Commercial Photography: Concept to Creation

  • Instructors:
    Cris J. Duncan

    PPA Members:


    Portrait photography is about real people, real emotions and real drama. Commercial photography is more about capturing products and breathing life into them to convey the desired message. How do you do this? No one knows that better than Instructor Cris Duncan!

    In this class, Cris discusses how to start with an object and develop an entire creative concept around it. Learn how to create mood and drama and how all of this goes into the end result or image.

    Of course, none of this happens without lighting – a photographer’s best friend! Delve deeper into this fundamental as Cris introduces various sources and demonstrates what each one does for your shoot. Learn how to set up each light, test it, evaluate its effectiveness and make necessary changes. You’ll experiment with metering, exposure, angles and reflection to better understand the exact set up you need. When you’re finished, you’ll have an intimate knowledge of lighting that you can not only use in commercial photography but all genres.

    Expand your education today!

    We value your feedback and want to know how we can improve. Please share your thoughts about the class here.

  • Duration: 0:11:12 Expand video to full screen for best view.

      • Cris J. Duncan

        M.Photog.Cr., CPP

        A devoted husband, loving father and professional photographer, Cris J. Duncan, M.Photog.Cr., CPP, feels blessed to share a little about himself with you. Cris and his wife, Deanna, operate a studio in Lubbock, Texas, offering high-end commercial, portrait and wedding photography. It may sound cliché, but they truly love what they do…and he is quick to credit that to their success. He knows that this wonderful profession of photography will take anything you are willing to give and give you whatever you are willing to go after.

        Cris is a Certified Professional Photographer and holds the Master of Photography and Photographic Craftsman degrees. Since turning pro in 2002, he has photographed Presidents, Vice Presidents, dignitaries and countless others. He has worked for such companies as Frito-Lay and Bayer CropScience and has been honored to photograph numerous weddings, portraits and commercial assignments for great people all over this land. Cris and Deanna were also selected by the design team of Extreme Makeover:Home Edition to provide portraits of one of their deserving families.  Cris was a PPA Photographer of the Year and is also the recipient of several awards and honors. For example, his acclaimed work, “The Carpenter’s Masterpiece,” was awarded a perfect 100 as well as Album of the Year, two Judges Choice awards, a distinguished ribbon and acceptance in the exclusive PPA Loan Collection.

        Today, Cris is a highly sought-after photographer and educator. He is the founder of “Find your Focus” photographic education experiences.  

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