By Peter Clark
We’re literally bursting with excitement over this month’s print promo (well, maybe not literally). For July, we decided to go with a mailer that paid tribute to the month’s big holiday, Independence Day. If you live in the US, the fourth of July is, yes, a day off from work, but it’s also a time to reflect on the history of our country and to celebrate the adoption of the Declaration of Independence. And what better way to celebrate independence than by having neighborhood gatherings where we blow stuff up? Printed by the fine people at Modern Postcard, this fireworks minus the fireworks promo went out to 2,969 creatives across the country.
It was Los Angeles-based photographer David Vincent Wolf that supplied us with this compelling image of an awe struck crowd of firework revelers. He graciously filled me in on the story and thought process behind to the shot:
I live in a diverse neighborhood in Los Angeles, and each year families from our block gather at my house for the 4th of July. Eventually, everyone makes their way to a nearby corner to watch the local fireworks display. I find the tradition quite beautiful, so I set out to document it.
I have a strange affinity for watching the reaction of crowds. When I go to a concert or a movie, I often turn around to watch everyone in rapt attention. For this shot, I wasn’t interested in photographing the fireworks, but rather the reaction of the crowd that had gathered to see them. Because I wanted to be as unobtrusive as possible, strobes were out of the question. I ended up using a D700 and a fast 50mm prime, which is a wonderful combination for shooting in low-light situations. As the crowd gathered, I discretely set-up the camera, being careful not to block their view, but ensuring that I would be able to capture their reactions when when the moment was right. This shot was captured within seconds of the start of the show – and everyone is illuminated by the light of the fireworks. It’s worth noting that what you are seeing in the face of at least one of the children is genuine amazement—the little girl seated on the far left is my daughter, and it was the first time she had ever seen a fireworks display.
Aside from some basic color-correction and cleanup, this shot hasn’t been retouched. I love photographing people when their guard is down, and capturing moments of truth. This photograph is one of my favorites, because it does both.
If you’re ready to take your marketing to the next level with print or email promos, reach out!