AI photography students come from all walks of life; some
are embarking upon their first occupational journey, while others are endeavoring
to enhance an existing career. Still others have re-evaluated their priorities
and are pursuing an entirely new profession. Regardless, you are here because
you have decided to utilize your artistic potential beyond the ordinary and
learn new skills or strengthen existing ones.
Creating art is a labor of love. It arises from
inspiration, emotion and innate talent. Perhaps, you have previously been moved
to capture a remarkable natural scene or been asked to photograph the family
for a holiday card. Maybe you enjoy shooting local sporting events for fun or documenting
the antics of your pet. It is likely that you rely upon your own inspiration to
create these photographs, but how do you approach a project that was contrived
by someone else?
For
many students, the concept of creating art on-demand is a rather unique
experience. Advertising and promotional images, commercial portraits for album
covers, magazine spreads and myriad other types of art are often based upon the
ideas of a client or publication. The photographs you create may be subject to
specific layout restrictions which may dictate which areas of the frame you can
use, which colors will not interfere with proposed text and so forth.
Reflections
of Schneider in Spring, 2012, Deva Mayorga-Malone, Digital
Photograph
The
Extra Mile, Schneider National Carriers May 2012 Newsletter
Cover
At the very least, you must present imagery that conforms
to your client's expectations. If your client is a bride, for example, she has
every right to expect that you will capture all the important aspects of her
ceremony in a manner that is not only technically correct, but artistically
perceptive, as well.
Assignments in many classes are designed to challenge you
to create within defined parameters. Although it can be frustrating at times,
this is a valuable skill for every photographer to possess. If you pursue
commercial photography, working as part of a team effort may define your role
as a photographer. If you shoot retail portraiture, you will understand how to
determine and deliver that which best suits your client.
Two questions commonly arise when students first probe
the concept of art on-demand:
§ How
do I make this type of art my own and still meet the client's requirements?
§ How
do I achieve inspiration for such a project?
To address the first question, when you have developed a
style that is uniquely yours it will be evident in just about any work you
produce. Also, you are the photographer, so consider how you can mesh your
vision of the project with the parameters that have been set. For example, if
the client or art director is intent on a specific mood in the images, your
ideas for lighting and color scheme will be instrumental in achieving it.
Inspiration doesn't have to come as a bolt from the blue;
you can help it along by studying the work of other artists or discussing ideas
with others. These things can help you to formulate a plan for your approach,
which can be refined as you develop the concept.
Although your photography should always be sensitive to
the needs or desires of the client for whom it was created, it should also
express who you are as a photographer and artist.
~Saturday
Ambassador
