Creative direction needs to be in sync with reality.
With job information, budget and the most comprehensive experience, a creative director is usually in the best position to judge what can be accomplished in a professional manner. Experience directly relates to the degree of quality and complexity of concept that can be managed. Knowing how to stretch resources frees up everyone's mind to explore a wider variety of ideas.
Making this brochure work well called for some realistic thinking early in the process. For example, the group photograph of doctors shown on the following page is a montage of five different photos. It was part of a one day shoot during which ten setups needed to be done. Here, our photographer brought the necessary background, equipment and willingness to efficiently handle a great number of indoor and outdoor lighting situations perfectly. Normally, doing such a quantity of complex work would have taken at least 4 days. In this case, because the real subjects had barely enough time to grin at the camera, the creative plan relied heavily on Photoshop to polish the end product.