Tuesday, March 17, 2009

This 1970 Chevrolet Impala layout didn't sell but was shot on the Screen Gems movie lot in LA. It was made during an "Experimental" shoot when we had a fleet of Chevy prototypes to work with. This particular car had no engine and was made of plastic or whatever they used at Chevy Styling back then. We could turn it into a Caprice or an Impala as needed with a little retouching or emblem changes. The fellow with the plump lady is Alex Nicholas, a Chevrolet executive in charge of all the prototype cars and who could use them. He managed to get the cars to locations all over America when they were needed and on time. There were ads, catalogs, and television commercials to shoot for us and all kinds of film and stills for a company that did the Chevy Announcement films for the dealers. Alex was always agreeable to fill in as a model or have others on his staff help us any way they could. I wanted people to look real in our ads rather than the beautiful people we often used but Chevrolet didn't always agree. I think this would have made a memorable ad for Chevy but this is as far as it got. Faded some over the years but I am happy to show it now. I hope Alex is still with us and sees it. Warren Winstanley was the photographer. Another point. Back then art directors and photographers went to great pains to make sure the models were doing something interesting in the picture. A pretty girl just standing by the car we called a " fender polisher" and we all did plenty of those. They were usually brought about by the need for a quick picture and the lack of a strong visual idea for the ad. Photographers generally were reluctant to have the models look at the camera but I had no problem with that as you can see in the above shot. Later on we would do a complete campaign with all the models looking at the camera and getting their picture taken. That is another story.

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