Commercial lifestyle photography to me is about being able to draw out genuine moments and emotions in your subjects. Without this, you’re not really capturing the spirit of what this genre of photography is all about… to sell and entice others to want to be a part of what you’re photographing. It’s an ideal they can aspire to that is then represented by a clothing line, location or other product.

I was talking with a few other local photographers this week and we all agreed on one point. Concept, creativity and genuineness will really take your photography a step above where it may be now. Without these you’re just fulfilling technical steps instead of creating images. It’s the difference between engineering and art. One is mechanical, one is creative driven. I’d even go so boldly as to say stop worrying about your technical skills. Start focusing on your creative ideas and what you want to say in your own photography. The technicals will come with practice and attention. The creative might never if you don’t focus in on it. It’s the most important element of lifestyle photography. What can you create to draw in viewers?

Here we have our three friends arriving at the car wash. I like to utilize depth of field to create different layers in an image. It gives your image a subject and sense of place. I also enjoy little detail elements like having someone reaching in to grab keys. It hides their face and creates an “anybody” moment. You can almost put yourself in the same position.

Here our three models are once again playing around. You can create posed or set photos like each of these are, while at the same time bringing out the genuine elements of lifestyle. Simply set and direct where you’d like everyone to be, and then have them start moving and interacting. That way you have the right positions, and still a real feel to the images.

This last set I really like. You can tell how real the expressions are and how fun everyone is having. It’s all part of being able to add yourself as an extra party member to the group. Make yourself not just a passive viewer to the images, but a member of them. In that way you create an image that your viewers can not only appreciate, but engage themselves in as well.

How you go about them and what you want to bring out is a matter of your own preference. For these two, I wanted to use a few of the accessories I brought along (a few hats and sunglasses) and change up the angles. Another way to go about it is to set your model in a seated position, fix a tripod down and have them alter their expressions from the exact same angle. Since I far prefer to shoot handheld and change the angles to interact with my subject, my photos each have a bit more variety.

Knowing what to bring out in each of your models can really add an extra punch to the images. You may be able to get some smiles out of a model with more of a fashion look, but chances are they might not turn out as well as ones where you worked with their natural expressions and talent. Lia’s bubbly personality lent itself perfectly to just joke around and create these playful set of images.

Whereas Britt had a great softer smile and those lock-on eyes. Being able to work with each models natural talent really helped deliver the best images.

This was an incredibly fun photo shoot where I started to push a few personal boundaries. It’s so important to work outside your own comfort zone. I certainly don’t do it enough. When you do though, you open the door to learning new techniques and expanding your vision. I’m looking forward to sharing more images from this test. Stay tuned.

Production is all the little (and big) details that go into a shoot. Location, permits, models, wardrobe, props, food/drinks/catering, image delivery timetable and method. The personal style of how you run your shoots and interact with your crew and team members can even be said to be a part of your production. It all comes down to knowing your vision and being able to put together the pieces to execute it, within a reasonable time frame and budget constraints.

Your budget is often the ultimate deciding factor in what you can produce. I’d love to be able to shoot on a three deck yacht through the Caribbean, but it’s simply not a budgetary reality (yet). That being said, I encourage any photographer looking to put together fresh images for their portfolio to put some personal money into it. That doesn’t mean you have to go overboard though.

In the photographs below I picked up these colorful pairs of socks at Target for $2 a piece and matched them to the outfits that these fun models from The Agency Arizona brought with them. The $6 investment was well worth an image that will help grow my book.

For these images I went to a local grocery store and picked up around $15 worth of different fruit. They helped foster a fun feel and style to a number of images.

And for this last set I spent a few more bucks at Target grabbing colorful sandals and an extra few at the dollar store for a snorkel and floaties. None of these are expensive items, but they help create the right atmosphere for the photos.

Lately I’ve been putting around $100-200 into my personal test shoots, and that number grows as I continue to book bigger jobs and more clients. It’s a repeating cycle. Larger clients want to see the time and production you put into your images and they want to see new personal work on a regular basis. It shows your passion for what you do. It’s one of the comments I hear the most in any new client meeting – my apparent passion for creating images. Passion + production = progress. Put some more passion and production into your own work and I guarantee you’ll start seeing similar results.

I’m hoping to add more of my day-to-day thoughts, photo techniques, philosophies and share exciting news on the blog more, instead of just large photo collages every week or few weeks. I hope you’re ready to learn more about me and my photography! And if I’m slacking, giving me a good nudge on my Facebook page. I’d love to hear what you would like to know more about too, so feel free to leave any comments of things you’d be interested to see more of on my blog. Whether it’s just photos, techniques or me!

I’ve been thinking a lot lately on ramping up my production, how to build a better photographic service and generally where I want to continue building my portfolio. It can be frustrating at times to realize how much further I’d like to be from where I am. But I think that’s part of who we are as photographers and creatives. If that drive to excel, to be better and to create a compelling brand isn’t there, it’s time to re-evaluate what you want out of photography. Sometimes I let it get me underwater.

But as I was going through images from a recent test shoot, it hit on me that sometimes we just need to live in the moment and enjoy the ride. Keep that fire, keep that desire to advance (no matter what it is you pursue in life) but learn to love every moment of the journey. It only happens one time around. Revel in it. Get goofy, be adventurous, engage new people, swing. Don’t worry whose watching or what they think. Fly with your feet in the air and your hair in your face (or the sun for those of us with short hair!). Here’s a little musical accompaniment by Rise Against to go with the thought. Swing Life Away

As some of you may know, I’ve become a regular contributing writer for Digital Photography School. It’s given me the opportunity to share some of the experiences and findings that have helped me move along.

I really think a big part to all the great things that have been happening comes down to having the right attitude. It’s always been my philosophy that great photography is more than just great images, it’s about a solid product as well. Meaning the way you interact with others, the timeliness of presenting photos, a visible pride in your work without being pompous and thinking of all the details. If this industry needs one thing, it’s a return to the service component. Customers are craving it and those of us who can capitalize on that are going to see our hard efforts rewarded. Hard work and kindness, never underestimate the combo. Check out my post, Develop an Attitude of Success, on Digital Photograph School for more on that.

A few weeks ago I ventured up into the Flagstaff snow for a winter-time fun concept with Julie and Todd of Agency AZ. I’m really looking to bolster my portfolio with more group work and will be arranging more tests to get my book ready to show. Hope you enjoy this smiling in the snow adventure.