This is a place for both creative buyers and photographers in the business of marketing communications to share positive insights about their profession. It is hoped that peer empathy will be keenly felt by all who visit and participate* here.
Photography Commentary I
No one ever came out and emphasized it, but after a few creative sessions I realized that background materials presented by the art director or other job originator were worth my complete attention. The odds that my creative contributions would help were much greater if they were based on pertinent information rather than what I felt like doing that day. Even with this realization proven beyond a doubt, it wouldn't have hurt to tattoo such truth upon my arm. Because, in reality, maintaining one's creative spirit while getting in the mood to produce photographic images on someone else's behalf doesn't come naturally. For me, it requires more than a little reflection to remember the magic feeling that works everytime...willingness. Once I've let myself become totally willing to get caught up in the focused research of others, the process can begin. Out of myself, into the work, it's not long before good, supportable ideas spring forth enthusiastically.
With the value of willingness now recognized, it seemed worthwhile to outline an entire routine. Such a mind set might enhance creativity, discipline and efficiency throughout the entire process. Once again, this is the kind of simple, common sense thing that is seldom spelled out. Only after a good bit of floundering does it hit home that a thoughtful plan could improve performance. For what it's worth, here's the general approach I bring to the table:
Absorb the materials supplied by the project originator. Whenever the timing and situation permits, participate in the initial conceptual phase by submitting thumbnail** layouts as ideas come to mind. From the established style or range of styles work with the project originator to settle on a look that will best enhance creative direction. Oversee the acquisition of locations, models and props. Light scene to produce the most complimentary relationships with other graphic and conceptual elements within the design. Take the photos, provide contact proofs of all the choices and deliver finished film or prints. When stock or useage free images are to be used, research a number of sources in order to find a variety of images to chose from. Carefully select first draft picture possibilities best support the written message. Suggest and help facilitate computerized enhancements that will strengthen the final product.
**These initial rough concepts facilitate the creative process in a variety of ways. Quick to do and easy to understand, they distill the idea into the simplest of forms so that its merit, or lack thereof, is very clear. Sometimes, after a great deal of creative exploration, that first thumbnail turns out to be the very best solution.
commentary by Andy Attiliis
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