Photo Shoot
My photographer and I had faced this rehab equipment before; it presented a unique challenge because one of the selling features was the control panel, a must-see part of the main photo. The general rule for product sheets is immediacy—you may not get another chance to hook your audience. Parts of the world are still stuck in the put in a babe in a bikini and the fitness product managers weren’t far from falling into that cliche. Instead, I had to choose models who would not detract from the rehabilitation equipment, and clothing that was modest, except once—more about that later.
Enter the new marketing assistant. Just out of the local liberal arts college, she marched right in casually walking all over the backdrop. She was eagerly telling the photographer how to angle the equipment, and giving plenty of advice to the stylist on clothing combinations, makeup and hair; though these things had been determined long before we arrived at the studio. I watched this from a distance and said nothing until someone acted on her advice without consulting me—the art director.
I’m not sure what makes an art director roll over, but that’s something I have never done, though not always with as much grace and finesse as I would like. The job title is pretty succinct, but some art directors sit back and let the marketing department or the photographer call the shots. My attitude is go ahead and fire me, I work for a higher power. Whatever is captured on film during a photo shoot will follow you for the duration of your career; so don’t let someone else direct the art. It’s always easier to take the path of least resistance, but it’s never easy if you take pride in your work. This doesn’t mean ignore advice, especially from your superiors—but try to stay true to what you know. If someone has a better idea, be open to discussion. But never lose sight of who’s in charge of the shoot—the art director.
Why is this important? From the moment you enter the photo studio, client dollars are flying out the window. Everyone present is on the clock; so wasting precious time pursuing any avenue other than the plan discussed prior to the shoot is a waste of client cash—and clients don’t take kindly to that. Many art directors bring their layouts to the shoot so there’s a visual to follow. We’ve all seen photographers working in the glamorous world of fashion, looking for the impromptu magic moment that captures the spirit of the garment. But in the more prevalent world of widget sales support, sometimes the magic comes and more often—it doesn’t.
The promotion was baseball and the CEO was making the pitch. So we moved him out to the mound in his shirt sleeves and had him toss the ball. What are the chances the photographer would capture the ball in mid air, perfectly focused? An experienced professional photographer like Dennis Meyler pulled it off. And when lighting, mood and action are all juggled at the same time, an art director needs a professional like Meyler to dig into his past experience as a grip to solve the problem. In this instance, the model wasn’t balancing the tennis ball on his racket. The photographer used fishing line to suspend the ball in position. Art Directors depend on professional photographers to get the shot, not direct it.There are many things an art director relies on other professionals for, but none of them should involve decisions about how art supports copy or copy supports mission.
The ad campaign to introduce a new corporate identity used the CEO as spokesperson. The art director positioned him using established body language to support the copy. The first of a series brought him down to audience level as if he whispered, leveling with his public, breaking the rules of business to share his secrets with his customers. It wasn’t until the actual photo shoot that we discovered what we thought was an insurmountable problem. ”Uh-oh, he can’t squat.” Enter the model who jogs and has great flexibility; photographed in position, his head was replaced with the CEO’s. So it is possible to possess a body that is years younger, at least in print.
Many times, art director’s are asked to create an identity for widgets. You can do this through positioning, ambiance, attitude and the model you choose. It’s easy to make perfume and liquor sexy; cars are a little harder, but fitness equipment is almost impossible. Aligning a stair-stepper with great sex is a big order—but that was the request from the marketing manager. After viewing hundreds of head shots, arranging walk-ins and finally settling on 4 possibles, my final choice was based on a read made in person. 
Stylist Kim Manske Riley, now a professional photographer, dressed the model per the art director’s request—simple, soft gear that would emphasize rather than compete with the sexiness of the model. Kim’s dad is a professional photographer, so it’s in her genes. Creating the right team can make or break the success of a shoot. Both the brochure and the 30 by 40 inch poster dramatically increased sales to the mostly male audience. What did the product manager in CA say? "Thank you so much for creating a sexy identity for this product. We love it."
Art Directors are burdened with visually checking every aspect of the subject of a shoot. It’s up to them to make sure whatever is saved to disk or film for posterity is as near to perfection as possible. If you hand this over to someone else on the set, don’t complain about the final results—art director. Look for more on Art Direction in upcoming blogs.
Models hired through The Neal Hamil Agency
AUTHOR'S NOTE: If you enjoyed this article, you'll enjoy my book, too, because it's filled with great links and a full spectrum of experiences that will prepare you to face the unknown in freelance and the world of design. Even if you've been freelancing for years, you'll find new information and a trustworthy mentor to stand by your side through thick and thin in Start and Run a Creative Services Business. Excerpts are available online at my website.
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Your article has been really helpful to me. I will be doing my first ever shoot for a jewelry brand in a few days and I'm really nervous. Though I've been designing for over 5 years, I've never really been in charge of a shoot. I don't know where and how to start preparing.
Any more tips?
Author's response: Read Photo Shoot 2 and look for future blogs on the same topic. My best tip: Don't forget your job title. You are the art director, so DIRECT THE ART. Ask the photographer for lighting tips, backgrounds and any ideas he may have for enhancing the merchandise prior to the shoot. Use your eyes to inspect every detail before it's commited to disk or film. Good luck.