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Your photographer isn't the problem.
A photographer can be genuinely world-class and still produce a campaign that falls flat. Not because of anything they did wrong because of everything that wasn't there to support them.
The location with no connection to the brand, the casting that was whoever was available, the styling nobody properly directed, the set that was whatever the venue already looked like.
These aren't photography decisions.
They're creative direction decisions.
The greatest campaigns ever made weren't the result of one person. They were the result of a team where every element
(the location, the cast, the styling, the set, the direction) was pulling in exactly the same direction.
When that team exists, a good photographer can do extraordinary work. When it doesn't, even an extraordinary photographer is just documenting whatever ended up in front of them.
What's missing in most brand shoots isn't a better photographer. It's the person who shows up before the photographer does and makes sure there's something worth capturing.
If you have a shoot coming up, send me a message.
#creativedirection #campaing #aicampaign
The network for creativity
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Creatives on Contra have earned over $150M and we are just getting started
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