Here are some broad guidelines for capturing places, people and products. Undoubtedly from time to time campaigns will require specific photography considerations, in these cases the spirit of the following principles and our tone should be applied.
Our photography reflects who we are as a brand; our personality,
our beliefs and our products. Photography should aim to be fresh,
optimistic, relatable. It's another way to connect with our New Zealanders and like everything we do, is a representation of Let’s Go Places.
People
We will often photograph people as part of campaigns. We always look for people who feel authentic and natural. Whether they're in a lifestyle or story moment, or are posed and looking directly at the camera, we always aim for genuine and natural performance and expression.
We would look to use natural light or create the feeling of natural light sources. People cast for campaigns should provide personality, character and humanity. They help us deliver our own personality, tone and manner through visual storytelling. We should always look to reflect the diversity of modern New Zealand through our campaigns.
Place
Chosen locations should look to capture New Zealandness. Whether that place is the raw beauty of our big landscapes, the green of our native bush, the light of our coastal beaches. Or conversely, if it's the charm of a small town, the excitement of a city street, or the colour of a muralled brick wall. Making all our marketing communications feel of New Zealand is what photography can help us do.
We always aim for natural scenes and avoid making cars in environments look too retouched or cut and pasted in to scenes. We avoid having vehicles in places that suggest any disrespect for the environment and protected or sacred sites. We never disregard safety or driving codes.
Product
Our vehicles (and other products) are shot in environments or against white backgrounds for clear-cutting. Highlighting the driver's side is often preferred, otherwise shoot the angle that best conveys the unique attributes of the vehicle. Avoid lens distortion, hotspots and ensure an accurate representation of the vehicle colour is captured.
