PHOTO BRIEFING - Extranet
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1. LIFETIME EXCELLENCE CORPORATE PHOTO BRIEFING ONE BRAND ONE PICTURE LANGUAGE i I 5 I y DT 1 m HOP 41 e M T de i lb Pp ath iant Jal dali Bela G igi LN a gt N i or Br b PL dh m j 4 s i mmr 3 Aal E 0 z olii iul PALFINGCR BASICS Introduction de Recommended equipment and clothing 12 Legal issues 1 5 General photo representation PRODUCT PHOTOS 2 Loader Cranes 2 2 Hooklifts 29 Tail Lifts 2 4 Truck Mounted Forklifts E Railway 2 0 Marine 2 Passenger Lifts 2 8 Access Platforms 2 9 Close ups extreme close ups 2 10 Job reports 2 11 Corporate image photos PORTRAIT PHOTOS PHOTO EDITING Ail Image optimizing and converting 4 2 File identification and archiving UPLOAD AND FORWARDING one PALFINGER Media Services Due Photo format and quality Duo Media object title 5 4 Forwarding VIDEO PRODUCTIONS 6 1 Recommended equipment and technical guidelines 6 2 PALFINGER video genres 6 3 Broadcast design graphic design 6 4 YouTube KA BW INTRODUCTION PALFINGER stands for the most innovative reliable and economical lifting solutions in short Lifetime Excellence In photography it is important to make reference to the many and varied PALFINGER products Customized image styles are important but also methods and applications in which the innovation reliability and efficiency of the products2. For product photos it s all about a typical industry product and performance representation for use in product and technology folders for cover images and web pages etc Depending on the requirement accessories and certain features items etc can be photographed in a studio with a neutral background 2 1 LOADER CRANES 2 2 HOOKLIFTS 7 The vehicle should be photographed sideways or inclined from behind A Hook and skip loaders should always be photographed from the front in a No frontal shots diagonal position sideways or diagonally in the rear position Always photograph the whole vehicle The cutting is done during image processing A Crane arms should show from below diagonally and in an upward position A The ideal working position with or without container is the centre position A Operator should stand sideways or with his her back to camera the remote control should be clearly evident A Operators are only allowed to stay outside the cab when a designated remote control is used 2 3 TAIL LIFTS The vehicle must be photographed diagonally from behind Inscriptions logos etc outside of the bodywork within the loading area trunk may be visible and should not be removed in the image processing Logos from bodybuilders should be removed during the image processing The tail lift is positioned just before being set down warning flags are not touching the floor and hang down The operator is in the allocated ma
3. should be represented The most common form are product photos which are typical for the industry representing product as well as service They are particularly suitable for product brochures and essential for websites and form the bulk of the media needs within the marketing department Since it is not only professional internal and external photographers being used at PALFINGER but sometimes photos are taken by regular PALFINGER employees it is therefore vital that product photos are discussed in detail Professional photos usually result from using special digital SLR cameras and additional equipment such as a tripod flash etc This technology is not always readily available and so here you have no strict rules for technical requirements Nevertheless it is our endeavour to use the best possible technology and a unified picture style to represent PALFINGER products not only the right light but in the best light possible PALFINGER BASICS PALFINGER LIFETIME EXCELLENCE 1 1 RECOMMENDED EQUIPMENT AND CLOTHING Use a professional digital SLR camera full format with at least 10 mega pixels resolution incl standard and telephoto lenses e g the Canon EOS or Nikon D series as well as professional flash units and reflectors to perfectly illuminate products and people in twilight bad weather conditions as well as to illuminate surroundings for use of indoor shots For safety reasons at photo shoots in construction areas a
4. Even when it depends on a particular product and or product group and its special needs there are some vital guidelines that apply for all PALFINGER photo shoots Requirement is in each case a good or new and clean product vehicle with all the relevant features and additional equipment in perfect condition and running order warning lights switched on extended outriggers remote control in hand etc In addition the product should be photographed without the operator in the non active original state If an application is being simulated the load must have a logical connection to the overall scenario never take a photograph without load It should be positioned in the best possible and spectacular location as well as circumstance In all instances the operator should be adequately dressed safety clothing etc and all safety and operating guidelines should be observed at all times Bad weather condition shootings are to be avoided All photos must be in maximum resolution and if possible taken in an uncompressed format RAW This is an advantage for later image processing The PALFINGER product should always be positioned in the foreground and must stand out from the background pay attention to colour effects If possible PALFINGER logos and product names should always be legible when vehicles are photographed so that their brands logos or any special design that the manufacturer suggests are not visible Avoid any other competiti
