Great composition can’t fix a bad concept, but it can really improve a good one.

Let's explore the techniques of Ale Burset, one of the world’s top ad photographers:

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1. Rule of Thirds

Divide the frame into nine equal parts. Place the most important elements where the lines intersect. It guides the eye naturally.

2. Circle

Typically, it conveys unity and harmony, but it can also emphasize feelings of being trapped or surrounded.

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3. Cross

Creates tension and focus at the intersection.

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4. Tunnel

Builds depth and invites the viewer deeper into the scene.

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5. L-shaped

Leads the viewer through the "L." Also, it enhances negative space.

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6. Golden Triangles

Balances conflicting elements. The mathematical ratio appeals to our sense of beauty.

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7. Golden Spiral

Leads the eye from the setup to the climax of your story.

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8. Diagonal

Creates action and makes the ad look authentic and unstaged.

9. Double Diagonal

Adds volume to flat images and builds suspense.

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10. The Balance Scale

Creates stability or comparison. Great for before-and-after or this vs that shots.

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11. Unbalanced Scale

Gives a feeling of unease or excitement. Helps reflect instability or adventure.

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12. Inverted Pyramid

Directs attention to your main subject, like an arrow.

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13. Compound Curve

Adds elegance, flow, and speed.

14. Three Spots

Creates rhythm and evenly distributes the focus.

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15. Radial

Focuses intensely on a central figure or object (e.g., a person, a flower, or a building).

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Cheat Sheet

You made it! 🎉

Talk to you soon,​
– Shlomo

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P.S. I've created 45 original B2B ads for my new course, "Boring Products, Fun Ads." For each ad, I used a different creative recipe. Can't wait to share them with you.

Here's one example: