Digital Product Photography

00:00 Here we go, yep, we're on. Should I start in GCSM or do you want to uhm, especially start in GCSM? 00:10 No, well we can start with a bit of an intro, so basically we've got Simon. Uhm, Simon today, uhm, we thought we'd bring him in because he's got uhm. 00:20 A bit of an interesting concept, uhm, that would be, uhm, could be good for a few of our clients. So basically Simon, so you're, rather than taking photos of products, you're doing digital, digital mock-ups, is that right? 00:36 Yeah, essentially, yeah, so uhm, I've, having been doing uhm, photography for wineries for a while, I've got a lot of cut-out bottle shots, uhm, but basically I think this is going to be, the problem I've found is people going, I can't afford the delivery, I can't afford, I can't find the time to find 00:50 the perfect labels, uhm, and then there's the worry about breakages on the way. I think there's going to be an easier way of doing this. 00:55 Uhm, so basically I've just added all this range of bottles in my in my community. I thought I'll just take the labels off these and photograph these blank bottles, uhm, and then people can send me their labels, uh, their print files and I can use those and photoshop them onto the blank bottles I've 01:11 already got on my photoshop library, uhm, so if I share my screen I can kind of show you how the, basically people upload their libraries. 01:19 Oh no, I've got to open my system preferences in a second. Can you see that? We can see that, yep, cool. 01:36 So we've got the wine photography machine, yeah, okay, so we've got two, two aspects. There's this, there's the bedroom. The traditional studio down the bottom here, which is mostly made up of Hunter Valley wineries. 01:45 But this digital one here, so you can see cut out butter shots, no delivery needed. I've laid, I've laid, laid through the website. 01:54 And these are some of the wineries that are at the top here that have used the service already, so there's crinkle wood and the Hunter. 02:04 So it's really simple. Basically, you upload your labels here. If they're PDFs, if you've got JPEGs, then you just do a weed transfer link or Dropbox or whatever and something like that. 02:16 Okay, yep. The next stage then is me to have having a picture of the wine. So I can see where the labels fit, where what exact colours are, where the label positioning is, how big the label is. 02:29 So you can either do that by sending me an existing URL of your product or that's to your website on down there, please or something. 02:36 Boy, you just literally take it to the picture with your smartphone and submit that. Gotta give you all a line. 02:40 It doesn't have to be a professional photograph at all. It's just literally a snapshot so I can get an idea of how the wines look. 02:46 And then step three here is choosing your bottle. So whether that's your bottle of carrots, whether that's a burgundy's, whether it's your Rome style, your Alsace style sparkling. 02:56 And so there's lots of options but there's also down the bottom. If you've got a weird bottle shape. I think you can select that as well and I can have a further discussion about what bottle shape that is and how we make that work. 03:05 Um, and that's pretty much it. And then you send it through and the tah, the, so let me just skip on here. 03:12 I've got two in the basket already. Um, so the normal ten hours I say up here. It's two to three weeks but if you need it quicker then you select three-day turnaround or one-week turnaround. 03:27 So three-day turnaround is sixty dollars per image. You add how many you want with this all of them or just a few of them. 03:32 Um, uh done express and then you list which ones you want to express and then it's a simple matter of time being. 03:40 and that's uh sorry that that's Aussie dollars right? Yes so that's that's all Aussie dollars yeah so there'll be GST on top of that as well. 03:49 Um so yeah so predominantly it's kind of looking to the Australian market first if it then goes to international which of course is Canberra there's no no reason for Australia at all can be anyway. 04:02 Um they're mainly just worth making a website for .com um as well but obviously there's no reason why they can't use this this website as well. 04:11 Um so yeah it really is kind of that simple and then it's can you wait and then send and give you your Thank you. 04:20 Why was that? Can you can you show some show some examples? Uh sure so. Um back to obviously the three at the top there. 