When it comes to commercial, commercial photography thinking should be strong creatively. Only then would the end result be different. To stand out from the competition professionals approach in a non-standard way and create a whole new world in their plots.
Right here images of products taken underwater fit particularly well. Captured movements of water, bubbles, all complex combinations of color paints and light give life to otherwise standard and almost boring images.
Underwater product photography is a separate area in advertising photography. It is interesting, challenging and time consuming, but that is why the achievements are often more than satisfactory.
It is no coincidence that almost all large companies whose brands are related to beverages (beer, soft drinks, water), cosmetics, perfumes, accessories (watches), sportswear (swimwear, hats and swimming goggles), diving equipment, etc. use product photography underwater, as part of marketing strategies.
It provides a unique opportunity to highlight all those more specific and distinctive product features , such as functionality for watches, appliances, underwater clothing. The freshness of the drinks. The moisturizing effect of cosmetics, etc.
Recently, underwater product photography has become increasingly popular , as leading trend in product photography in general. And we have to admit that the product images look much more attractive and exciting.
But it should be borne in mind that water is difficult to manage or choreograph , and adding a product and some props can further complicate the process.
How do I do underwater product photography?
The first and foremost thing a photographer should do is consider the image and develop a conceptual plan about what will look good in it and how to achieve it.
Personal preferences, creativity and professionalism play a key role here, especially when it comes to a project of a commercial client, because you need to get something that has not been done before.
Setting up the technique to shoot underwater can be a really challenging job and an expensive ordeal. It is important to take into account the size of the product in order to choose a suitable water tank, to choose the ideal lighting and to protect the equipment from possible water ingress.
Usually glass aquariums or plastic containers are used for the vessel, which are previously are well cleaned of any stains and dust. The water must be crystal clear and clear. The general idea of the amount of water is the vessel to be almost full, but in the end it depends on the original plan and plot.
The choice of light follows. Traditionally, the lighting is fixed at four points – main, fill, back (can be on top) and background. We should not ignore the fact that water and glass have refractive properties and are equally challenging when it comes to shooting.
Due to reflections in the glass front, it usually takes some time until the exact position of the main light is established . In such cases, gates or flashes work just fine. Of course, they can be replaced with bright continuous lights , and if the product allows, a photo tent can be used, which is equipped with the necessary lighting for the purpose.
A tripod is a must-have accessory . Using a tripod is extremely important to keep the camera still. This will achieve more sharpness in the photos. The diffuser and remote perfectly complement the underwater product photography equipment.
A brief study on the Internet outlined the cameras Canon 5D Mark IV and Canon 5D Mark III, as the most commonly used by professional photographers shooting products underwater. Of course, the huge size of the MP turns out to be a great advantage , because it allows a large enough increase in the size of the finished frames and therefore perfect quality of the photos.
The most applicable in this case are macro lenses of the order of 105 mm / 200 mm.
The camera settings follow. Underwater product photography requires a lot of light to compensate for the fast shutter speed. The most suitable are the serial photos, which make it easier to capture the exact moments. For a greater depth of field, you need an aperture with more – high value.
This ensures that most image details , such as bubbles and splashes will be in focus. It is recommended to do the focus manually. The shorter the exposure time, the better the end result.
The background depends on the specific product and the selected theme. The black background, for example, can further emphasize the water, its movement, and the moment when the object makes contact with the water surface. Bubbles they will be sharper and more alive than ever. And distraction will be minimal.
Positioning products underwater is more complex than other sections of product photography. There is no point in using duct tape or glue. Usually weights, hooks, ropes are added. Stands, brackets, holders are needed.
Photo: photography.katabara.com
For more effect and to create interesting photos professionals use different tricks, by adding oils to the water, for example. This is what the reaction looks like when a few drops of oil interact with water. With the right background, you can get amazing color shapes to complement the viewer’s feel.
Снимка: society.com
In the next frame we find the application of this trick. The photographer has decided to insert a natural ingredient from the formula of the cosmetic product. And all this is combined with a gentle green background , in tone with the bottle. At first glance, it is clear how the concept naturally complements the product without distracting the audience.
Photo: Pinterest
To turn an ordinary underwater scene into one extremely dynamic frame, professional product photographers use a technique to create so-called flower smoke under water. For this purpose, they apply small amounts of paint, which seems to seep into the water with smooth movements, forming unusual shapes.
Photo: AaronVan / omsphoto.com
It’s worth noting that different types of colored paints and dyes behave differently when in contact with water . For example, acrylic paint is much denser than water and forms pleasant, dense clouds.
On the other hand the alcohol-based ink is light, transparent and a little difficult to manage. While the dyes used for coloring in the food industry are not as bright and their density is the same as water . The final colors are paler and more transparent.
Sometimes, in order to get stunning images, different textures are used instead of paint, such as milk, nail polish and what not.
Photo: AaronVan / omsphoto.com
If you try and place glass over a container of water you will find out how the light it breaks and a whole color kaleidoscope appears in soft shades. We consider this approach to be one of the current trends in the world of product photography at the moment.
Снимка: maki.vn
Rich imagination is the key to the creative scene. The possibilities are endless. Recreation of a wave that floods the object. Spraying at the moment when the product meets the surface of the water. Capture motion when the subject begins to sink.
Photo: photography.katabara.com
Formation of multiple drops or bubbles.
Снимка: Игорь Климов
Immerse the product in half, which aims to accentuate a particular detail.
Photo: Travis Rathbone
In addition to appropriate elements to the decor, such as human presence, lifestyle and contextual shots can be really profitable.
Photo: Peter De Mulder
Photo: Peter De Mulder
Photo: Peter De Mulder
Underwater product photography is also found in the fashion industry. And although the solution looks extravagant, the result is somehow captivating – magnetic.
Photo: Peter De Mulder
Photo: Peter De Mulder
As with most product images intended for advertising, under product photography underwater many effects, software retouching and photomanipulation are used in post-production.
They are often selected several frames, made with special sequential settings, which are combined together into one composition to get the final image. So you can certainly get many and enough sharp bubbles, an exceptional surface or dense colored clouds.
Highly recommended for any business that wants to take advantage of the impact that can be achieved with original product images and videos, to hire a competent, experienced underwater photographer who will be able to cope with all challenges and will have control over the whole process.
So, let’s finish with one shot, of the photographer Sienna Anderson . Her photo of a bottle of gin “Mermaid” (translated from English Mermaid) is on the list of nominees in the category “Commercial Product”, along with another 380 images.
Photo: Sienna Anderson
Thanks to the vote of the audience, the image of the product recreated in an aquarium was crowned winner and winner of the P eople’s Choice at the British Photography Awards 2021.