MSC photo guidelines

MSC —
Photography mood
board guidelines

MSC / Photography mood board guidelines
2
The brief
Introduction
The Marine Stewardship Council (MSC) is looking to
create a new set of assets for its global marketing
toolkit.
While a previous set of assets used CGI, this new
set will look to capture a set of inspirational images of
fisherman at work at sea and at the quayside and
(possibly) eating and enjoying their favourite fish.
We want to see our set of fisherman as implicit
heroes and as great characters with stories to tell.
Objectives
1. People focus — Bring the story of fishermen
from MSC certified fisheries to life for a
consumer audience.
2. Product focus — Tell the story behind MSC
labelled seafood products.
Look, Feel & Mood
Please refer to the Photography section of the style
guide and the MSC values. We would like to
achieve a modern, contemporary, look and feel.
Avoid: Self congratulation, nostalgia, overly relaxed.
Implicit heroes
We are looking for creative vision that depicts
fishermen as heroic characters, without
overemphasizing that heroic nature (this should be
implicit, rather than explicit), characters who venture
out to sea to bring back the fish we love to eat.
Characters
We also want to show the fisherman as great
characters. The photography will be accompanied
by strong biographical captions that tell their stories,
e.g. — "I love being a fisherman. It's my live and my
passion."
Please consider representing diversity of race,
gender, age where appropriate/relevant.
Wide, Midshot
& closeup
We are keen to set these characters in three
contexts: the wide shot of seeing them at work at
sea. Midshots
of them landing their fish at the
quayside, closeups
of them eating their favourite
fish dish.

3
The brief / We would like to see the fishermen set in three contexts
At sea
Shots of our fisherman friends will see them set in
the seascape that they work in.
In this wide shot, our portraits of fishermen (some
shots looking at camera, some looking characterfully
slightly off camera, some attending to their work)
Bringing the fish to shore
In these shots (again, looking at camera, slightly off
camera, attending to their work), we'll see the
fisherman set against a less expansive backdrop,
landing their fish.
Eating their favourite fish dish (optional)
We'd like to get some shots of these fisherman
eating their favourite fish dish. This will deliver a
sense of authenticity around fishermen and cooking.
Note: Picture below is not the best example of this.

4
The brief / Other Requirements
Fish and surroundings
Some consumers in some territories have issues
with seeing close ups of dead fish, particularly single
dead fish. Shots of dead fish should be avoided in
closeup.
Fishermen handled dead fish meaningfully
are fine.
Clothing
Some fishermen wear very modern clothing and we
understand that. However, the Producer and
photographer should be aware that fisherman
should look like fisherman, while not asking them to
be what they are not.
It might be the case that some items of attire should
be changed if they look too out of context.
Large scale fishing activity
The MSC understands, and actively works with
larger scale fishing boats. The shots of fishing
activity, and the fishing boats that are selected,
should reflect this and not be shied away from.
Technical matters
We would like to share ideas with the chosen
photographer around the use of camera, lenses,
focus, movement that best meet this overall brief.
— Use strong colours and be eye catching
— Retain simplicity content
should be kept simple
and uncluttered and credible
— Make interesting use of focus and dynamic
movement
Please take a range of shots bearing in mind they
will be cropped to fit the sizes below.
Output
We require all images to be taken in hires and
delivered in both hires (i.e. big enough for 96 sheet
billboards, CMYK) and lowres (web quality, 96dpi,
RGB).
Delivery of thumbnails to select the images we want.

5
Natural portraits + action
MSC want to capture the fishers at their most natural
and showing emotion.
Bringing the character / personality out of the photo.
We are looking encapsulate the following actions with
the help of quotes;

6
Not overly posed!

7
But if it is posed make it more natural!

8
The fisher - no stereotypes please

9
The fisher - a varied mix would be better

10
The fisher - families
If there is a father and son / daughter working the
boats, this would be a great opportunity to tell two
sides of the story from different generations.

11
Vivid colours / high contrast
Getting some great saturated colours could be
achieved in camera or post.
As long as the photo has the potential to pull out the
colours, pre or post.

12
Clarity - do not hide faces and no backs

13
With fish and without
There is a need to include fishermen with species in
frame and with out.
Below are examples of taking a similar portrait with and
without the species.
With species Without species

14
With fish and without / cropping
An alternate to taking a portrait without species to crop
the photograph and omit the species.
Showing species Cropping out species

15
Framing and composition
In some cases we will need to go quite wide on a shot
with as much in frame as possible for digital banners.
This will allow us to pull out from a focus point in the
distance.
5.13 am –
31 miles off the North Sea.
George started
work 4 hours ago
“ For me, it’s
about making
sure the fish
you eat is
sustainably
caught ”
Going the extra mile,
for you.
Original photo Used within a banner

16
Backgrounds
In other cases we may need to build new compositions
for online banners, there would be a requirement to cut
out the fishers and place on a difference background to
create a parallax illusion.
The background shots should ideally be taken every
time a portrait is taken, this will make it slightly easier to
match up the lighting of the fisher and the background
when compositing.

17
This shows how we may need to repurpose different
backgrounds
““ MSC is not just a label.
It certifies the work that
we carry out.”
—Xxxx Xxxx, MSC Fisherman
Look for the
MSC ecolabel
Backgrounds / Uses

18
Lighting environments
Where possible, vivid colours would be the preferred
choice for this campaign.
Requested by some regions, consumers would
associate more with with blue skies rather than dull
grey skies.
Dull, but could be good for higher contrast shots Vivid, for more saturated shots

19
No smoking please
We cannot show any of the fishers smoking in these
images.
If we cannot avoid the fisherman with a cigarette then
these will need to be removed in photoshop or similar
software.
Original Cigarette removed

20
No Earrings if possible
There has been a global consensus that stakeholders
would prefer not to see the Fishermen’s earrings.
If this is not possible, the earrings may need to be
removed in photoshop or similar software.
Original Earring removed Alternate shot

MSC photo guidelines

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