Sports Photography

Microview 54 Just Released!

Featured Image: ©Chris Gordaneer

Microview is back with its 54th issue, now making its way to the desks of creatives all over the globe!

The edition’s chilling cover was produced by Chris Gordaneer. Chris’ portfolio is filled with energetic, atmospheric images that give off a feeling of intimacy. His work for brands like MasterCard, Honda, Bosch Appliances, has taken him all over the world and has earned him over 100 awards in the past 12 years.

Inside this new release, you’ll find over 300 pages of remarkable images from a group of unique commercial photographers invited into our exclusive program for their unconventional vision.

Browse through the full 300+ pages of Microview 54 now.

We hope you will reference AtEdge books & at-edge.com whenever you need to hire a truly distinctive photographer. Our publications are distributed 5 times a year. To be considered for distribution of our books, please click here.

Here are a few sample pages from Microview 54:

Mauricio Candela Takes It to the Street for His Recent Personal Project

Mauricio Candela highlights his passion for street photography in his recent personal project, “Urban Sports”.

The images feature candid moments of real people on the streets, playing sports and living in the moment.

For more work from Mauricio, visit his AtEdge portfolio and his website.

©Mauricio Candela

©Mauricio Candela

©Mauricio Candela

©Mauricio Candela

©Mauricio Candela

©Mauricio Candela

©Mauricio Candela

©Mauricio Candela

©Mauricio Candela

©Mauricio Candela

©Mauricio Candela

Paul Aresu for BUILT WITH CHOCOLATE MILK Campaign

Paul Aresu (represented by Tim Mitchell Artist Representative) teamed up with Klay Thompson, an NBA player for Golden State Warriors, for a BUILT WITH CHOCOLATE MILK campaign.

Check out the BTS video from the campaign below and take a look at Paul’s AtEdge portfolio and site for more sports & lifestyle photography.

Marcus Smith for Nike

Here are some images from Marcus Smith‘s recent shoot for Nike.

Marcus is represented by Candace Gelman & Associates. Check out more of his work through his AtEdge portfolio and at  marcussmithphoto.com.

©Marcus Smith

©Marcus Smith

©Marcus Smith

©Marcus Smith

©Marcus Smith

©Marcus Smith

©Marcus Smith

©Marcus Smith

Mac Is Back + Better Than Ever

Our annual large-format collection of the world’s best commercial photographers has now made its way into the hands of creatives and art producers.

Macroview 17 features a hauntingly beautiful cover image by Montreal-based Damian Siqueiros, plus 155 more hand-picked photographers who are among the most talented advertising and editorial image makers.

Haven’t received your copy yet? Select creatives can request a complimentary copy of our publications.

You can also Browse the Book and view full portfolios from all the photographers on www.at-edge.com. 

Be sure to reference AtEdge in print and online when considering talent for your next assignment.

Here are some sample pages from this Macroview 17:

 

 

David Emmite Shoots Nike KYRIE 3

David Emmite was commissioned by Nike to create these images for the recent launch of the KYRIE 3.

David is represented by VISU. See more of his work through his AtEdge portfolio or at davidemmite.com.

©David Emmite

©David Emmite

©David Emmite

©David Emmite

©David Emmite

©David Emmite

©David Emmite

©David Emmite

 

Paolo Marchesi Photographs Fernando Casanova for The Red Bulletin

These images of Red Bull OCR & Endurance athlete, Fernando Casanova, were captured by Paolo Marchesi and were featured in The Red Bulletin, a magazine that “features breathtaking stories of the World of Red Bull and its Playgrounds.”

See more of Paolo’s work through his AtEdge portfolio and at marchesiphoto.com.

©Paolo Marchesi

©Paolo Marchesi

©Paolo Marchesi

©Paolo Marchesi

©Paolo Marchesi

©Paolo Marchesi

©Paolo Marchesi

©Paolo Marchesi

©Paolo Marchesi

©Paolo Marchesi

©Paolo Marchesi

©Paolo Marchesi

©Paolo Marchesi

©Paolo Marchesi

©Paolo Marchesi

©Paolo Marchesi

©Paolo Marchesi

©Paolo Marchesi

©Paolo Marchesi

©Paolo Marchesi

 

 

Tim Tadder for 2016 Nike Vision Product Launch

Tim Tadder teamed up with Nike to create unique imagery for their new sunglasses line.

Tim is represented by Heather Elder Represents. See more work from Tim through his AtEdge portfolio and at timtadder.com.

