Kettle Moraine 100 Endurance Run: Photo Essay

2015 offered a creative challenge for our photographers: the Kettle Moraine 100-mile ultramarathon. Race directors Tim “Timo” Yanacheck and Jason Dorgan hired Focal Flame Photography to document the 20th year of the race, which was started in 1995 by husband and wife ultramarathoning legends Kevin Setnes and Kristine Clark-Setnes.

Yanacheck wrote, “[The Kettle 100] was founded as the first 100-mile race in Wisconsin. Both of the founders, Kristine and Kevin, are former national champions. They live near the race site and still volunteer at the race every year. After six years, the Setneses turned the race over to Jason Dorgan and me; Jason and I have served as co-race directors ever since.”

The race offers 50-km, 100-km, and 100-mi course options, and a “fun run” option that’s a mere 38 miles long. Aside from road crossings, the course is run entirely on trails and follows the Ice Age National Scenic trail for nearly 65 miles. Meandering through and over moraines, the rolling elevation results in a total altitude gain of about 8,800 feet. It’s a perennial favorite in the ultramarathon community. Yanacheck wrote, “There have been a lot of impressive performances over the years. One notable historical fact that we're rather proud of is that the Kettle Moraine 100 was the first major 100-mile race won overall by a woman, Donna Perkins, in 1998, and Donna's time (18 hours, 12 minutes, 30 seconds) still stands as our course record for females. Our course record for men was set by Zach Gingerich in 2009, 15:17:32.”

Focal Flame photographer Austin Cope (who now lives in Colorado) created this photo essay of the 20th running of the race. (Focal Flame Photography also provided race photography this year for the 21st annual Kettle Moraine 100 on June 4-5, 2016.) Austin found himself drawn into the rawness of an endeavor that was primal in its intensity, while being imbued with a sense of tranquility from the woodland setting.

“Jason and I became involved in the race in 2001 because we were both avid trail runners, ultramarathoners, and advocates for nature and the environment. We recognized that Kevin and Kris Setnes had started something very special and we wanted to do what we could to continue and build upon their efforts in a sport that we love. ”

— Timo Yanacheck, race director

“‘These people are insane.’ I said it as I shot the early, early race prep and start, when I saw struggle on the course, and when I saw the first finishers cross hours and hours and hours later.”

— Austin Cope, photographer

“I knew more or less what to expect from the many other (shorter) races I’ve shot, so I wasn’t surprised by what I saw so much as by the intensity of it. Everything seemed amplified. Runners seemed that much more excited, focused, tenacious; supporters that much more supportive; the air that much more electric. There was a sort of weight that’s hard to put into words.”

— Austin Cope

“We believe the Kettle Moraine 100 is special for a number of reasons. One is that our unique course: a long and uninterrupted trail over the geological wonder called the Kettle Moraine, a unique product of the Ice Age. A major portion of our course is on the renowned Ice Age National Scenic Trail. Another special feature of our race is that it is in the Midwest, where the beautiful forest greenery and solitude of the place are often overlooked by persons seeking mountains and beaches for their recreation. And another is that we are blessed with support from hundreds of local runners who share our love for this gem of nature close - but not too close - to some major metropolitan areas.”

— Timo Yanacheck

“My assignment was more flexible than usual: as long as I shot the start and first finishers, I was free to shoot pretty much anything else in between. I spent that in-between time (an entire day) hurriedly driving from checkpoint to checkpoint, chasing runners along the course. I had to plan where and when I would be at certain locations. I had to analyze light and shooting angles on the fly. I schlepped a lot of gear, had to drink a lot of water and coffee and put on a lot of sunblock. I got my car stuck in a ditch and had to be pulled/pushed out. I got a ton of bug bites. I sat in a thorn bush. All the while thinking it was all nothing compared to what these folks were up against. These athletes are truly amazing, period.”

— Austin Cope

“Everyone I met and chatted with, from runners to their supporters to race staff, was warm, welcoming and supportive. Truly, it is impossible to be around such inspiring people for so long and not come away changed. Because of it, the Kettle 100 remains the event I’m proudest to have witnessed and recorded.”

— Austin Cope

Taking Care of Business: Mad City Labs

Nano: The word rolls off the tongue as if it could be a name for a garage band or a cartoon character, but when affixed to units of length, it’s simply a term to designate the nanometer: 0.000000001 meters long. Objects this tiny are the focus of Mad City Labs, a technical microscopy equipment company in Madison, Wisconsin that recently asked Focal Flame Photography to help create images of some of their extremely specialized - and often, extremely small - scientific products.

Tiny doesn’t begin to describe the realities of nano-land, because even the most infinitesimally small tangible examples are measured in hundreds to thousands of nanometers (nm). Run a page between your fingers; it’s about 250,000 nanometers thick. At 75,000 nanometers, a human hair, while small, is still visible to the naked eye. Think smaller, think cellular. At about 5,000 nanometers, the human red blood cell is invisible without a light microscope. Though this same microscope has a tough time locating, at 800 nanometers, a dust particle. Far more powerful instruments and techniques are needed to visualize the virus that causes influenza, which is about 100 nanometers wide, or to study the structure of the “molecule of life,” the DNA helix, which is two nanometers wide. 