5. LFINGER 2 10 JOB REPORTS With job reports a dynamic representation of the product and its features is particularly important Since it comes to report like documentation and real work situations it s also possible to use unusual perspectives angles and image details Applications are job reports in magazines and case studies or in the press 7 The products should always be photographed in operation 7 Use dynamic blurring motion blurring 7 Use spectacular lighting effects or create them May also be photographed against the sun as long as the product is sufficiently illuminated LY EEG t inn 2 11 CORPORATE IMAGE PHOTOS By creating certain moods and emotions in connection with PALFINGER products viewers are informed of a particularly good and positive impression of the company and its brand world The image of the so called corporate identity is paramount This is staged in beautiful spectacular and exaggerated settings in which the PALFINGER product is always seen as hero PALFINGER corporate photos have a uniform style within corporate design as follows One example is a high color saturation of orange yellow AG or blue MARINE components while all other colors are desaturated similar to a sepia or duotone effect as well as dramatic skylines and light moods with structured clouds sky no monochrome blue skies The product itself the load and the operator should be excluded from the duplex effect Corpo
6. ade per post or online via FTP server or on www wetransfer com and sent directly to the PALFINGER film photo team PALFINGER 13 The basics described in chapters 1 and 2 apply for video productions as well 6 1 RECOMMENDED EQUIPMENT TECHNICAL GUIDELINES The PALFINGER internal video team uses full format cameras from the series Canon EOS 5D and Sony Alpha 7 In combination with light sensitive lenses a cinematic look is created In addition to the obligatory additional equipment such as tripods lighting and microphones camera rigs small camera cranes dollies sliders stabilized gimbals and drones are used This will not be discussed in detail The minimum resolution to film is in full HD 1920 x 1080 pixels square with PAL specific 25 or 50 frames per second progressive not interlaced whereby with particularly important shootings e g corporate image films filming is preferred with a AK or higher resolution Technically the footage can therefore be used longer and in good quality and single frames can be extracted in print quality Video codecs with high image data compression and strong loss of quality should be avoided during shooting Ready produced cut videos should be in full HD with 25 progressive frames per second and should be archived in the following codecs 7 Apple ProRes 4 2 2 HQ MOV or Avid DNxHD 185x MXF and 7 H 264 MP4 according to YouTube encoding settings https support google
7. com youtube answer 1722171 The raw material including the entire editing project should be completely archived It is recommended to consolidate the editing project The data supply can take place over various media possibilities per post as well as online via FTP server or on www wetransfer com to the PALFINGER film team 19 6 2 PALFINGER VIDEO GENRES Product videos that are relevant to a certain industry specific product presentation form the bulk of the PALFINGER videos The introduction of products and or special features show the equipment in use as well as in test runs The manufacturing process of the products may also be shown here These videos have a focus on technology and it is common that infographics and explanatory text inserts are used as well Example Length Cost https www youtube com watch v fOcecaHYykO 2 min approx EUR 2 000 Corporate image films and videos define a positive image of company and or product through emotional and informative content They are the flagships with which firms advertise and represent their image and corporate identity Product technical aspects play a secondary role Similar to feature films tension building is involved and the look is similar to a movie We differ between corporate clips short videos medium and films about 5 min Traditional television advertising is not a PALFINGER goal Example Length Cost https www youtube com watch v KF c
8. e focus range When photographing employees always use a studio situation with white background super white photo background The cropping and masking of photos is made easier For the image processing at a later stage vignetting can be added shading towards the margins For members of the supervisory board management or department heads shootings in a studio situation with a gray neutral gray or PALFINGER red background should be used Here it is also possible to take photos in offices factory premises with products or with business partners press photos entire body To avoid extreme highlights on the skin it is recommended to dab the face before with a handkerchief or cotton pad consider professional make up Group photos should be taken in a unified and peaceful background and can be shot outdoors It should be noted that although you have to shoot with the sun the group could be possibly blinded by the sun leading to unfavorable facial expressions Therefore groups should not look directly to the sun and if possible early or late afternoon photos should be taken 15 4 1 IMAGE OPTIMIZING AND CONVERTING Assuming that the photos are in an uncompressed RAW format the image optimization and format conversion is carried out by the PALFINGER film photo team in the standard cases even if the photo shoot was conducted by another PALFINGER employee In the case where external professional photographers have bee
