PHOTOGRAPHY & CINEMATOGRAPHY · Through cinematography, you can better convey the feeling of actually being in Alberta, in the very moment of adventure. By simply moving through landscapes,

© 2015 CRIT ICAL MASS, INC. ALL RIGHTS

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PHOTOGRAPHY & CINEMATOGRAPHY


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YOU’RE HERE BECAUSE

YOU’RE READY

WELCOME TO ALBERTA


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READY IS ALBERTA’S

NEW ATTITUDE

WHAT IS READY?

The attitude is a warm, personal yet adventurous invitation to our breathtaking landscapes and

authentic experiences. It’s an attitude shared by Alberta’s big-hearted mavericks and you.


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READY CAPTURES THE HUMAN

EXPERIENCE AND MAKES IT

PARAMOUNT

WHAT DOES IT MEAN TO BE READY?

Real people. Real Adventures.


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YOU’RE READY BECAUSE

YOU’RE AN AMBASSADOR OF

HUMAN EXPERIENCE

WHY AM I READY?

You live it, capture it and share it everyday.


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LOOK & FEEL


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TRAVEL ALBERTA

WANTS YOU TO SHARE

GOOSEBUMP MOMENTS

LOOK & FEEL

If you combine breathtaking landscapes & authentic experiences, you’ll create a

goosebump moment. These are photographs and video, worthy of carrying our badge:

(remember to breathe)


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TO CRAFT A GOOSEBUMP MOMENT,

YOU’LL NEED TO KNOW IF IT’S

READY

LOOK AND FEEL

The following two chapters on photography and video will provide criteria

for what makes your imagery READY.


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PHOTOGRAPHY


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THE LOOK OF READY WAS

BORN IN SOCIAL MEDIA

PHOTOGRAPHY

The photographic style is derived from real traveller imagery

found on Instagram and similar social platforms. It’s spontaneous, youthful and honest.


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READY NOT READYREAL EMOTION

REAL ACTIVITIES

YOUTHFUL / ENERGETIC

NATURAL COLOUR / LIGHT

SHOWS CONTEXT /

LANDSCAPE

VISUAL BALANCE / CENTERED

SIMPLICITY

HDR/HIGH SATURATION

THEATRICAL / ADDED

LIGHTING

POSED / STAGED GESTURES

INTENSE IMAGE FILTERS

DISTANT / THIRD PERSON

PERSPECTIVE

CLICHÉ / TOURIST PHOTOS


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YOU FEEL LIKE YOU’RE

IN THE MOMENT

HOW DO YOU KNOW IF A PHOTO IS READY?

Shoot for a first-person and/or second-person perspective.

This shows that the photographer is part of that group, on that same journey.

Avoid third-person perspectives, as that can imply you aren’t there.


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YOU ARE PART OF THE

ACTION OR EVENT


Stay close to your subject because you’re right behind/beside them, convincing them to “jump in”.

Shoot gestures and actions that capture real people, doing real things.

Create anticipation and wonder by shooting the moment, before the main event.

Lead the audience to anticipate the subject’s next move.


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YOU’RE INVITED AND

INVOLVED ON THIS JOURNEY


If your camera represents our eyes, let us feel like we’re welcome. Simple eye contact,

proximity and acknowledgement will let us feel the friendship and excitement.


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YOU ARE LURED

INTO THE LANDSCAPE


Even in the absence of people, landscapes often frame the path for you.

Whether it be a road, bridge, trail or even a natural formation… Alberta will

point you forward, toward beauty and adventure.


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YOU ARE TELLING US

WHERE TO LOOK


Your camera is our eyes. Show us what you’re experiencing by keeping the

subject matter centered, focused and the composition… simple.


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WHEN IN DOUBT, LOOK AT YOUR

PHOTO AND ASK YOURSELF…


• Does it feel like I’m there?

• Am I / Could I be part of that group?

• Could I reach out / call out to the subject?

• Do I know what you’re looking at?

• Is the landscape breathtaking?

• Am I invited into the moment?

• Does the moment feel real/spontaneous?

• Is my attention drawn to the center?


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CINEMATOGRAPHY


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THE LOOK OF READY IN VIDEO IS

THE SAME AS IN PHOTOGRAPHY

CINEMATOGRAPHY

Through cinematography, you can better convey the feeling of actually being in Alberta,

in the very moment of adventure. By simply moving through landscapes, participating in activities

and staying close to your friends… the audience can immerse themselves and be there with you.


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READY NOT READYCLOSE PROXIMITY

ORGANIC MOVEMENT

(HANDHELD)

SPONTANEITY / FINDING

FOCUS

1ST PERSON / 2ND PERSON

PERSPECTIVE

SHOWS CONTEXT /

LANDSCAPE

VISUAL BALANCE / CENTERED

ADDED LIGHTING EFFECTS

VISUAL EFFECTS / CGI

POSED / STAGED GESTURES

TRIPOD MOVEMENT

(AXIS-LOCKED PANNING /

TILTING)

DISTANT / THIRD PERSON

PERSPECTIVE

UNNATURAL STABILIZATION


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YOU ARE PART

OF THE MOMENT

HOW DO YOU KNOW IF YOUR VIDEO IS READY?

Alberta is a first-person and second-person experience. Make the audience

feel like they are there with you, enjoying the moment.


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YOU ARE CLOSE TO

YOUR SUBJECTS


Stay close to your friends because you are on the same journey. Let us feel

like we could reach and touch our friends on the shoulder and show them

where we want to go next.


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YOU ARE FEELING

THEIR REACTIONS & EMOTIONS


Let us see what you and your friends are looking at, then tell us how we

should feel. Eye contact and gestures speak volumes about what somebody

is feeling.


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YOU EMBRACE

ORGANIC CAMERA MOVEMENT


Hiking has swagger, snow sports are smooth, aerial views seem to float and

back roads are often bumpy. Embrace the natural movement of your camera

on different terrain.


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YOU FIND A PATH

THAT OTHERS DON’T SEE


In the absence of people, Alberta’s landscapes will point you towards adventure.


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YOU ARE TELLING US

WHERE TO LOOK


Your camera is our eyes. Show us what you’re experiencing by keeping the

subject matter centered, focused and the composition… simple.

Documents

PHOTOGRAPHY & CINEMATOGRAPHY · Through cinematography, you can better convey the feeling of actually being in Alberta, in the very moment of adventure. By simply moving through landscapes,