Bringing a client's vision to life
The forgotten stuff.
When I decided to sit down and write this article, I figured I could easily go through each stage of concept to creation in its simplest forms. I did some research on other articles that give 'guides on how to do a successful paid shoot' and I think I read the same stuff over and over again. Stuff like 'Do a moodboard', okay but how? 'What does the client want', okay but how do I develop this, and fit into the process? So I've written about the aspects that I found have really made a difference to my productions, why and how they should be considered. The not-so-obvious stuff.
Learning about the client
Learn their vision, their product, their history, why they started their business, product or service. My favourite way to get a brand to connect with their audience is to tell a personal story, ie, theirstory. Not only will it get you to invest creatively in their ideas (hopefully producing a stronger finished product), but it can spark completely new ones; ideas they may not have even considered.
Seeing your work from their perspective.
Photographers are often selected for a campaign based on the look and feel of their work meshing well with what the style the client is looking for. Everyone's work is totally unique, and the visuals we put out into the world (wether it be personal, commercial, editorial etc) will be seen by those who have the power to potentially book us. If you really know what your creative voice and identity is as an artist, then you can start visualising your work commercially, and how it can be translated seamlessly into your client's world and the brief they've given you.
Thinking differently
The creative brief given should provide the road map to developing the concept. I love creating mood boards as much as the next person, but its the actual content of those mood boards that so often get neglected. When it comes to putting together the visuals, the whole creative team should be considered, and it is very unhelpful if the client has chosen you for YOUR unique style, yet you're just filling a single page with examples of other artists' work. I speak to creatives in any field here, wether you're a makeup artist, a director, hairstylist or photographer, it's very difficult to get those images out of our brains to allow to for clear space for our own contribution to a project. You're in danger of replacing work that's already been done. We want to make it different, we want to tread where others haven't, and to think differently, we've gotta see differently. Try using textures, tones, colour palettes, visual cues. Research into song, book or fashion references, and don't be afraid of using text! Even descriptive words like soft, hard, earthy, bright, celestial etc can be helpful for creating a 'mood' in our minds.
Planning well, but being open to new ideas.
Having a solid plan, a detailed concept and a fully briefed team is smashing. It means everyone is singing from the same sheet, working towards the same end result and can plan for any eventuality. It brings confidence to everyone on set, and confidence is definitely an air you want around you! However, there can always be times on set when things don't go as planned, but panicking about it will only ensure everyone else panics too. It's crucial that you're able to feed your team good energy, not negative vibes, to avoid a chaotic atmosphere. It is so easy to become completely locked down with the initial plan and idea to the point that if it doesn't work out, even a little bit on the day, it's a complete disaster. Some of the best shots I've taken have occurred completely unexpectedly. I've had technical malfunctions on set which has resulted in me being forced to get creative with just one light and a piece of cardboard. It has allowed for happy accidents and experimentation. So don't be afraid to stray from the path, trust your ability to work on your feet. You could surprise yourself.
Picking the right team
Behind every great image, in any form of image-making, is a skilled, co-operative and efficient team. Having the ability to collaborate with others productively is a priceless skill, one that defines a new breed of professionals succeeding in their industry. The energy on set can make or break a shoot, and wether you're at the pinnacle of your career or just starting out, your work is only going to be as strong as the people you collaborate with. Always think about the people around you, if they are pushing you in the right direction, and what dimension they are bringing to the work. Also, get to know them! Spend time with them to develop a shared mindset, that could be in person or over the phone. When you've found your tribe, shoots of any capacity are a sheer JOY.
Please take the opportunity to check out the video below which takes you behind the creative process - from concept to creation - that we took to produce the Nicholson Gin re-brand campaign.