Great shots take great gear…and a lot more. 3-27-2017
More often than not, while on assignment, someone will comment on my cameras and lenses. It typically sounds like this. Wow!… look at that shot… I need to get a camera like that….what is it?
So what is the thought process behind the question? Usually, the person making the comment only sees the hardware. Specialized lenses, carbon fiber tripods, several pro camera bodies, etc. Their assumption is that if they had that gear they could capture creative, magazine quality professional images.
This is hard to admit but when I started out, long before the internet and cell phones arrived, I had great gear. The problem was, looking back, that I couldn’t take a great marketing / advertising photo to save my life. I could take a good picture but not a great one. As you grow older the bar gets higher along with the expectations you have for yourself. The little voice inside your head grows over time that asks, how does this stand up against the top-notch photographers coming out of Chicago or New York?
Professional industrial and advertising photographers are so much more than gear. They’ve done their research and generally understand your industry and target audience. If they don’t, you’ve chosen the wrong photographer. They bring more to the table than a $3,000 lens. They bring experience in creating an image that catches attention and builds your brand. They bring experience in lighting, depth-of-field, angle of view, image processing and the use of color and texture that create a composition that makes your product and services look good.
Every year NASCAR runs the Daytona 500. Do you really think that if you had one of those multi-million dollar cars you’d have a chance to win? Absolutely not. Wouldn’t think of it. So what’s the difference here? Absolutely none. It’s not the gear, it’s the photographer….guaranteed.
True Story: With a BA in studio Art, I jumped on Photoshop shortly after its birth. One day I completed a graphic for a client when another client saw the work at which point she asked “how did you do that”, I said, “with Photoshop”, then she questioned how much Photoshop costs. After giving her the answer she said “if I get Photoshop, I’ll be able to do that” to which I immediately replied, “if I buy surgeons scalpels will you allow me to open your head?”. Not sure she understood what I was getting at but needless to say that after attempting to work in PS for months she gave up.
Hire the right professional photographer. One who brings more to the shoot than gear.
©2017 Wayne Dion / Dion & Company www.dion.com