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The 2007 'Best Of' Series
We have now produced an annual Best Of issue of the ASMP Bulletin for the third year in a row. As before, we selected twenty projects for our issue — but this year, we had nearly 200 excellent submissions! It was a tough decision, and we thank all those who submitted their work. We hope you will enjoy reading about these projects.
Jim Krantz, Chicago, IL
Web site: www.jimkrantz.com
Project: A new vision of Ronald McDonald
How do you expand a larger-than-life persona? If you are Jim Krantz, you go swimming with Ronald McDonald. Assigned to present this fast-food icon in a new light, Krantz pictured Ronald frolicking poolside, surrounded by children and plentiful sunlight. He used fill cards and silks to redirect available light to the pool’s interior, and then dove right in for a new perspective on a household name. Ronald dove right in too, and played along while the vibrant colors of his wardrobe and makeup rippled playfully in the reflections around him.
All images in this article © Jim Krantz
ASMP: How long have you been in business?
Since 1979
ASMP: How long have you been an ASMP member?
Since 1984
ASMP: What are your photographic specialties?
Working on location, large scale production.
ASMP: Please describe the processes and techniques central to the making of this work.
Underwater camera housing & scuba gear.
ASMP: What do you consider your most valuable piece of equipment?
Various pieces of equipment that are all valuable depending on the project.
ASMP: What is unique about your style/approach or what sets you and your work apart from other photographers?
I try not to limit myself to a specific “style.” I adapt to each project with innovation and appropriateness depending on the needs of the art director, client and my own personal needs from the shoot.
ASMP: The Ronald McDonald image is so well known and has been around so long it could be considered cliché. What was your thought process to make the character appear fresh and new?
The most visually stunning effect was from the context of placing Ronald in the water. While still within the brand due to the perspective of a child playing in the water, the effect is magnified by the reflections, color and unexpected context that Ronald appears.
ASMP: Did you work with a designer/AD on this project? If so, please describe the collaboration.
The Art Director and I had definite situations in mind and allowed ourselves to create images within certain parameters; we were pushing for strong graphic visuals that were unique and memorable.
ASMP: How do you negotiate rights for this sort of project? Given a subject this recognizable and branded, what kind of rights did McDonalds request? Are there established time limits or geographic parameters for the rights?
The Agency and Client preferred that I did not to comment on this.
ASMP: How was estimating handled for this project? Was there a bidding process involved? If so, did you know anything about the other contenders?
My agent, Cynthia Held, dealt with the Art Producer on estimating the project. I am unaware of other photographers that were considered or if they were.
ASMP: How much time did you spend on the project? How much shoot time and how many shots?
Three shots per day, three scenarios per day. For 5 days.
ASMP: What was the production and logistics behind the underwater pool shots?
I am a certified scuba diver and I also hired an experienced underwater assistant. Location scouting was very important, as well, for the appearance of the tile and pool as well as the direction of light and scheduling shots for lighting direction.
ASMP: Please describe the approach to lighting used in these shots. Are the lighting effects natural or were they enhanced in post-production?
All available light and redirected with silks, and fill cards.
ASMP: Who handled the casting of Ronald McDonald and the other models?
This is the “Ronald McDonald,” provided by McDonalds. We used a casting agent for the children.
ASMP: What is Ronald McDonald really like? Did you learn anything or receive insights from being around a character that has such a larger-than-life persona?
A true professional, an experienced actor and mime artist. He needed little direction.
ASMP: Describe the interaction between you and the subject on set? How much spontaneity or collaboration was involved?
We collaborated on everything from timed coordinated actions to repeatability. Ronald had many ideas as well!
ASMP: Are you planning any specific marketing strategies related to this project to maximize visibility to your business in tandem with such a highly recognizable subject / project? What is the current status of your Web site?
This image will appear in AT EDGE and in the 2007 Communication Arts Photography Annual.
