That’s All Folks (for now)
It’s intimidating to say the least to hear about all the success stories from people in your field just a few short months before graduation. Despite the looming fear of “what’s next” it’s also nice to hear stories about how people got to where they are, seeing that it’s not always a linear process is comforting. At the same time, navigating the field and interviews in the middle of a pandemic still makes me feel like a headless chicken.
Throughout the last couple of months I’ve had the pleasure of listening to several speakers talk about their journey’s and the lessons they picked up along the way. Two of the things that have stuck with me are the importance of networking and data.
Blair Roebuck’s presentation highlighted the importance of marketing science. Personally I never thought twice about the value of data until it was highlighted in these speaker series. The job of a marketing analyst is to set measurable goals by optimizing data to achieve a desired ROI. Working as a marketing analyst allows you to work in every aspect of marketing by being able to analyze different components. They translate these results in order to assist in planning, whether it’s an entire campaign or smaller portions of the marketing strategy.
George Brown Alumni Danielle Humilde, shared her story and the part networking played. Every speaker reminded us of the importance of networking and how it affected their career paths thus far. Danielle’s journey allowed her to work within different settings, companies and develop transferable skills across her varying clients. What stuck with me from this presentation is that it’s okay to change your path as long as you don’t stop learning from every experience and every person you come across.
No matter how many times I hear it, it always makes me feel better considering I’ve changed my path one too many times (and sometimes still think about changing it). Continuously trying to improve your personal brand and your personal skill set will surely pay off if you keep working towards your goals, whether thats landing a new job or exploring new skills. Maybe you’ll even find yourself in a field you never would’ve considered.
Each speaker brought their own experiences and personal stories to these sessions, each with their own value and I am grateful for all the tips and advice they’ve been able to give us these last few months. It’s also been comforting to hear from people, just to know that it’s going to work out and we’re all going to be able to find our place as long as we keep working.
The one thing, dare I say the most important thing I’ve learned from listening to each speaker is that you have to keep an open mind about everything. Whether its about a specific job or any other aspect of your life, just because one thing doesn’t work out for you doesn’t mean there isn’t something more suitable coming next. If you’re open to every opportunity, whether it’s meeting new people or attending events (whenever we’ll be able to do that again) something positive will always come of it. You’ll always be learning something new, which I find is the most important aspect of a career in marketing. You’re not limited in your career options in marketing. Luckily its such an ever-growing field and you never have to be stuck in one spot, you can learn and move throughout different sectors.
This class warmed me up to sitting and listening to speakers and reflecting on my own work. I have since signed up for a number of speaker series from people who have started their own companies or work in different sectors of the marketing field. A particularly interesting one I signed up for through Klaviyo was for Naturalicious. The founder, Gwen Jimmere, started the brand from the ground up. She did the entire marketing and branding for her product when she first started out and she shared the highs and lows of marketing and building a business.
It’s interesting to hear individual stories since no two are the same. I learn marketing techniques but I also learn about people and how they’ve been able to navigate the field and their own lives. I’ve also spent a bit more time on LinkedIn than I typically do and I’ve been able to gain some new connections from these series as well as from personal freelance ventures.
I’ve been fortunate enough to have stayed in touch with many of my mentors throughout high school and university. One in particular has been very attentive to my growth in this field and has taken a chance on me. Having run his own agency for many years I’ve been able to go to him with questions about any sector and share my interest for the field. I’ve kept in touch and regularly shared updates on my progress within the program and my own personal brand through my website and freelance ventures. With my interest in the creative aspect of marketing I’ve been able to develop creatives for several clients for him. For their email marketing campaigns or their social pages and its proven to be more rewarding than I expected. Each brand has its own persona and when building these creatives now, through what I’ve learned from the program, I’ve been able to develop creatives that are more tailored to the individual brands with a specific voice. One of the best practices I’ve learned along the way is to keep creating and learning, as was mentioned in one of the later series, marketing is like a T shape, the top line is knowing a little bit about everything and the drop down is specialization in a specific sector. It’s always beneficial to expand your knowledge and with marketing, everything is constantly changing so you have no choice but to be on your toes.
It’s easier said than done but it really is all about trusting the process. It’s not realistic to expect to be ready for your dream job overnight but the steps to get there are just as rewarding, you learn about yourself as a professional but also as a person. What kind of person are you? What do you truly believe you’re capable of and what are you doing to get to that point? Who are you bringing with you and who is endorsing you for this role?
MORAL OF THE STORY IS
How To Hack Post Grad.
You’ve got to go through the motions. In the last stretch of a post grad program there is a looming thought of what’s next. It’s always comforting to hear from people who were in similar predicaments not too long ago. We had the pleasure of speaking with Digital Media Marketing Alumni Danielle Humilde who had similar feelings that come with nearing the end of your post graduate studies. The main takeaway from Danielle’s presentation was to network as much as you can and continue sharpening your skills. The field of marketing is always changing and it's important to continuously investigate campaign strategies and branding strategies among others to ensure we’re able to continue our learning and remain resilient in this fast paced field. Danielle’s journey gave her the opportunity to work within different companies, meet a variety of new people and develop transferrable skills across her clients.