9. ing the passenger and the hand at the control remote 7 control or console 7 Neither passenger nor operator should look directly at the camera Ideally 21707 382880 w palfinger com they look into each other s eyes and smile pleasantly Munt E F an Ses A af EEE T BE Ki FRE LIFETIME E PALFINGER ACCESS PLATFORMS The vehicle must be photographed at an angle and sideways from behind The workman s basket is extended and is positioned close to the object building where the worker operator is actively involved For maintenance of buildings a photo from above should be taken out of the building Be sure to also photograph close ups of the workman s basket 2 9 CLOSE UPS EXTREME CLOSE UPS involve photos for the representation of certain product features USPs and parts should be in top condition to emphasize their specific product benefits They work particularly well and create good aesthetic photo results Work with less focus area and extreme blurred background areas open aperture as much as possible 7 Since extreme close ups need to be photographed ata very short distance and due to safety regulations the photo shooting cannot be performed during a real work situation 7 Staged situations and studio shots are recommended here 7 In principle there are no people in the image except for the operation of certain elements remote control buttons etc 10 PALFINGER PA
10. ks A If at all possible make use of public pieces of ground use tele lenses and shoot close ups A The vehicle manufacturer can be visible Netz Instandhaltung E il f I 5 UR SUAM es PALFINGCR 2 6 MARINE Photo opportunities in the marine sector are difficult to organize MARINE products located on ships change site constantly depending on the order determined by product managers etc For shoots of MARINE products on oil rigs transformer stations ports or on wind turbines it is also necessary to obtain permits and to enter into contracts and here the photographer also has to undergo a safety and security training These factors make it necessary to prepare detailed planning of the shoot required 7 The product must be photographed frame filling and may not look tiny compared to the vessel oil rig etc 7 Follow the instructions from the on site management and comply with all safety standards and conditions Pay attention to wet ground surfaces 7 Good closed shoes and weather protective clothing are important 2 7 PASSENGER LIFTS 2 8 7 The vehicle must be photographed at an angle from the side ofthe 7 boarding ramp or lift 7 7 For ramps the wheelchair user should be positioned on the first third ofthe ramp on or off alighting passenger lifts are located together with passengers in the central position 7 7 The operator is in the marked area of the passenger lift or next to the passenger lift fac
11. lity automatic conversion to other formats by the PALFINGER Media Services System aka MAM The file size should not exceed 20 MB Photos with low resolution and pixel density cannot be used for high quality printing Exceptions are some photos that serve as modules for specific designs or as icons thumbnails of websites In all cases the RAW files must be sent directly to PALFINGER film photo team for archiving purposes 17 5 3 MEDIA OBJECT TITLE After upload each object must be allocated Media object title and various metadata should also be attached The Media object title of each photo must be designed and allocated according to the following system PALFINGER Business Unit typedesignation PALFINGER is always written in upper cases the business unit and type designation according to example below Spaces are always replaced by underlining underscoring Examples PALFINGER loader Cranes pk200002lsh PALFINGER Access Platforms p210bk PALFINGER Railway Systems pa360 PALFINGER Tail Lifts mbb c2000s PALFINGER Hooklifts giant g30 Adding a sequence number is not necessary as several images may have the same Media object title because the system has its own media generated ID for individual objects The original file must however keep its original name and file name described under point 4 2 Only in this way can reference be made quickly to the RAW image 5 4 FORWARDING The delivery of various media data can be m
12. mage processing by PALFINGER experts both the original image data ideally in RAW and the finished photos should be available Final image files must be in a JPEG format for further use and should be saved in maximum quality level and original resolution with a dot density of 300 dpi dots per inch Preview web or presentation images are saved ideally with a quality level 75 from 100 and have a dot density of 72dpi 4 2 FILEIDENTIFICATION AND ARCHIVING For purposes of archiving image files must be renamed and initialized by the origin name given by camera Keep file names Eg pk50002eh IMG 1932 Both the RAW data and the final images should be stored in a folder in a unified English naming system and corresponding as follows motiv location monthyear Es pk50002eh kasern october2014 portraitmarine kasern october2014 9 1 PALFINGER MEDIA SERVICES Assuming you have received access to this PALFINGER service please refer to Internet address http mediaservices palfinger com to upload final images After you have logged in select MEDIA POOL in the horizontal navigation bar and then IMPORT as a sub category Further processes are described in detail in the PALFINGER Media Services Quick Reference Guide under SERVICE 5 2 PHOTO FORMAT AND QUALITY All photos must be uploaded as a JPEG in maximum quality level and original resolution with a pixel density of 300dpi dots per inch to ensure high qua
