Thoughts On Artistic Direction II
February 14, 2022
Is artistic direction limited for a professional photographer? A question that keeps coming back to me as I look to the future. Focusing on a niche market can be an intelligent move to narrow down marketing efforts. For example; food photography or wedding photography. It is difficult to comprehend that; one does it all for clients. To feel confident they will accept and understand your vision is a weary task.
Im always torn between being an artist and being surgical. I see a future in commercial photography. Regardless of the audience, it has a permanent place in economy. In juxtaposition, art is subjective and may not lead me into a fruitful future.
Yet there have been many photographers in the past who were sought after for being out of box. Legendary fashion photographer Sarah Moon made colorful, blurry and dark images. As well as Elizaveta Porodina; who in the past year has done some amazing and very abstract work for Dior.
My field of study was the entertainment industry in college. A music professor stated once that; an artist’s first performance isn’t the time for crude hand signals and obscene gestures. Yet, after years, decades in an industry has a performer earned their right to be blasphemous. This stuck with me always and it applies now; we must become experts and professionals in our fields.
Making an image may be easy, but making a good image is a daunting task. After a few years as a photographer I began to make images with film. I thought these images would shape my career. the thought of the “effect” film gave images, gave me the illusion film images alone, we’re good.
To my surprise, my peers critiqued my first few developments. Ignoring the “effect,” my peers we’re noting my technique and other factors. A reality check can be painful for the ego. Ignoring the rules didn’t prove anything, I had to first do it right. I forced myself to memorize the technical standards of the professional photography industry. Unbeknownst to me I was embarking on a journey of failure, frustration and refinement.
I wasn’t taking notes, I didn’t know how to reproduce the images I was drawn to, which was a problem. I needed to be able to replicate the look or style throughout my work. I also needed to be aware of how an inspirational image became, by sight. Experimentation is thrilling, yet the process of producing a style is not congruent with chance, and time is of the essence.
I wanted to create with intent, with my style and with brands. My creative beliefs will always tested. When the creative control is amongst many people. Brands and organizations want you to understand their advertising objectives and interpret them.
It is must to study the industries you work with and within. Although style differentiates us, it is important to consider wether a certain look is appropriate to the market in which a brand is looking to reach.
For example, take a look at the image in the heading; I photographed the same Coca Cola can with three different lighting techniques. The left image demonstrates a standard depiction of the product. The middle Image is an avant grade depiction, and the third; a dramatic and loud depiction of the product.
The image on the left has an application for standard marketing and brand image. The middle image has a better application for clothing while still being recognizable. The third has an application for social media or website advertisement as it is attention grabbing.
I once thought creating images like that of the Coca Cola bottle in the middle would lead me straight to the top. I now feel that it takes control, its takes common sense built from experience, and exposure. I still add a flare of myself to my images but I make sure to follow professional guidelines and to be conscience of human psychology and perception. I look forward to growth, and I am content with the thought that it never ends.
