Advertising Photography: From Pre- to Post-Production By Douglas Sonders

2 hr 17 min
Difficulty Difficulty Difficulty

You’ll get Douglas’ unique take on everything from client interaction, pre-production, and assembling a creative team to his lighting techniques and method for coaching portrait subjects to get the reaction he needs. Then, meet Douglas’ personal retoucher and expert compositor, Justin Paguia for the post-production process.

Video transcripts available with a subscription.

Douglas introduces you to the product at the center of the advertisement he is creating, and discusses the concept and themes for the day's shoot with the client.
An advertising shoot is a team effort and collaboration with the retoucher, makeup artist, photo assistants, and actors before the shoot is critical to the success of the final product.
There's more to wardrobe then just getting dressed. When you choose clothing you always need to think about the story you are telling.
After all the elements of the shoot are in place it's time to engage with the actors, tweak the lighting, and nail the shot. The shoot from the first location will serve as the foundation for the final product.
Douglas goes above and beyond with a cool cast of characters for a scene that will later be dropped into the screen of the product featured in the advertisement.
Say hello to "the General" as Douglas works with the car's owner to place the central subject of the shoot into position, and then visualizes the elements needed for post-production with Justin.
While the makeup artist prepares the actors, Douglas discusses the lighting set up in great detail. Fire up the fog machine and enjoy a ring-side seat for a really fun shoot.
After the shoot is over it is time to choose photos and elements that will go into the final image. Justin creates a rough composite in Photoshop to visualize how all of the elements go together before the detailed retouching work begins.
Break out the Pen Tool and watch as Justin blends the composite of the background, the actors, and the product into a single image.
Douglas discusses the photographer-retoucher relationship while Justin continues blending the composite. Shooting with post-production in mind will make you a better photographer.
Retouching the subjects and color correcting the image come after the composite has been blended. Learn great retouching tips for removing wrinkles in clothing, adjusting colors, and balancing tones of the various elements for a more believable final image.
Using separate elements--background, actors, product--allows each to be adjusted individually. Adding a blur, saturating color and darkening the sky makes the primary subjects pop off the background.
Just like with the first scene, the elements of the second scene need to be blended together, followed by basic retouching to improve subjects' appearance and remove distractions.
Color corrections are the last step before the scene from the second location can be dropped into the screen of the advertised product.
Profile photo of Douglas Sonders

Meet your instructor

Douglas Sonders


Douglas is a photographer and filmmaker born and raised in the Virginia suburbs just outside of Washington D.C. He graduated from Rochester Institute of Technology in 2004 with an Advertising Photography degree. He specializes in on-location photoshoots anywhere around the world. He has a trusty Boxer named Winston Churchill and a deep l...

Douglas's Courses


Join the Discussion
  1. Profile photo of cruzthebird cruzthebird

    It was very good… just a little to fast….. —- Yes, please post my feedback

  2. Profile photo of bermie32n64w bermie32n64w

    I like the way this course went through his whole process from start to finish (except for scouting/concept). There was one quote that kinda bugged me and seemed to quantify this course:

    “look how easy that is, just copy and paste and blend that puppy in there”.

    I think this is a disappointing concept. The photographer states a couple times that PS should be used as a tool not a crutch. All i see is a crutch for sloppy shooting technique. Not to blast him too much as he does mention a few times that this is all a bit less polished than usual. However, I think some of this course is reinforcing poor technique and just compensating with good PS skills. I do not think this is the ideal way to teach advertising & compositing work. Why shoot your subjects against a suburban background when all you’re going to do it cut them out & drop in a similar background? Use a studio or shoot them properly against the background you want.

    He also spent more time talking about how cool the ipad etchasketch cover is than he did about his lighting decisions. There was no mention of balancing light sources, potential other options for placement. Perhaps that’s for a different course. Perhaps then I might have liked to hear more about choosing a location, or conceptualizing the image and what other ideas he might have considered before choosing this idea. Meeting with the client and discussing what they want and coming up with a plan. This would all be more informative than watching them drool over an ipad case for an entire video.

    Rather than “we chose this spot and we’re gonna put the car here” I’d love to hear why they chose that background and why you put the car there, what else did you consider? Do you like the simplicity of the background or is it just a convenient spot?

    I apologize if I’m overly negative as there’s some worthwhile info in this course. I hope my comments can be taken constructively as I do find portions of these courses interesting & informative. I just like to note where I see room for improvement. Many thanks for reading. Cheers,

    Chris —- Yes, please post my feedback

  3. Profile photo of Ray Warren Ray Warren

    This is very interesting but the photographer keeps saying ‘catch lights’ when he is talking about rim lights, side lights or back lights. I had to look up the meaning of ‘catch light’ because I thought I might have had it wrong all this time or there might be another meaning.

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