Thinning Down, Weeding Out… Hopefully

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Gettin’ Skinny and Lovin’ It

I bet you’re wondering if this will be about a new diet program, and how I am slimming down and getting to be a lean mean fighting machine.

And it is… sorta.

It’s a diet of all things photography.

I am moved out of the big studio I share with Dave Siegel in Phoenix. We moved to a smaller studio (still with a cyc and all I need for a big shoot) but without all the excess stuff that really resulted in a cluttered space and working environment.

Clutter is not always things either. Sometimes it is thought processes and sometimes it is workflow and sometimes it is simply dealing with all the physical clutter that makes us have mental clutter… did you follow that?

When I started the process, I was a bit down. I am a collector. I love my little mementoes; of projects I did, models I knew, and experiences that were memorable. Getting the courage to toss a lot of that stuff made me dig deep… LOL.

I also found boxes that had been unopened from my original move in 2002. I was going to open a few to see what was in the them, but realized if I hadn’t touched it in 12 years it simply was not important. (Yes, my fear is that I will awaken in the middle of the night remembering I had stashed a Leica system in one of the boxes… arghh… but that will only be a nightmare.)

I pared down almost everything I had because of the changes in my interests in photography and the work I want to do and will be doing.

When I started out it was in the late 70’s. Natural light was my source.

By the mid 80’s a studio with tons of lights and booms and stands was home to me. 14 hour workdays were common. It had a kitchen and a shower, a full makeup area with two stations. The darkroom was spacious and featured three enlargers – one color. We did Cibachromes and black and white prints and poster sized enlargements.

The studio was always full of people… models, clients, art directors stopping by on the way to and from somewhere, assistants, makeup artists… it was a place of social interaction as well as a place to work.

That changed.

What was pretty cool to do in your thirties became less so as we get older and gain families and other social lives. Perhaps in some studios that still goes on.

In ours it doesn’t.

(We are adding some things to the new studio that will maybe help create a more fun environment with much more interaction between creatives.)

I have over the years gotten rid of a lot of the bigger lighting (Norman 2000 packs) and was down to only one pack and four heads. They went to a friend who is going to fix them up and use them in his studio. The stuff I had been clinging on to for years was in the end a lot of junk.

Dumpster divers will find old negatives, transparencies, and boxes of stuff they will not even have a clue about. Stuff that meant something to me at one time… now it is gone.

Or perhaps someone will reclaim those old pinup shots from the 80’s. or the tractor catalog I shot in 92 or better yet, the “Little Black Dress” poster I shot for the Leighton Agency back in 90.

LOL… lots of memories.

Interestingly the memories remain… only the box of stuff is gone.

I was going to toss out the print ‘collection’ (probably a thousand or more)  but decided to digitize it first. Probably use the iPhone and snap shots of each of the prints before tossing them as well. Perhaps… unless I just love the print and want to DO SOMETHING WITH IT. If it doesn’t go into a portfolio, it will be gone.

So what did I keep?

Booms – all five of them. And all my stands. Never have enough stands. I have four Profoto strobes and a plethora of modifiers, but my “kit” is now two heads, two Octaboxes (48”) and one 24” square softbox. Accompanied by four grids and a beauty dish, this is what I will be grabbing on the way out the door. I still have the one Dynalite as well. It may go or I may get rid of the Profotos and go all Dynalite. Much smaller footprint for sure.

I have a rolling rack that contains all of my gear except the booms. All stands and umbrellas are in Standbaggers, and the small stuff is in a cadre of tool boxes. One for small strobe stuff, one for big light shoots and one for the odds and ends I always need on a shoot. Pliers and wrenches and fasteners and velcro.

Organized it is getting. And I will be doing more now that I have pared it all down. That means I have to redo my packing sheets (obsolete now) for the new gear bags and boxes. Each box/bag has a laminated ‘packing sheet’ with exactly what is in them. This makes it easy to find the right part and easy to know where it goes when the shoot is over. Even thinking about color coding the items for the different boxes. Using small pieces of colored tape, each strobe, connector, cable or screwdriver can find its home easily.

When I used to go on location, we took a truck of gear. I am now finding I prefer one light and the world. Styles change, but also my personal work is becoming more about my vision rather than someone else’s. Yes, commercial photography was a lot of working your image to THEIR vision. I am climbing out of that hole, but after decades it is not as easy as I would have thought it to be.

