The purpose of the diploma thesis entitled Storytelling in commercial photography is to create a series of commercial photographs that represents the vision and mission of the chosen brand in a narrative way. We have focused on the cycling industry and connected with a real client on the Slovene market. We chose the company Berk Composites, which manufactures ultra-light cycling components and is best known for its carbon fiber cycling saddles. We first learned about the different fields covered by commercial photography and the reason why some brands use stories in their advertising, which we also supported with an example of good practice from the brand Rapha. Photography is closely connected with light, therefore we also described lighting, the basic characteristics of lighting and light sources that are used in today's industry. Together with the chosen company, we prepared the work plan and outlined guidelines for creating a photographic story. The series of photographs is not product-oriented, the product only serves as a connecting element and represents the main object which tells the story. During the photo shoot, we focused exclusively on cycling seats. We've divided the executive part into two parts: in the first one we showed the production of the saddle and in the second we showed the use of the product during cycling activity. We have used all the necessary photographic equipment, flashes, light modifiers and the knowledge gained from the theoretical part in the practical part. We have also created a detailed description of the entire photo editing process, covering all the steps in the post-production. The final result of the diploma thesis is a series of sixteen chosen photographs, which our client can use for their own promotional purposes.
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