To sell products, a photographer must visually “create desire.” The goal is to arouse a strong sensation of “I gotta have that!” For EP Henry’s catalog, Greg’s images deliver a coveted lifestyle featuring hardscaping as the stepping stone to fulfilling this dream. Like EP Henry does with its products, the photographer also shapes the outdoors, but with staging, propping, lighting and camera techniques.
The photographer showcases the product’s contours, color, warmth and desirability.
The ideal patio fantasy delivers the promise of family and friends talking and laughing, delicious food and drink, vibrant landscaping, a beckoning pool, the warmth of the sun, and glow of a summer night’s fire. After first whetting the customer’s lifestyle appetite, the photographer then uses his bag of camera tricks to shine an enticing spotlight on the product’s contours, color, warmth and desirability.