Visual Storytelling

When I think about what I do for a living it boils down to telling stories. Sometimes through words and sometimes visually.

Of course, the words are self explanatory. I have journals and my trusty Macbook Pro. More often than not I like to type fast and furious and then edit later. But I’m a sucker for a good looking journal – sometimes funny, sometimes gorgeous, sometimes grid paper. My challenge is not to over-think or over-edit too early in the process. For this blog, I made a promise to myself to let the words flow. And if the grammar isn’t perfect or the sentence structure flawless, it’s okay. I’ll save that level of excellence for the catalogs, web copy and presentations. This little blog space is safe. Safe to explore, safe to ramble and safe to stumble through thoughts, ideas and feelings until something interesting emerges. But more about that in future posts…

This post is all about the photo shoots. If I had to pick one thing only to do for work, this would be it. Editorial spreads and ads are visual storytelling. Finding the right location, working with the photographer to develop a concept, making the product look incredible whether it’s a sock, a girl, bike tape (yes, bike tape) is the ultimate challenge for me. It never gets boring.

Setting the mood on the set and making everyone feel valued, beautiful, important and appreciated so all cylinders are firing and everyone is excited and happy to be there doing their own unique thing – I could go on for hours on how this gets me going.

I have been working on ToeSox campaigns for seven seasons and counting. They have been some of my favorite shoots by far. Most people have no idea how challenging it can be to make a sock center stage (and really, why would you?) when you’re shooting beautiful, fit, nimble dancers who can really move. How do you get the incredible shot while still focusing on what you’re trying to sell – socks?

Think about the human body. Then narrow it down to that teeny bit of real estate that a sock covers. This is part of the challenge and what keeps shoots interesting. There is a delicate balance letting the chemistry happen between the photographer and model while keeping a client happy. At the end of the day, you can get the most amazing shots, but if the product doesn’t look good, the photo won’t make the cut. And that is gut wrenching. It’s critical to make sure you’re always keeping the product in mind while creating a memorable image and experience. My assistant, Steph, is lovingly called the sock wrangler – her most important job on the ToeSox shoots is keeping the socks clean and wrinkle free.

Another shoot that sticks out in my mind was to sell limited edition bike tape by Betty Designs. I mean really, it is cool bike tape, but how fun can that be? How many ways can you style something like bike tape? Enter in Betty founder, Kristin Mayer, a pair of cutoffs, some good lighting by her photographer/husband and maybe a cocktail or two to loosen up the talent. The result? A DIY bike tape bikini top and holster resulting in pretty great sell through of product in the first couple of days. Want to buy some? Click here. Did I mention we shot at their house while it was under construction? Some of the best shots come with minimal planning and prep. This was one of those that just worked. This shot (below) always brings a smile to my face.

Every shoot is different. And for me that is what keeps this job fun and interesting. Even when you work with the same photographer or models multiple times, there is always a different energy. I am always learning, always creating and, hopefully, getting better every time.

As this blog finds it’s voice, I will definitely be posting a lot more about the prep, the shots, the mood, the models and everything else in between that makes up a day in the life of a girl who runs photo shoots! So I hope you’ll follow along and let me know if there’s anything specific you want to see or learn about…xx