Society Fooled By Adobe's Photoshop

Society stresses the over-use of Photoshop, a photo-editing program by Adobe, on public figures, claiming the program blurs the line of what is real and what is fake.

Photos streaming the Internet community make headlines every time a celebrity’s unedited photos get leaked. Companies release campaigns that get bashed by the public for being ‘too Photoshopped’. The truly blurred lines between Photoshop and reality debuts from misguided truths of what is actually touched-up and what is not.

Photoshop is a post-production tool used to correct minor flaws and not for sole creation alone. Advertisements displayed across the inner beginning pages of Vogue Magazine are seen as flawless, making the viewer questions its authenticity. In March of 2013, L’Oreal “permanently discontinued” a set of mascara campaign advertisements due to claims of excessive Photoshop. But what goes into that L’Oreal headshot alone?

To start an advertising campaign, the company selects a model or celebrity to represent the brand or product. Usually the model already has close to flawless skin. Liquid makeup is placed on the models skin for an overall smooth base of foundation. Then a professional makeup artist applies high-quality makeup exclusive to specialists in the industry. After all of this is said and done, the photo shoot takes place and the photographer will then retouch the images to remove flyaway strands of hair, control light (if need be), and other small errors that would take the reader’s eye away from the brand or product.

The public is overly misled by how Photoshop works, what its purpose is, and who uses Photoshop. When it is even being used the statement, “it’s too Photoshopped,” has become a regularly occurrence. The photo shoot was probably a full-day production, with numerous salaries at work and endless light changes.

This year marks Photoshop’s 25^th birthday with the Alex Amado, Adobe’s senior director of creative and media, claiming “a huge milestone” for the photo-editing software program.

"It's the tool we put out into the world that's had the broadest impact," Amado said. "It's used in the design process of pretty much everything we see and touch these days—every ad you've reviewed, all the photography in every publication, everything from logos on T-shirts to billboards, industrial design and the movies."

So before making the claim “it’s too Photoshopped”, think about all the professionals involved in one single shot.

Think Agency Handles Central Florida Media Efforts for Harvest Power

Think Agency has been handling the media efforts on behalf of Harvest Power Orlando, a company that turns food waste into clean energy through a process known as anaerobic digestion. Harvest Power partners with restaurants, schools, supermarkets, theme parks, and resorts around Central Florida to produce biogas that can  be used by the community. This facility is the first of its kind in North America.

Harvest Power’s Energy Garden is located in Reedy Creek Improvement District (RCID). This facility had the power to process more than 120,000 tons of organic materials a year and produce 5.4 megawatts of heat and power. 

Last week Think Agency worked with Harvest to host a media event to introduce the Orlando facility and the Orlando OrLandfill campaign to the Central Florida community. Harvest Power gave interviews and plant tours to local television news and print media.  

As a result of these efforts we have been featured in the Orlando Sentinel and The Orlando Business Journal. Harvest Power has also been featured on both WFTV and FOX 35 explaining anaerobic digestion and giving an overview of the plant. 

For any questions or comments, our media contact is Steve Rainwater. He can be reached at steve@thinkagency.com.