Even though we hear life lessons often it’s always comforting to hear them from someone who’s been in similar situations and has managed to find their place. One of the major lessons Danielle learned along the way is that its okay to change your path. I personally have changed my path several times and there’s always the worry of what it was all for but to hear someone in my field sharing their similar experience motivates me to continue pursuing this craft. The journey may not be linear but there are takeaways from every step.
In Danielle’s experience she’s been able to learn about brand refreshment, marketing strategies during different holidays and the more backend side of marketing with SEO. Opening yourself up to different fields and tasks in marketing sharpens your own skillset. Even though you may not be doing the same task at your next job, opening yourself up to learning a new skill by communicating with peers and experimenting with different opportunities will further your career.
An issue I’ve always struggled with is networking, Danielle explained how important it is to push yourself to meet new people and network as much as possible despite the barriers because no matter what it will help you grow in some capacity. She advised us to reach out to people after a networking event to create connections. You realistically won’t keep in touch with all the people you connect with as Danielle mentioned, but it helps to build your own communication and networking skills. This is something I am trying to work on personally, pushing myself to signing up for these events and reaching out to speakers and attendees. You never know where it will take you or what you’ll be able to learn from your peers. Networking can set you up for a new job or help you build your own client list, regardless it proves to be beneficial.
How To Hack Networking - TED Talk
Hearing about Danielle’s journey; beginning to set up her own marketing agency and gathering clients after post grad showed how important it is to value every step. Despite the barriers we come across (like this exhausting pandemic), it’s important to seize opportunities and push ourselves out of our comfort zones to see what we’re capable of.
Blending Marketing and Data.
There are so many avenues to consider when looking to a career in marketing. Through Blair Roebuck’s presentation we had the pleasure of learning about marketing science and the career of a marketing analyst. The main objective as a marketing analyst is to achieve a measurable ROI, this is done by obtaining and optimizing data with a business outlook. The key to data is understanding it and being able to optimize it. A marketing analyst will have the opportunity to take part in every aspect of marketing. Through strategy & consulting they can develop a thorough design and marketing plan. Their role is ultimately to take the data from sectors that are being examined and translate it into understandable results in order to create a sort of plan. Through data analysis, insights and strong reporting, the obtained data can be optimized for company success. Ultimately, this data is used to achieve an ROI.
Expectations of a Marketing Analyst
While a marketing analyst completes a variety of work in their day to day, there are 4 main areas which encompass what is expected of them. They work to collect the data and create systems for effective collection. Following this they are also required to consider hypothesis and questions they wish to answer and use the acquired data to find meaning. The strategy is then developed from the data analysis to work towards the business outcomes. The data analysis, hypotheses and strategies are then presented as insights to executives in a tangible and digestible form in order to be able to move forward with marketing efforts in an effective way.
This line of work requires you to work with every type of individual in the field whether its developers, UX/creative, project managers and account managers; a marketing analyst will have the opportunity to work alongside these individuals to discuss strategy and analysis for optimal results. It’s in this way that the job of a marketing analyst appeals to me. Being able to work with individuals with different specializations keeps the job interesting and allows me to grow as a marketer by understanding different outlooks. It is also fascinating to better understand people as a whole, and as a marketing analyst there are so many points of data to obtain and attempt to make sense of.
Personally, I’ve never considered this side of marketing. Acquiring data and developing insights from it for marketing objectives was not something I thought of as exciting. Blair’s presentation showed me that marketing analysts can work with everyone and that understanding data can actually be interesting. Knowing how intricate the data and learning how to make sense of it considering all the data points that can be collected is an interesting challenge and can really develop your ability to think differently. Ultimately, the creative part of the campaigns/content, which I personally prefer to work on, cannot happen without the insights from a data analyst. Otherwise everything you are putting effort into creating might not even have the desired outcome. Blair’s case studies further exemplified the challenge of obtaining and analyzing data for a business objective, but it was presented in such a way that it seemed as more of an exciting challenge rather than a problem.
Speaker Series
A series of conversations with Digital Media Marketers through GBC.
02/01/2021
In our first two speaker sessions we had the pleasure of speaking with Caroline Berryman, a digital marketer currently within lead strategic for the integrated marketing and communications for York Region working on the development, management and implementation processes and Cathy McKnight working out of TCA as VP of strategy and consulting. Both speakers have varying but extensive experience within the marketing field.
