In this blog post we will be looking at Steve Bronstein as I would like to recreate his image for one of my studio shoots.
Steve is an American advertising photographer, who is well known for working with Absolut. Bronstein has been producing for Absolut for nearly 25 years; the collaboration has led to over 200 pieces created with the intention of advertising Absolut.
In 1970 Bronstein began working as a photo assistant and then found he was working for freelance photographer Steve Steigman (Best known for his Maxell “Blown away” image). Steigman employed Bronstein to work as a still life photographer in his studio to help with the workload. This led them to be able advertise in “the Creative Black Book”, which at the time was a very well known directory for advertisers.
When first shooting Advertising Photography, Bronstein worked with 8×10 transparencies as they gave very high quality shots. It also taught him that anything done in camera is better than retouching afterwards, which can bring all sorts of problems to the table. This holds true today even with digital cameras, though Photoshop has advanced it makes things easier capturing in camera.
In the 1980’s Bronstein was approached to shoot some images for the then obscure Swedish Vodka Absolut. Their advertising agency TBWA, liked the test shots and this began their contract, which led to over 200 advertisement images being produced.
I like Bronstein’s way of working the fact that he kept the principle of getting everything in camera before working on the image in post. It has made him more critical of his digital work and to push for even higher quality images.
These are two of his images that I particularly like from Bronstein’s collection of works from the Absolut partnership. Which had over 200 adverts made from the partnership.
Bronstein has a studio in New York, that is very big and has allowed him to complete some of the shots he has been known for. Bronstein prefers to shoot mostly in camera to get it right be for post. As you can see that some of his images were shot before the dawn of Photoshop and you had to use computers built to run Paintshop and other post product computer generated programs. So in the image above you can see how these shots were taken with hand made sets and custom made pieces for the image. He has a range of studio lights to accommodate the adverts and to produce complex lighting in camera.
Bronstein has worked from Medium Format to Large Format film cameras (8×10 film transparencies). Since the dawn of digital photography has moved to medium format digital camera as they provide a very high quality image.
Thank you for reading this post about Steve Bronstein, I am very excited to try and re-create this image in the digital format. I am also aware that there is layout issue on this page and I am not sure what is causing it.
Photography Podcast (Interview with Steve Bronstein) http://fulltimephotographer.com/227-steve-bronstein-thinking-in-analog/