Communication is key Be sure to let the team know exactly what it is you’re after. Show them the storyboard, tell them what the story is, the motivation behind each shot, and what they’ll be used for. That way everyone can work towards the same goals, and be sure to give constant feedback as the shoot progresses. Be positive Always give constructive comments, as negativity will lower morale and the quality of your images. Praise keeps people motivated, and helps the subject feel confident so they can be at their best. Music can also keep energy levels high and set the right mood. There are no rules Pable Picasso said “learn the rules like a pro, so you can break them like an artist”. Instead of following conventions like the rule of thirds, place the subject at the edge or introduce a significant tilt to have a dramatic effect. Keep it going Take constant breaks to review what you’ve already captured. Once you feel you’ve covered the required shots for an outfit, try some free play if you have time. Identify the elements you like and try some variations. The more shots you have to choose from the better, and you might even be pleasantly surprised by the results. Details, details Pay attention to as much as you can. Even though your team members are supposed to take care of their particular areas, you’re ultimately responsible for the image, so you have to be alert and ensure the model looks their best. Careful edits Post processing and editing can make your images look better, but ensure you enhance the image without altering the appearance of the clothes too much. Smooth out creases, erase blemishes, and tweak settings to bring out details, but make sure things like colour stay consistent. Unless the situation calls for it, of course. Output matters Keep in mind where the shot will end up. If it’s for your own portfolio, there’s no problem, but if it’s for production, different formats will require special treatment in post. For example, matt paper will appear duller and require more saturation.