Why are stereotyped postures and neutrality reflected in standard backgrounds the first ideas that come up when planning a book? Why don’t we consider creativity, art direction and photography direction in order to make the model or actor look their best?
There are, of course, issues that influence this. For example, why does the model need a book? They simply can’t be all exactly the same: synthetic and without our model’s personal character. Nowadays there is a tendency of photographers to believe they have to leave their creativity or style aside when making a book. On the contrary, to my way of thinking, the art of photography lies in trusting that it can be applied to any type of work.
A case in point is a project I did for Daniela Silicz. I believe summarizing the techniques I used can best explain the way in which it’s perfectly possible to use our personal style to meet our client’s expectations and fulfill our own thirst for art.
Daniela came asking for a book she could use to present herself as an advertising model, but she wanted to make sure she wouldn’t be too physically exposed. Therefore, I proposed different scenery where she could interact and be herself. In addition, I was looking for warm photos, where many styles could be reflected, and that she could present for various types of jobs.
From a technical standpoint, more specifically lighting, I chose natural or incandescent. In some cases it was reflected on circular discs, though in others we used natural sunlight, without any kind of problem popping up.
Regarding the framing of the pictures, they were thought to take into account art direction and lighting. It was of utmost relevance to avoid repeating poses in the same shot, in order to give her as many different photographs as she could have for her book.
Moreover, concerning locations and the clothing, they were chosen according to the style of the expressions we needed to portray, while being aware they couldn’t overshadow the model’s personality or importance. They should only support the concept depicted. The places we shot in were randomly chosen, by this I mean that we found them by chance. We figured the places shouldn’t be filled with clutter, so we rearranged every space.
In my personal opinion, it’s not all about renting studios, specific locations or clothing. Many times, it’s not only creatively stimulating, but also positive to reinvent the places we already know, or let ourselves be taken aback by others’ proposals. Some places we may never think of working in can end up being inspirational. We shouldn’t dismiss spontaneity, loosening up and letting our intuition drive us.
For example, the photographs you see here were taken in a 50’s terrace: dusty and humid. It had an underlying urban concept that caught my attention, it gave me a feeling of oppression. I found it interesting to create a sheer contrast between this and freedom, without any other feeling coming in between.
All in all, throughout this article I have tried to express the value I believe simple ideas have. Without adding anything unnecessary it all boils down to reflecting someone’s attitude, always bearing in mind these ideas should go along with our client’s needs. Still, we have the liberty to create something that truly satisfies us artistically, reaches established goals and doesn’t block our creativity. By these means we can escape the ongoing tendency of books that don’t evoke any type of concept on the grounds that it’s a merely dull task, less creative than spreads or editorials. We can make all kinds of photography creative…always.
About the Author
Matias Sinigoiis a self taught photographer who did not want to be subjected to a learning program. He feels that there is still much more to be discovered, and tries to find art in his photographs and designs without any external influences. He doesn’t care for people who don’t believe there is anything else that can be done to change the world…which gives him the incentive to keep growing and learning about what he loves so he can do something new or make a change.