Now while I may not be one of those photographers who’s constantly shuttling between runways in London, Paris, Milan and New York – and by runway I mean the toppling platforms not the tarmac variety – I have done my fair share of fashion. It’s a mad world and not necessarily one I’d recommend to every wide-eyed, willowy 14 year old I come across. However, these days there is so much more to modeling than that brief moment in the somewhere below size zero spotlight. With a huge expansion in media channels, broadcast, social networking and other, brands have acres of airtime and online space to fill. They’re always on the look-out for fresh new faces and with that comes a new photo opportunity for any aspiring models/actors who might fit the promotional brief and for creative professionals like me.
From my perspective behind the camera it’s an interesting prospect. Increasingly I’m being asked to deliver lifestyle shots for marketing campaigns and product portfolios, getting much more involved in developing what’s commonly known as brand essence – building the relationship between a product and its target audience, through expression, emotion, colour, light, context. Working closely with design agencies to get the look and feel of a shoot just right is really interesting and beyond all the creative training and portrait experience, at the business end of it I need my own team of talent to back me up. Since I took up residence in the Tower I’ve built up a fantastic network of connections – make-up artists, stylists and models plus management peeps in some brilliant locations so when you’re after some creative context to bring your concept to life I know I can deliver at every level.
I’m just about to shoot a new drinks campaign and actually can’t wait. In the thick of shot lists, wardrobe changes, model direction, props and set shifts I’m at my happiest. Maybe it’s a control thing. Although of course there’s one thing I can’t control. I’d best add large umbrellas to the budget.