DAP Spec Line Ads

What The Job Demanded

In January 17, 2012

We traveled to Minneapolis to work with photographer Jim Gallop on a very exciting client shoot. The client, DAP Products, was about to unveil its newly unified series of sealants and adhesives – known as the DAP Spec Line. Its tagline, “What the Job Demands,” speaks to how the products are uniquely named to match the various spec standards required across the construction industry. The DAP® DYNAFLEX™ 920 offering, for instance, is named for the ASTM C920 spec the product meets or exceeds with regard to installing siding.

Each ad in the series features the headline “Every job has a number.” Knowing we were shooting photos for floor joists (the 3498 product), windows (812), and siding (920), we worked with Gallop to craft images that were subtle, realistic, and appeared as though the projects themselves were calling for the product their respective specs required. What amazes me about each picture is how they all came together. Though the three shots look quite realistic, they are all the result of a mix of actual, on-site construction and Photoshop wizardry.

DAP 3498 Ad

The 3498 shot, our first of the three-day session, brings together images of the built-out joists, the two workers, the house/lot, the sky, the truck — even the flooring on the truck. All pieced together seamlessly.

DAP 812 Ad

Using the floor joist set from the 3498 ad, Gallop’s crew added walls to prepare for the next image. The final 812 shot combines a ground-floor image (with real windows placed in the position you see) with pictures of the immediate dirt in the foreground, and – most impressively to me – a second story composited entirely from one wall segment used earlier when shooting the ground floor.

DAP 920 Ad

The least edited shot came last – the 920 image. The construction crew reworked the 812 set to give the appearance of a more finished house, and we all took turns assembling (scattering) the scrap that you see in the foreground. Gallop added the worker in the background and the result is what you see here.

While the shoot only lasted a couple of days, it was a real treat for me to see Gallop in action, both on-set and at the computer. He provided an often witty play-by-play of each of his Photoshop moves, working as quickly and professionally as I’ve seen someone work in a retouching environment. His work ethic was unbelievable, and he wouldn’t hesitate to use everything and everyone at his disposal to get the shots right. His impressive portfolio and client list is a testament to that drive.

Rick Riley

Mom always said, “If you don’t have anything nice to blog, don’t blog anything at all.” Okay, that’s not true. In fact, mom never read a single blog, nice or otherwise. But it’s still good advice. So look to me for nice … or at least interesting, relevant or funny. Well, maybe smartass or irreverent or sarcastic, too. But that’s it. If it doesn’t fall into one of those categories, you didn’t hear it from me.