The more gear I take on a shoot, the less ‘spontaneous’ I find myself. I want to change that up.

For nearly four decades I was focused on getting THE IMAGE. We would prep and light and re-light all day for that one perfect shot. Tweaking and ‘roiding, tweeking and ‘roiding. In the end a perfectly conceived and produced photograph was the goal.

That is not how I want to do it anymore. I want flexibility and whimsy and a much more loose feeling to my work – to my images. And that means thinking differently.

Thinking smaller in gear choice, looser in presentation, quicker in production. Spontaneous is exactly that and ‘staging’ spontaneity is as hard as it sounds. However, the actual image should look like it wasn’t staged at all. And that takes a loose approach to a tightly scripted production… loving that right now. The challenge is something I have always craved. If it is too easy, it can become a bit stale.

I still love to shoot in natural light, ‘real light’ so to speak. Working with what I am given seems to perk my creative ideas up a bit. But I also love to create light and create an emotion with that light that may move someone else when viewing the image.

Something else happened this week amongst the tossing of stuff and the paring down of gear… I am much more excited about shooting. I have so many more ideas now than I did two weeks ago. Perhaps the anchor of too much stuff began to wear on my creativity.

Stravinsky once said that the greatest freedom to create came with the tightest confines. If we have everything to choose from, perhaps the choosing gets in the way of the creation itself.

I went on a week long roadtrip with only one body and four lenses not wider than 28 and not longer than 85. I had the best shoot I could have imagined. In fact, I probably would love to do it again with a 35mm only. Maybe the constraints of the lens would spark a creativity I would have to dig deep for.

Perhaps.

For now I have gone from an office the size of my living room to a corner in the garage (OK, a bit more than a corner) and I am feeling more like shooting than I have in quite a while.

Look, I am not telling you to pare down and go minimal. I have no dog in that hunt and would only prefer that you do what you want if it makes you happy and more creative. There are some incredibly gifted shooters with far more gear than I and Dave put together. They USE the tools for what they do.

And that is exactly what I want to get back to… using the tools I have to make the images I want to make.

It is really all about the image, and the freedom to create what you see in your minds eye. If there is something that is getting in the way of that endeavor it must go. It must.

I will post images of the new studio when it is ready. Lots of construction going on… we are putting in a real darkroom with sinks and all. Don’t ask… we are indulging ourselves a bit.

Photographing Mundane Subjects

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I have always been a ‘commercial’ photographer. While that included some wonderful editorial and fashion along the way, the bulk of my income was from good old commercial photography. Photographs made for advertisements, brochures, product sheets, illustrative uses and corporate.

There is a growing difference between commercial photography and the world of editorial (which seems to be the focus of most blogs/sites/gurus) and that difference can make it a little difficult for many of you starting out.

Editorial, fashion, glamor portraiture and food are specialties whose niches have grown quite a bit in the last 20 years. Commercial has enveloped a lot of those niches as well, but it also has the genre of “stuff”.

We photograph ‘stuff’.

Mundane items like power strips and lamps and a cool new gizmo that keeps hard drives from overheating. Sometimes with a model, sometimes on a table top, and sometimes on location in a factory setting.

While not exactly a ‘jack of all trades’ a commercial photographer keeps their doors open by working the markets they have.

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NOTE: If you are living in San Francisco, LA, Chicago, Dallas, and New York, this may not apply to you. The markets are very big and one can specialize in shooting one thing, in one way. No problem… and those are great places to live.

The rest of us live in Winnipeg, and Cleveland, and Albuquerque and Missoula. We could get every single fashion shot in those cities and still not make even a small living.

So we keep our doors open shooting all kinds of things.

While we work on those specialties that can give us regional and national reach. Yes, you can be a niche “Editorial Portraitist” and work for magazines the world over while living in Portland, Oregon or Portland, Maine.

But that takes time. And money.

Commercial shooters work as photographers instead of barristas, or cable repair while they work toward those more lofty goals.

SHOOTING MUNDANE ITEMS

One of the things we all have to do as a commercial shooter is to make images of mundane, everyday items. It is part of our general workweek in many studios.

Shoes, tools, consumer products, industrial materials. All must be shot for product sheets, consumer and trade ads, brochures, catalogs and websites.

