Tag Archives: 360 Photography
Automated Photography at Photokina
Photokina is just around the corner! At the show we will be demonstrating our Orbital Automated Product Photography Rig along with our photography turntables. Get hands-on demonstrations and see how using our equipment you could rapidly speed up any photo production line!
The boom of the digital age has driven up the demand for product photography, but more specifically, the need for automated production workflows that can streamline the high volume of product shots needed by many on-line retailers. That’s why our Orbital Rig is the perfect answer – with simple programmable moves you can literally set up and shoot hundreds of photos in very little time. Austin Langley, photographer for Asics comments on using the Orbital Rig:
By having the ability to load a setting and get moving into the shoot using my presets, it totally changes the game. I’m able to shoot so quickly with it that I am able to burn through shoots in an hour that would have usually taken me a whole day to shoot.
Join us at Photokina from 20th to 25th Sept, in Cologne, Germany. Hall 4 | Level 1 | Isle K | Stand 018
For more information on the Orbital or Turntables click here
Slovakian production company, Studio 727, were given an automated product photography project which involved taking over 10 million photos!
The objective was to photograph and catalogue Slovakian museum artefacts that were located in 55 locations throughout the country, for the purpose of giving on-line viewers the ability to see these relics in full 360-degree panoramic view.
PHOTO LOGISTICS – SHOOTING AND MOVING
The scope of the project posted a logistical nightmare. Not only were there 55 locations that all needed visiting, there was also the entire gamut of museum artefacts, which came in all shapes and sizes. Then there were the museum buildings themselves, and all the issues of getting inside with the equipment and then actually setting up the shoots (lighting, backgrounds, equipment etc.).
The project also required that each artefact was photographed 144 times (4 elevations, with each level taking 36 photos), so that if needed they could be turned into 3D objects. With the task of taking 72,000 photos of each artefact 144 times, this meant Studio 727 had to come up with a solution to take 10 million photos!
Time was also a major factor. The project was funded by a government grant and the EU, and it had stringent time considerations attached. Factor in a time limit to an already complex and challenging undertaking, this compounded the vital importance of needing highly automated and sophisticated equipment to complete the project.
You can also check out the short case study video, which has some great highlights of the different robotics taking photos
To see our Orbital Automated Product Photography Rig, click here
E-COMMERCE, PHOTOGRAPHY & THE PIXEL CULTURE
Photos and video define the communication culture we live in today. Nearly every social media platform has the means to record, send, receive and view media. This movement has defined the pixel hungry populace, and the exponential rise of cheaper technology and accessible giant bandwidth means that everyone doesn’t just want it – they crave it!
The same cravings that drive the social media world likewise drive e-commerce consumers – the impulse for instant gratification! From the casual web surfer to the die-hard digital shopper, alike they demand visual stimulus to satisfy their shopping appetite. If they can’t see what they want to see, in literally seconds they are onto the virtual doorstep of the next proprietor. It is just as one would stroll shop to shop through Carnaby Street, only in the digital world, shops are at the mercy of a simple button click and the prospect’s gone.
It is not only the ‘engaging’ of the customer with strong visual assets (videos, photos and lately 360-degree pictures) that’s important. This is definitely vital to the buying cycle, but by ensuring you are visually answering the customer’s questions, you are less likely to have your merchandise returned. Around 1/3 of all on-line items are sent back, and thus, it is of paramount importance that on-line retailers focus on how to reduce return rates – photos, videos, 360° and 3D photography are all very strong solutions to this problem.
You’ll read and hear countless stories on the percentage booms in revenue through strong, well presented visual assets on your website. Like a shop window designed to entice potential buyers, a well laid out website, with hot-spot visuals, and other cleverly positioned media and icons, will serve you well in driving through website sales.
According to a study conducted through Adobe Scene7, 91% of individuals surveyed want the ability to turn products around in full 360° spin and zoom in on any perspective. Golfing superstore Golfsmith found 30% higher conversion rates amongst products being showcased in 360° & 3D views.
TOP BRANDS GETTING THEIR PRODUCT PHOTOGRAPHY RIGHT
Nike, Reebok, Asics and many other top sports brands are all great examples of companies who’ve maximised the use of good product photography on their websites. You can peruse clothing, trainers etc. with ease, and usually get a good visual impression of what you are interested in.
Asics recently streamlined their product photography process with The Orbital Rig; a powerful, high-speed photography rig designed to dramatically decrease the time it takes to get through high volume product shots. Switching trainers and other clothing items that require the same shots can be very time-consuming. With the Orbital, you can greatly increase the efficiency of this process. As Austin Langley Photographer for Asics comments:
‘We get the same shot, every time, every product, for every shoot. No variances in position or angle, which creates the uniformity we need.’
The longevity of any company today will depend on its ability to keep pace with the competitive digital landscape and to satisfy the consumer’s voracious appetite for visual content. Organisations both big and small should consider their options in terms of how they are going to standout in the insanely cluttered e-tail market and the means of showcasing their wares – whether it is generated through their own in-house photography studio, contracting the work out or purchasing the necessary photography equipment (cameras, turntables, photography rigs etc.).
As final thought, simply Google some relevant product images and see what stands out – what image do you see first? What photo do you like? What attracted you to that one image you clicked? – How can your product be that image?
Asics the multi-national, athletic equipment company, had a problem that needed solving and they came to MRMC to do so.
Japanese footwear company, Asics, have a team of professional photographers to capture stock images of each and every style and colour shoe to upload on to their website. However, being the perfectionists they are, they had problems trying to get the shoes in the exact same position, with the exact same lighting and angle.
After undertaking extensive market research, Asics discovered MRMC's Orbital
The Orbital offers 30 different shots, giving 360 degree views from 4 different angles in about as many seconds! Asics had not previously found such speed and accuracy within the market.
Furthermore, the added bonus with the MRMC rig, is it can shoot full-blown video, giving them the ability to do flying 360 video shots for social media and even commercials.
This made the Orbital the hands-down choice – and actually bought two!
A test was done to see the speed of the Orbital. Here are the shots made in what time on what moves:
- 1 spin with 10 photos and 1 top photo = 11 photos, one rotation, two elevations, 13 seconds
- 1 spin with 36 photos and 1 top photo = 37 photos, one rotation, two elevations, 33 seconds
- 3 spins with 10 photos each and 1 top photo = 31 photos, three rotations, four elevations, 40 seconds
After seeing the Orbital speeds and accuracy, Austin Langley, Digital Photographer for ASICS America Corporation, made the recommendation to go with MRMC’s Orbital, stating,
For more information or to see some video examples of The Orbital click here