Photography

Photography

1. principles 2. STUDIO PHOTOGRAPHY 3. IN SITU PHOTOGRAPHY 4. SOCIAL PHOTOGRAPHY 5. The Aspirin^® effect 6. pillars 7. filters 8. pillar filter overview

1. Principles

Our photography captures the exact moment when Aspirin^® affects a person's body and mind, and they start to feel better. We call it the Aspirin^® Effect. There are three styles of photography that we follow:

Studio

In situ

Social

Download Photography assets

2. Studio photography

Overview

Studio photography should capture people in uplifting moments. Selfies and photos with the subject looking straight into the camera are acceptable.
Ideally, people should be captured from their waist up, showing their expressions and positive feelings.

Always refer to the brand design principles when choosing or shooting a new image.

Principles

Studio photography should follow a few principles:

Subject

The subject should look relaxed and seem like they have been captured in a natural moment. They should face the camera and convey a feeling of transformation.

Clothing

Clothing colors should be solid and the accessories simple. Use either teal or neutral colors.

Lighting

Lighting should be soft and from the right, where possible. Lighting from the left can be used when sourcing an existing image.

Background

The background should be one tone darker than the subject and lit from the right.

Depth of field

The depth of the field is flexible, but it should be kept wide for studio photography.

Best practice

Stay bold

The subject looks bold & confident
Background is simple and clean

Positively Upbeat

The subject is captured in a positive moment
The texture and light both convey a feeling of transformation

Shine bright

The subject is dynamic and vibrant
The subject is illuminated

Principles

1. The Aspirin^® teal texture background
2. The Aspirin^® Effect light
a. Always natural
b. Follows the source of light
c. Uses the correct light color per pillar
3. Lighting
a. The subject is well-lit from the right
b. The background is slightly darker, especially to the left

4. Depth of field
a. The subject is the focal point
b. The depth of the field is wide (the background is almost in focus)
5. Subject
a. Looking natural and facing the camera
b. Wearing plain clothes in solid colors

3. In situ photography

Overview

In situ photography should follow the same principles as studio photography. However, the subject should be captured outdoors or indoors.

Principles

In situ photography should follow similar principles as as studio photography:

Subject

The subject should face the camera and appear candid. The subject’s face should be visible and convey a feeling of transformation.

Color

Clothing and accessories should be simple. Choose solid colors in teal or neutral colors. Simple shapes on clothing, such as stripes, are an exception.

Lighting

The subject should be softly lit from the right when possible. They can be lit from the left when sourcing an existing image. The background should be one tone darker than the subject and lit from the right.

Background

The background should be simple and make the text legible. It can range from a textured wall to a simple room or an outdoor setting.

Depth of field

The depth of the field is flexible and depends on the subject’s positioning in the setting.

Best practice

Stay bold

The subject looks bold & confident
Background is simple and clean

Positively Upbeat

The subject is captured in a positive moment
The texture and light both convey a feeling of transformation

Shine bright

The subject is dynamic and vibrant
The subject is illuminated

Principles

1. The Aspirin^® teal texture background
2. Depth of field
a. The subject is the focal point
b. The depth of the field is wide
3. The Aspirin^® Effect light
a. Always natural
b. Follows the source of light
c. Uses the correct light color per pillar

4. Lighting
a. The subject is well-lit from the right
b. The background is slightly darker, especially to the left
5. Subject
a. Looking natural and facing the camera
b. Wearing plain clothes with a large area of solid color

Overview

Social photography enhances our brand’s image by showing people with their families and friends.
These images should always be in situ – indoors or outdoors.

Principles

Social photography should follow similar principles as studio photography:

Subject

The subject should face the camera and appear candid. The subject’s face should be visible and convey a feeling of transformation.

Color

Clothing and accessories should be simple and in solid colors. Choose teal, neutral colors or any product color as needed. Simple shapes on clothing, such as stripes, are an exception.

Lightining

The subject should be softly lit from the right when possible. Light from the left can also be used when sourcing an existing image. The background should be one tone darker than the subject and lit from the right.

Background

The background should be simple to make the text legible.

Depth of field

The depth of the field is flexible and depends on the subject’s position in the setting.

