A photographic montage combines multiple images juxtaposed in size and placement to emphasize a message. When used in advertising and communications pieces, the contrasting elements create striking visual effects that arrest the eye and become an effective tool for communicating a company’s message.
Ted DeCagna recently used this creative approach when the assignment called for an attention getting visual. Ted recently won a photography award of excellence from American Graphic Design and Advertising 30, 2016, a national design annual of graphic design, advertising and photography. Ted’s client, CJS Violations Services, a trucking violations and educational compliance service company, had requested a striking banner for an upcoming trade show. The banner needed to communicate compliance services for New York City area trucking companies. Ted’s imaginative solution was to take a unique nighttime skyline time exposure photo of the New York City skyline from the Hudson River (which Ted achieved from a dinner cruise ship). He later photographed a new tractor trailer, also intentionally shot at night for a more dramatic look, and then photo composed the two images into one. The final result appears to show the tractor trailer parked on the Hudson River against the illuminated skyline of Manhattan. This effect created a one-of-a-kind visual that makes most viewers do a double take and crystallizes their attention. The headline “CJS Violations Services, We Drive Compliance for Your Company” clearly communicates to New York area trucking companies that CJS is the expert company to contact for driver compliance educational seminars.
Another of Ted’s recent ad designs utilizing a photo montage was for Shofar hot dogs. Ted created an ad also using the stunning skyline of New York shot, this time, from high atop the cliffs at Weehawken, NJ. To complete the photo, Ted shot 15 Shofar hot dogs in his studio to capture one perfect shot of their signature product. In this ad seen all over New York City on hot dog carts, Ted composed the image of the hot dog in the size and placement of a giant cruise ship steaming up the Hudson River. Once again the play of size and proportion “created a visual you were not expecting”, making the ad a very successful, memorable way to get the client’s name in front of the consumer. The headline “New York’s Best!” completed the message that Shofar is one of New York’s best Kosher hot dogs.