It’s difficult to detect anything this small let alone manipulate it - and yet, Madison, Wisconsin-based Mad City Labs develops and sells exceptionally specialized equipment such as nanopositioners that aid nanotechnology research. Much of the recent boom in this field was driven by development of instruments like atomic force microscopes, scanning tunneling electron microscopes, and others that allow visualization of nanometer-sized structures.  Today there are a breathtaking number of ways to leverage nanotechnology. Researchers are developing advanced materials for use in cars, airplanes, construction materials, and consumer goods. With the aid of ‘smart’ nanoparticles, disease-fighting drugs can be delivered to a specific place in human body in just the right amount. The unique conductive properties of some nanomaterials could be critical to making renewable energy feasible, or could lead to the next advanced computer chips. All of these real-world applications of nanotechnology require extraordinary tools. Jenice Con Foo, marketing manager at Mad City Labs, explains more about the company and its innovations.  

Focal Flame Photography (FFP): How long has your company been in business? How/why was the company started?
Mad City Labs (MCL): Mad City Labs was founded in 1999 in two basements in Madison (because it was way too cold to use the garage!) Our company manufactures and designs precision motion devices called nanopositioning systems that can position objects at the nanometer level.  In 1999 there was only one or two foreign owned companies supplying this to the entire industry – there was definitely an opportunity to enter the market and produce innovative products that meet the needs of researchers and industry leaders.

FFP: What is your company known for within your industry?
MCL: We are well-known for our innovative approach to instrument design and being flexible in our approach to providing solutions.  Within the scientific research community we are known for the technical expertise of our sales and support engineers.  We leverage our technical expertise with nanopositioning and our extensive scientific knowledge-base to provide instrument solutions.  This differentiates us from our competitors who simply focus on their specific product and not the application.

FFP: What do you find most exciting or fulfilling about the work you do?
MCL: One of the most exciting parts of our work is assisting customers and researchers who are at the confluence of biology, physics and chemistry.  On any given day we could be hearing about really exciting research into understanding the nature of molecular and atomic structure within living organisms or materials.  We have been privileged to work with several Nobel Prize winners and as scientists we are not immune to the occasional geek-out moment!

FFP: What are some of the most frequent questions you hear about your company?
MCL: [We are often asked] Why are we located in Wisconsin instead of Silicon Valley? 
We are located in Madison because we the founders like living here!  However, it was also a confluence of events – the rise of the internet as a searchable directory of goods, an educated and skilled workforce, and a really solid manufacturing industry.  All of these factors really contributed to Mad City Labs being able to thrive in Madison rather than having to move to Silicon Valley or the East Coast.
 
FFP: Are there any ways that your company tries to “give back” to the local community? How?
MCL: At the local level we have an ongoing sponsorship with West Madison Little League to sponsor baseball and softball teams.  This gives us an opportunity to continue the legacy of little league baseball on the West Side of Madison.

FFP: If you could give advice to someone considering entering into this line of business, what would it be?
MCL: The advice we would offer any business at the start-up phase is to have a detailed plan with a timeline.  Any plan you develop must be flexible to allow you to seize opportunities IF they further your objectives.  Then, 100% commit to your business – don’t do it on the side!  All that planning deserves 100% of your time and resources to be successful.

FFP: How will you be using the photos Focal Flame provided?
MCL: The photos taken by Focal Flame have already been used on our exhibit backdrop as large format pictures.  They will also be used as part of our catalog photos and technical brochures for selected products.

FFP: Any thoughts you’d like to share about the photography experience?
MCL: We have very challenging products to photograph and both Clint and Josh brought a lot of creativity and patience to the project.  The scale of our products run from objects 1 inch tall to over 12 inches tall with lots of intricate parts, Focal Flame found ways to photograph our products to communicate the precision of our devices.  The overall photo shoot was incredibly collaborative and I would strongly recommend Focal Flame for any technical or product photography.

Big or small, regardless of the industry, Focal Flame is dedicated to showing your products in their best light. Learn more about commercial photography services from Focal Flame.  

- by Robyn M. Perrin

Taking Care of Business: Design Electric of Madison

When you get photographers and lighting design experts in the same room together, there's a lot to talk about. After all, both professions involve sculpting with light. So when Design Electric of Madison called with a request to capture group and individual headshot portraits of their hard-working crew, Focal Flame Photography couldn't have been more delighted. 

For our Taking Care of Business series, we asked Design Electric representative Amy Larson for an inside look into the company. Here's what she had to say. 

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How  long has Design Electric been in business?
Design Electric was started in the spring of 2010.  RJ and Travis Larson created Design Electric of Madison with the goal of taking residential electrical design and installation to the next level in quality and creativity.

How  many  people work for the company?
We currently employee five full time electricians  and one part-time office position. 

What is Design Electric known for within your industry? 
We specialize in lighting design, installation and remodeling.  Currently there are very few electrical contractors that offer lighting design consulation.  We work very closely with our clients to seek out the best functional characteristics that are unique to our clients and their homes.  We pride ourselves on the personal service we give to each of our clients.

What do you find most exciting or fulfilling about the work you do?
The most enjoyable part of my day is spent meeting with clients and designing creative solutions to their lighting and electrical needs.  I love the challenge of helping them resolve often times distinctive and difficult electrical situations. The offering of lighting system design are somewhat unique in the industry and something Design Electric prides themselves in offering to its customers at no additional charge.  We keep up to date on the industry's new and exciting technological advancements and strive to use these advancements as creative and innovative ways to meet the client’s needs. 

What are some of the most frequent questions you hear about Design Electric? 
“Do you  do the installation too or just the design?” is probably one of the most asked questions. The others relate to data installations like phone and cable TV and speaker wiring, which we do perform.

What have been the most interesting trends you’ve seen within your industry? 
The advancement and utilization of LED lighting has been amazing. The speed in which the technology has been integrated into so many areas has brought some really exciting and challenging  processes to our industry.

Any challenges that your company has overcome that you’d like to share? 
Thankfully the largest challenge we have been faced with and have continued to battle with has been a very rapid growth. Thanks to the loyalty of our client base and their willingness to “spread the word” we have grown far more rapidly than we had planned. This, by the way, is a great “challenge” to be faced with!

Are there any ways that Design Electric tries to “give back” to the local community? 
We have been involved in many community projects as a team leader, financial contributor, and labor provider for Aaron’s House, Home Makeover, Hammer With a Heart, and Habitat for Humanity. 

What would you like people to know about Design Electric? 
We truly believe in exceeding our clients expectations of customer service.  We feel that great customer service is what you should EXPECT from your contractor. We will get to know you as a person so we may personalize our service to your particular style, needs, and lifestyle. 

Does your organization need updated headshot portraits? Our team of photographers would  honored to create them on site at your location or in our studio. Contact us today. 

Taking Care of Business: Dancing Lotus Fitness Studio

Dancing Lotus Fitness Studio, as you can probably tell by the name, is not your run-of-the-mill fitness center or gym. Located in Lake Mills, Wisconsin, Dancing Lotus is dedicated to the philosophy held by owner Erica Neis that fitness should be nurtured through music and movement. Recently, Erica also established Journey of Life Wellness Studio and plans to offer a range of services and workshops on different wellness modalities. The goal? “Dancing Lotus Fitness and Journey of Life will work hand-in-hand to make Lake Mills and the surrounding area the healthiest, happiest place to be,” said Erica.

Focal Flame Photography recently photographed Erica and her staff in action during a dynamic class session. We asked Erica about Dancing Lotus and why she chose Focal Flame Photography to create a  library of commercial photographs.

Dancing Lotus Fitness Zumba sessions are full of vitality. The studio is housed in a former church; stained glass and high ceilings add to the ambiance while instructor Erica Neis (center) leads a high-energy class. © 2014 Focal Flame Photography | Photo credit: Clint Thayer

Focal Flame Photography: Tell us a little about Dancing Lotus Fitness studio. What are Zumba® classes like? Who takes them? What can a first-timer expect?
Erica Neis: You do NOT need to have dance or fitness experience to enjoy Zumba classes.  It is our job, as instructors, to show you the moves and to make it easier for you.  All you need to do is follow along and HAVE FUN! 

Our participants, who range from age 13 to seniors, come from all walks of life, and everyone is welcome! Many are just beginning their fitness journey, and many others are very fit and active already. 

Classes, which do not require advanced registration, are typically 45 minutes long. The first class is only $5, then you have the option of dropping in or purchasing a variety of punch cards and passes that offer significant savings.

Classes open and close with a moment of centering. © 2014 Focal Flame Photography | Photo credit: Clint Thayer

Focal Flame: What have been the most interesting trends you’ve seen within your industry?
Erica: In addition to the obvious physical benefits, people seem to be looking for fitness options that serve them emotionally and spiritually.  With busy lives and sometimes limited financial resources, people today need to get the most out of their "me time" and look for workouts that are just as much "therapy" as they are fitness.

Focal Flame: Are there any ways that your company tries to give back to the local community? 
Erica: We offer a free class Zumba class nearly every month, and often other classes as well!  Check out our schedule and monthly calendar at dancinglotusfit.com. We also make donations to various local groups and events throughout the year. 

Focal Flame: What made you decide to commission this series of photographic images?
Erica: Our business and promotional photos were almost two years old and way out of date. Our Dancing Lotus Fitness (DLF) family had changed and grown, and we needed a fresh marketing image. We wanted to capture the joyful, welcoming, "family" feel that makes Dancing Lotus Fitness what it is today. 

Focal Flame: Why did you choose Focal Flame to produce them? What thoughts do you have about the experience?
Erica: I met Clint when the idea of a photography business was just a glimmer in his eye.  I have watched his business grow and have seen his amazing work with fitness and athletic photography.  I knew he could capture amazing moments in motion. We enjoyed every minute of having Clint at the studio. The photographs are beyond fabulous!

For more information on Dancing Lotus Fitness Studio look for Dancing Lotus Fitness on Facebook, email erica@dancinglotusfit.com, or call 920-342-4381.

