Creativity getting in the way of Business or vice versa.

I'm finding more and more these days, that my focus is and will likely always be torn between 2 different worlds. 

The Creative world is the one where I'm constantly out there thinking up new ideas: I really need to start shooting, I should try to start a photography thing on the side; my new website needs to be cool... not just okay, but really amazing, or I'm not going to get any "cred"; screw all this mindless corporate design, I need to be illustrating in blood, dumpster-diving on the weekends, stop showering so much... okay well that might be pushing it, but you get the idea. 

The Business world as I'm going to call it for now, is the one in which I'm no longer concerned with what I'm working on creatively, because what I really want to do is grow my business. To be successful in a business sense to in my personal time I can do creative things, like paint, shoot, whatever. So all my focus is on productivity, getting things done, being as efficient as possible, making the money, client relations, keeping good books, etc. All good things, but for a creative person somewhat unfulfilling. 

Don't get me wrong, there is something creative about writing a business model that you can believe in and has a shot at success. If you take care with it anyway. 

So it begs the question, where's the balance? If anyone knows exactly, let me know, I'd like to patent your answer. I think all we can do is to nurture both sides, realizing there is room for both, and in the creative field it is important to have some of each. But too much of either will put you with one leg in the boat and one on the dock when the boat's leaving. Instead, enjoy your time abroad in creative thought while you are there... (I've begun blocking time to do so... sounds forced, more about this later). But when it's time to come back ashore, and resupply as it were, remember that this is the life you chose, and your creative respites will not be so serene if you don't get your business done when you need to. 

Conditioning your mind to be creative on command. 

I mentioned that I've begun blocking out time each week to allow myself to be all artsy and creative and out of touch with reality. Just don't email clients during this time. 

This is guaranteed to feel awkward at first. But try it for a month. Depending on how much time you to get in the zone, block out 2-3 hours a week to go there. Do it at either the end of the day, mid-week (or whenever you are likely to have fewer deadlines. If possible, do take a break, stop your work completely, and allow yourself that time to just do whatever feels creative. Work on your own stuff, redesign your website, blog, paint, shoot, browse your favorite designers or illustrators, brainstorm new self-promotion campaigns, whatever it is. But don't expect to get anything done during this time. This will keep you fresh emotionally and creatively and it will keep you sane the other 37-57 hours of your week. 

If running your own business is wearing a million different hats at any given time, the creative hat is that one that you bought on a whim and only wear on a rare occasions, but gets you the most compliments when you do wear it. It might be weird or a little out there, but in the right company, it sets you apart from others. 

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.