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PHOENIX, AZ, USA—September 2012—Colorado-
When designing the new headquarters, CCOA identified the requirement for custom artwork to depict the products they provide and the client base they serve while adhering to well-established brand standards. Because CCOA itself offers state-of-the-
To produce the series, Mr. Coalson photographed billboards and other advertising structures at locations in Los Angeles, California and Albuquerque, New Mexico. Using high-resolution digital cameras, including Hasselblad H4D and Canon EOS 5D Mark II systems, Mr. Coalson produced nearly 1,500 photographs over four days of shooting in the two cities. Throughout the location shoots, the clients received online proofs of all work in progress.
Following completion of location shooting, CCOA team leaders selected the structural photographs to be used for each of the finished artworks. The chosen images were then paired with photographic backgrounds featuring iconic landmarks selected from CCOA’s key markets across the U.S. Using Adobe® professional imaging software, including Photoshop® and Photoshop® Lightroom®, Mr. Coalson used a process known as digital compositing to seamlessly merge the billboard structures with the background plates. To complete each composite, Mr. Coalson added actual advertising imagery from CCOA’s client archives onto the billboard face.
After the final composite images were approved by the client, Mr. Coalson transferred the extremely large, high-resolution print files to CCOA’s hosting server. For this project, Internet file transfer was crucial, as Mr. Coalson produced the composite work at his studio in the United Kingdom. The digital images were then printed using archival pigment inks by The Studio, a fine art printmaking agency in Phoenix, and installed in custom frame structures by FM Solutions, the interior design firm contracted for the office refit.
Ron Cooper, former CEO of Clear Channel Outdoor Americas, conveyed CCOA’s delight with the results. “We commissioned Nat to capture a set of unique images of a rather mundane subject: outdoor billboards. We wanted something that was consistent with our brand–colorful, exciting, high impact, and easy to identify, but less ‘literal’ than a typical head-on photograph of a billboard. Nat delivered a creative and clever interpretation of our ‘product’ that is now an integral part of the new corporate office decor.”
Like CCOA’s billboards, the finished artworks are high-impact visual graphics with “stopping power” that also integrate perfectly with the office decor and reinforce the brand image CCOA strives to cultivate. Sample images and photographs of the final art installation are available for viewing online at http://natcoalson.photoshelter.com/
Nathaniel Coalson is an international visual artist working in photography and mixed media. Originally from Colorado, USA and now living in the United Kingdom, Nat has worked professionally in design, photography, digital imaging and printing since 1987. His work has been exhibited extensively, received numerous awards and is held in private and corporate collections. He is the author of many photography-