Eric Schmidt & Children's Healthcare of Atlanta

Working with Three Advertising,  Eric Schmidt was tasked with capturing "that moment before a kid gets himself or herself injured" in a sport.  Sounds pretty straightforward, but dangerous at the same time....so for obvious reasons, this one required equal amounts of post & pre-production.  There were design elements in the ads that required compositions within a predetermined frame so a strong pre-visualization of how the compositions would be choreographed was a necessity, as well as casting the right talent.  Eric spent two days with the casting agency, reviewing & giving input on each athlete.

The football & lacrosse imagery involved the players launching themselves from a small trampoline, then landing on a large safety pad.  It was important that their helmet didn't intersect their eyes & that their hands & gear were positioned correctly & unobstructive.

 
The cheerleading image involved a large trampoline delivered to the set with an assistant on a twelve foot ladder, & a heavy cushion for a "focal point" for the girls on the ground.   Eric's assistant & the talent definitely got a workout in!

 
This shoot was the 2nd of a series of ads for Children's Healthcare of Atlanta.  The soccer image was the very first image of the campaign & the client LOVED it.   Always great when everything comes together with alot of laughter in the process.

See more of Eric's work at http://ericschmidtphotography.com/