However the bar is being raised all the time and you may find, as a recent “Summer 2013” Project 52 students did, that shooting something as mundane as a power strip is much harder than it seems.

This is where technique, lighting, style, and deliberateness come into play.

Can we take a power strip and lay it on a white seamless and bang it with a big softbox? Of course. So can eleventy-hundred other shooters.

If your imagery is not better than the product managers iPhone shots (done in the bathroom at a trade conference and run through Snapseed for more dynamic range… heh) then there is absolutely no reason for them to hire you.

Product manager doesn’t get any more money for his iPhone shots, and you want a grand or two a day… plus usage!

This is where you must differentiate yourself from the pack.

Lighting, composition, style, dynamic sand concept. Make a shot of that power strip that knocks people’s socks off. A power strip shot that sets a new level of awesome for multi-plug devices retailing for under $12. Give that bad boy some visual juice!!

How do you do that?

You work your ass off. You work deliberately. Ask questions… does that corner read well against the background? Will the plug holes show the unique pattern? Does the base blend in with the shadow too much? Is there a highlight on the cord? Does the cord read well against the background? Is the background a distraction? What can we do to make the light more interesting on this 12” piece of cheap plastic?

Determination, skill, technique and a deliberate approach to making a photograph.

Below are some images that take everyday items and make them look amazing.

A shoe gets a fancy approach in this series by a popular shoe designer.

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A much more mundane pair of boots are made more interesting by texture and lighting. Photograph by Charles Ward.

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Grab some items from the kitchen and make something cool with them. My friend Rick Gayle does it all the time.

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Imagine getting an assignment to photograph notecards and small paper items. Annabelle Breakey makes it look amazing.

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A simple, everyday pill bottle represents a cancer treatment. Careful lighting, angle and presentation makes it look as important as the client believes it to be. Adam Voorhes always delivers.

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So the next time you hear yourself saying “there is nothing to photograph today” just run up to Home Depot or Bed, Bath and Beyond and grab something you need around the house anyway.

Then make some careful, deliberate, amazing shots of it before it goes into the drawer or closet.

Hint:
Vacuum cleaners… very tough.
Weed Whackers… harder than you think.
Blenders… wow, reflections!
Electronic items… can be boring or cool.
Kitchen or Garden Tools… Impressively difficult.

Can you make mundane shots of mundane things? Of course. Anyone can.

But not anyone can make a killer shot of a garden spade or a car vacuum cleaner. That is where you shine and it can be where you get work too.

Building A WordPress Photography Site (Santino)

My friend Bob Knill wanted a bit of a hand on building his site. He chose the them Santino, and I did these videos for him, and you, to see how to build and maintain a WordPress website for photographers. We will add additional movies as we go through SEO, but this will give you a good idea on how to set up a WP theme.

NOTE: All themes are different, but most are pretty similar in function and tech.

Let’s get started:

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TEN

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Ten Free Photographs for Bloggers/Marketers

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PHOTOGRAPH ABOVE BY VIRGINIA SMITH: BRIANA AUSTIN AND DON GIANNATTI (NO LICENSE IS GRANTED FOR THE USE OF THIS IMAGE)

Briana and I spent a lot of time making photographs all over the country. We have decided to give some of these away to creatives who may want to do something with them. Our first freebie give away are ten shots from all over, and we have no idea what you all will do with the images.

But if you do use them, you must link back to this page, and give credit to Briana Austin and Don Giannatti. That is important and we have the following details for you to consider.

All ten images are in a zip file, and you are free to use them for any online use, even commercial.

You may use these images for online publications, websites, blogs or ezines.
You may not use them for print publications (we’re working on that for the future).
You may not include them in any collection or as part of another product that is licensed for sale (website template for instance).
You may not alter the photographs by any digital means other than to resize them for your usage. you may however, use them in designs with typography over them. Cropping is also allowed.
You may not refer to them in derogatory manner, nor use them in correlation to pornography, hate sites, or in any way denigrate the model. We are very serious about this.

Send us what you have done with the images on your blog or website.

READ AND UNDERSTAND THE LICENSE BEFORE USING THE IMAGES.

PHOTOGRAPHY LICENSE

BY DOWNLOADING THESE IMAGES, YOU ARE CONSENTING TO THE USAGE SPELLED OUT IN THE LICENSE.

