Recently I was part of a panel discussing elements of the photography industry. The panel included an art buyer, photography agent, magazine editor and several photographers. During the course of the evening someone in the audience asked the art buyer a great question. His question was, "If you loved a new photographers work, who had never shot an advertising job before, what would persuade you to give him or her the job?" The art buyer said, "I would have to make sure they had a great producer."
Having a great producer on your team is essential for big advertising and editorial jobs. I have seen many photo seminars that focus on teaching lighting and shooting techniques, but production before the job, during and after are extremely important. For the Farmers Insurance job, we had my set builder make the floor and chalk board, but before that, we had several meeting to discuss the size, color, and what fake room should feel like. This is all up to the photographer, so you must do your research and have references to show your team. All the other elements were rented for the shoot. We had several options for everything pictured in the image, including several desk options, chairs, books and more. To learn more about production, lighting, and photography check out the tutorials available at Photography Help Store.
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