While not often seen in commercial advertising, there are some top brand product campaigns that have used motion blur images to stand out.
When incorporated properly, motion blur isn’t just a photography technique—it’s a storytelling tool that top brands have leveraged to create impactful campaigns.
In this article, part seven of an 8 part series on using motion blur in product photography, we will look at some real-world examples where motion blur made a significant difference.
Note: To respect the copyrights of the brands featured in this discussion, I’ve chosen not to include the actual campaign images. Instead, I’ve provided links to the original visuals, so you can explore the examples of motion blur directly from the source.
1. Nike: Emphasizing Speed and Athleticism
The Campaign: Nike’s advertising often focuses on the themes of speed, agility, and peak performance. In several campaigns, they’ve used motion blur to highlight these attributes.
The Approach:
- Dynamic Athlete Shots: Photographers captured athletes in motion—running, jumping, or performing sports actions—with motion blur emphasizing their speed and energy.
- Sharp Focus on Products: Nike shoes or apparel remained in sharp focus while the surrounding elements blurred, drawing attention directly to the product.
The Result:
- Conveyed Energy: The use of motion blur conveyed a sense of movement and excitement, aligning with the brand’s message of athletic excellence.
- Visual Impact: The striking images stood out in advertisements, social media, and in-store displays, capturing consumers’ attention.
- Brand Reinforcement: Reinforced Nike’s position as a leader in sports performance gear.
Image Examples:
- I Run Like A Girl Campaign
- This image uses motion blur created during post-processing.
- TS1 Laser Campaign
- Running Athlete
Bonus Image: An excellent Motion Blur Example of Rebok Shoes. (Photo Credit: Samo Vidic)
Key Takeaway:
Use motion blur to highlight the core attributes of your product—in this case, speed and performance—while keeping the product itself in sharp focus.
2. BMW: Showcasing Speed and Luxury
The Campaign: BMW frequently uses motion blur in their advertising to communicate the thrill of driving their vehicles.
The Approach:
- Panning Techniques: Photographers captured moving cars with the camera tracking the vehicle’s motion, keeping the car sharp and the background blurred.
- Nighttime Light Trails: Long exposure shots captured light trails from the car’s headlights and taillights, emphasizing speed and modernity.
The Result:
- Emphasized Performance: The images effectively communicated the power and speed of BMW cars.
- Luxury Appeal: Combined motion blur with high-end aesthetics to appeal to their target market.
- Memorable Imagery: Created iconic visuals that are easily associated with the brand.
Image Examples:
Key Takeaway:
Motion blur can effectively showcase product features like speed while maintaining a luxurious and premium feel.
3. Tag Heuer: Conveying Precision and the Passage of Time
The Campaign: Luxury watchmaker Tag Heuer has utilized motion blur to emphasize the precision and high-performance nature of their timepieces.
The Approach:
- Blurred Watch Hands: Captured images where the hands of the watch are slightly blurred, indicating movement and the passage of time.
- Athletic Associations: Featured brand ambassadors like professional athletes in motion, connecting the precision of the watches with peak performance.
The Result:
- Highlighted Functionality: Emphasized the watches’ accurate timekeeping capabilities.
- Enhanced Luxury Image: Maintained a high-end aesthetic that appeals to luxury consumers.
- Brand Messaging: Reinforced their slogan “Don’t Crack Under Pressure,” associating the motion blur with resilience and endurance.
Image Examples:
Key Takeaway:
Motion blur can be used creatively to symbolize core brand values like precision, endurance, and performance.
Key Takeaways from These Campaigns
- Emphasize Product Benefits: Motion blur draws attention to key product features—speed, efficiency, refreshment, precision.
- Align with Brand Identity: Ensure the use of motion blur complements your brand’s image and messaging.
- Create Emotional Engagement: Dynamic images evoke emotions, making campaigns more memorable and impactful.
- Stand Out Visually: Unique and creative imagery helps your product catch the eye in a crowded marketplace.
Applying These Insights to Your Photography
- Understand Your Product and Audience: Identify what makes your product special and how motion blur can highlight those aspects.
- Choose the Right Technique: Whether it’s panning, long exposure, or creative use of light, select a motion blur technique that best conveys your message.
- Maintain Focus on Key Elements: Keep important details sharp to ensure that motion blur enhances rather than distracts from your product.
- Experiment and Innovate: Don’t hesitate to try new ideas. Sometimes unconventional approaches yield the most striking results.
Final Thoughts
These real-world examples demonstrate that motion blur is more than just a visual effect—it’s a powerful tool for storytelling and brand communication.
By studying how top brands have successfully incorporated motion blur into their campaigns, you can gain valuable insights for your own product photography.
Next Steps
- Research Further: Look up these campaigns to see how motion blur was applied effectively. Analyze the images for composition, technique, and emotional impact.
- Practice Techniques: Experiment with different motion blur techniques to see what works best for your products.
- Incorporate into Your Work: Apply these insights to create compelling images that connect with your target audience.
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