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How the image was made: Lincoln City’s third kit launch image.

Lincoln City's Jovon Makama wearing the Imps’ new University of Lincoln sponsored third kit.

Lincoln City have launched their third kit ahead of the 2024/25 EFL Sky Bet League One season - a striking blackout kit that is a unique first for the Imps.

The shoot linked my love of sports photography with my expertise as a trusted commercial photographer! The brief was clear: highlight the front-of-shirt sponsor, the University of Lincoln, while creating a silhouette and low-light effect to amplify the intrigue and boldness of the kit's design.

As with any commercial photographic shoot to create marketing campaign images, it was important to consider where the images would be used. For example, the club’s website is a 16x9 image. Meaning I have to leave space in the frame to allow for cropping. A strange feeling for any photographer when you are taught to fill the frame with your composure.

Yet, options for square crops were required for various social media platforms.

The shoot was undertaken in early July. Yes, the images had been sitting in a hidden gallery on my website for over a month! And for the fans that were asking, yes, I knew what the kit looked like!

Lincoln City's Freddie Draper wearing the Imps’ new University of Lincoln sponsored third kit.

As with any commercial photographic shoot to create marketing campaign images, it was important to consider where the images would be used. For example, the club’s website is a 16x9 image. Meaning I have to leave space in the frame to allow for cropping. A strange feeling for any photographer when you are taught to fill the frame with your composure.

Yet, options for square crops were required for various social media platforms.

The shoot was undertaken in early July. Yes, the images had been sitting in a hidden gallery on my website for over a month! And for the fans that were asking, yes, I knew what the kit looked like!

I arrived at the University of Lincoln just before dusk to set up the lights. I opted for a three-light Godox set-up. The beauty of the battery-operated lights meant not having to rely on a power supply and trailing cables across the site. I was supported by the club’s senior communications manager, Luke Thornhill, to ensure the evening ran smoothly from the club’s point of view.

Then, as dusk fell, Imps academy graduates Jovon Makama and Freddie Draper arrived at the site. We had identified two backdrops we intended to use for the photo shoot, a matter of yards away from each other. The shoot took place opposite a well-known fast-food restaurant, so we had to be careful not to attract the attention of any eagle-eyed fans! It was slightly more discreet than when we turned Lincoln Cathedral red for a kit shoot!

Lincoln City's Jovon Makama wearing the Imps’ new University of Lincoln sponsored third kit.

A single main light was used, with barn doors to limit the light falling onto the shirt. It was important to light the players' faces, but too much light falling onto the shirt would cause it to lose the blackout effect.

Then, depending on the shot, either one or two lights were used as rim lights. This was important to ensure the players stood out against the dark background.

To aid Luke in directing the photo shoot and allow me to see more of the images in detail, I linked the camera to my iPad in the same way I do when producing business profile pictures. Photographing a blackout kit against a dark background and the lighting being key helped me see images instantly on a larger screen.

You can read more about the kit on Lincoln City’s website here.

Seeing the final images on Lincoln City’s website and across social media was incredibly rewarding. This project not only challenged my skills as a specialist commercial photographer but also reaffirmed my commitment to producing marketing images that work! The club's engagement on social media posts was outstanding!

Lincoln City's Jovon Makama wearing the Imps’ new University of Lincoln sponsored third kit.
Lincoln City's Jovon Makama wearing the Imps’ new University of Lincoln sponsored third kit.
Lincoln City's Freddie Draper wearing the Imps’ new University of Lincoln sponsored third kit.
Lincoln City's Freddie Draper wearing the Imps’ new University of Lincoln sponsored third kit.
Lincoln City's Jovon Makama wearing the Imps’ new University of Lincoln sponsored third kit.

Testimonials.

Whether it’s a goal celebration, new signing, kit launch or team photo, Chris captures unbelievable imagery which helps tell the story of Lincoln City FC. We’ve been fortunate enough to have a very successful period on the pitch during the last few years, and Chris has captured every moment. He’s professional, reliable and talented, and we have thoroughly enjoyed working with him.

Jake Longworth, Lincoln City FC

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