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IABC Communication World - January 1990 When Doug Menuez photographs for a corporate client, he uses more than camera equipment and lights. He adds a technique that brings another dimension to the staid, posted photographs we see so frequently in business publications. Menuez is a pioneer in presenting a corporate image through the photojournalistic method that he uses so successfully for Newsweek, Time, Life, People, Fortune and a score of other major international newspapers, books and magazines. One of his first major challenges was working with Rick Smolan in the "Day in the Life" series. "He was my mentor; and doing the "Day in the Lie" with him was the turning point in my life. "Photojournalism is like hunting; stalking game, silently, invisibly. When I work, I try to become part of the background -- no big, intrusive lights, heavy-duty equipment. Then I can capture the nuance, subtlety, drama--even joy and anger. What I achieve are photos that have an immediacy and emotional resonance that you can't get in a staged setting. A good photographer frequently can simulate a scene, but it takes on-the-spot coverage if you want a believable shot that is truly reflective of a company. Sometimes this is very strong stuff, and it may take courage to run it. "When I find companies that have a mask they hide behind, I try to penetrate that mask because I believe everyone benefits. My pictures often cut to the core. But they're a powerful communication catalyst. Pictures should add live interaction, warmth, humor and sincerity to the arsenal of corporate communication. A photo quickly can be summed up as a complement to words. The end result is a reality that's positive and powerful . And, after all, my goal is to communicate the true company environment." In 1987, Menuez established Reportage, a full-service corporate photojournalism agency in Sausalio, Calif. "One of our most interesting and challenging projects was shooting an annual report for Acer Inc. "It was a 10-week project with shoots in Europe, Asia and the United States. We also provided video and still photography for Acer's 1989 international sales conference in Rhodos, Greece, coordinated a 12-man crew to provide rear-screen projection, video and slide shows with live feeds, constant video and still documentation, ongoing editing for highlights tape at the conference close, smoke machine, light show and desktop publishing for a daily newsletter. We put the entire production together and shipped equipment and personnel into Greece in seven days. Whew!" In the past year, Menuez has flown more than 200,000 miles to 20 different countries for Reportage projects. Among his corporate clients are Steve Jobs/Next, Adobe systems, Farallon computing, Apple, Beckman Instruments, Businessland, Technology Funding and Ashton-Tate. |