How Experimentation & Creativity Feed Profitability
[by Richard Kelly]
My personal work has always directed my commercial work. A portrait project here led to a magazine assignment there. A personal documentary led to a non-profit capital campaign. An experimental video led to a music video. Personal projects feed both my creativity and professional bottom line.
When I’m face-to-face with a client or potential client, I always include my personal projects. Sometimes they stand well enough alone, perhaps as a separate book or a box of prints. Other times they integrate into other photographs already in my primary presentation. Depending on the person and their interests, I tailor my book for each meeting.
I also position these projects as something special I am working on. Many times this has led to longer meetings, introductions to higher up decision makers and even to a few print sales. And because clients want to know you’re an artist as well as a business person, it also closes the deal on the assignment.
Many buyers I work with love photography in its pure form and they also love working with photographers, so my projects are inspirations to them as well. For many Art Directors that box of work prints is like a box with a big red bow on Christmas morning.
Richard Kelly is a photographer/producer living in Pittsburgh.
