The 6 Most Underrated Skills of the Best Advertising Photographers
When it comes to capturing beautiful images or nailing your photoshoots, there is a specific outline that all commercial advertising photographers follow. The process begins with a bid, then a creative call, moves into pre-production, followed by producing the photoshoot, and ultimately wraps out with post-production and any final necessary revisions. But what is the one skill that allows you to execute better on all of these levels than any other photographer? The answer is simple...be a human! Real people skills are invaluable in the world or photography. The entire industry is based on one’s ability to connect, collaborate and create with others, so the value of people skills is fundamental and can be displayed in the following ways:
Sealing the Deal - When meeting a new client and learning their vision, it is essential to use emotional regulation. The best photographers will identify their behaviors and tendencies in order to regulate their emotions. By truly knowing yourself, you can most effectively work with others. Self-control allows you to remain level headed, rational and committed to the task at hand, even when the odds are stacked against you. Having a balanced set of interpersonal skills allow photographers to avoid conflict, problem solve efficiently and lead the team to success.
Creative Call - Don’t bulldoze the conversation, rather use this time to display your ability to listen. Listening, and listening genuinely, will help you begin to grow your relationship with this new client. Even if you have the greatest, most innovative idea that will change visual content forever, make sure you are allowing room for your client to be heard and valued. By giving your undivided attention and listening thoughtfully, you will be able to connect with your clients and build authentic, lasting bonds with anyone you work with.
Pre Production - This is where trust comes into play. Built off of mutual respect between two individuals or groups, trust allows you to navigate pre production with ease. Your client is trusting you to get the job done, and you are trusting them to help you do so successfully. Trust allows commercial and advertising photographers to be effective leaders and deliver a strong outcome.
Production - Production is the ultimate test of your empathy. No matter how good your images turn out, if you aren't displaying empathy on set, you are going to have a very difficult time finding success. Whether it’s directing talent, collaborating with the agency, or leading your crew, empathy should be the driving force on the day of a shoot. Having this awareness of others is a key people skill. When photographers can see how each person is distinct and may see a situation differently, they can not only practice respect and compassion, but also keep everyone aligned with the goal at hand.
Post Production - In order to streamline this process, you must rely on efficient and effective communication. Be alert and attentive to the needs of your clients, and take the extra time to articulate each step of the process, so your client can be involved and aligned with how the project is moving along. By being genuine, proactive, and clear with your communications, you will save everyone from tremendous amounts of stress or anxiety down the road.
Closing Out - When closing out a project, and throughout the rest of your career, self awareness is absolutely critical. If you are able to identify your strengths and learn from your weaknesses, you will be able to evolve and grow and find greatness. For example, if you are an introvert be aware that you need to stay engaged with the client and crew by checking in with everyone throughout the shoot. On the other hand, if you know you are an extravert, it is vital not to steal the spotlight and remind yourself to give others opportunities to add their own insight and value. Be responsible for your weakness and always look for ways to improve.
Although often overlooked, these skills are truly invaluable in life and essential for the best commercial advertising photographers. Yes, it is important to brush up on hard photography skills, but be aware that at the end of the day, it is true people skills that make the best photographer unique, and allow them to stand out from the competition.