04:34 Um if we go to the portfolio. Oh sorry yeah I missed that. Yep. No. So that's fine. So I've got a fair few here. 04:43 So there's Unzinger down in umm Tasmania. There's a lot of smoke in Munchy. Strange brew. I think they're Adelaide. Um so here's an example of kind of an other wine bottle here with the Hunter Wine Lab. 04:56 Um Celera. Uh it's Denein. U.S. Sematone. Um so there's also, I haven't marked this too much here but there's the lazier could've done that olive oils as well so um they sent me a couple of olive oil bottles and then I did that whole range for them. 05:14 Um but there's no reason why I couldn't just buy an olive oil bottles and then Photoshop that on. Um. Yeah. 05:20 There's laughing jack. It's like Barrington. There's 33 wines. The lazier. So there's quite a few who've used it and once they kind of get it they keep coming back. 05:32 Every uh vintage just kind of like well this is the style we've gone for. It's that easy and let's just keep doing it. 05:38 So once people get it they keep using it. So I've got a question for you mate. Do you offer to remove the vintage and have a non vintage label? 05:50 Because I encourage someone to upload images that it's obviously transferable across so they don't have to redo their artwork. Yeah, definitely. 06:02 So it's kind of this thing. If they ask the question then I'll then I'll say yes sure. I can do a non vintage version for you. 06:08 So how I do that, I usually charge for two images then. So I charge for the vintage version then the vintage taken off. 06:15 Cause then that kind of future puts it a little bit. Cause obviously if winery is a savvy enough they go well we just keep using that non vintage label. 06:20 Continuously, which is fine. I'm not going to shout from the hilltop so they can do that but if they want to they can work that out and go yep then you can do that. 06:28 So I just charge that twice just so I can teach them a little bit. But changing vintage is umm I can definitely do that. 06:34 If it's easy enough so 2021 to 2022 is obviously a much easier change. Just move the two over in Photoshop. 06:40 If it's 24 then obviously you need to send the label in. I'll then charge that as a new image umm because that's essentially what it is. 06:48 So I'll charge the image uhh as a new vintage as a new image. Do you have any examples of a back label? 06:55 I'm assuming it's very clean and neat just like the examples we can see here. But do you get any- what is doing back label requests? 07:02 Uhh yeah not occasionally not for- I haven't had back labels for this service but in the studio yes uhh so in the studio it's a bit more of a painful process. 07:12 You've got a- it's a white wine you have to take the front label off and photograph the back labels as those horrible with shadow coming through umm but in terms of this process. 07:19 I'm say. It's totally the same deal you just send the back label as part of your uploads umm and I'll make the back label version. 07:29 Because I think there's some things that wineries- wineries they're missing out a little bit they're just focusing on the front label which is fine but there's also those who love the back label information. 07:40 Yeah, I'm just going to keep that on that, yeah. Yeah, definitely. And it'll just be treated as a as a new image. 07:47 Um. But yeah, there's even more stuff. Yeah. You could even kind of rotate it if you wanted to. Yeah, that was the next question. 07:58 Do you do 3D? Uhh. Uh, sort of all moving. Yes, it's something that I've played with. It's kind of um fairly time consuming. 08:08 Um, so I've kind of left it until someone's asked for it. If someone asked for it, then I'll work it out. 08:13 Um, and it would definitely be possible. Um, and then this one is what you've done it. You go, okay, that's the process. 08:19 Now I'm. I don't how much time it takes and how much to charge for it. Um, but it's, it's definitely doable. 08:26 Um. Yeah, this looks pretty cool. Yeah, so it's, it's one of those things like it's, because you can call it digital photography. 08:36 People don't quite get it. You call it a mock up. People think it doesn't quite sound. Well that's. It's not the final product. 08:42 Um, so it's more about showing people say, hey, this is the idea. I want people to see if they get it. 08:48 It's yet to be kind of terminology for this. The people go, oh I know exactly what that is. That's uploading a label to a wine bottle. 08:54 So I'm kind of trying to explain what digital photography means. It's not just photography on a website, on a digital platform. 09:00 It's a, it's kind of a different medium. Umm, I knew it was really cool. I think I had a lot of wineries to seriously consider this because I know there's a lot of people out there with their smartphones and I think I've got the latest iPhone. 09:13 It's got a cool camera on my, on my photographer. Um, and what they churn out is, is, is really easy. 09:20 It's sort of not as, as class is this. Um, even if in their mind that they think they're pretty good at it. 09:26 Um, I would suggest that for the price, um, that you're offering, um, you know, the time that they would have spent trying to muck around doing it themselves. 