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PHOTOGRAPHY & CINEMATOGRAPHY
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YOU’RE HERE BECAUSE
YOU’RE READY
WELCOME TO ALBERTA
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READY IS ALBERTA’S
NEW ATTITUDE
WHAT IS READY?
The attitude is a warm, personal yet adventurous invitation to our breathtaking landscapes and
authentic experiences. It’s an attitude shared by Alberta’s big-hearted mavericks and you.
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READY CAPTURES THE HUMAN
EXPERIENCE AND MAKES IT
PARAMOUNT
WHAT DOES IT MEAN TO BE READY?
Real people. Real Adventures.
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YOU’RE READY BECAUSE
YOU’RE AN AMBASSADOR OF
HUMAN EXPERIENCE
WHY AM I READY?
You live it, capture it and share it everyday.
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LOOK & FEEL
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TRAVEL ALBERTA
WANTS YOU TO SHARE
GOOSEBUMP MOMENTS
LOOK & FEEL
If you combine breathtaking landscapes & authentic experiences, you’ll create a
goosebump moment. These are photographs and video, worthy of carrying our badge:
(remember to breathe)
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TO CRAFT A GOOSEBUMP MOMENT,
YOU’LL NEED TO KNOW IF IT’S
READY
LOOK AND FEEL
The following two chapters on photography and video will provide criteria
for what makes your imagery READY.
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PHOTOGRAPHY
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THE LOOK OF READY WAS
BORN IN SOCIAL MEDIA
PHOTOGRAPHY
The photographic style is derived from real traveller imagery
found on Instagram and similar social platforms. It’s spontaneous, youthful and honest.
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READY NOT READYREAL EMOTION
REAL ACTIVITIES
YOUTHFUL / ENERGETIC
NATURAL COLOUR / LIGHT
SHOWS CONTEXT /
LANDSCAPE
VISUAL BALANCE / CENTERED
SIMPLICITY
HDR/HIGH SATURATION
THEATRICAL / ADDED
LIGHTING
POSED / STAGED GESTURES
INTENSE IMAGE FILTERS
DISTANT / THIRD PERSON
PERSPECTIVE
CLICHÉ / TOURIST PHOTOS
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YOU FEEL LIKE YOU’RE
IN THE MOMENT
HOW DO YOU KNOW IF A PHOTO IS READY?
Shoot for a first-person and/or second-person perspective.
This shows that the photographer is part of that group, on that same journey.
Avoid third-person perspectives, as that can imply you aren’t there.
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YOU ARE PART OF THE
ACTION OR EVENT
HOW DO YOU KNOW IF A PHOTO IS READY?
Stay close to your subject because you’re right behind/beside them, convincing them to “jump in”.
Shoot gestures and actions that capture real people, doing real things.
Create anticipation and wonder by shooting the moment, before the main event.
Lead the audience to anticipate the subject’s next move.
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YOU’RE INVITED AND
INVOLVED ON THIS JOURNEY
HOW DO YOU KNOW IF A PHOTO IS READY?
If your camera represents our eyes, let us feel like we’re welcome. Simple eye contact,
proximity and acknowledgement will let us feel the friendship and excitement.
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YOU ARE LURED
INTO THE LANDSCAPE
HOW DO YOU KNOW IF A PHOTO IS READY?
Even in the absence of people, landscapes often frame the path for you.
Whether it be a road, bridge, trail or even a natural formation… Alberta will
point you forward, toward beauty and adventure.
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YOU ARE TELLING US
WHERE TO LOOK
HOW DO YOU KNOW IF A PHOTO IS READY?
Your camera is our eyes. Show us what you’re experiencing by keeping the
subject matter centered, focused and the composition… simple.
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WHEN IN DOUBT, LOOK AT YOUR
PHOTO AND ASK YOURSELF…
HOW DO YOU KNOW IF A PHOTO IS READY?
• Does it feel like I’m there?
• Am I / Could I be part of that group?
• Could I reach out / call out to the subject?
• Do I know what you’re looking at?
• Is the landscape breathtaking?
• Am I invited into the moment?
• Does the moment feel real/spontaneous?
• Is my attention drawn to the center?
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CINEMATOGRAPHY
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THE LOOK OF READY IN VIDEO IS
THE SAME AS IN PHOTOGRAPHY
CINEMATOGRAPHY
Through cinematography, you can better convey the feeling of actually being in Alberta,
in the very moment of adventure. By simply moving through landscapes, participating in activities
and staying close to your friends… the audience can immerse themselves and be there with you.
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READY NOT READYCLOSE PROXIMITY
ORGANIC MOVEMENT
(HANDHELD)
SPONTANEITY / FINDING
FOCUS
1ST PERSON / 2ND PERSON
PERSPECTIVE
SHOWS CONTEXT /
LANDSCAPE
VISUAL BALANCE / CENTERED
ADDED LIGHTING EFFECTS
VISUAL EFFECTS / CGI
POSED / STAGED GESTURES
TRIPOD MOVEMENT
(AXIS-LOCKED PANNING /
TILTING)
DISTANT / THIRD PERSON
PERSPECTIVE
UNNATURAL STABILIZATION
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YOU ARE PART
OF THE MOMENT
HOW DO YOU KNOW IF YOUR VIDEO IS READY?
Alberta is a first-person and second-person experience. Make the audience
feel like they are there with you, enjoying the moment.
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YOU ARE CLOSE TO
YOUR SUBJECTS
HOW DO YOU KNOW IF YOUR VIDEO IS READY?
Stay close to your friends because you are on the same journey. Let us feel
like we could reach and touch our friends on the shoulder and show them
where we want to go next.
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YOU ARE FEELING
THEIR REACTIONS & EMOTIONS
HOW DO YOU KNOW IF YOUR VIDEO IS READY?
Let us see what you and your friends are looking at, then tell us how we
should feel. Eye contact and gestures speak volumes about what somebody
is feeling.
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YOU EMBRACE
ORGANIC CAMERA MOVEMENT
HOW DO YOU KNOW IF YOUR VIDEO IS READY?
Hiking has swagger, snow sports are smooth, aerial views seem to float and
back roads are often bumpy. Embrace the natural movement of your camera
on different terrain.
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YOU FIND A PATH
THAT OTHERS DON’T SEE
HOW DO YOU KNOW IF YOUR VIDEO IS READY?
In the absence of people, Alberta’s landscapes will point you towards adventure.
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YOU ARE TELLING US
WHERE TO LOOK
HOW DO YOU KNOW IF YOUR VIDEO IS READY?
Your camera is our eyes. Show us what you’re experiencing by keeping the
subject matter centered, focused and the composition… simple.