Bri Don Image Giveaway #1 .ZIP

AND BE SURE TO LET US SEE WHAT YOU ALL CAME UP WITH!

ReBranding With Photography

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This was an interesting week.

An old friend and colleague reached out to renew a friendship and to discuss some epiphanies she had recently experienced.

Lunch was near my studio and it was with a bit of trepidation that I had agreed. While I think the world of this person, I also know that our working together can be fraught with frustration and no small measure of much needed patience.

I suck at patience, and life is too short to continually haggle with people. It simply is. We can be like water and oil at times… she with a close eye for microscopic detail, and with a heavy background in corporate people management, me with a ‘big picture’ approach, and eschewing nearly every corporate culture meme there is.

Lunch was always fun with her though… terrifically smart, very focused and with a zest for finding out everything about everything, she can match wits with most.

I was not expecting her exuberance to have faded in the last two years, and I was correct. But now there was something a bit different going on. She had found her voice, her ‘thing’ so to speak. That part of her that had made her so frustrating before was now morphed into a sureness and solidly focused professional.

“You were right,” she said almost at the beginning. “All the things you said I needed to do, were what exactly what I needed to do. I just wasn’t ready to commit to myself. I must have driven you crazy, huh?”

I smiled and brushed off the driving me crazy, although that nail was punched right on.

I had encouraged her to find her voice, find the thing that would make her, and her fledgling business, more unique and reflect more of her authentic person. Write like she speaks, be as personable on the page as she was in person. In short, be herself and stop trying to be what others thought she should be.

I am so proud of her now, that all of those frustrations are simply no worth thinking about. She has gone from a corporate ‘manager’ to someone who is confidently managing herself… and a whole slew of private clients that have been attracted to her systematic, well thought, and successful approach to her business.

We have set up a few projects together, and one of them involves an idea to share with you all.

One of the things we must remember is that what we package is sometimes not as interesting as HOW we package it.

Some of us older guys will remember the ads in magazines for the ability to “see through walls”… yes, this device would allow you to actually see through walls and doors. Like magic.

It was the little thing we put on our doors to see who is on the other side. He had purchased a warehouse full of them, and selling ‘door peepers’ just didn’t have the punch that “See Through Walls” did. He became a multi-millionaire.

Social Media, Personal Branding Photography is our package. And as of today, we have at least 5 shoots on the books for February. At a very decent rate for sure. (For sure I have mentioned it before… we have now been able to put a tighter ‘brand’ on it.)

What is included:
2 headshots: one ‘natural’ and one ‘professional’.
A full length shot to be used for purposes where that would make sense.
Two half length shots, and something with a strong environmental feel.

Uses:
Facebook header – need interesting wide shot.
A Twitter background – tall shot for left hand side of twitter page.
An About.me page.
A YouTube header.
A shot for their “About Me” web page.
Web Header images for their site.

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We are taking a full day for the photography, providing styling and hair/mu where appropriate. Most images to be shot on location, with only two images in the studio.

Well researched up front, I will know what dimensions their social media images must be, so I can shoot to “layout” so to speak.

All of the scheduled clients are entrepreneurs and business people who are discovering their social media impact and want their brand to be consistent across platforms.

And while shooting photographs of someone is not new, knowing exactly how they will be used and shooting for the disparate formats that they need them for is somewhat refreshing. No more cropping out or filling in areas on haphazard iPhone shots… we shoot FOR their social media and website presentation.

A professional and creatively presented, cohesive set of images.

A win for our customers and a win for us.

Just thought you would be interested… take it and run with it in your town if you are so inclined.

 

A Simple Tool for Shooting to Layout

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Sometimes we have to shoot to specific layouts or dimensions. Here is a very simple tool for working with layouts that may not be typical.

I use cardboard stock for making these little screens. And as I note on the video, I always give the shot a little breathing room.

BTW… you can also print the layout on acetate at the same size of your screen. Then cut it out and put it over the top of your LCD to see how type and headlines work.

SUMMER-SCHOOLMANY OF THE TUTORIALS DURING “SUMMER SCHOOL” ARE BY PROJECT 52 PRO MEMBERS EITHER CURRENTLY ENROLLED OR ALUMNI.