Capturing A “Moment” Helps To Build A Brand

by Stanley LearyNikon D3s

Nikon D3S, AF-S NIKKOR 28-300mm f/3.5-5.6G ED VR, ISO 560, ƒ/5.3, 1/80

I was covering a meeting where Dan Cathy, the president of Chick-fil-A, talked about Daddy Daughter Date Night events. Dan projected my photo as he talked about how every daughter wants this attention from their dad.

This moment on stage is one of those rare moments when people are talking about the work I produced, and I am getting to hear it.

Nikon D3S, Sigma 70-200mm f/2.8 EX DG APO OS HSM, ISO 6400, ƒ/2.8, 1/320

Here is the actual photo here. I am guessing that the picture on that stage was 45′ x 30′. I was impressed that the Nikon D3s ISO 6400 image looked that great project that size.
The client was comfortable enough to use the photo by the president of the company to talk about one of the most important things their brand does–emotional connections.

Nikon D3S, AF-S NIKKOR 28-300mm f/3.5-5.6G ED VR, ISO 3200, ƒ3.8, 1/25–Off camera fill-flash using the Nikon SB-900.  The flash is on the Pocketwizard TT5 and is triggered by the Mini TT1 on the Camera. There is also the AC3on the Mini TT1 to control the flash’s output.

My job is to look for those moments where the emotional connection happens and be sure the brand is part of those moments. For example, I was capturing a Father & Son Camp Out at a local Chick-fil-A. Chick-fil-A is creating events to help bring families closer together. What better way to capture these moments than with a photograph?
Remember, while you need to have a good quality image technically, you also need a “moment.”