13. n commissioned both the delivery of RAW files as well as the final images should be provided spatial and indefinite use Not every picture has to necessarily be processed In most cases it Is recommended that parameters such as colour temperature tone exposure brightness and contrast as well as the image section are optimized Images photographed in a RAW format e g CR2 CRW DNG NEF have far more possibilities in post production than images in a compressed JPEG format For example the white balance of RAW images can be defined later in the image processing because for RAW images only aperture exposure time and the light sensitivity are defined when taking a photo All other parameters are processed changed later in the image processing Not all RAW formats can be displayed edited or converted with computer systems by default Either there is a special software with the camera or you already have image viewing or image editing software installed Both image optimization as well as the format conversion can be performed with Adobe Lightroom Here catalogues can be created for each shoot in which the images and their parameters can be stored clearly and archived Adobe Photoshop is also suitable for digital image processing however it Is recommended for single image processing and not for entire shootings For further use print online etc RAW photos must be converted to e g JPEG format 16 After the internal or external i
14. nd or when working with heavy duty machinery the wearing of safety shoes steel capped shoes and a protective helmet is recommended 1 2 LEGAL ISSUES According to Para 78 1 Copyright Act Austria portraits of people either publicly issued making them publicly available or distributed and thereby allowing the legitimate interests of the depicted for advertising purposes may not be violated or exploited in any possible way With reference to the legal clause for 40b328 73 40b329 73 Austria a publication is certainly permissible if and to the extent that the person depicted agrees The consent may be declared or may arise implicitly according to the relevant circumstances modeling for a graphic shooting However it is recommended that a written and fully comprehensive consent is obtained in a suitable agreement This applies in particular for use in advertising A law on photos of personal belongings e g property houses objects etc is very rare in German speaking countries and is only evident in certain circumstances When possible here the owner should also have the opportunity to express agreement When commissioning external photographers make sure that both the RAW files as well asthe final images are spatially as well as time wise unlimited and that they may be used indefinitely by PALFINGER This can be determined in price quotation 1 3 GENERAL REPRESENTATION A uniform PALFINGER picture language is essential
15. ost https www youtube com watch v zQgmyOmQ1 7E depending on type and scope Event documentation includes conferences trade fairs and product launches in video highlights It will provide an overview of the given venue as well as the given program and interviews reactions of the participants are emotionally conveyed Example Length Cost https www youtube com watch v E5T_BvoPNHQ lt 5 min approx Euro 3 000 In cooperation with product managers the marketing department or any other editors a minimum of additional text info and or spoken off text has to be implemented 20 6 3 BROADCAST DESIGN GRAPHIC DESIGN PALFINGER videos always have to be kept within the PALFINGER corporately defined graphical guidelines Exceptions are corporate image and sponsorship films after consultation with the marketing department these can differ from the CD 7 Without exception product and event videos are to be provided with the PALFINGER official intro and outro video In all other cases and depending on the design and publication channel it should be considered whether this is necessary The PALFINGER logo can be implemented in other ways for certain exceptions 7 In particular for trade fairs it is possible to position the official PALFINGER corner bug also commonly known as channel logo on the right top position of the video This is only possible after consulation with the Marketing department For standard Yo
16. rate photos are super clean and therefore act almost like paintings They are used as title images in product folders corporate folders as advertisements posters or background images on web pages 7 The product is not necessarily in use crossing etc 7 Product technology stands in the background 7 Plenty of space and room around the product vehicle the lighting focus is always on product 7 Where possible try to avoid operators and people in the image except in situations where it would be an illogical representation of the product Explicit person representation used in corporate photos should only be for testimonials for certain promotional purposes 7 Take note ofthe Golden Section third of photo 7 Existing images should be used as reference 12 PALFINGER PALFINGER zZ 13 PRODUCT PHOTOS PALFINGER Employees should have indoor photos taken in a professional environment and by professional photographers Depending on the requirement it is advisable to select the image so that the entire upper body is visible and later different sections can be selected during image processing portrait torso landscape or portrait format etc Portrait photos are used for PALFINGER internal employee databases the PALFINGER websites and for various magazines and for the press A Studio flashes flash umbrellas and soft boxes should be used The background is blurred while the entire face is in th