09:34 So, you know, if they rate their time on a dollar value, they would have spent more dollars doing it themselves than using it. 09:40 Yeah, precisely. And, uh, you can really tell a bad product image, uh, if it was listed alongside others that have decent product photography. 09:49 So you go to any review, a buck of any magazine or whatever, and the ones that are really bad really stand out against professional ones. 09:56 And then I guess we would just make assumptions that, well if you don't care about your photography, maybe you don't- I care about what's in your wine as well, and it's just, it's more that, it's not professional photography stands out because it's good, it's more the bad, it stands out because you haven't 10:09 got it the best you've done. So, yeah. As a winemaker, I've always made the mistake early on in my career saying it's what's in the bottle that counts, not what's on the bottle, but I've in my wisdom. 10:20 I mean, maturity realises that we feast with our eyes and that if you don't have your, your imagery content and your bottle shots done well, then people are going to just move on to the next one that does look good. 10:31 Yeah, and I think there's a small step from going, well you're, you're label on your wine, you're trying to sell the what's inside by your label on the bottle, right? 10:40 So, you know. Just look at that, that screen there and you've got books in there which is trying to be a classy, you know, this is a classic style and then you go across the strange brew, they're clearly trying to do something a bit more adventurous and it's all set in the label. 10:54 So the imagery is really important. Um, just selling your label is trying to sell you what's inside the wine, so the f So if I go up of that label, it needs to do exactly the same Uh, so I mean are you able to do, like so let's say like if a-if a wine has like a wax-a wax top for example, are you able 11:13 to superimpose that or whatever, do what you do to, um yes, So you can see in that, so I don't think I've got a cork cap there with a foil on it and it's lazy, I could've got that um gold wrap and it's the uh the pop cap on the Strainsbury once. 11:34 There's all the different sorts of caps that I've also got in my Photoshop library. Um, that's, yeah. Obviously it has to be someone very skillful to be able to do this, but you just basically take your cap and you mow the onto the bottle in Photoshop and you choose the right one for the right bottle 11:50 and you make it look like it. So you won't be able to tell that one top is moved from one line to the other. 11:57 And if there's something that's not in my library, um. Then it's a simple matter of me going to find that. 12:03 Whether that's going to Dan Murphy's and saying I need this bottle. And then I've got it permanently in my library from then on. 12:09 So the first one is yeah is a bit more of a cost to me. Um. But it's useful from then on and eventually I'll have every scenario covered. 12:18 Um. .. And actually what you're like. I'm sorry. Oh sorry. There you go. No no. You finish up. Oh well I was thinking that there's also um so this foil labels as well which obviously has kind of that um different lighting on it. 12:33 Um so I make sure that that is all kind of taking care of as well. It's not just a label that's slapped on. 12:38 I then look at it and go okay the light is coming down. On the left there's some gold uh foil on this label for example. 12:44 That also needs to be shining on the left. It's so probably something that nobody wouldn't really notice. But being a bit of a perfectionist I want if I see that in a magazine on the look at it you know. 12:55 Yeah that does look exactly like it's been shot in studio because the light on that foil is it's looking. Yep like it's been lit as well. 13:02 So just run through the pricing again. So it's $80 per image and that's with a two to three week turnaround. 13:13 It's usually quicker than that but just to give me kind of some buffering or something happens or whatever or I get a bump load of work. 13:19 Um. But then if it is an urgent request then there's a week turnaround which is, I have to remind myself of that. 13:28 Um. I think it's $30 extra per image and then there's the 48 hour turnaround which is $60 per- So that's added on top. 13:43 So it's $80 initially and then a week turnaround you have $30 per image on top of that or $60 if you want a 3-0 turnaround. 13:49 Oh I see. So $80 per image and then you pay a premium to have the quicker turnaround. Yeah, that's right. 13:56 So if you want a warm week turnaround then it's obviously going to be $110. Uh. If you want a 3-0 turnaround then it's $140 per image. 14:07 Okay, so it's not like all of them have to be done express. If you just want to just one needs to be done but you want to get your entire range done. 14:14 Just pay for the one in which that needs to be done. Let me know which of the wines it is and that will be done express the rest of the two. 14:19 then charge of the two. So basically like you know your average winery can get all their product photography done for a thousand bucks. 