Best practice

Stay bold

The subject looks bold & confident
The background is simple and clean

Positively Upbeat

The subject is captured in a positive moment
The texture and light convey a feeling of transformation

Shine bright

The subject is dynamic and vibrant
The subject is illuminated

Principles

1. The Aspirin^® teal texture background
2. Depth of field
a. The subjects are the focal point
b. The depth of the field is semi-wide
3. Lighting
a. The subject is well-lit from the left
b. The background is slightly darker, especially to the left
4. Clothing
a. Clothing is plain and follows the correct product color
b. Product color (red) is applied to one person only

5. The Aspirin^® Effect light
a. Applied to one person only
b. Always natural
c. Follows the source of light
d. Uses the correct light color per pillar
6. Subject
a. Looking natural
b. Wearing plain clothes with a large area of solid color

5. The Aspirin® Effect

Our photography captures the exact moment in time when Aspirin^® affects the body and mind. It depicts relief and the feeling that life can continue as normal. We call it the Aspirin^® Effect.

The Aspirin^® Effect uses the pillar color and is delivered as an inner glow that emits from the subject’s skin.

The visual result feels natural, yet the audience will notice that the subject has had a remarkable yet simple transformation.

Facial expressions of delight or contentment also capture this moment.

To achieve the desired outcome, please make sure you read the following pages carefully.

Please refer to the examples in the following pages and use them as a reference guide. This will ensure the required approach is achieved.

The Aspirin® Effect in photography

To execute the Aspirin^® Effect correctly, the following principles need to be considered.

What it should be

It should look natural

It should feel like a subtle glow

It should be controlled

It must be consistent with all other Aspirin^® Effect images

It should deliver optimism and a feeling of transformation

What it shouldn’t be

It shouldn't be a spotlight shining on the subject

It shouldn't be too strong or vivid

It shouldn't spread wildly onto the subject's clothes, hair or surroundings

It shouldn't make the subject look unusual or unwell

Considerations

Every image has different aspects and elements that will affect how this treatment is applied.

To execute the Aspirin^® Effect correctly, the following principles need to be considered.

In situ or studio backgrounds

The background and context of the image may impact the way the applied color is delivered. It may be more explicit on studio images. If you are creating an image for use please be sure to take the context into consideration.

Lighting

The lighting within an image can also affect the way the color behaves. On darker images the color loses vibrancy, while on lighter images in may be too vibrant. Careful consideration should be given to the lighting in the image and adjustments should be made - to both density and vibrancy - to ensure the correct level.

Skin colors and tones

Skin tones can greatly affect the way that the applied color appears. Dark skin tones may result in the yellow being too strong when applied, while lighter colors may mean that the red or purple stand out too much. Again, careful consideration should be given and adjustments made, specifically for each image to give the correct outcome.

Highlights
and lowlights

Some images may have varied lighting on a subject’s face, meaning that the color may either be too intense, or not intense enough in certain areas. In these cases specific areas should be toned down or up accordingly.

Applying
the color yellow

Yellow is the most difficult color to apply. If the glow isn’t vibrant enough, or the gradient isn’t smooth enough, and the color is restricted to just the skin, a person can look jaundiced or as if they have applied fake tan. It is important to avoid these scenarios.

6. Pillars

The Aspirin® Effect in photography - pillars

Further to the technical considerations we have outlined, there are some other aspects to pay careful consideration to when applying the Aspirin^® Effect color treatment.

Surface Area

When a subject’s face is turned to one side or is at an angle, the Aspirin^® Effect color should be applied to the side of the face that is most visible and with the most surface area.

Color Density

To achieve a glow-like effect, please ensure that the color is applied to the area of greatest intensity and luminosity, which then gradients naturally on the face.

Gradient

The gradient of the color should be smooth and natural and not abrupt or too quick to fade. The direction should always be left-to-right or right-to-left and never up or down.

Amount of bleed

To help it feel natural and give a sense of glow, the color should bleed a little onto the surrounding area. The color should affect the surrounding area enough for it to feel natural and like a glow, but not travel too far.

Pain pillar

The application of purple needs careful consideration as purple tones tones do not naturally occur. It is important that the way it is applied feels as natural as possible, so the subject doesn’t look like they have a strange skin color or are in a nightclub.

The color density and gradient needs to be fine-tuned so that the above scenario is avoided.

The examples on this page show both the correct way to apply purple and some examples of how not to.

Too much

The color appears too intense on the face and the amount of bleed onto the clothes and hair is too much.

Correct

This example has the right level of color density and the right amount of bleed on the hair and clothes.

Too little

In this example the color is too light and the amount of bleed is not enough to convey a natural glow.

Heart Health Pillar

The application of red needs careful consideration. Red tones can either seem unnatural or suggest that a subject has a sore area on their face or is sunburnt.

The color density and gradient needs to be fine-tuned so that the above scenarios are avoided.

The examples on this page show both the correct way to apply red and some examples of how not to.

