A recent ad campaign by Land Rover uses the tilt-shift photography trick to make viewers do a double take. Tilt-shift photography uses an incredibly shallow depth of field to create the illusion of miniature subjects, which is also possible in videos. Our eyes interpret the very blurred foreground and background as a tiny environment, even when the subjects would be clearly difficult to reproduce artificially.
The technique can also be created artificially in pictures taken from a high angle on a large scene, as this tutorial explains. This campaign for Land Rover hopes to make work scenes more playful and was created by the agency Rainey Kelly Campbell Roalfe London.
[via Fubiz]
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I wonder if the goal here is to play down the fact that Land Rovers are big SUVs, instead trying to say, “see, they’re cute!” If so, it’s very much in line with current economic/cultural trends. Unfortunately it doesn’t change the fact that Land Rovers are, in fact, big SUVs.
July 24th, 2009 at 2:48 pm
That’s a good point Leah, though I doubt they’re fooling anyone. Land Rovers are still massive SUVs.
July 24th, 2009 at 5:19 pm
Thanks for the info.
This was new for me.
But they appear like toys than humans.
July 25th, 2009 at 1:09 am
So we read a very interesting article on the technical aspects of a camera shoot but the environmentalist can’t help themselves. they have to jump in and start having a go at Land Rover. Is it not possible to restrict your environmental opinions to places more suitable? This is an article about camera techniques, the subject matter could well have been milk bottles!
Grow Up!
July 25th, 2009 at 3:27 am
I think the discussing the intentions of the ad campaign are completely valid, if it were about milk bottles, I’d have to wonder why the company would want consumers to envision tiny milk cartons?
July 25th, 2009 at 12:29 pm
hhhmm… funny to see tonka toys played out in real life. A bigger picture view that the players of the game can actually see. She scratches her head in doubt… hhhmmm are the toys the players or the ones behind the camera? Or the ones instructing the camera men/women… or… hhhmmm… who else could be playing? Thank you Lands Rover for prompting the question.
July 26th, 2009 at 12:06 am