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Taking the Shots to the Street

We’ve all seen product photos before. We’re surrounded by them each day, in catalogs, mailers, on websites and TV commercials, etc. But have you ever wondered what’s involved in getting the products to look so good? Street Level Studio worked with our client—Emerald Spa Corporation, in Grand Rapids, MI—to photograph the rollout of their newly redesigned, high-quality hot tubs for distribution in North America and abroad.

Street Level Studio Founder, Joe Davis traveled to Grand Rapids with photographer Carlos Ortiz to shoot Emerald’s entire line of spas. The photo shoot took place in Emerald’s manufacturing facility, which has a less than perfect shooting environment. Particularly its sparse, flourescent lighting and twenty-foot high ceilings do not lend themselves to having good light. With the use of artful lighting, a Hi-boy lift, and state-of-the-art digital photography equipment, Carlos and Joe spent two days shooting hot tubs inside and out. Precise product color match, shooting angles, constant direction, and attention to detail were required to achieve the perfect shot. Underwater shots were also taken to help highlight the action of the jets. Back in the studio some photo retouching was needed to assure that the spa cabinet and shell colors consistently matched from spa to spa. The result of the photo shoot provided perfect product pictures for a new catalog, sell sheets, promotions, and the Emerald Spa website. Check out the newly relaunched website at and the photos below show our process of transforming a less than ideal shot center into beautiful photos.

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214 Green Bay Road

Highwood, IL 60040