HOW TO PHOTOGRAPH A LOOKBOOK
HERE IS WHAT YOU WILL LEARN FROM THIS PHOTOGRAPHY TUTORIAL:
In this article you will learn about the following habits of shooting a Look Book for your clothing clients. As the internet explodes with photographic possibilities, you can now photograph a brand catalog or look book from anywhere, not just LA or NY. Read below to see what this article is about:
shooting a look book without any equipment and delivering something solid for your client.
You will learn why we pick certain locations
You will learn how one can give their client's branding a new twist (once approve of course!)
CODY CALLAHAN by WALID AZAMI
YOU ONLY HAVE ONE CAMERA AND ONE LENS, CAN YOU DO THIS?
Photographers helped create this awful mess, where we feel that not having enough gear equates to not being useful or relevant. That's like saying if a chef does not have a drawer full of utensils, they won't make a beautiful meal. Here's what really is the truth: You have talent. That talent is why people hire you. Your talent can benefit from incredible camera and production gear, just like chef can benefit from a professional grade stove or kitchen utensils.
Does that mean the chef cannot create an awesome meal? No. Does that mean the photographer with minimal equipment cannot produce a beautiful image? No. See the correlation here? It's about the talent of the person holding the device, whether it is a chef, photographer, makeup artist or doctor.
Remember, clients hire the creative for THEM and not the gear. If that was the case, we'd just have clients rent top of the line gear and resort to any monkey taking the picture. In this photo shoot I used a 7D, because I am beyond lazy and haven't taken my 5D full frame camera for repair yet.
I only used a Canon 70-200 lens. That was my only lens, and I used straight sunlight. It was overcast at the beach and we had more muted photographs vs. the harsh contrast images of direct sunlight.
NATURAL LIGHT, ONE CAMERA, ONE LENS
HOW DO YOU PICK A PHOTO SHOOT LOCATION?
I wanted to focus more on the shirts and the model's attitude instead of the location. I think picking a location is like picking a spot that can steal from your image. What do I mean by this?
Select your photo shoot or video shoot location with care and thought. If you're in too beautiful of a location, guess what the viewer of customer base is looking at first? If you're in the dumps, that can steal from your image and intent of the photograph. Guess what they viewer will look at?
For that reason I choose Venice Beach, CA. as the backdrop to the photo shoot with Cody Callahan. Venice beach has basketball courts, chain link fences as you see above, stores and colorful walls, people and isolated spots, a skatepark and street vendors, alleys and hipster coffee shops.
Locations should add to the overall image, but intent of the photograph should always be first.
When you pick your photo shoot location, ask yourself the intent of the image. If the intent is to focus on a particular brand, then pick a location that will not steal the attention but contribute to the cause. - Walid Azami
WHERE IS THE BRAND HEADED? HELP THEM GET THERE.
GIVING YOUR CLIENT'S BRAND AN EDGE OR PUSHING BOUNDARIES
Collection ELA is a newer brand from the stylist/designer Eric Archibald (Beyonce, Jennifer Hudson, Ciara, Future, 5th Harmony) and they offer comfortable mens wear that can be athletic wear, dressy casual, and many other options. For this photo shoot we decided to capture their T shirt line but avoid the traditional e-commerce. The stylist and designer of the brand creates images for some of the world's biggest stars.
Knowing that about him and the path of the brand, I wanted to select a model who I feel has a certain edge. Cody is funny in that he often looks like a bad guy in a photograph. He books many body jobs, like Diesel underwear campaigns. He looks intimidating! Funny thing about it, he's one of the most spiritual, accepting, and intuitive people I know. I hired Cody for this job because Cody has edge (on both ends of the spectrum). We also decided to photograph him as in "day in the life" format, just Cody working out. We don't know where he is, but that he's very comfortable in the shirt.
My intent was also to photograph Cody where the shirt isn't the main focus. I wanted the lifestyle to be the main focus. The lifestyle will dictate the type of guy who wants to purchase Collection ELA. It's an extension to what the brand has, but not a leap. It's another step in rebranding but still true to their core base.