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Lighting that won’t let you down: using LEDs for commercial shoots

Advertising photographer and Rotolight Master of Light, Wes Kroninger is no stranger to high turnaround environments; working alongside international clients with high expectations. Based out of Long Beach, California, Wes has travelled across the United States to campaigns for Rolling Stone, AVEDA and The Home Depot. Wes has received two American Advertising Awards (ADDYs) as well as being recognised by the Lucie Awards with an honourable mention which acknowledges photographers who have made significant contributions to their field.


Wes began using the Rotolight Anova PRO 2 for his work in last year; using it on a shoot with the Aveda Institute. Owned by Estée Lauder, the Aveda Institute train the next generation of cosmetologists; specialising in stylish, modern makeup and haircuts. Brought on to capture striking imagery as well video content of their 2018 hair competiton, Wes used the Anova PRO 2 to enable him to quickly and easily shoot everything his clients needed. Offering a powerful continuous output as well as High Speed Sync flash capabilities, the Anova PRO 2 was the perfect tool for Wes to use to capture both high quality stills and video without needing to change setups.




More recently, Wes used the Anova PRO 2 to shoot promotional imagery for CC’s Coffee House in South Louisiana to promote their new strawberry summer beverage; needing shots that reflected both the summer climate and the natural source of their ingredients.


The Anova PRO 2s were positioned overhead so that they were able to mimic the sun where Wes was able to adjust the brightness and colour temperature of his shots to achieve the effect he wanted. “The Anova PRO 2s are lightweight enough that we’re able to boom them over the set without needing any sandbags,” Wes says. “Then, while they’re rigged, I was able to easily adjust them using the integrated Skyport receiver.”


“The benefit of using continuous lighting over strobe is that you’re able to shoot what you see,” Wes says. “I don’t have to keep taking test shots to see how the light is going to fall.”


One of the major advantages of using LEDs for food photography in particular is the lack of heat emitted by the light. “The problem with tungsten lighting is that it emits immense heat,” Wes continues. “For beauty and fashion photography, this means we need to run the aircon really hard so that we don’t need to touch up the models’ makeup as frequently but, for food and beverage photography, it can impact how frequently we need to replace the product we’re shooting. With tungsten, things like whipped cream can melt and spoil very quickly.”


The Anova PRO 2’s dual functionality makes it the perfect tool for hybrid shooters; providing an all-in-one solution for commercial photographers who find themselves needing to increasingly shoot video content alongside their stills. “It’s one solution to solve multiple problems,” Wes concludes. “And the zero recycle time means I’m not wasting any time waiting for my light to refresh or miss any important shots.”