14:29 Um and without sending any bottles in without doing any heavy lifting shit so to say. Yeah, precisely. And you'll lay the labels for each winery should be easy enough to find, right? 14:44 So you're it's the same ones you're sending up to your printers anyway. So if you don't have them your printers should have them. 14:50 Um it's literally those PDFs. Um as long as they're high enough res. It's obviously they're small res than the I can do. 14:56 Oh yeah. Yeah. You can use like AI to kind of enhance. Those at an extra cost but it's easier for the printers to just send you the highways versions that I have. 15:06 So you should already have these files on in fact it should be part of the process, right? You're sending it to your printers anyway. 15:11 Just send them up to me as well. Yep. Yeah. Yeah. That's fair process. Okay. It shouldn't be an added, added headache. 15:19 Um. Thank you so much for I'm going to you're obviously going to you place a lot of emphasis on the colors and if you can stick back to that slide where you had the the Lazio color label. 15:30 Um I I know that marketing mines really make sure that their brand is is portrayed correctly and the colors. These are correct things like that. 15:42 Um you can see that the Lazio label is highly colorful and and I know that this is very true to what it looks like in the flesh and shout out to Paula at Lazio is one of the with wine platform users. 15:56 Um so you obviously you have a lot of importance on. On that I have to issue. Oh yeah yeah because the last thing I want all day one is a lot of back and forth and saying hey look it's slightly twinked out. 16:09 I mean that's inevitable with kind of like rose days on white wine. Sometimes the the bottle of shade is not quite credit will change from vintage to vintage right. 16:17 So there is some back and forth and the label is not quite right. Then I'm more than. I'm happy to go again well I want to get it right for you and then it's faster. 16:24 I do get it right first time. If you if those printer files are accurate which there's no reason they shouldn't be then it's going to transfer across into the bottle with photography and very rarely do people say can you change the colors on the label because it comes across. 16:37 As it is from a. I'm sorry Scott. Yep. I was going to ask about wine medals. Has there been any examples where you've been asked to um put a medal on the label because quite often wines will win a medal um in a wine show or where an accolade somewhere. 17:00 I mean that that is achieved after the labeling process so it's very hard to actually manually go and label those wines. 17:08 I know it can be done but are you able to do that? Yeah that wouldn't be an issue at all. 17:13 That's happened with a or I've taken a wine in the studio itself and then the next vintage they didn't want to send me one. 17:20 They just wanted the labels on so that was easy enough to just send those through and then yeah it's the same process. 17:26 You put that in the label file and it would it would curve to the bottle depending on where it is on on the label. 17:32 Um but yeah that would be no issue at all. Um just adding that on. So basically to the crying this into the s***. 17:40 . . Throwing this into the mix of everything. You know like because when it comes to you know product photography and what not you so you can send option A which everyone's been doing forever is send your box in and we'll take photos and it will take however long it takes. 17:54 You may or may not get the box back. Um but basically option A send in your physical bottle. Um then you've got your you know your pure 3D render um but that's actually quite expensive um and then this is kind of like you know this is kind of like a happy middle ground so you know if you if you don't 18:16 want to ship your stuff in and you don't want to spend that sort of money. I mean don't get me wrong you know this stuff is very good but it is very expensive um then this is kind of like I feel like a good middle a very good middle ground for the majority of people. 18:31 Yeah it's certainly better than just taking a picture of a product with an iPhone. Yeah exactly it is a is a a bit of a mission of mine to be like I just want. 18:40 I would think if I see a bad product photographer photograph in a magazine so I just want to fix it. 18:45 It's a really easy fix. I just want to show people how easy this could be. Um and yeah my background is uh have you heard of Fairy Brothers in the UK they're like yeah yeah yeah. 18:59 Of course I'm. I mentioned you can kind of tell the tell the king what to serve at Wine Bank but I used to work for them. 19:05 I was their photographer back in the UK um and did all their kind of product photography and it was like their mission was like we just want every winery uh wine on our system. 