When I am working on an environmental portrait assignment, I like to start off knowing as much about a subject as I possibly can. I begin with a simple web search to learn something about them, where they work, what they like to do.
I usually try to meet with the subject during a pre-scout of the location or at least have a phone conversation with them but if neither of those options is available, a web-based image search will often reveal what they look like, their personal style and clues about their environment.
I have learned that enlisting the assistance of someone close to the subject can really help get the subject on board with my concept and sometimes influence what they wear.
Once while preparing for a photo assignment for a cover of an NFL head coach, I was able to connect with his wife. Together we planned his wardrobe, something other than the expected “coaches uniform” with the team logo. She even bought him a colorful shirt and encouraged him to do something different for this photograph. By the time we started the session, that “insider” persuasion had already convinced him that what I wanted to do was his idea.
On another project, I was photographing the CEO of a multinational holding company for their annual report. The CEO flew in for the photo shoot on the corporate jet, staying only briefly before heading off to another location. I knew we would only have him on site for an hour and that we had to grab some official grip and grins with the companies local management team on our way to the set for the environmental portrait.
During the pre-scout, I chatted up his local assistant about his personal preferences. I asked which side of his face he preferred in his pictures, a little about his family life and some of his hobbies, which included auto racing. I also found out he liked a certain type of tea.
This little bit of knowledge came in handy during the photo session. The CEO arrived and was happy to have his favorite tea while I explained our concept for the portrait. My investment in getting to know him paid off; he was so comfortable he gave me an additional thirty minutes and a few additional set up options. He was so happy with the shots, he later requested use beyond the annual report.
I’ve found that taking a genuine interest in my subjects and finding out what’s important to them, makes them more relaxed and comfortable looking in my portraits. Giving them a better experience, gives me better photos, which in turn makes them come back for more.
From assignment to assignment, I prepare not only for the subject and the story we are telling, but also the environment itself. Will I need safety gear? Will I need to bring in furnishings and props? Will there be issues with the artwork on the wall? Will I need ladders or a lift? Or perhaps crates for my subject to stand on?
As a working artist, I am comfortable in a t-shirt and jeans but I dress like a chameleon when on assignment. I like to mimic the subject so that I either blend in or command respect.
Is the CEO a formal dresser? If so, I wear a suit. There is nothing more impressive to the handlers of a subject, then when the subject compliments me on my tie choice. It’s like a secret message that I am okay and that gives me the keys to whatever I need.