Bringing a Brand Vision to Life Through “Film”
Erin Jones sits down with Photographer Eve Greendale (@palmbeachcreative) for a #peekintoprocess about planning and executing a brand photo shoot.
Topics covered include:
Concept & Location
Reverse-Engineering: What will your images be used for?
Communication + Planning For Your Shoot
How Often To Do These Shoots
Eve’s Favorite Part of the Job
Styling
Read the Highlights:
Concept & Location
Eve:
After going back and forth a lot, my mind automatically was trying to think about where has good lighting because each location has to have good lighting, otherwise it’s not a good location. So then I realized that using artificial light actually enhanced the art, you know, it made the photos go more in your direction.
Erin:
Yes! I was going for moody and funky - and moody doesn’t exactly scream easy-to-work-with in terms of lighting. But, when you're thinking about a concept, or shoot for your brand, you want to be really clear and hold on to that idea. I think once you start sort of watering it down or diluting it, you're probably not going to be super happy with your vision.
Eve:
So I would say that's the case with somebody who has a concept. But half the time, people don’t have concept and they’ll approach me needing photos but they don’t know what they want to do, and so I’ll just start throwing ideas their way.
Erin:
What do you think your favorite question to ask them is?
Eve:
What vibe are you going for? Something along those lines. Have you seen an image on Pinterest that you liked that you would like to recreate or pull inspiration for the direction?
That way I can see if they like light or dark, if they like the beach or the library. Sometimes you have to hone in slowly on a concept and then sometimes it takes a few days or a few conversations to piece it together and build it.
Erin:
I think too, when we’re thinking about a branding concept, you want people to get it, which is hard. So with just an image or without words, they might not totally get it - so you have to make them feel it.
So you have to think about, ultimately, what is the headline, or the body copy, or maybe even your bio that will be accompanying this image or support it.
But another question I also wanted to talk about is what is the need to reverse-engineer those photos?
Reverse-Engineering: What will your images be used for?
Eve:
Recently, I had a client who wants photos for her website. Her website is white, navy blue, and silver, but she wanted to do photos in a garden. I'm like, alright, so you are going to have a heavy presence of green.
So you know, you have to reverse your thinking and think about what you need: a clean and bright backdrop...
Erin:
What about sizing? I know that was even one of our conversations.
Eve:
Yeah, I’ll typically ask: Do you like portrait or horizontal or square for social media purposes or web, you know?
Communication + Planning For Your Shoot
Erin:
I think as your client or as a person who is trying to bring what they want to life with you, I think a shot list isn’t a bad idea…
Eve:
Yeah. It’s inspiration. You know, everybody is their own worst critic. If you have a body style and you know you don’t like a certain angle, or many different reasons, it’s good to go out and get inspiration. Search images for maybe tall people, or - like with weddings, posing a bride who is taller than the groom - just whatever the shot list may be.
And location ideas! If you’re at one spot and you want to use the door, or if you want to use the living room, or certain props, or if you have products and you need a product list - just mark it down so you don’t forget.
Erin:
One thing that I’m remembering too as a service provider is that if I want to use these photos for social media, let’s make sure that I do have myself with a laptop or this or that, and also behind the scenes of how I work.
I love a google sheet for this - make your columns for location, outfit, what you’re doing, props, and get it organized beforehand!
Eva:
These are a great guideline, but also sometimes art just happens. It’s always a combination of the two and I think vibing with your photographer is important and so the fact that you have your list and you can tell me some of it so we can merge - it’s a good idea.
Erin:
That brings up an unexpected question I have: What if someone kind of oversteps their bounds in terms of art directing?
Eva:
Well, sometimes, I’ll make a funny comment but I’m being serious, like, ‘well you can take the pictures if you want!’
But a lot of the time people will have a valid idea, but for one reason or another it may or may not work, but I do love to experiment and incorporate other people’s ideas. But sometimes it just doesn’t work - the sun won’t be in the right spot and they’ll be squinting, things like that.
But we’ll bounce ideas off each other, and most of my people are bounce-able.
How Often To Do These Shoots
Eve:
I would say bi-annually or quarterly - it depends on how much you post or if you just need them for a website, you can keep them up for a year or however long you’d like until you want a refresh.
Or if it’s for social media, I have one client who hires me every month - she has a shop and she constantly gets new inventory.
Eve, what is your favorite part of the job?
Eve:
It’s just fun to create new art for someone that’s catered to them.
Erin:
What about the editing process? How do you choose the photos that you give back to the client, and do you feel like the images you choose would be the images your clients choose?
Eve:
Well, I don’t know what a person particularly likes about themselves, so I tend to give more images back than most photographers probably would.
So really I only take out anything bad. And then you get whatever is mediocre or in-between and you can choose. Sometimes those weird funky shots are my favorite, but I don’t know if the client will like them so I leave them in.
Styling
Erin:
I was a little uncomfortable, but I was urged to use Rent the Runway, and I’m glad I did.
I think there is something to be said about putting on a new outfit, especially one you can’t afford to actually buy, but you can afford to rent! I thought that made a big difference.
Eve:
I always say: if you look good, you feel good. I know I work better when I look cute - I just work harder, I’m excited to go to work and show off my new outfit, whatever it may be.
Erin:
Picking outfits is hard - but what do you say no-no to when it comes to clothes?
Eve:
I think it really depends on your location. If you’re on the beach, you’re not going to wear a suit. I guess just take into consideration if you want to look professional vs cool - what vibe are you portraying, where are we going to be?
If it’s windy, is your dress going to blow up? Same with hair - do you want it blowing around if we’re outside?
Erin:
It’s a lot of details to think about! The way I attacked my shoot was by thinking about how I would prepare a shoot for my clients. So I followed the same process and really put the time in in order to get a good outcome.
Closing Thoughts
Erin:
From a brand perspective, there is something to be said if you are trying to rebrand, refresh, and come out into the market in a new way - photography is a great way to show up, but just make sure that that message is really clear before you go to market with those photos.
Photos are one piece, but it has to all come together, and it’s not easy! It can be intimidating!
Eve:
A lot of people are intimidated about having their photo taken to begin with. But I think even if you have no idea, no concept, you can just tell me ‘hey, I need pictures for this,’ and we’ll still make it happen.
Erin + Eve:
A soundtrack is highly encouraged, and the Beatles are a great choice for any vibe.