Aquarium Shoot for Dominion Power

This was one of my favorite commercial shoots all year. Dominion Power is overhauling its website in the next few months, and wanted some new imagery.

Everyday uses of electricity was kind of the theme...and an aquarium certainly relies on a dependable energy source.

This concept of kids looking through a fish tank was something Dominion had tried to create a few years ago, but unsuccessfully. If you stop and think about it, a fish tank is a reflective surface nightmare, not to mention the issue of water clarity (murky faces is typically what you see when you shoot through an aquarium.)

Fortunately, I learned how to "shoot fish" a few years ago doing some work for Tetra (aquatic habitat supplies). My fish images were used in pet store displays and still appear on their website. Eliminating reflections of our studio lights, yet still finding a way to illuminate the set and subjects was the technical challenge photographically. Once you figure that out, you just gotta have a squeeky clean tank, clear water, and fish that swim "prettily" for the camera.

This shoot took about 2 weeks of advance studio preparation. Dave Thomas of Thomas Aquatics (804) 355-0455 was our official fish wrangler and aquatic environment wizard. He and his assistant, Ryan, set up two 50 gallon tanks in the studio. One for photography and the other as a "holding tank" for extra fish.

Fin and Feather supplied the set tank and all the decorations along with a selection of fresh-water exotic fish. To get the water perfectly clear, Dave & Ryan must have replaced the water in the set tank at least 6 times over the 2 week period. We also added lots of water treatment chemicals to knock out the chlorine.

Spending 2 weeks with the fish, I got to see that they really do have "personalities". My favorites were Dave's hybrid African Cichlid's. They are the 3 big orange fish swimming in the foreground of the tank. They didn't have any of the aggressiveness associated with the species and they'd swim to the top and "kiss" your fingers or, nibble on our hands/arms whenever we had to move something inside the tank. I also have a sweet spot for Gouramis of all kinds (they tend to be shy).

Jessica Kantor did a terrific job of casting and "kid wrangling" for the two afternoons we shot. She and Winifred Halliday found 2nd graders at their respective public elementary schools willing to spend a few hours modeling with the tank...between snack and game breaks.

Electricity uses: the fish were fresh water exotic species in a water temp about 75-degrees maintained by an electric heater with thermometer. Lots of filtration needed, especially with a bunch of fish in the tank; another use of electricity. Bubble fountains are just for looks, tho some fish like to play in them, again more electricity. Lastly, the strobe lights and digital camera all powered by Dominion.