The mind behind the art of photography
Have you ever wondered about the art and thought behind Fashion, advertising and lifestyle photography? How one crafts a photo like a pro? Well you may have to focus on more than just clothing and products. Fashion and advertising photography is no longer focused upon clothes, accessories, or products.
It has become a way for New York City photography pros to showcase their flair and artistic inspiration with embodiment of soul in the product their client has hired them to highlight. Artistic ingenuity is necessary to create edgy, interesting ads that draw in the target consumer.
Photographers as artists need to ask good questions of their client to be able to begin the creative process in considering the setting of the photo session. What emotions should the product import to the consumer? Should it be fun, mysterious, strong, bold, intriguing, sweet, or practical? Setting should be considered - is this a product that should be highlighted in a business, outdoors, club, restaurant or social setting? If fashion, should this be a group shoot, or solo?
At that point the photographer/artist needs to consider their plan for the shoot. Perhaps inspiration can be drawn from architecture, or nature. The product itself should be allowed to permeate the thoughts and emotions of the photographer, inspiring consideration of light, setting, blur, exposure, and color. As the plan emerges, the body and look of the model or models for fashion settings will begin to surface, and that hunt begins, or if the client already has a face for their products, that person will rouse images of potential poses.
Once the session has begun, revelations will occur. More or less lighting, placement of product or models, or addition/subtraction of objects in the setting will come naturally. New York City itself can inspire changes to the mood of the day. The photographer needs to allow imagination to flow, and go with originality, which obviously needs to integrate with the goal of the client.
After the session, the editing process can be even more exciting. There, the true inventive art is expressed. The photographer can again go over original proofs with the client if desired to embrace a direction together. Ingenuity and an innate sense of fashion and/or advertising in general is necessary as well as even more consideration of the target audience. Presentation of final product should be done with confidence but not arrogance, with preparation for any requested further changes accepted with grace.
The photographer as a talented artist is both highly sought after and an integral part of fashion, branding and advertising in New York City.
Justin T Shockley photography is based in New York City but travels internationally. Visit www.justintshockley.com for a unique perspective on photography, branding, fashion and art. You can also find more work on instagram @neohxc