Business photography for annual reports, Public relations or company brochures requires a photographer with extensive experience and resourcefulness. Contrary to the studio merchandise or portrait photographer, where the environment is controlled and predictable, the scenario is quite different for the yearly report or business photographer who’s always working on location under unpredictable and unforeseen circumstances. The Corporate photographer has to be a master of executive portraiture, industrial photography, architectural photography, product photography as well as aerial photography because these areas of experience will be required. One never knows what will be required at the”day in the life” of a corporate photographer, but the”focus” should always be exactly the same; namely to sell the picture of the institution in the most favorable and efficient way.
Corporate photography is mostly all about people and about selling trust! Individuals leading, people working, folks communicating – and the environment in which they work, while it is in the executive boardroom, a mill setting or within a hi-tech lab; the story is about the people that make the product or who are providing the service. Whatever the business produces or the service it sells, individuals are what allow it to happen and people are the consumers of the specific merchandise or service that they are marketing – which is more often than not, in an already crowded and competitive industry. For this reason, it stands to reason, that a fantastic corporate photographer will have good”people skills” Professional models are rarely utilized in annual report photography or for corporate brochures, since the companies will need to be honest in portraying their own folks, therefore, the photographer should be quite great at making his subject comfortable so as to depict a satisfying and sincere look, and that generally means talking – talking about what they do; their family; what they like, sports – whatever looks to make a connection. This is a skill that can be developed; I’m not an extroverted individual with no means, but in regards to”show time” I find myself doing a great deal of talking. Another tip is to shoot a lot – making subtle variations within their pose; paying particular attention to the head and nose in connection with the background, all the while instilling their assurance that they’re doing and looking good.
Resourcefulness is another critical quality for industrial and corporate photography. Resourcefulness means the ability to generate the proverbial”sow’s ear into a silk purse.” In the instance of an environmental portrait for example, the office setting will likely be uninteresting, therefore a careful selection for your background has to be found. It may be in the workplace, it might be by a window or staircase, and it could be in the factory or at an external facility. If it’s an environmental portrait, the portrait ought to make some kind of statement about the company and the surroundings must work to this conclusion if at all possible. In any situation, the background must be aesthetically pleasing and simple, so as not to divert focus away from the subject photographed. I have many times found myself at a colorless, clinically sterile laboratory and yet having to make a portrait that is persuasive and will draw attention to this subject and the environment. In this case, composition is critical so that it is both dynamic yet not distracting; and light is the key to making a casual environment sing with color and contrast. When there is no color in the landscape and colour would improve the picture, the corporate photographer can place colored filters within the mild heads to judiciously create just the color effect that’s desired. A different way to introduce color into the spectacle is by letting different colored light sources visit their natural uncorrected colour; i.e. fluorescents will go green, tungsten lights will go really warm – even orange; daylight, even if the scenery is balanced to tungsten, the lighting will go very blue. The corporate or industrial photographer will learn to take what’s given and work with it.
Resourcefulness also means never quitting or taking”no” before the”fat lady sings,” There may be times when someone says that something can not be done. I look at that as an invitation to explore every probable way by making it happen – assuming of course it is important to the quality of the photograph or in completing the assignment. Often times a shoot schedule may necessitate that it’s”now or not.” Everyone can simply accept the simple”no” but your customer will be much happier if you can still make it occur. I have been in situations which seemed hopeless, but with persistence, optimism and in some cases an almost obstinate sense of will power, it happened!
In conclusion, the corporate photographer has to be varied in his pictures genre, and for that, extensive experience in critical. He/she is a master of the technical aspects of his craft, particularly with regards to light. He has the capacity to communicate and reach people in order to make them feel comfortable in front of the camera and he is a resourceful artist, a facilitator; a negotiator, an optimist.
Critical seeing and imagination is the hallmark of a seasoned industrial or corporate photographer, since this kind of location photography needs one to immediately adjust to unforeseen and uncontrollable circumstances. Last but not least, the award winning photography never says “no” until all possible means have been tried and tested. Corporate photography is about producing strong visual photographs that will sell his client’s new – whatever it takes!