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Click! Creative Collaboration with a Pro Photographer
Jude Savage / Hanley Wood Marketing / May 23, 2013
One of the most important collaborative partners an art director — or a corporate marketer — can have is a talented and experienced photographer.
Long before I was sure of myself I was counting on the creativity of the photographers with whom I work on clients’ marketing and branding projects. Their vision into my concepts and ideas helps make the marketing projects I lead more successful. Basically, they make me look good and help to make my clients happy.
Recently, when I needed a trusted collaborator for an important Sherwin-Williams advertising project, I turned to Jake Armour of Armour Photography. I needed a photographer who could capture explosive energy and contain it in an image. This campaign needed to break through the ordinary staged room shots in magazines and engage the professional designer audience.
We had to paint a full cove (wall and floor) and repaint it for each ad. Jake and I collaborated on talent scouting and selection, reviewing dozens of actors and models and holding a casting call to find just the right combination of energy and personality. As we shot the photography, we also had a team of two from Hanley Wood Marketing shooting video around us to document the creation of these iconic images. That video will give you a sense for the teamwork that goes into making a great ad.
When the photo shoot wrapped and the ads were finished, it wound up being a great collaboration. Which got me thinking: What goes into making the collaboration between art director and photographer not only work, but work extremely well. I asked Jake to weigh in on what he believes makes for successful collaboration with a photographer.