Too much

The color appears too intense on the face and the amount of bleed onto the clothes and hair is too much.

Correct

This example has the right level of color density and the right amount of bleed on the hair and clothes.

Too little

In this example the color is too light and the amount of bleed is not enough to convey a natural glow.

CCF Pillar

The application of yellow needs careful consideration as yellow tones naturally occur in skin and natural light.

The color density and gradient needs to be fine-tuned so that the subject does not look unwell, does not look jaundiced or as if they are wearing tanning products.

The examples on this page show both the correct way to apply yellow and some examples of how not to.

Too much

The color appears too intense on the face and the amount of bleed onto the clothes and hair is too much.

Correct

This example has the right level of color density and the right amount of bleed on the hair and clothes.

Too little

In this example the color is too light and the amount of bleed is not enough to convey a natural glow.

Summary

7. Filters

Studio photography - filter

Texture

When applying the Aspirin^® texture gradient filter to new photos, it is important that the filter is applied consistently.

The Aspirin^® texture is the only gradient used to create a filter. The gradient should sit on a layer above the photo. The gradient should be horizontal (darker shade on the left). As a guide, the gradient should be set horizontally – dark green to the left and digital teal to the right, allowing the background to come through the filter. Ideally, the background should be a tone darker than the subject.

Each photo will be different so the filter will need to be adjusted by eye. It is important not to over saturate the photos with the filter and to leave some of the photo’s natural colors to show through. This shouldn’t be applied to skin tone and the filter should be masked out over the skin.

Aspirin® Effect light

The appropriate light color should be applied to the subject, ideally from the right (as long as the original light source follows the same direction). Pink should be used for the Aspirin^® Effect light color. Please refer to the color section in this document for more details.

Studio photography - Original image

Studio photography - the Aspirin® Effect Filter

How to apply the Aspirin® Effect filter - Step by Step

Original image

Step 1. Adjust the background; it should be one tone darker than the subject

Step 2. Apply Aspirin^® texture gradient to the background

Step 3. Adjust the color of clothing and accessories

Step 4. Add the Purple Aspirin^® Effect light

In situ & social photography - filter

Texture

When applying the Aspirin^® texture gradient filter to new photos, it is important that the filter is applied consistently.

The Aspirin^® texture is the only gradient used to create a filter. The gradient should sit on a layer above the photo. The gradient should be horizontal (darker shade on the left). As a guide, the gradient should be set horizontally – dark green to the left and digital teal to the right, allowing the background to come through the filter. Ideally, the background should be a tone darker than the subject.

Each photo will be different so the filter will need to be adjusted by eye. It is important not to over saturate the photos with the filter and to leave some of the photo’s natural colors to show through. This shouldn’t be applied to skin tone and the filter should be masked out over the skin.

Aspirin® Effect light

The appropriate light color should be applied to the subject, ideally from the right (as long as the original light source follows the same direction). Pink should be used for the Aspirin^® Effect light color. Please refer to the color section in this document for more details.

In Situ photography - Original image

In Situ photography - the Aspirin® Effect filter

How to apply the Aspirin® Effect filter - Step by Step

Original image

Step 1. Adjust the background; it should be one tone darker than the subject, especially on the right

Step 2. Apply Aspirin^® texture gradient to the background

Step 3. Add the Pink Aspirin^® Effect light.

8. Pillar filter overview

Each brand pillar uses a different Aspirin^® Effect light color filter. Always use the correct light color for each Aspirin^® Pillar.

Pain Pillar

The Pain Pillar uses the Purple Aspirin^® Effect light. To apply this effect following the guidelines on page 36.

Please use the Purple color naturally on the subject following the direction of the light in the image.

Cold & Flu Pillar

Cold & Flu Pillar

The Cold & Flu Pillar uses the Warm Yellow Aspirin^® Effect light in combination with an inner glow effect. To apply this effect following the guidelines on page 37.

Please use the Warm Yellow color naturally on the subject following the direction of the light in the image.

Heart Health Pillar

The Heart Health Pillar uses the Heart Health Red Aspirin^® Effect light. To apply this effect following the guidelines on page 36.

Please use the Heart Health Red color naturally on the subject following the direction of the light in the image.

Purple

Pantone^® 252C
C42 M60 Y0 K0R
R205 G111 B239
HEX cd6fef

Warm Yellow

Pantone® 2010
C0 M27 Y100 K0
R255 G173 B0
HEX FFAD00

Cardio Red

Pantone® 032C
C0 M78 Y73 K0
R277 G6 B19
HEX e30613