Wednesday, April 6, 2011

Techniques and Equipment required.

Personally planning this is something that does not come easily for me!
Hypothetically, I would update the AIS's style all together so there is no theme that I need to remain in keeping with.
Basic requirements will be:
My standard kit lens - 18-55mm for most studio shots (Chrome/glassware/location/HDR)
Perhaps a Macro lens borrowed from the store room (Macro shot)
Zoom lens -55-250mm for action shots (sport action shots etc)
I May also use a fish eye or wide angle lens for architectural purposes on location.
A tri-pod for panoramic and HDR shots
Studio tri-pods for studio work especially macro and glassware.

Now, clearly I have to address the requirements outlined in the assignment so my techniques will be based on these requirements.
GLASSWARE- Photographing an energy drink with movement in a clear glass to represent activeness/energy
CHROME- A sporting Trophy to represent achievement
MACRO- Perhaps sporting balls or equipment in a new light
PANORAMA- Some of the sporting arena's equipment
HDR- Maybe the stadium at Dawn or Dusk
BALANCING AMBIENT AND NATURAL LIGHT- perhaps an image of swimmers in an indoor pool.

I think it's important to understand that these plans could change at anytime due to trial and error, but these are the basis for my equipment and techniques.

Thursday, March 17, 2011

WEEK FOUR: Clients target audience.

The AIS's advertising campaigns are generally aimed at potential users of the facility aka professional athletes, school leavers looking to gain scholarships or education at the AIS, people that play sports on a national level and general sports enthusiasts.

A lot of this audience will be located interstate and not in Canberra or the ACT, generally they will be fairly young adolescent to young adults who are still in their sporting prime and looking to study.

I think I could produce images that are more appropriate for the target audience for the client by making more time appropriate photographs that are vibrant in colour, youthful and capture a sense of motion, action and energy which are key attributes of the institute of sport. The images will remain professional of course to reflect the institutions world class reputation.

WEEK THREE: Past and present advertising techniques.

The Australian Institute of Sport's main form of advertisement is provided through the utilisation of a government website ( Although the website contains mostly text, there is some imagery used throughout in the form of documentary style photographs (Which I personally don't think are all that good/could use updating).

The images used on the website are mainly action shots and sports portraits and are miminal in comparison to text, there are a few architectural shots of the facilities but they are used sparingly. All the images are really small and poor resolution as well.



Tuesday, March 1, 2011



The Australian Institute of Sport is 'Australia's premiere sports training institute'. It's main institute is located here in Canberra, however the AIS has also got institutes located in Adelaide, Brisbane, Gold Coast, Melbourne, Sydney & Perth.

The institute trains elite athletes with services available such as skilled coaches and state of the art facilities. The AIS also caters for 34 sports programmes in 26 different sports.

AIS was put forward in 1981 and has since trained many olympic and global champions to go on and be successful.

The AIS employs over 190 staff, including 70 coaches to directly support AIS athletes. In addition to coaching staff, the AIS employs a large number of staff who work in Sports Science and Sports Medicine.

The sports catered to by AIS:
  • Athletes with a disability
  • Basketball
  • Canoeing
  • Cricket
  • Diving
  • Football - Women
  • Hockey
  • Paralympic Alpine Skiing
  • AFL
  • Beach Volleyball
  • Cycling
  • Football-men
  • Gymnastics
  • Hockey
  • Netball
  • Paralympic Swimming
  • Rowing
  • Rugby (League and union)
  • Sailing
  • Softball
  • Squash
  • Swimming
  • Track & Field
  • Triathalon
  • Tennis
  • Volleyball
  • Water polo
  • Winter sports
All information taken from the AIS website;