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The Innovation Center

  • 500 County Ave

    Secaucus, New Jersey 07094


The Science behind the Art

Creating that perfect shot - getting the light just right, finding the perfect angle - it's all in the eye of the beholder. Or is it?

At a recent photo shoot we produced for one of our clients, a private jet aviation company, we met their new intern. As is the case with interns, He was new to the business and was eager to learn as much about it as possible. And, even though New World Group has been doing this for almost 20 years, his bright new sense of wonderment sparked a revitalized view of the photo shoot.

It was exciting to see a fresh perspective as we showed him how much a project - which produces pure art - truly relies on technology and science.

  • Using the latest camera technology, lighting and lenses for the job.
  • Precisely timing the sunrise and positioning the talent and crew.
  • Positioning lights and refractors at exacting angle to light bounces perfectly.
  • Understanding and selecting the wardrobe and knowing which fabrics will refract or absorb light in which way.

Adding to all that is the objective that the photos must convey a sense of luxury and refinement and softness unique to our client. While everyone with Instagram may think they are an artist, a professional photo shoot combines experience, skill, art and science to produce the perfect shot.