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Winter is Coming - Tim Tadder 1 of 10

Tim Tadder - Winter is Coming

For Tim Tadder, advertising photography is a collaborative exercise that requires creative and technical minds to coexist and co-create. His recent Winter is Coming campaign for Reebok did just that, and the final images are a testament to his approach. “The raw concept came from the agency, but the final visuals were very much a collaborative effort between many creatives,” he says.

With tight talent schedules and an uncooperative Mother Nature, the execution was not devoid of its challenges. “Because the subjects were world-class athletes, and in the middle of the hockey season, shooting with them on location was not possible,” Tadder says. “As well as this, it was not yet winter, so the frozen scenes were not in season.” The team was therefore forced into an extensive pre-production process whereby the scenes were built with stock imagery and CGI; these environments then dictated the angles and studio lighting for each shoot.

While this timeline might seem backwards to some photographers, Tadder describes the process as common in the advertising industry. “The post production was simple after we built the images as part of our pre-production. Once we had the images, from the studio shoot, we were able to seamlessly drop them into the environments and integrate them,” he says.

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Tim Tadder - Winter is Coming

Photographer: Tim Tadder
www.timtadder.com
Campaign: Winter is Coming
Client: Reebok
Agency: Taxi NYC
Senior Creative: Pat Welsh
Associate Creative Director: Andrew DiPeri
Post Production Artist: Matthew Haysom

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20 October 2015