winning images below: