Art Director: The Photoshoot

Photo-shoots are an interesting experience in my.... uhh.. experience. Maybe it's my own self-analyzing ways that give me this perception. I find that at the end of the day, you're left with some sort of accomplishment (a pretty massive undertaking when all is said and done), a sense of worry (how are they going to turn out, did I keep a close enough eye on the artist, did I help out enough?, was I too imposing? etc), and a sense of loss (like you spent all day in hyperdrive trying to get comfortable with people you don't know, now they are gone). Not to mention you've spent all your "funny" trying to keep the artist thinking about something other than themselves and the fact that everyone is staring at them.

The shoot today was great, professional, light, easy-going, and FAST. Couldn't believe we were done when we were. That rarely happens, adding to my paranoia. The photographer is amazing, the artist (though not entirely comfortable) appeared quite laid back and natural in front of the camera. 

There is a delicate balance, a fine line you walk as the art director that I find you have to be emotionally agile to walk. So many things about your role, are completely dependent upon artist-management-label-photographer dynamics. And no matter how much you prepare, the best art director comes to a shoot with an open mind of their role in the shoot. Some photographers will set up a shot, some will not. Some are more concerned with the background and not the artist. Some are concerned with the lighting or effect, and pay no attention to the clothes. Then there are those that are good with putting the artist at ease, watching their expressions, sensing their mood, etc. AND watching the overall shot. Those are gems. You will pay them lots of money. 

A few notes about Art Directing a photoshoot:

Expect to be exhausted.

Your job is it to be everything to everyone all day long. You are the fire-putter-outer. You are the go-getter (if you need to be), you are the stylist, you are the hair/makeup artist, you are the designer, you are the pose-watcher, the wrinkle-catcher, and probably most importantly the delegator. Don't be afraid to delegate, BUT don't be afraid to just DO it instead of waiting around for someone else to. If you are worth the money they are paying you to be there, they (artist, label) should see you as the most vital part to that shoot with exception of the photographer (or maybe without exception). 

Let the photographer set up the shot before you butt in to give your two cents.

Don't be the first one over his/her shoulder wanting to see what they are shooting. This is so annoying to photographers. The photographer will show you when they are ready to. Sometimes it takes a few shots to get there, especially with lighting. 

Be demanding, but be gentle about it. 

You need to tell them what you/the label want to get out of the shoot, but do so in a way that makes them want to accommodate those needs. Don't say NO that backdrop (that you spent 5 hours creating) looks terrible we will not shoot that. Say cool backdrop, maybe we get a few with that, then we move on to your other idea (subtext: which is even cooler). Remember photographers are creatives too and probably as much if not more sensitive than you. :-)

Always know what your end goal is, and don't be afraid to MOVE ON.

Don't be afraid to shoot something for half the time you had originally planned if it's not working. Move on. Time is money especially in this scenario. Give the photographer time to set the shot, and get it where he/she wants it, but if it's not working, chances are they know it too, but are too far down the road to turn the bus around. It's your turn. If you're not feeling it. Move on to the next setup. You need to accomplish a set number of shots and wasting time on what's not working makes no sense. Move on to the next setup.

Be complimentary when the shot is looking good.

This is one that we all forget to do. We tend to mention the bad, but let the good go unnoticed. If it looks good (or even if it's getting there), tell the artist so. Say, "This is looking really good,"or whatever, but tell them something. It's amazing how much they will lighten up, and soften when they are hearing positive feedback, instead of only negative. 

You're the last to leave.

Get used to it. You are staying until the artist has left. Cancel dinner. You can't leave until it's over, so no use getting your hopes up. This is your thing. Your meal ticket. You set this up and you will see it through to the end. 

That doesn't mean you need to help the camera crew break down, but I've done it a time or two. It does mean you don't walk out before the artist and label peeps leave. 

That's it. Nothing profound, but a few things I've learned over the years. If you follow these tips, you are almost always guaranteed to have success as an art director and establish your value to your client.