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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.
Kevin Ou, Los Angeles, CA
Web site: www.kevinouphoto.com
Project: Digital creation of cars in fantasy environments
Los Angeles-based shooter Kevin Ou gave the beauty treatment to classic cars instead of stars in this eye-catching campaign for automotive products. Ou worked closely with his agency, Four9Seven, in an approach that stressed collaboration and teamwork. Starting from a winning concept, then shifting into a skillful mix of location photography, studio stills and intensive Photoshop compositing, the end result clearly gets the checkered flag.
All images in this article © Kevin Ou
ASMP: How long have you been in business?
3 Years.
ASMP: How long have you been an ASMP member?
2 Years.
ASMP: What are your photographic specialties?
Celebrities and automobiles.
ASMP: Please describe the processes and techniques central to the making of this work.
A huge part of this process was planning. We had to get every perspective, every shadow angle and element right. The background had to be made bland enough to allow the car and hoses to take center stage. The entire image was shot digitally. The elements were all shot in the studio. Another key element is the technique used in the post-production process.
ASMP: What do you consider your most valuable piece of equipment?
My medium-format digital back and Adobe Photoshop. Killer combination.
ASMP: What is unique about your style/approach or what sets you and your work apart from other photographers?
My approach to photography is slightly different. First and foremost, I am a problem solver. Once the concept and idea is solid and has been nailed down, I can then progress to the aesthetics of the image. I work with my creative team as a group. Everyone gets the spotlight. Photography is a very collaborative sport.
ASMP: What was it about your work that made this client select you for this project?
The image treatment and problem solving skills.
ASMP: Please describe your relationship with your rep and how this began?
My rep agency is Four9Seven and is run by Stephen Dummit. One of the best parts of having Stephen as a rep is that he is a photographer himself and sees work thru those eyes. He understands what I do, and that makes the process a lot easier.
ASMP: What does your rep handle and to what degree? Marketing? Estimating? Production assistance? Other aspects?
The relationship between myself and my rep is a very collaborative one. I am very hands-on about my marketing strategy and approach. I love the feedback and honesty when our opinions differ. I don’t need “yes” men around me.
ASMP: What kind of preproduction and location scouting was involved in this project? Did you handle this or was it outsourced?
The entire job was done in-house through Four9Seven, the Agency.
ASMP: Do you do your own Photoshop work? Please describe your background and training in this.
I have a certain standard of quality control on my own imagery. Thus the main retouching is done by myself and my studio. I trained under one of the best celebrity retouchers in the industry, Lisa Carney.
ASMP: Describe your digital workflow for this project.
Planning — Angle tests — On Site Shoot — Studio shoot for elements — Image Processing — Rough Layout Comp — Key Art Work Retouching — Final Output — Delivery.
ASMP: How much time was spent after image capture to create the finished piece?
It was approximately 16 hours of retouching.
ASMP: How do you structure your fees for Photoshop work? Do you charge by the hour? The image? Other factors?
We bill a creative fee and hourly project rates on top of that.
ASMP: Has the success of this campaign led to other similar projects? Do you see yourself incorporating this style of compositing/manipulation into your future work?
Most of my assignments are in the same vein as this project. Clients come to me for the look, content and the textures of my images.
ASMP: Your work seems to cover a wide range of subject areas and markets. Do you have a favorite? Why?
I’ve always leaned towards Celebrity portraiture and automobile campaign work. I’ve recently started to shoot for DUB magazine and that has been my ideal blend of both worlds.
ASMP: Economics aside, what is most important consideration for you in working on a project? Do you ever turn down jobs, and if so, why?
I have three simple criteria for any projects I undertake: Is it fun? Does it pay? Would it make a key addition in my book? As long as one of those criteria is met, I would gladly do it.
