Earlier in the month I shared a video featuring the work of Oliver Güth working with Tamron's new SP24-70mm lens. My timing couldn't be better because I received a press release yesterday...

"Tamron's newest fast standard zoom lens, SP 24-70mm F/2.8 Di VC USD G2 (model A032), was announced as the winner of the Lucie Technical Award for Best Medium Range Zoom Lens at the third annual Lucie Technical Awards ceremony held October 25th during the PhotoPlus Conference + Expo at the Jacob K. Javits Convention Center in New York."

I pulled a few more images by different artists to share in today's post. Remember, these are screen shots with outstanding quality - so, imagine what the original files are like!

As one of the industry's finest lens manufacturers Tamron never slows down in raising the bar on the creative tools for photographers. Winning a Lucie Technical Award is quite an accomplishment, but to truly appreciate the SP24-70mm lens visit a Tamron dealer and do your own test drive. You won't be disappointed!

Interested in more information about this new lens, just click on the thumbnail to the right. And, a big congratulations to the Tamron team for some well-deserved recognition.

Every morning I take a quick scroll through YouTube using the search box to check out what's new from some of the different companies in photography I admire. I'm always amazed at the never-ending flow of good solid content, usually in short quality-driven videos. There's so much FREE support in YouTube waiting for you to check it out.

One of my first stops is always Tamron USA, and this new video featuring Oliver Güth in action with the new SP24-70mm G2 lens hits several excellent points.  Besides introducing you to a new lens with a long list of outstanding features, pay attention to the way Tamron tells the story. 

First, the video gives you three minutes of watching an accomplished artist at work. The soundtrack is strictly music, but you don't need dialogue to understand what Oliver is thinking. Second, after many of the shots, Tamron shares the final image along with the specs for each. (My screen grabs don't do them justice, but I wanted you to see how they've set up this vital component of the story.) Third, pay attention to the way they tell the story of this lens and think about how you'd tell your story. 

For those of you rolling your eyes at the idea, great storytelling is about sharing the key components of something in a way that's both entertaining and informative. Tamron does an outstanding job in taking you through all the reasons why this new SP lens is one of the very best, and at the same time introduces you to another photographer. Now, think about applying the same kind of storytelling to a video about you, your images, clients, and business.