Need to freshen your marketing image? Want to capture the dynamism of your business in action? Contact Focal Flame Photography today. Our team of photographers would love to help you.

- Interview by Deborah Proctor

Taking Care of Business: J.H. Findorff & Son, Inc.

Nearly 125 years ago, J.H. Findorff started a construction company. His first project was carpentry work at the UW-Madison Armory and Gymnasium, known today as the “Red Gym.” Over the years, the company - selected as the 2013 Builder of the Year by The Daily Reporter (among many other accolades) - has designed and built some of the most recognizable structures in Madison. Focal Flame Photography recently had the opportunity to create business portraits of Findorff executives. We asked Findorff spokesperson Nancy Mayek about the firm's role in shaping Madison's skyline. 

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Rich Lynch, Chairman, has served on the Board of Directors of many civic organizations including the United Way of Dane County and the Greater Madison Chamber of Commerce. During his collegiate days as a swimmer he competed against Mark Spitz, who would become a 9-time Olympic champion.

Focal Flame Photography: Tell us a bit about your company.

Findorff: From [our founder's] humble beginnings as a carpenter, through the Great Depression, World War II, and changing attitudes and architectural styles, J.H. Findorff & Son, Inc. has established itself as an industry leader by adopting emerging building technologies and staying in front of innovative construction techniques. Today, the company employs an average of 700 people between its Madison and Milwaukee offices.

Findorff’s leadership has an average of 26 years of industry experience and serve as great mentors and leaders. In the last 10 years alone, Findorff has earned over 100 awards recognizing our commitment to quality construction and civic initiatives.

Tim Stadelman, CFO, has been a proud Green Bay Packers shareholder since 1997. He has served on the Board of Directors of the American Red Cross - Badger Chapter, among other nonprofits.

FFP: What is your company known for within your industry?

Findorff: Character. Community. Craftsmanship. These are the basis of our businesses, as well as innovative building techniques, uncompromising professional ethics, and commitment to client service.

FFP: J.H. Findorff has designed and built some of the most iconic buildings in the Madison area. Which ones might readers recognize?

Findorff: Monona Terrace Community and Convention Center, Overture Center for the Arts, UW Hospital, Chazen Art Museum, Wisconsin Institute of Discovery, CUNA Mutual, and our own Findorff Corporate Headquarters.

FFP: Did any of these buildings present special challenges?

Findorff: Monona Terrace posed the unique challenge of building over the water which necessitated footings constructed in the bottom of the lake. Another major challenge was building the Camp Randall deck between football seasons; at times, every field employee was on that job (except for two).

FFP: What have been the most interesting trends you’ve seen within your industry?

Findorff: We are most excited about sustainable and green initiatives.

FFP: Are there any ways that your company tries to “give back” to the local community?

Findorff:  In 1901, a fire destroyed the Findorff building, tools, full freight cars and everything stored within. The community encouraged J.H Findorff to rebuild. Ever since, the organization has maintained a focus on giving back to the community. Currently, we participate in and sponsor many community fundraisers, encourage our employees to volunteer, and provide financial gifts to local organizations and causes.

FFP: Why did you choose Focal Flame to create your executive portraits?

Findorff: We needed Executive head shots and Focal Flame offered great value.  The overall experience was great. [Focal Flame founder and lead photographer] Clint Thayer toured the office prior to the photo sessions, determined the best location for the photos, and was very flexible, even rescheduling due to inclement winter weather.

We salute Findorff as the company prepares to celebrate 125 years dedicated to building Madison's future.

Considering fresh imagery, headshot portraits, or video production for your business? Contact us today. We'd be happy to discuss your needs. 

- interview by Deborah Proctor

Behind the Lens: Rhythm and Booms

"Chance favors the prepared mind." - Louis Pasteur

What do you do when your commercial photography assignment is to cover an event that lasts a mere 28 minutes, but that takes place over several square miles and took over a year to plan?

And that event happens...in the dark?

You prepare. You research, plan, strategize, and gather a team. This was the process required to cover the 2014 Rhythm and Booms Fireworks Celebration in Madison, WI.

Rhythm and Booms transformed the Madison, WI skyline - offering an amazing opportunity for fireworks photography. (c) 2014 Focal Flame Photography | Photo credit: Clint Thayer

Rhythm and Booms, founded in 1993, experienced a rebirth in 2014 by moving from its previous location in Warner Park on the city's north side to the heart of downtown. Though the change in locale was not without controversy, it was deemed necessary by the city to accommodate growth. Taking advantage of the natural landscape of Madison's isthmus, v2.0 of Rhythm and Booms was designed as theatre-in-the-round: fireworks shot from a barge on Lake Monona, reflecting off the water, with spectators gathered on shorelines. 

Focal Flame Photography was hired by the Rhythm and Booms organizers Madison Festivals Inc. to document the afternoon's festival and the fireworks display. Creating a media library of images that depicted the festival and fireworks with both sense of place and sense of purpose was essential. "It started weeks in advance, scouting locations, looking at angles, determining the story and assessing the requirements," said Focal Flame Photography founder Clint Thayer. 

