Everyday we have the opportunity to chose who we surround ourselves with, so chose spending time with those who make you feel loved, build you up, and fill your cup.
Earlier this year, I had the opportunity to photograph a project for MiiR. The concepts were a bit broad and sounded a little something like, “we are releasing new colors to our classic bottle and want to showcase them in a lifestyle manner. We like your work and want you to just do what you do.” Now, when I receive assignments with directions that parallel this, I am usually at a loss. The wide-open instructions for a photographic assignment often intimidates me for two reasons:
I never know if what I am shooting is what the client wants, even-though I am following their instructions
The measure of success is a complete unknown, so does that many everything is a success?
The way I counteract this intimidation is to logically move through the process of the shoot. Which kinda looks like this:
First, set an intention.
Whenever I pick up my camera, I set an intention. This can be as simple as a word, a feeling, a thing, or a statement. From my experience, if the intention is simple, you can use it like a mantra throughout your time shooting, which in turn keeps you focused. Often, I like to select a feeling. For this shoot with MiiR, the intention was love.
Second, concept the final product.
If you know where you are going, then all you have to do is get there. However, when you are given an open-ended photography assignment, the look and feel of the final product can be worrisome. This is where a mood board can play into the equation. A mood-board is a collection of colors, images, textures, designs, words that provide direction for the final product. Once you nail this down, you’ll know what the end result should look like!
Third, work backwards.
Once the concept is finished, I start to ask myself a million questions. When I say a million, that might now be an exaggeration. I want to flesh out all of the details that I can so that I can visualize the entire shoot. From the smallest details like what will the air feel like when clicking the shutter button to the logistical nightmares like acquiring location permits. The importance here, however, is to work backward from your final product concept. This process helps illuminate the fear of failing and is very loosely outlined below:
Final product is deliver to client
How do I save my finished files?
How do I edit my images?
How do I import and backup my files from the shoot?
How do I shoot this project? (this step will require at least 200 questions)
What does the final product look like?
Finally, let go and flow.
Once I have laid the foundation, the final step is to shoot. For myself, the best way I can do this is to share everything I have prepared with the team, have a pre-production meeting so we are all on the same page, and then let go. By letting go, I allow myself to be free of critique at the moment, I can trust everyone is doing their part, and I can have fun with the project.
To Wrap Up
Anytime I receive a commercial photography assignment, I am excited for the opportunity to push my limits as a photographer. Each opportunity can be stressful, especially if the creative is ambiguous, but trusting the process you develop for yourself will help alleviate that fear of failing, or letting down a client. In the beginning, it is important to allow yourself the space, time, and freedom to make mistakes without putting yourself down. Be hard on yourself, but only in a constructive manner. Hold yourself to the highest level, but allow yourself to flow. Most importantly, enjoy the process!