The power of intention

I used to rep a photographer who refused to cast individual people for shoots if they were to play a couple, or a family.

‘The chemistry just won’t be there, and we’ll see it in the images’ he’d say, unwavering.

So we’d cast entire families, real couples and real friends. We always built that into his estimates, and he was right; the results were consistently breathtaking and he had a reputation for seeing into people’s ‘souls’.

Do you have a secret recipe? The stuff only you know makes your images that bit better, more powerful, convincing, believable, authentic?

Usually when I blitz the work of a photographer I’ll ask them questions which prompt them to think about what makes an image great, not just good- we’re looking for some commonalities of the heroes I’ve selected.

Often, as it turns out, it’s their relationship to the talent. (Maybe they spent time getting to know them, maybe it has to be spontaneous- there’s no wrong answer if it does the job for you).

Sometimes you have to recce the locations in person, or be at the casting to meet the talent and get a sense of their chemistry and personality. Maybe you plan fastidiously so you can get the job done in limited time.

And all this has to be considered in production time and cost.

When you know what your most powerful images are, take a look at what secret ingredients you brought to those productions- paid or personal. It won’t be obvious to an outsider, but it should be non-negotiable to you.

Then build it into your estimate template, and make sure your producer and clients know that it’s an essential part of how you make your magic.

If you’re super experienced you’re probably doing this automatically. But being intentional about how you shoot will still get you consistently better results, and keep you on your own path, rather than someone else’s.

And right now, it’s those small things which can make a huge difference.