Pyrotechnical effects of every hue illuminated the Madison, WI sky and reflected off Lake Monona. (c) 2014 Focal Flame Photography | Photo credit: Clint Thayer

"For example, we knew we had to tell the story of Rhythm and Booms being relocated to the shore of Lake Monona, so key photographs needed to depict crowds, the Wisconsin Capitol building, and - obviously - spectacular fireworks," said Thayer. "And while it only takes a few seconds to describe those images, it takes significant time to articulate that assignment to other photographers and communicate the clients' needs, so that as a team we could be successful in our image-making."

Thayer took on the role of both art director and photographer. "We elected to position four photographers in key locations to help tell a unique visual story of Rhythm and Booms," said Thayer. Those photographers - Thayer himself, Focal Flame associate photographers Katie Richard and Josh Zytkiewicz, and freelance photographer Matt Apps - were assigned to four different vantage points around Lake Monona. Thayer had a specific shot list for each position. "I’m very impressed and proud to work with our team...they executed beautifully," said Thayer.

Mirrored by Lake Monona and decorated with the city skyline, the fireworks danced and glowed in the night skyscape. (c) 2014 Focal Flame Photography | Photo credit: Katie Richard

In describing the role of art director, Thayer said, "A common technique for photographers is to pick up pencil and paper, then sketch out and pre-visualize the kinds of shots that they’d like to get," said Thayer. "You have to prepare the mind so that when it’s go time, there’s no questions. There’s no drama. You’re just executing the process that you’ve already visualized." He then talked with each photographer about details.

The focus on preparedness was critical for Zytkiewicz. Despite scouting out his location beforehand, he realized as soon as the fireworks began that he needed to make adjustments. "I had everything set up at my first location, hoping to get the Capitol with the fireworks right behind it," said Zytkiewicz. But when the pyrotechnics started, his heart sank - the angle wasn't right.

The Wisconsin State Capitol building becomes ornamented with light during Rhythm and Booms. (c) 2014 Focal Flame Photography | Photo credit: Josh Zytkiewicz

When the situation isn't conducive, change the situation. "I put my camera under the seat of the moped, camera bag on my back, and had the tripod resting between my feet and up on my shoulder, still extended." Parking his moped and running up Wisconsin Avenue, he found a suitable alternative location and immediately set up again. The result was an intimate view of the Capitol, ablaze with light. 

Crowds filled the venue throughout the Rhythm and Booms festival in the afternoon. Thousands of people gathered to enjoy a summer Saturday with family and friends. (c) 2014 Focal Flame Photography | Photo credit: Clint Thayer

Officers from the Madison Police Department collaborated with organizers to develop traffic entry and exit plans, and make sure that everyone was safe during the event. (c) 2014 Focal Flame Photography | Photo credit: Clint Thayer

Positioned near the fireworks barge, Matt Apps was pleased at being able to readily find a good position.  "I scoped out the barge and made sure it was visible at my vantage point, framing it between a few trees with also a view of the capitol....Figuring most of the fireworks would go straight up, my 16-35mm lens allowed me to frame the capitol and a good deal of area for the fireworks." But he soon found himself doing a balancing act - with hues. "The lights on John Nolen were pretty bright, and created a while balance issue as they were very yellow," said Apps. He was able to compensate, though, and made a photo that depicted both the forceful beauty of the fireworks and the sense of peacefulness evoked by a gathered community.  

Thayer anticipated the possibility of challenges. "Trees, light posts, people, boats - they can all obstruct the image you're trying to make," said Thayer. "It takes thinking on your feet, adjusting, and adapting to your circumstances. And not settling for mediocre."

Because the Focal Flame team had already completed an assignment for an early-morning triathlon event that same day, they were also working a late night after a 4 AM wake-up call. Dedication in the face of fatigue adds its own challenge. "You have to keep pushing yourself as a photographer and continuing to ask yourself, 'Could this be better? If I move a foot to the left or right, will that be a better shot?'" said Thayer. "It goes back to knowing your equipment, knowing your conditions, understanding light so that you’re not having to think about those things consciously anymore. You're only thinking about the final composition of the shot."

Despite the heat and crowds, Thayer found the afternoon festival easy to access. "I found it extremely easy to get to the heart of the festival, and found parking close by," he said. "The crowds were easy to work with, and people were smiling. They were clearly having an enjoyable time at the festival. I was impressed with how easygoing the Madison police officers were to the event goers, and to me as a media team member. They didn’t make a fuss; they were very accommodating."

Composition, deep understanding of light, technique - it all comes together when photographing fireworks. The great irony is that photography is painting with light, and yet fireworks photography spans the extremes of far too little light (due to nighttime) and far too much (due to explosions) - combined with split-second timing.

The first explosion of the show brought an elegant brilliance to the Madison skyline. (c) 2014 Focal Flame Photography | Photo credit: Clint Thayer

But all of the photographers were able to tap into knowledge built upon years of action photography to capture the timing of the fireworks. They also brought practical know-how from nighttime events like It's Glow Time 5K and techniques such as light painting. 

