Photography
Our photography is an important factor for creating an emotional connection to our brand. It adds depth and context to the stories we tell. It reflects the diversity and relentless spirit of our customers in authentic and thoughtful ways.
Our audience should see themselves in our photography so it’s important to capture moments that feel real and accessible, while also sparking curiosity and inspiration.
Point of view
In addition to the brand principles, four points of view further our vision specific to photography: Human, relentless, futuristic, and smart.
Human
For portraiture, we recommend veering away from photos that seem posed or perfect and taking a more
editorial approach. Let’s capture moments that feel authentic and candid.
The subjects should feel relatable, relaxed, and imperfect. Seeing the subjects with their eyes closed while laughing or in the midst of changing posture with faces that aren’t retouched are great ways to make them seem more relatable and human.
Relentless
Conveying relentlessness requires showing people who are working in their element and don’t have time to sit and pose for us. People should feel less staged and more like they are pausing for one moment before they get back to work, or are so immersed in their work that they don’t even realize the camera is there. We’re also not afraid of a bit of mess—the work environment hasn’t been cleaned up and they’re surrounded by their passion.
Futuristic
When conveying futuristic qualities, it will be important to ground photos in a sense of humanity. This can be done by showing humans interacting with the technology they are creating. Even if it’s just a hand or a person in a suit, showing the “present’s” participation in the building of the future will help a viewer feel connected to it.
When conveying futuristic qualities, it will be important to ground photos in a sense of humanity. This can be done by showing humans interacting with the technology they are creating. Even if it’s just a hand or a person in a suit, showing the “present’s” participation in the building of the future will help a viewer feel connected to it.
Photography types
Portraiture
Portraiture should capture the humanity and drive of Autodesk people and partners, focusing on the unique personalities and perspectives they provide.
Reportage
Portraying the single-minded curiosity and hard work of those who create in a style similar to documentary ilmmaking or journalism presents a commentary on Autodesk’s role in society.
Contextual Stills
Still life imagery is helpful in revealing the context of the overall story by showing how things work, conveying concepts, and presenting details.
Composition
Image composition is one of the many ways the Autodesk brand story can manifest. Here are some considerations and tips when composing an image:
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- Adhering to the rule of thirds or leading lines creates a dynamism in the image that reflects the relentless drive of the Autodesk ethos
- Keeping the angle of the perspective at eye level creates a sense of trust, authenticity, and curiosity. Shooting from extreme or unnatural angles warps the vision and creates an imbalance between the observer and the observed
- Use DOF to help tell the story or draw attention to subject.
Casting
As a company that supports diversity and belonging, Autodesk should aim to feature a wide range of people (varying age, race, gender, career level, body type, etc.). Also keep in mind to cast subjects who do not look like professional models.
They can highlight the digital path of a subtractive manufacturing toolpath or reveal details hidden beneath the skin of a product to give more clarity to its inner workings. Technical overlays can be used across industries at different scales and are another way to embody our brand principles in our photography. Visit the DAM for our library of technical overlay imagery.
Photography guidance
Autodesk is about changing the world in a practical and tangible way, and as a company centered on these ideas, avoid artifice as much as possible in photography. Here are some things to take into consideration:
Pose
Avoid arms and expressions that feel posed
Environment
Avoid backgrounds or foregrounds that feel set up.
Clothing
Avoid clothing that feels unnatural or would belong in a fashion shoot
Expression
Avoid unnatural smiles and expressions
Equipment
Avoid too harsh of a flash that washes out details
Angles
Avoid shot angles that are not conducive to the storytelling
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