Building owners, architects, and property managers often consider winter a dead time when photography comes to a standstill. In fact, winter presents a compelling opportunity for architectural photography along several dimensions. For exteriors, the time of year post-autumn but before snow arrives offers an exceptional window for photographers to capture the essence of urban landscapes with greater clarity and focus than they sometimes achieve at other times of the year. Winter is an excellent time of year for interior shots due to lighting and scheduling. Lastly, winter shots can be effectively employed using teaser campaigns to build anticipation for the spring and summer months. Along many dimensions, as we discuss below, winter can be leveraged for exceptional photography and engaging marketing opportunities.
Exterior Photography
In the absence of a leafy canopy, winter offers a unique perspective for photographers, allowing them to showcase architecture and architectural elements that may be obscured during other seasons. The time of year after the leaves have dropped but before snow arrives is sometimes referred to as stick season by photographers. During stick season, tree-lined streets, which often restrict the view of buildings at ground level, are now open and allow a much better view of building architecture.
During summer the first two stories of this building are almost completely obstructed
Likewise, these suburban buildings are substantially hidden during summer
Stick season can be particularly advantageous in urban and suburban areas, where the stark contrast between buildings and the clear winter sky can create a captivating visual narrative. This may be done during the day with a clear blue sky, at night, or at magic hour (just after sunset) as shown below.
Interior Photography
Another way to take advantage of the treeless winter scenery is to concentrate on interior shots. The absence of foliage outside and lower sun angles allow more natural light to permeate indoor spaces, illuminating architectural details and creating a warm, inviting atmosphere. This can be especially effective in highlighting the coziness of cafes, the grandeur of historical buildings, or the sleek design of modern interiors.
Photographers can also play into seasonality by juxtaposing the cold, wintry exterior against the interior's warmth and vibrancy, which adds depth to visual storytelling. This sense of coziness is particularly effective in residential buildings.
Teaser campaigns
Winter shots can be strategically employed in teaser campaigns, offering a unique opportunity to generate anticipation for spring and summer events or openings. Done correctly, the teaser campaign creates a tension between what is happening now and the promise of completion or a resurgence as spring arrives. Three approaches can work well depending on the objectives and the building architecture.
Contrast and Transition: Create a visual narrative emphasizing the contrast between winter and the promise of spring/summer. Incorporate elements like closed umbrellas, snow-covered outdoor furniture, or frosted windows to symbolize the temporary pause before a spring resurgence.
Gradual Reveal: Release teaser images gradually, building anticipation over time. Begin with winter shots that evoke a sense of calm or stillness and progressively reveal more hints of the impending seasonal transformation. Set up as a progression; this gradual reveal can effectively engage your audience throughout the winter months leading up to spring. You may want to incorporate subtle elements that hint at the upcoming change, such as budding flowers, outdoor seating preparations, or glimpses of vibrant spring colors.
Emotional Connection: Tap into the emotions associated with winter, such as coziness, introspection, or the beauty and stillness of a winter landscape. Then, seamlessly transition these emotions into the excitement and joy of spring and summer. Create a narrative that resonates emotionally with your audience, building anticipation for the upcoming season.
Winter is far from being a dead time for architectural photography. It offers excellent opportunities for exteriors and interiors and to set up teaser campaigns. By strategically using winter shots in urban and suburban photography, photographers and marketers can harness the unique aesthetic qualities of the season to tell compelling stories and build anticipation for what lies ahead.
If you have a project that is underway, have architecture blocked by foliage in the summer, need interior shots, or would like help with a teaser campaign, please let me know, and we will get you on the schedule.