The band Big Head Todd and the Monsters headlined the free show at the Rhythm and Booms concert stage. (c) 2014 Focal Flame Photography | Photo credit: Clint Thayer

In the end, the most lasting impression of Rhythm and Booms for Thayer had nothing to do with photography - and everything to do with being a Madisonian. "It’s bigger than a venue change," said Thayer. "It’s bigger than logistics about vendors and food and pricing of food and beverages and all that. It’s about people like Madison Festivals Inc., and their event production partner Race Day Events LLC, and the pyrotechnic experts at J&M Displays, and nearly 2,000 volunteers all working extremely hard to provide a city an opportunity to celebrate and come together as a community."

Rows of onlookers gather at the shoreline, coming together for the Rhythm and Booms festival. (c) 2014 Photo credit: Matt Apps on behalf of Focal Flame Photography

Thayer paused to let the reflection sink in, then continued. "A community of all different races, socioeconomic strata, all different demographics. It is literally a meeting in the middle of a city that is often divided. I walked away from that night feeling like the location is central now; it serves everybody. Everyone has to come together. In that, I think one can extrapolate more meaning." 

All ages, all walks of life, together as one. For as he documented the festival in the afternoon, he saw thousands of people from Madison and beyond gather in the sweet, heavy, humid summer air to laugh, linger, and celebrate both togetherness....and independence.

- by Robyn M. Perrin

Prints of fireworks photographs from the 2014 Rhythm & Booms event are available for purchase. Half of the proceeds will benefit the Madison Festivals Inc. fireworks funds to ensure that this community event will be sustained for the future. Thank you for your support! 

Commercial Photography: 5 Things Your Graphic Designer Wishes You Knew About Photographs

by Deborah Proctor

In this increasingly visual world, where photography is key to graphic design in marketing, we wanted to better understand how to make a lasting impression with graphic design photography. Callie Reger, a graphic designer at a marketing agency that specializes in direct marketing in both digital and print media, agreed to share her knowledge and insight. Callie's work involves large companies with existing marketing teams that tap into her firm's niche strengths, as well as smaller businesses that use the firm as consultants for every aspect of their business marketing strategy.

"Choosing images for client campaigns is OUR NUMBER ONE DAILY STRUGGLE," Callie explained. "Traditional as well as social media platforms like Pinterest and Facebook demand strong photography and  graphic design that is equally about appearance as it is about functionality. Yet, designers rarely get quality client-provided photography."

Callie shared these FIVE COMMON MISTAKES that graphic design clients - large and small - make when submitting marketing photographs:

1) Sending low quality photos taken from their smart phones or pocket digital cameras
"The low quality of these images makes them a poor choice for any application. Ideally, a graphic designer wants a TIFF file, at least 300 dpi, that will facilitate any needed retouching and color correction and still maintain a quality image. JPEGS have been compressed to reduce the file size of the image — retouching can still be done but there is not as much detailed information.  We can always compress an image, but we can't enhance what isn't there."

2) Pulling a generic image off a "Google search"
"Internet images are a very low quality. Even more importantly, though, you never know where those images came from - or whether you can obtain a license to use them commercially." You certainly don't want to be the children's facility that inadvertently used the photo of an abducted child on their marketing flyer. (Yes - this actually happened!)

3) Believing that Photoshop can fix EVERYTHING
"Photoshop® is a powerful program, however it has its limitations when working with poorly composed, compressed, or low resolution images. We can usually crop things out and adjust the image but we can't magically reattach limbs or rebuild a structure that has been left out of the shot."

4) Using stock photography where custom photography would be more effective
"When our client does not provide a collection of quality images suitable for different layouts, we can use images from stock photo agencies. However, a generic stock photo, though taken by a professional, may not be an accurate representation of our client's actual situation. Stock imagery might connect with the consumer on the direct mail piece, but not match their expectations when they walk in the door. There is also the risk of creating confusion in the minds of potential clients by using a photo that one of your competitors may also use."

5) Thinking professional custom photography is too expensive
"When the goal is to sell the uniqueness of our client to the consumer, it is often more cost effective to hire a photographer to create a custom collection of images. A professional photographer has the technical skill to use the elements of art and well staged lighting to carefully craft high quality marketing images that will set your business apart from the competition."

When asked to share the one piece of advice she would give her clients if they want a good graphic design marketing piece, Callie replied,"To be seen as a professional, it is important to create a professional first impression...It's worth the investment to hire a professional photographer who will create striking, high quality photography that will translate well to print marketing materials and web applications and  thus attract clients."

We thank Callie for taking to time to share these tips for selecting images for future graphic design marketing pieces.

Thinking about your commercial photography needs? Contact us today for a consultation - we can help you stand out from your competitors and create a lasting impression for your customers. 

Marketing Your Business: Who Is Your Visual Protagonist?

by Deborah Proctor

Protagonist is defined as "chief actor,"  "one who plays the first part," or "one who plays the leading role" in a novel, movie, play, or other fictional medium. When marketing your business, creating your small business advertising plan or choosing photography for small businesses, it is important to think about who will be your protagonist and how you will tell your company's story not only in words but visually.