19:13 4,000 on products live at any time. Have a decent photo. Yeah. And the stuff you get from uh. The wineries. 19:22 Sometimes it's good and sometimes it's terrible. So you then I have to go and pick it off the warehouse shelf put it in the studio photograph it myself and it's just kind of forming this idea. 19:31 There's got to be an easy way. The technology back there wasn't really there and my skills weren't there and I'll kind of just take it to Australia. 19:38 I thought this is a need that needs to be uh. needs to be filled. Yep. Yeah, I mean I've seen um I've seen I've seen pictures of you know I've seen a picture taken with an iPhone with a you know so the bottle of there and it's taken with an icon and there's a can of being in the background. 20:00 And um and and that was their product listing on the website so um yeah it's as you say like sex sex does sell um so um I think sort of and that's kind of why we wanted to do this is to show people like you know that there's another option than just physically sending them. 20:20 stuff in and and it's certainly at a sort of financial price point that that's very very palatable for most people I would have thought. 20:27 I guess it appeals it should appeal to a small to medium winery is where photography is kind of falling over the list that all the hard work is done and the last little bit doesn't really get sorted out because they relieve the ones in the. 20:40 bottle and on the shelf somewhere it's this last little bit they need to kind of get done but also for bigger wineries as well the amount of times I've gone on to larger wineries websites and they've gone to different photographers because someone's you know left the game moved on the next person is 20:54 use a different photographer they all look professional but like actually that's a good point to see all the lines are different all the lights are different. 21:00 All the shadows are different. Yeah okay that's interesting. I think a winery this is consistent right it's easy and consistent just obviously I'm invested interest in this but send all your range to me and get it all done quicker and easier instead of having this range of styles on your product photography 21:19 pages. It's, And I assume, do you send the product, you send the page, sorry you send the files over like without a background so you strip it off the background and what not and you just dump it all into a Google drive or a Dropbox or something and. 21:34 Essentially yeah so I usually use Wii transfer but yeah so there'll be two to umm. . In to umm types of image for each bottle. 21:44 So you get the one with the white background and then one with transparent background. So it can go on your website on any colour. 21:51 You can go into magazines or whatever background colour. It won't be a square white block. So that comes in the price. 21:57 There's no extra price for that so. I'm taking the back on that. Yeah, I mean we've been mucking around with um well AI but like we've been we've built a tool. 22:13 We haven't released it yet but basically we're um you know we the point of the day is going to come when we're getting people to upload an- upload the image file into with wine and then our AI tool picks up the brand name, the product name, the vintage if they're a tasting note it just basically goes 22:36 your upload a picture of your image into with wine and it just- fills out your product umm detail for you umm so and then kind of the next step is then where you know if we've got that image file umm maybe you know maybe at some point in the future we can do it where they can click a button and send 22:56 the image file to you and umm so you know the you know whatever Bye bye. So umm so that's pretty cool mate. 23:03 Can you just umm just highlight two to people your website umm your website web address and phone numbers and all of that. 23:13 Yeah so umm shangeless plug. That is the line photography studio.com.au. That will tell you to- uh home page so you've got the physical studio down the bottom and the digital one is at the top there. 23:25 umm phone number is 0411796309. Cool. I have the website. I have two products. I've got the umm the email address at the bottom info at. 23:39 And just that, we'll be going to go on to studio.com. Should be contact here. Contact form. So if there's any other questions or whatever, just fill in the contact form and say it can you just clarify certain things or whatever, that's more, more time. 23:53 Yep. Cool. Awesome. Alright mate, thank you. Well thanks very much for letting me. Umm, steal a phone and tell if people uhh can get something out of it. 24:07 Oh good. Alright buddy, thank you. I'll hit stop on the recording now.