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Design for print

Wax model girls in advertising

Quite often in advertising, the photo you see is not the one that came out the camera! There is a lot of retouching involved in order to make the image attractive to the reader. The photo retoucher is like a digital make-up artist, fixing natures imperfections to sell the perfect product. For this image we have a model that is meant to look like a wax figure. Therefore a lot of the retouching is based on smoothing out the skin and creating drama. We use a lot of gaussian blurs and painting with a stylus tablet in this exercise.

STEP 1
The background for the images was shot in a studio. A matte silver acetate material was fixed to a concave cardboard structure to create a sense of dimension and texture. The light source consisted of two flash heads on either side, positioned at 45 to the surface. A soft light was also positioned at the top to act as a filler.

STEP 3
The model was shot against the silver background to get the light reflecting on the models skin. Extend the canvas area and add the background file onto a lower layer. Add a feathered layer mask on the top layer to achieve a smooth transition.

STEP 2
The lightwave effects were created by using ambient halogen lightheads, shot in a studio setting on a 4 8 second exposure. The motion was created by a person painting with light. The person moving the lighthead was dressed completely in black, standing against a dark background to avoid showing up in the shots.

STEP 4
Create a vector layer mask around the model, using the pen tool. Create a selection base on the mask from the previous step. Expand the selection by 20px and feather by 10 px. Use the Gaussian Blur filter to achieve the desired effect.

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STEP 5
On a separate layer, add a dark vignette around the edge of the image using a soft, large brush. Set this layer on multiply. Create a vector mask for all skin areas using the pen tool. Set skin selection on the face, contract by 18px, feather by 9px. Copy the selection and paste onto a new layer, then apply the Gaussian Blur filter at 16 px. Set skin selection on the rest of the body, contract by 11px, feather by. Copy the selection and paste onto a new layer, then apply the Gaussian Blur filter at 14 px.

STEP 8
Roughly select the shape of the lightwave in its original source file. Paste it on a top layer into your master document. Set the layer on Lighten at 100% opacity. Use an alpha channel to mask off areas of the light which are obstructing the focus of your image (i.e. the models face, hands, or detail on the dress).

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STEP 6
Set an adjustment curves layer on the skin tone. The curves input is to be set at 129 and the output is 189 (the values may vary depending on the amount of glow you want to achieve).

STEP 7
Set a layer mask on the top layer of the face and use the eraser tool to bring out the details of the models face. The eraser brush should have soft edges and the opacity may be adjusted depending on the amount of detail you want to show through. Erase areas of the eyes, mouth, bottom of the nose, and any defining shadows or highlights to add definition to the face (i.e. jaw line and highlight along the length of the nose).

Firedog is headed up by a duo of ex BIG agency partners. No bureaucracy, no hierarchies and no intimidating account teams trying to justify their fees. Its just the right measure of experience, talent and passion needed to get things done on time and within budget. Firedog consists of a small but highly-adept team of four full-time designers, each with their own unique skill set. This function is then supported by a dedicated Project and Account Management team. Through our reliable network of partner companies and associates were able to scale up or down and to build specialist teams to deliver beyond your expectations and within your budget. Firedog Design is an established design consultancy based in Hoxton Square, London. We are particularly good when it comes to branding, design and digital media. A client recently said that Firedog is everything you need from a leading design consultancy without the fuss, price tag or over-bearing folk associated with London agencies. The firedog manifesto preaches of passion, good thinking and stunning creative. Its a mantra we practice everyday. We believe in bold moves and subtle executions which deliver projects and brands that companies ultimately desire. Were rather bright, we love straight talk, were more human than most and we occasionally dont win pitches. At Firedog, were young enough to listen and were experienced enough to know what works. We wont rest until were recognised as Londons most respected boutique design agency. Firedog. It's where logic meets magic... Clifford Boobyer, Creative Director, Firedog Design

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