Creating an Image from an Idea

Frank White will discuss producing creative advertising masterpieces using a film camera. He will present a selection of images and explain how they were done (without the use of Photoshop.)
During his 39 years in advertising, White says that many of my shoots were illustrative. “I started with a blank canvas and built an image based on an idea. My wife, Jo-Anne, and I would meet with art directors and brainstorm visuals based on the client’s needs.”
He would be given parameters such as black and white or color, full page magazine or double truck, billboard, brochure, flyer or post cards, etc. He says that even though his best shoots were when he had total freedom to create what was needed; those were the most stressful.
“Reinventing the wheel on every shoot was my forte”, says White. “I made a lot of images on film that were very complex in the construction of the set, acquiring or making props, multiple exposing or combo printing in the darkroom. No retouching. I could do things with a camera that other photographers couldn’t do. “