Trade Show Photography

Trafic Design, is a Quebec company specializing in corporate design and branded environments for business.  Trafic contacted me to document their promotional exhibit design at the 2017 NTEA Work Truck Show, the largest event in association history.  It featured more than 500 vendors with nearly 12,000 attendees, occupying all 566,000 square feet of exhibit space in the Indiana Convention Center.
Trafic’s client, Ranger Design, is a commercial van outfit manufacturer for mobile professionals.  At the exhibit, attendees were able to view Ranger’s latest innovations in person and have questions answered in detail by knowledgeable staff. Ranger’s exhibit also employed touchscreen technology to digitally outfit trucks to fit their clients’ unique needs. Ranger Design had more than a dozen employees at the show and seven fully equipped trucks on site.Trafic’s goal for the shoot on was to feature the design, flow and functions of the booth. With that in mind, I aimed to highlight how Trafic’s design facilitated interactions between Ranger’s products and employees and their target customers visiting the show.Three hours were allocated for the shoot and we broke it into three segments:

1. Scouting – Due to situational constraints (the Truck Show & exhibits weren’t set up until the day of the event) a separate scouting trip wasn’t possible. I arrived before the convention floor opened to have a brief walk through with Trafic’s president to discuss a few of the key features and design elements of the exhibit.

2. Exhibit Design – Before the exhibit hall opened to the public I shot for about one and a half hours focusing on taking wide, medium and detail shots of the booth’s design, features and branding.3. Environment in Use – Once the doors opened to the public, I spent about an hour documenting how attendees moved through and experienced the space in order to really showcase how Trafic’s brand experience for Ranger Design and their clientele. 

I focused on attendees’ engagement with the products, Ranger employees and interactive elements of the exhibit.  I also briefly shadowed Ranger’s CEO to document his interactions with customers on the trade show floor.As with many of my shoots, this job required me to be able to move quickly and inconspicuously so as not to distract from the company at work.  I kept my gear to 2 camera bodies and 4 lenses, which I wore on me at all times. The Indiana Convention Center is properly lit and I knew from past experience that no additional lighting would be necessary.Trafic’s product and service shows best in real use. My approach is a practical solution provided in real time without the use of models or expensive staging, saving the company money and time while producing images that capture the full experience of a Trafic branded environment. Are you ready to show your business in action? Contact us now to schedule a consultation. 

 

Getting The Most Out Of Event Photography

Photos of conferences could easily become monotonous if they’re primarily focused on people talking on a stage.  As a business, you can create more interest and engagement with your brand by following this advice on the type of photography you can create from your events and conferences.  To illustrate my points, images center around one day of an event I did in Washington DC.


Images should capture unique perspectives and elements that give a sense of time and place.  Giving life, energy, and movement to images draws readers/viewers into your content, whether in print or online. There are typically great interactions before, between and after events.  Taking photos like this that can live past the specific event makes your marketing dollar go further as well. 


Photos with the title of the event that’s not simply a straight-on shot of a sign can work well as a title page highlighting the event in an annual report, or a cover photo for a web gallery.  These types of images can also stand alone on social media to draw people into a post to get more information.


These types of images can be beneficial for multiple reasons: The negative space can be used for graphic elements in design. An image that can be cropped into a strong horizontal is useful for web & social media banners. Photos that don’t highlight a particular person or event can be used to promote many types of future events.



This photo combines a number of elements that make an image both visually interesting and helpful to an organization:  the business name, strong lighting, personal interactions, negative space to allow for cropping or text overlay.



Watching for speakers outside of their time on stage gives additional opportunities to highlight featured speakers in a different background.  It’s also a great way to show VIPs interacting with each other and with conference-goers.  This photo features International Monetary Fund Managing Director Christine Lagarde (left) and Federal Reserve Chair Janet Yellen.  



While it is important to have a few tight, clear shots of speakers, it’s also helpful to step back and have a wider view of the room.  Being able to see the size of the crowd and the presence of media can illustrate the influence and reach of your events.



The bottom line is that there’s no reason marketing photos from events can’t have both content and an artistic aesthetic to them.  If photos aren’t drawing the viewer in and creating engagement with your brand, then they’re just filler.  Don’t settle for less!

Washington D.C. – Conference

At the beginning of May, I was brought on to photograph Finance & Society, an economic conference in Washington D.C. produced by The Institute for New Economic Thinking.  A dinner on May 5th at the National Museum of Women in the Arts featured a keynote by US Senator Elizabeth Warren, (D-MA).

The following day, the conference was held at the International Monetary Fund HQ2, featuring Janet Yellen (Chair of the Board of Governors, Federal Reserve System), Christine Lagarde (Managing Director, IMF), Sarah Bloom Raskin (Deputy Treasury Secretary) and other prominent figures in economics.

I always appreciate an opportunity to document people at the top of their field.  Whether it’s economics, sports, comedy, government, the area of specialty isn’t important.  A person’s knowledge and expertise is apparent in the confidence they show in their actions and words.  I enjoy working to translate that to the still image.

To learn more about the event, or watch videos of the presentations, click here.

Here is a selection of my favorite images from the events…

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