PRO CASE STUDY

Digital Photograper - - Go Pro -

Pro­fes­sional prod­uct pho­tog­ra­phy spe­cial­ist Mark Col­li­ton (MARKCOLLITON.COM) ex­plains the chal­lenges and re­wards of the in­dus­try HOW LONG HAVE YOU BEEN TAK­ING PROD­UCT IM­AGES PRO­FES­SION­ALLY?

I came to pho­tog­ra­phy a bit later in my cre­ative ca­reer than is per­haps typ­i­cal. At univer­sity I stud­ied maths, but I also had cre­ative in­ter­ests in art and film that weren’t be­ing met. I changed di­rec­tion and gained ex­pe­ri­ence in graphic de­sign, which soon led to spe­cial­is­ing as a pho­to­graphic re­toucher.

Be­ing on shoots as a dig­i­tal op­er­a­tor re­ally sparked my de­sire to pur­sue a ca­reer as a com­mer­cial prod­uct pho­tog­ra­pher. For me train­ing was all on the job, as­sist­ing and then free­lanc­ing in-house for large com­pa­nies. For the past six years I’ve been run­ning my own stu­dio, now based in Wandsworth, London.

WHAT ARE THE COM­MON CHAL­LENGES AS­SO­CI­ATED WITH MEET­ING A CLIENT BRIEF?

Es­tab­lish­ing clear com­mu­ni­ca­tion with the client well in ad­vance of the shoot is es­sen­tial. It’s im­por­tant to en­sure that ev­ery­one is on the same page in terms of the de­sired re­sults, es­pe­cially when tak­ing on a new client.

Some­times ini­tial en­quiries and briefs can be vague in terms of prod­uct de­tails and shot list, so re­quest­ing full de­tails plus ref­er­ence im­agery and mood boards for cre­ative di­rec­tion is ad­vis­able. Once you know what to ex­pect, you can pro­vide an ac­cu­rate es­ti­mate, turn­around time and agree pay­ment terms.

Also en­sure that the client un­der­stands the role of post-pro­duc­tion and re­touch, which re­quires both time and added ex­pense.

HOW DO YOU RE­MAIN COM­PET­I­TIVE IN THE PROD­UCT PHO­TOG­RA­PHY MAR­KET?

Be good and be seen. Get ex­pe­ri­ence, find your niche and work at it. An at­trac­tive and easy-to-use web­site with good SEO is es­sen­tial to show­case your work and en­cour­age po­ten­tial clients to get in touch. At the higher end of the in­dus­try, pho­to­graphic agents can play an ef­fec­tive role in at­tract­ing and ne­go­ti­at­ing con­tracts, although this isn’t es­sen­tial. I’d also add that it’s im­por­tant to stay mo­ti­vated so that you can al­ways per­form at your best – tak­ing oc­ca­sional time out from it all will usu­ally do you good.

Top rightCOS­MET­ICS Mark be­lieves that sim­plic­ity is very ef­fec­tive in com­mer­cial prod­uct pho­tog­ra­phy, as long as light­ing and com­po­si­tion are com­ple­men­tary

Bot­tom rightDIESEL COLOGNE Mark ad­vises tak­ing time out of your usual work sched­ule to al­low you the op­por­tu­nity to ex­per­i­ment with dif­fer­ent styles and tech­niques

Newspapers in English

Newspapers from UK

© PressReader. All rights reserved.