When agency, photographer, and client communicate, they are able to Creatively Collaborate! / by Zack Smith

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When you really take the time to look at a body of advertising or creative branded content, you truly see that there are more than just one cook in the kitchen. Notice the placement of the type, the size and it's font. Notice the negative space allowed by a photograph to boost what would be a blank space into a colorful background for an apt page title. See the subject in position, smiling, balanced, and lit to make your eyes move over the page slowly with precision and tact? Yeah, I notice that too!

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Being able to coordinate these subtleties of a large scale photoshoot and Annual Report takes the utmost patience and clear communication between Agency, Photographer, and Client. I recently had this experience when working with the New Orleans branding and web design agency, Design the Planet, and the LSU Health Foundation to produce a series of portraits and photographs for their 2016 Annual Report and website. In order to get the most out of each portrait we made location scouting a top priority. Each doctor, organization, or donor we photographed were on seriously tight schedules and we could not take up more time than needed. 

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After each scout, I knew what lighting we would need to create each dynamic portrait. At each shoot we were able to arrive a few hours early and setup only the gear needed for each shot, nothing more and nothing less. Having Adrienne Folse at the agency be the liaison for the client helped me efficiently communicate with each person as to the best time to scout, and then ultimately, to shoot. As agency head, Adrienne was also on each shoot helping with all facets of the shot - something I happen to enjoy on such an important shoot. 

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What I gained from this experience is that when you have open communication as to what the goals are from each photograph, where they are going, and how they will be viewed can do nothing but help you with composition, exposure, and even focal length. I have always said "let the subject set the settings" and I still stand by that, but these helpful insights will only benefit the shared outcome of the next amazing portrait you make.

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