Task: Transform A Still Image Captured From Video Footage Into A Photo Suitable for Print Reproduction
It’s easy to understand why my client’s client wanted to use this image for the cover a widely circulated publication. It has all the elements of an effective cover—energy, emotion, and engagement. The photograph makes you smile. The little boy is off the “just too cute meter”.
Video Capture to Publication Cover
The image came from video footage. Although the subject of the photo is absolutely delightful, there were significant photographic problems that needed to be rectified. The color was mono-chromatically dull, the skin tones unnatural—and unhealthy looking—and the lighting and contrast were flat and dull. In a word, photographically it was pretty awful. You probably agree, if left unedited, it would have been a pretty awful cover.
Idea to Execution
The art director had ideas, and saw ways to resolve the problems. Correct the flesh tones, correct the contrast, introduce Tufts’ brand colors, subordinate the background, and tightly crop the photo. Skillfully execute these ideas and there just might be a cover in this very color-challenged image.
The project came to me with a markup of the art director’s ideas. I was also provided with a layout of the design and the Pantone PMS colors of the orange and blue colors she wanted me to match. I happily accepted the challenge.
The Tear Sheet
Pictured here, the final result as it was used on the cover of the Physicians’ Referral Guide, a Tufts Medical Center publication.
The Takeaway
With video content now ubiquitous, it’s very likely at some point you’ll be asked to incorporate a photo captured from video footage into a design. Or perhaps, now seeing that color can be improved in this way, you can turn to video footage to find content. However stills from video footage lands on your desk, if the color is unacceptable, revisit this page to be reminded there are viable solutions.
You don’t have to be big to be strong, and you don’t have to start out with perfect color—or perfect lighting—to design a strong layout. A bit of creative thinking, combined with skillful execution, a not-so-perfect image can be made to shine.
Client: Tufts Medical Center, Boston, MA
Art Director: Marcia Ciro
Copyright Belongs to the Respective Image Owners
“Martha is my go-to source for retouching. She works wonders with difficult photos, is easy to work with, and always asks the right questions so I always get
–Marcia Ciro
the best results.”
Manager of Graphic Design & Brand Standards
Tufts Medical Center, Boston, MA