17. rhUOz1U 5 min dependent on scope Service and training videos often serve as a user manual and or for internal training of PALFINGER staff and external experts Course content is easy to understand and is shown step by step with examples from everyday situations info graphics and other multimedia content is also shown These videos are accessible overthe PALFINGER intranet or various data mediums Lenght Cost depending on type and scope Plant and production videos also called Hot Spot videos give insight into production processes of the different PALFINGER products in our factories around the world Per site the focus is on the most interesting production methods and techniques the general workflow from delivery of raw materials to the finished product The individual production steps are conveyed over text overlays which give additional information as well The HotSpot Videos are available via PALFINGER Virtual Factory Tour http virtualtour palfinger com Lenght Cost 2 min per production process approx Euro 2 000 Sponsoring videos are produced in cooperation with PALFINGER sponsorship partners They are very similar to corporate image films The creation of a positive company image is mostly with exclusive emotional content and with very little reference to an actual PALFINGER product A typical distributing channel is social media in cooperation with sponsoring partners Example Length C
18. rked area of the tail lift with a view and hand on the load and in the other hand the remote control if available If there is no PALFINGER logo on the product while shooting use stickers or provide with digital image during the image processing WWW gramil au EN 2 4 PALFINGCR TRUCK MOUNTED FORKLIFTS Suitable truck loading space sliding tarpaulin load securing battens The driver is wearing a seatbelt is sitting upright and suggests a good clear view directly through the forks not leaning sideways Possible scenarios of collision with forks scissor forward motions loads and as well as load areas are to be considered For the BM forklift photos only to be taken in the normal driving position and no images with a bent device and low ground clearance 2 5 RAILWAY The initiation of such a photo shoot involves a lot of bureaucracy Since it involves real product applications on partially or completely blocked railway tracks and because the safety regulations are vital it is common that contracts with construction companies and or rail companies are completed in advance and the photographer receives a competent safety briefing Before publication of media material in all situations it is vital to obtain the written consent of the contracting parties A Always follow the instructions and conditions from the relevant on site construction management and never enter unlocked railway trac
19. stermann palfinger com PALFINGER AG F W Scherer Stra e 24 5020 Salzburg AUSTRIA Tel 43 662 46 84 8228 7 Web www palfinger com 21
20. uTube videos it does not make sense since via Youlube a PALFINGER channel logo is displayed automatically A Standard text overlays are defined and to be kept within the PALFINGER Corporate Design Manual in Section 2 17 Policy These are normally fade ins and outs A In interviews the official PALFINGER lower third in which name and function of the person shown is described is to be used The graphic elements and manuals provided by the PALFINGER film team on request are as follows PALFINGER Corporate Design Manual PDF PALFINGER Intro and Outro video with aloha channel PALFINGER Logo image PALFINGER Corner Bug video image with alpha channel PALFINGER Lower Third Adobe After Effects project file JN YN Y Y Y 6 4 YOUTUBE The PALFINGER AG has an official YouTube channel since 2009 PALFINGER AG https www youtube com PALFINGERAG In addition to this main channel there are numerous other independent PALFINGER channels focused on certain business units and business areas Ihey are serviced by their own marketing departments and the PALFINGER AG channel refers to these channels With upgrading of design and usability most ofthe PALFINGER YouTube channels were optimized and unified in 2014 The PALFINGER film team is happy to assist you with optimizing your Youlube channel FOR FURTHER QUESTIONS PLEASE CONTACT THE PALFINGER FILM PHOTO TEAM Philipp Eldinger Daniel Ostermann p eidinger palfinger com d o
21. ve products in the picture The image highlights the performance and the USPs of the PALFINGER product lifting power precision range etc suggests ergonomics and ease of use PALFINGER The operator s view is directed to the load and never in the camera Except for passenger access systems only the operator may be seen any other vehicles or disturbing elements should be avoided Never take perspective photos under the weight Operators shouldn t be positioned under loads Use existing light sensibly and never photograph against the sun The best light conditions are ideal in the morning or late afternoon while the midday sun causes harsh shadows Note white balance Extreme wide angle shots with so called fish eye lenses in which the subject is distorted should be avoided except if the style of an extreme wide angle shooting is required cover photo job report If possible photos should be taken with various camera distances from long shots to extreme close ups Play with sharpness and blur shoot in landscape and portrait format etc Except for extreme close ups the product must be in complete focus range which can be affected by distance sensor size lens and aperture The background may be blurred The framing must be chosen so that enough space remains around the subject for later trimming allow for plenty of margins The horizon is always horizontal and not diagonal Exception Job reports
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