Harben shoots catalog for au upholstery
By Furniture Today Staff -- Furniture Today, October 19, 2005
At the Market — Award winning photographer Scott Harben, known for his BMW and Heineken advertising campaigns, shot the latest catalog for American Leather's fabric division, au (American Upholstery).
Released this month, the third au catalog showcases Harben's ability to capture real life as portrayed within the comforts of home.
Working with Matthew Hayward, national sales manager for au, Harben emphasized the au vision that furniture should fit the comforts, lifestyles and needs of today's consumer.
"I really try to bring out the livability and flexibility of the furniture to truly bring it to life," Harben said.
"My ultimate goal is for a family to look at the shot and think 'that would be great for the kids.' "
He said he uses models that blend with the natural lines of the furniture, creating a simple harmony.
In the catalog, he also uses a technique called "dutching," using a tilted camera angle to make an object appear more lifelike and somewhat on edge.
He also normally shoots in thirds, placing most of the action in only one third of the picture, directing the eye to the furniture.
To obtain a free copy of the au catalog, see the company's Web site at www.aufurniture.com.
American Leather shows at market in the fifth floor Penthouse area of Showplace on Commerce Avenue.
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