Above and Beyond Photography

danieljenkins — Sun, 20 Jun 2010 21:18:31 +0000

In this day and age everyone has a camera. Even some fashion designers are shooting their own products. People have to make their money stretch. What does it take to succeed as a fashion photographer? Going above and beyond just snapping photos.

A potential client recently asked me why they should hire me for thousands of dollars as opposed to paying a student found on CraigsList $200 or less? My answer was: While it may be true anyone can snap a photo, with me you are getting experience. A trained eye for details most wouldn’t notice. That is such a small piece of what I offer. The knowledge and experience of the “why”. Setting the mood that communicates the message that sells your brand. Creating unique images that best represents your product and what your brand is about. Creating a “signature look” that defines your brand and sets you apart from your competition. Creating photographs that communicate to your buyers.

What goes into such a process? Coordinating and casting the talent that best represents your brand. Hiring and coordinating other professionals such as hair and make up artists, stylists, assistants, locations, props, catering, and security. Meeting with your marketing staff or advertising agency to develop and execute a clear decisive concept. And then after the shoot, coordinating with your staff to determine how and when the images will be used and suggest other opportunities for exposure.

Here’s where over and above comes in. I have built my business on building relationships. My closest friends are involved in the business or their closest friends are involved. I have a world wide network of creative directors, buyers, manufacturers, sewing contractors, sample makers, retailers, designers, creative talent and sales reps looking for opportunities to get involved with other clothing lines. I am involved in a group that can work with a designer and take a clothing line from conception to retail.

And you just thought I was going to show up with some lights and a camera and take some pictures.

I began the day listening to a pod cast from Skaaren Design.

Cory Michael Skaaren was one of my instructors in art school that I connected with and gained the most knowledge from. I knew he had an impact on the way I think, but it wasn’t until listening to his podcast that I realized just how much.

Over this past week, I’ve spent quite a bit of time thinking about branding. PDN is filled with articles on the subject and ADBASE has a few podcasts as well.

Cory’s podcast made a light come on. He speaks on the subject of helping his clients create their identity early on. He solves problems with what is meaningful and appropriate. To describe appropriate visual communication, Cory uses the analogy “You don’t go into a fancy restaurant in shorts and flip flops.”

What does this have to do with photography? Photography is an element of visual communication. An image, like a logo or trademark, should communicate the message of the ad in a way that is cohesive with the brand for whom it’s made. An example, the image above doesn’t fit Ralph Lauren’s branding, however may fit Diesel or Chrome Hearts or a grunge couture brand.

When I meet with a new client to discuss a photoshoot. I spend time learning who they are and what their brand represents so I can ensure that the photos fit within their image. Brand consistency is imperative to a successful advertising campaign. I recently had a meeting with a hair salon in Chicago. I outlined this very well. There are many photographers that would have just taken the check and shot what they felt was cool. I spent time explaining that what we have is a blank canvas. From wardrobe, to color palettes, to angle and lighting, We must ensure that everything in this process appropriately represents the client.

It’s easy to take a good photograph, but it takes planning and careful execution to capture an appropriate photograph that communicates a specific message to a predetermined audience while maintaining brand consistency. Photography is just one element of visual communication.

I learned so much from his class. We just connected, and he somehow knew what I was capable of. Because of this, he expected more from me. If I had to list only one thing that I learned from Cory Michael Skaaren, it was the definition of visual communication.

Daniel Jenkins » branding

Above and Beyond Photography

[Appropriate] Image is EVERYTHING

[Appropriate] Image is EVERYTHING