Think of a few iconic marketing protagonists that we are all familiar with. Characters like "Flo;" as soon as you see her blue headband and white apron you recognize her as the Progressive Insurance® spokesperson. Or when you see a photo of the Travelocity® roaming gnome nestled in some idyllic location, do you wonder where in the world he is and how you'd like to be in that picture too?  And, what if I say "gecko." Do you say "GEICO®?"

Sometimes the company protagonist is simply a logo — think of Target®, Nike®, or Pepsi®— did you picture the red and white bull’s-eye, the "swoosh," or the red, white, and blue circle? Or even just a single color, such as the orange used for ING® Financial Services? No words necessary. Visual storytelling at work.

For non-profits and medium or small business advertising and marketing though, the owner, CEO, or founder may become the "face" of your company. You may hang your name on just one product and that becomes the image of your company. Can a product itself be the visual protagonist? Yes! But it must take on a persona of its own. Or perhaps you choose to use customer testimonials for marketing your business. Each of these is a protagonist – the leading subject that tells your organization's story.

Yet, remember that the protagonist "plays the leading role." Choose your starring character and how you present it to your audience wisely. Think of an amateurish customer testimonial commercial you’ve seen in the past. Did it make you think highly of the company presenting that message, or did you wonder if perhaps they might be just as unprofessional as their spokesperson?

Before you create that first marketing piece, think carefully about the visual image you wish to impress on a potential customer's mind. Then, intentionally set out to create that visual image and project it in every ad, every marketing message, and on every product you create. But most importantly, think of your visual protagonist as a character. What does it do? Think? Avoid? As an example, the Horribly Hilly Hundreds bike tour leveraged its visual protagonist – a Viking (which ties in with the tagline, “Biking like a Viking,”), by commissioning a series of commercial photographs by Focal Flame Photography featuring a 2 in.-tall Viking doll named Bram placed in different sponsor’s businesses. It made for a compelling social media contest where participants guessed the location to win a prize. (And boy, are miniature Viking dolls demanding models…always taking breaks for “hair and makeup” and demanding ale – whew!) 

Humans are a visual lot, that is why the Travelocity® gnome or the Nike® "swoosh" do not need any words to go with them. You want to create the same instant recognition, so when creating your advertising and marketing materials, choose high quality, professional photography for small businesses to make your story come alive in potential customer's minds. A picture truly IS worth a thousand words.

Sure, there are many stock images available online, but were any of those images designed to tell your story? Will they create that memorable connection in a potential customer's mind when they see the same image in someone else's advertising too? Not likely. They might even be the same stock images that your competitor is using, which can dilute brand recognition.

When you take the time to "plot your story," truly thinking about the image you wish to project, and then deliberately create that image through a smart tag line and photography specific to your company, you will stand out from the crowd. Like that gecko, you will create a memory in the viewer's mind that is unique to your company alone. That visual  image — the one that shouts your company's brand and yours alone — that is your protagonist and you can only get that with professional images created just for you.

Focal Flame Photography is in the visual storytelling business. On any commercial photography assignment, before we make a single image, we spend time with you, get to know your plans, your goals, help you select your protagonist, and plot out the story you wish to tell. Then we set about telling your story in expressive, compelling images. Using imagery with high stopping power will enhance your marketing message and capture the attention of viewers. To learn more or to discuss how Focal Flame photography for small businesses can help you enhance your business image, contact us.

In every story there is a protagonist — who or what is yours? Share your experiences!

SportCrafters Omnium: Bike Trainer for All

by Deborah Proctor

Focal Flame Photography had the honor of creating a media library of commercial photographs for SportCrafters, a Granger, IN-based cycling products company dedicated to designing and manufacturing trainers and bike accessories. While creating images to support the product launch of the Omniumbike trainer, we were fascinated to learn more about the Omnium and the flexibility that it offers to cyclists.

If you are among the relatively small percentage of cyclists who use roller trainers, you already know what "rollers" can do to improve technique, power, efficiency, and handling skills. You might even wish you could take your trainer on the road with you for warm-ups before every race.

 If you are a novice or intermediate cyclist though, just racing for the thrill on weekends, you may wonder, "What is so important about a pre-race warm up?"

Sarah Houser, marketing manager at SportCrafters, one of the premier manufacturers of cycling,trike, and hand cycle trainers and accessories, explains, "Taking the time to warm up before a race and achieving, in that warm up, the maximum effort you will put out during the race are critical to your body's performance, especially for cyclocross, criterium, mountain, and road racing. When you have to be ready to rocket out of the start, you can't waste time easing your way into the race."

In an article on the importance of a good warm up and how to attain it, Bicycling Magazine, suggests pre-race warm ups as a way for older athletes to keep up with or gain a competitive advantage over younger racers.  Read the article here.

The people at SportCrafters know competitive racing and the importance of a good warm up. That is why they created the "Omnium," the first folding race warm up trainer that you can take with you to any race, anywhere. Despite its super compact size, it offers the advantages of a much larger warm up trainer, yet packs into a TSA friendly carry-on.

What are the advantages of the Omnium over other roller trainers?

• Less wear on the tires compared to rear-clamp trainers.  The rear wheel only design and smooth SportsCrafter drums mean you can leave your race wheels on when using the Omnium.
• No risk of chain alignment issues, since there is no need to remove the rear wheel or skewer to use the Omnium.
• You get the same power profile as a fluid stationary trainer. The faster you pedal the Omnium, the  more resistance you feel, so you can get the full benefit of varying the intensity of your workout even on race day.
• Bike shops can use it to test any type of bike — road, mountain, time trial — the Omnium is so highly compatible that bike shops use it to help customers try out a variety of different bicycles.
• Lightweight and portable. The Omnium folds up to a very small, easy to take with you size.  Pack it in your backpack or carry-on and take it on business trips, vacations, or when traveling to races.  
• The Omnium meets FAA regulations for carry-on size luggage, so you can take it with you to races across the country or around the world.

Houser reveals that the name, "Omnium," comes from the Latin "omni" which means "all" — "because it is a trainer that is suitable for all bikes, all seasons, and all purposes." She adds, "The Omnium is so small when folded, it is convenient to store, pack, and carry, even on an airplane, and thus perfect for the competitive athlete who travels."

If you would like to try out the Omnium, it will be on display at Interbike, an annual, by-invitation-only "everything biking" event for the cycling industry.  If you did not receive an invitation, don't worry — you will soon see the Omnium at a SportCrafters dealer near you. For more information, visitSportCrafters.com .

Do you train with rollers? How would you use a SportCrafters Omnium to improve your technique? Share your thoughts!

Commercial Photography: It's Not Just for the Big Guys

by Deborah Proctor

It is said that "A picture is worth a thousand words." If you are an advertising or marketing professional, you know the truth of that statement. If you aren't, close your eyes and image a bottle of your favorite beverage sitting in front of you. What do you see? Is the top off? Is a little puff of fizz visible? Perhaps there is a drop of water sliding down the bottle's frosty side? Are you thirsty yet? Yes? That is commercial photography in action - creating desire in the viewer for a product, service, or experience.

Big business knows that the visual storytelling power of commercial photography will enhance their brand and image. If you are a small business owner or a non-profit agency though, you might be saying, "Yeah but...they're the big guys; they have deep pockets. Commercial photography is not for me."

But think about it — do you have a Website? Do you create brochures, advertisements, flyers, annual reports? Do you want to showcase your people, products, services, or mission in your display windows, showroom, lobby or board room? Do you sponsor special events? Do you use Facebook,Pinterest, or other social media channels? If the answer to at least one of these questions is "Yes," you need commercial photography just as much as the big guys, perhaps even more so.

Peter Oyen, owner of Rocket Bicycle Studio, understands the value of commercial photography. He hired Focal Flame photographer, Clint Thayer, for several commercial assignments to capture images of custom-made bicycles designed and built for individual clients. Some of the resulting photos have been used for prints for clients that are received upon pick-up of their long-awaited bike. Others have been licensed for use in web and e-marketing. A series of canvas wraps were created to provide unique, customized interior decor in the facility. Why did he make the investment in commercial photography? Oyen answers,  "We have used Focal Flame Photography for multiple situations. Pictures for our website. Large canvas photography for our studio. Which by the way, we continuously receive many compliments about. Focal Flame works so hard to help RBS stand out!"

Bell Giftos LLC, a Madison, Wisconsin law firm, wanted to portray a sense of professionalism yet approachability appropriate to the firm’s client-centered methods. They licensed black & white photographs by Thayer, for use in web and electronic marketing of the firm.

The Bicycle Federation of Wisconsin engaged Focal Flame Photography to create a series of images to be used in a bike advocacy media campaignpromoting the value of the bicycle as a means of transportation. The images, shot at multiple iconic Madison locations, were licensed for use in advertisements that ran in local newspapers and magazines, and appeared in newsletters, on billboards, and other key Madison locations. Amanda White, Associate Director at the time, stated,“Using a skilled, professional photographer to shoot local, Madison sites was vital to our campaign. The images are central to the campaign and the most powerful aspect of the ads."  

The Madison Area Sports Commission needed engaging, compelling photographs for their media files that would portray both the journeys of athletes and the experiences of spectators, volunteers, and sponsors at local events. The resulting photo essays were licensed for electronic and print use and are regularly shared with media outlets and prospective clients.

For more about these organizations and how they used commercial photography to enhance their image and tell their story read our commercial case studies.

Close your eyes. Can you imagine how commercial photography will help tell your story?

Whether you desire to project a professional business image or create eye-catching sales and promotional materials, quality commercial photographs will set you apart from the crowd. Professional headshots will help build relationships with potential clients or customers.  An experienced photographer covering your special event will assure memories not forgotten.  An artfully composed photograph of your product will stand out in advertisements and make a statement on Pinterest, Facebook, or other social media sites.

Make a library of artful, engaging digital photographs created by Focal Flame Photography part of your vision. We will create personalized, custom images that showcase you, your business or agency, your mission, and your goals to have on hand so you can always make your best impression.

How would a media library of photographs help you connect with your customers or target market? Find out -contact us today.