A while ago I was asked to photograph the global launch campaign for Shimano's newest flagship product, the new DURA-ACE system with the legendary all-around winning cyclist Mathieu van der Poel, Coryn Rivera, and others.
The shoot itself was a big production puzzle because of the schedules of the different riders, location, and the arrival of the first product. A few weeks prior to the actual shooting days we had a test day where we photographed every angle needed for the campaign with a test rider and figured out where all the lights needed to be placed. Also, we measured the height, distance, and power of each light setup. This ensured us that we knew actually how the images needed to be shot because we had limited time with every rider.
As you can see below, I used the broncolor Scoro 3200 S pack with a Pulso 4 flash head inside the Softbox 30x180 cm as our overhead light for all the images - broncolor Para 88 with a Siros 800 S as our main light - broncolor Octabox 150 cm as a fill from above, a small Softbox 120x30 low to fill in the shadows in the lower parts of the rider and finally a Pulso head with the P70 reflector as a backlight from a far distance. The powerful and still short flash duration of the broncolor system provided razor-sharp frozen motion in all of the images. All shot on my Phase One XF camera with the Schneider 28mm F4.5 wide-angle lens.
Good solid preparation was key to running this campaign smoothly. Big thanks to the entire crew who made this project possible!
If you are interested to see more of my work please visit my website or Instagram, www.instagram.com/jeroennieuwhuis
Credits
Client: Shimano
Client representative: Erik van Kooten
Agency: Doorrood
Art director: Raimond Wamelink & Dewi Hoppe
Account manager: Rinske Ormel
Photography: Jeroen Nieuwhuis
Producer: Roxanna Patawala
Assistents: Jasper Boeve, Ramon Olthof, Steyn van der Veen, Ziggy Hemme
Make-up artist: Michelle Voogd
3D background: Elroy Klee & Delano Klee
Post-production: Elroy Klee, Jeroen Nieuwhuis, Raimond Wamelink
