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Photo Shoot Spotlight: Northgate Market Fall Campaign

Advertising and editorial photographer Matthew Roharik shot a new ad campaign for Los Angeles super market chain Northgate Market using bold Seamless Paper Backgrounds manufactured by Savage Universal. The art director at Circus Marketing picked the colors prior to shoot for their storyboards using the Savage Digital Color Chart. Matthew found it to be really convenient for the ad agency art director to pick the colors for the layouts from Savage’s extensive library of colors.

“I wanted to be able to keep the lighting gradient and shadows on the actual paper in the final image and I was able to do so because of the quality and thickness of the paper.”

The client was thrilled with the way the paper colors reproduced on camera. The image series will be used as seasonal print ads and in the store.

Matthew Roharik is an advertising and editorial photographer with his studio in the Arts District of Los Angles. Check out more of Matt’s work on his website and Instagram.