Tag Archives: editorial fashion photography

Different face structures require different lighting setups. Copyright Aloha Lavina.

How to Make the Most of Your Photographer

Some of photoshoots require more time invested, yet they remain the most memorable and successful.

Investing time, thought and effort into a project pays dividends for the client. You not only get your money’s worth from all the people you’ve hired, but you also build strong relationships that can only enhance your brand. Giving time, thought and energy into a collaborative effort can create win-win situations that serve as fertile ground for growth, be it for the client or the creative team.

Here are some tips from a photographer’s point of view.

1. Communicate ideas as much as possible.

 

Communication is key to collaborative creativity. Copyright Aloha Lavina.

Time spent in planning a photoshoot is time wisely invested. For a photographer, information about the concepts the client has in mind, the colors and shapes and textures of the products she is shooting will help in the creative decisions. For example, light reflecting off a smooth surface behaves differently from light reflecting off a rough surface. If your photographer knows what materials you used to make your product, he or she can decide what sort of lighting suits that product. Similarly, a concept cannot be translated into an image unless the photographer has all the information necessary to ‘form a picture’ of what the client has in mind. Guessing or leaving this thinking process to the last minute can greatly impair the photoshoot’s effectiveness from lack of time to think through the concept and the added pressure of  reconciling a lot of novel elements in the process.

2. Give the photographer a lot of chances to make good decisions.

A lot of considerations go into a photo session. One of the most important ones is lighting, especially when there are models involved in the shoot. Different facial structures require different lighting set ups to either hide or show certain features. Introducing your photographer to your models before the shoot can help the photographer to think of the lighting decisions for each model’s facial structure and build. Allowing for this to happen by investing time in a meeting between the models and photographer can benefit your brand because the photographer is given more chances to succeed in making images that are interesting and propel the ideas behind your brand.

Different face structures require different lighting setups. Copyright Aloha Lavina.

3. Organize the materials for the shoot.

Photographers pack with great care. A lot of photogs clean their equipment, follow long packing lists, and prepare a lot of small items that can make a difference between a good shot and a great shot. A good photog knows that preparation saves a lot of time; knowing where to reach in the bag when needing something is efficient and good practice.

In the same way, organizing the clothing or accessories can help a photoshoot move along smoothly. For example, organizing the clothes into sets and labeling them clearly with models’ names in the order of the shoot can really speed up the work. Because some shoots require a lot of moving and changing of lighting equipment, being ready with the clothing and accessories gives the creative people in your team more time to take so they can create their magic for you.

4. Trust the creativity of your team

You hired the makeup artist whom you thought would interpret the concept well and has great skills to execute it in makeup or hair. You hired the photographer whose vision and images match your brand’s beauty.

You must trust their creativity, skill and vision, right? You hired them, not someone else.

In a moment of creativity, the creative person is drawn into flow, a state of seemingly effortless innovation. Trusting this process, for many, have produced great leaps in executing a vision. Interrupting it will stilt the creativity and ‘burst the bubble’ of concentration, and it is a difficult thing to re-enter at will. If you had planning sessions and every one in the team is conscious of the time you have to make the magic happen, trust that what the creators do, in their own separate domains of skill, are geared toward making beauty for your brand.

5. Respect talent and skill.

If everyone could do what any one else could do, all images would look the same. We would not have any moments when we look at a photo and our breath catches because it is just so what we wanted to say.

Respect a unique vision and the passion that creates it. Copyright Aloha Lavina.

The creative world is wonderful because each photographer, each makeup artist, pushes him or her self to do better, to learn something else. If you took this energy and passion and channeled it into your brand, you would have power indeed—power to distinguish your product from the others of the same kind, and power to make people look at your ad twice, catching their breath.

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This one was in the magazine's four-page spread as well. Copyright Aloha Lavina 2010.

Beneath the Glossy

Yesterday I came across this post by Fashion Photography Blog’s Melissa Rodwell, where she talks about being screwed by Flaunt Magazine. In her post, she talks about how she started her blog to make people aware of the real world behind the glossiness of fashion photography. She unveiled how editorial decisions—or neglect—can ruin what began as a well-prepared, well-executed creative session.

The ad that came out in the same issue with model Angie Stoneking. Copyright Aloha Lavina 2010.

Being relatively new to the freelance photographer world, I rely on seasoned professionals like Melissa to learn how this business works. For a couple years I’ve been steadily shooting a few commissions a month, on weekends and evenings (because I have a whole other full time job), and so far it’s been a steep learning curve.

Recently, I learned that sometimes, no matter how professionally you execute a job, you don’t get the credit you deserve. Literally.

I was commissioned a shoot with one of my favorite designers of Indian couture. This was the third editorial I worked on with the client, so she pretty much entrusted the creative legwork to me—scout for a location and then book it, find the models, brief the creative team, and lead the shoot.

We had a great team that weekend: my friend Hilde Marie Johansen was the makeup and hair stylist. The models were Angie Stoneking and Vaughn Newman, two of my favorites and with whom I have collaborated many times.

Vaughn Newman in the dress that was sold the day after we shot this photo. Copyright Aloha Lavina 2010.

We all worked hard for two days, to get the editorial shots the designer needed for a couple purposes. One was to run print ads, and the other was for an article the magazine was doing on couture for the popular wedding issue.

I understand why ads don’t publish the names of the photographer nor the models and creative team.

What is disheartening is that the magazine neglected to credit any of the team that produced the photos for the article. Not one of us is credited. The photos float on those pages and yeah, that’s my work, but you don’t know that.

And like Melissa wrote in her blog, the team looks to the photographer when things like this happen. They ask, what happened? Why? And it leaves some negativity that should not be in that relationship in the first place, a sliver of doubt that has small but sharp edges.

 

This one was in the magazine's four-page spread as well. Copyright Aloha Lavina 2010.

I don’t understand, really, why the editors at the magazine neglected to do their editorial responsibility. I’ve worked with both CNNGo and the publishers at Reader’s Digest and Seventeen magazine back when I was 19 years old. And one of the first things the editor goes over is how credit will be given in the publication. They ask you how you spell your name, so they can put it beside your creative work.

So, you know, I don’t understand.

The next time I work for them, I might slip this infographic on how to credit, in the contract.

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Welcome back and thanks for reading Imagine That! To keep updated with new posts, subscribe to Imagine That! by clicking on the RSS Feed button on the upper right of the Homepage.

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