©Tim Tadder

©Tim Tadder

©Tim Tadder

©Tim Tadder

©Tim Tadder

©Tim Tadder

©Tim Tadder

©Tim Tadder

©Tim Tadder

©Tim Tadder

Engagement Insights: Saddington Baynes Defines Image Aesthetics With Neuroscience

Why wait for a campaign to go live before you measure its success? With Engagement Insights, a new approach to creative image production underpinned by the latest in neuroscience, Saddington Baynes can help optimize a campaign in line with consumer emotion before it even goes live.

It’s long been established that ad campaigns with an emotional hook outperform those underpinned by logical thinking – sometimes two-to-one.

The reason why is simple: we’re emotional beings. Advertising that systematically seeks out to rationalize value doesn’t strike that deeper emotional chord, and as such, is often ignored. Advertising that digs a little deeper into the group psyche, playing on our desires before we’re even conscious we have them, is what results in the greater success.

That deeper, implicit strand of emotional thinking can be very difficult to reach – unless you have a thorough understanding of neuroscience.

Engagement Insights

With Engagement Insights, the new initiative from production studio Saddington Baynes and globally renowned neuromarketing consultancy NeuroStrata, there is now a way to tap into those attributes that impulsively sell an image to a viewer, and with it, a level of campaign perception unprecedented in the image production field.

According to Saddington Baynes CEO Chris Christodoulou, “This isn’t about eye tracking, facial recognition, or focus groups – where the rational brain is engaged in responding to direct questions – so answers are unavoidably distorted by outside influences. Engagement Insights is about implicit, non-conscious insight – getting the answers people don’t even know they’re giving. The pure data.”

Creatively, Engagement Insights offers a holistic overview of the emotional aesthetics preferred by large groups of people; practically, it gives brands a way to measure the emotional impact and potential success of a multi-million dollar campaign during production – and before it’s launched.

Augmented intuition

Engagement Insights provides brands with what NeuroStrata consultant Thom Noble terms “augmented intuition” – essentially, statistics that reinforce a gut feeling as to why a certain image might outperform another once it has launched.

“At its foundation, Engagement Insights comprises a versatile test based on two psychological principles,” explains Noble. “There’s the notion of priming; that when we are exposed to something – like an image – the things we associate with it come to the front of our minds.

Secondly, there is the interference effect in reaction times: if you’re shown two things that are different, your reaction times on a task can be briefly slowed down compared to if you’re shown two things that are similar. These two effects are systematically used in our testing to measure the emotions, feelings, and concepts that people are automatically associating with an image.”

The test’s speed, rhythmic nature, and apparent contradiction in terminology and imagery produce an implicit response from the user, measuring automatic connections between image and emotional response in an essentially non-cheatable manner – users cannot consciously prepare for their answer.

The results are passed on to the neuromarketing team, where statistical analysis is performed. “We use the aggregated results to show the different degrees of emotional response to an image,” says Noble. “That allows us to build a vocabulary for a brand, determining what works and what doesn’t before full production has concluded.”

Stories within statistics

“Using Engagement Insights gets you thinking about design on a completely different level,” says James Digby-Jones, executive creative director at Saddington Baynes. “It might mean finding that your gut is backed up by the science, or the opposite: discovering that traditional assumptions are actually false.”

For instance, Saddington Baynes found interesting results regarding the direction in which a vehicle was facing: “In automotive imagery, the typical assumption is that giving the front three-quarters of a car prominence means an image tends to perform better,” continues Digby-Jones. “However, it’s likely that we’ve come to assume that’s the best angle as we see it all the time in marketing imagery: we’re primed to react to it in a certain way. With implicit testing, the results demonstrated that, for some models tested, it was actually the rear three-quarters of a car that incited a more positive reaction.

Engendering confidence

Using its database of continually growing, evolving data, Saddington Baynes is now able to provide a level of authority that can steer a campaign from the offset. “In an industry where many of the money decisions are made by left-brained people, Engagement Insights is invaluable,” says Christodoulou. “We can go to marketing teams and say, ‘You may want to rethink your flagship’s launch color because the science says it’s not the best choice’. It’s a way of giving that deeper insight into what they’re sending out into the world before they send it.”

The next step

Engagement Insights is now a two-year-old project, and the logistics are nailed. Via a robust setup and approach, Saddington Baynes can swiftly implement Engagement Insights during any stage in a project’s lifecycle, offering the client insight through quick, exploratory testing.

“And it’s not just going by the gut anymore,” Christodoulou concludes. “We’re not just creating beautiful imagery; we’re creating it in a way that we know works, and we know why it works. It’s the cross-section of art and science, and we’ve only just scratched the surface.”

Saddington Baynes invites you to find out about Engagement Insights.