Caroline Berryman emphasized the importance of the agility of today’s marketer. Being able to adapt to changing marketing environments and strategies will allow today’s marketer to become successful in the field. Everything within this field is constantly changing whether it’s the actual platforms or the publics perceptions, we as marketers need to quickly adapt and pivot as needed. Caroline also highlighted the importance of partnerships when sharing brand messages, that allows for more potential brand awareness and shared ability to generate bigger ideas. We were able to take what Caroline said and put it into practice with a case study regarding road safety, following the planning process we were quickly able to see the social marketing thought process for this particular case. Every campaign and strategy is different and with this particular career path, Caroline is able to learn something new from each campaign as a marketer based on individual reactions and engagements to parts of the campaign/strategy. Throughout her career in this particular aspect of the field, she gets to learn a lot about customer behaviours and how they are constantly evolving based on reactions to messaging/campaigns.
As marketers we face resistance with changing behaviours because once individuals are set in their ways it’s difficult to break out of our conventional thinking. Marketers work to develop communications and campaigns but it is an always difficult task to trigger behaviours because it takes meticulous planning and consideration.
Caroline also brought to our attention the public vs private sector work. With private sector work it can be a bit more exhilarating considering its usually contract work and there’s uncertainty after the project. In this case it’ll keep the marketer on their toes to be looking for more work or securing a permanent position. Within a public sector there is more stability and consistency. As a marketer we can decide what fits our current career needs and work within which sector fits our skillset and needs. This is an important consideration when looking for a job because stability and consistency are sometimes major factors in our searches.
Cathy McKnight brought to our attention the scale of firms. While we all want to land a job within the marketing fields it’s important to note as Cathy mentioned, that size and culture of a company matter. With her vast experience in small and large scale firms she was able to give us an insight on the importance of truly enjoying who you’re working for. The size and scale of a company reflect their primary focuses and defining qualities and it’s important to join a team that you resonate with because it will ultimately help you grow as a marketer. Boutique agencies and large agencies place emphasis on different values. In a larger agency it may be more challenging to make your voice heard and jump on every project whereas in a boutique agency you may be able to oversee or join each project and learn about many different aspects of the job. In a larger agency you may be tasked with similar projects or jobs.
Though she mentions finding a team you are comfortable working with Cathy also mentioned her year of “yes” and that is, saying yes to doing things you are unfamiliar with or have never considered before. This will help us grow as marketers exposing us to different aspects of the field we may not otherwise encounter but it will ultimately help us grow as individuals, developing our own skill sets by challenging ourselves to say yes to things we normally wouldn’t say yes to, even finding jobs in our search that we previously wouldn’t consider. Cathy shared that she ideally likes to work for smaller companies and firms but has branched into the large scale firms as well. Sharing the possibilities for each scale we are able to see the contrast between them. Each situation with its own potential for growth.
Cathy also walked us through a case study providing us with a detailed description of outcomes based on the designated initiatives. This allowed us to understand how firms, brands and companies follow through a funnel creating strategies for their desired outcomes. Though she had the desire to work in a smaller firm she was led into larger firms throughout her career path and I believe that prepared her to work in any environment and with a variety of different people. She was able to understand the impact and values of the firms varying from small to large scale which helped her grow as a marketer. Having that year of “yes” or month or even day that Cathy mentioned, helped her grow as a person and marketer and ultimately allowed her to be able to expand her skillset within a variety of different situations and tasks.
Perhaps entering an unfamiliar field, we should all consider having a year of yes to get out of our comfort zones and see what we’re really capable of.
-G
My Mobile Day
My mobile day starts not more than 5 minutes after I open my eyes in the morning making me among the 46% of Americans that check their phones before they even get out of bed, which I hate to admit (Keating, 2017).
Being a freelance photographer has extended the time I spend on my phone whether it’s looking for inspiration, editing my own work or dealing with potential clients. It’s also increased my engagement with brands because I’m constantly looking for inspiration from curated content on brand pages and from other photographers. Among the 105 apps on my phone, most of them are photo editing apps or apps I use for inspiration. Within the sea of apps, one of my new favorites is Canva. I used to have tons of photos to scroll through for inspiration now I can merge them onto more pleasing boards within the Canva app. It’s also the app I used to share my app data below.
The only reason I don’t use TikTok every day is because the feeds are so carefully curated to my guilty pleasure - amazon finds. When I do end up on TikTok its usually because I’m in the mood to spend and I’ll almost always end up moving to the Amazon app. Should I delete TikTok? Probably. Will I? Absolutely not. As if I needed another reason to visit one of my 21 shopping apps. Theres probably 20 too many of those too. That explains my want to buy micro moments. Once TikTok redirects me to Amazon, I’m in the mood to spend so I glance through my shopping apps. Luckily I have a short attention span, so by the third shopping app I shut it all down and carry on with my day. More often than not if the first few items bore me I’ll leave the app even quicker.
Luckily, my other past time doesn’t attack my wallet. Photography is a big part of my life so I spend much of my time browsing Instagram for inspiration and creating boards on Pinterest. My Pinterest boards aren’t just for photography inspiration either, sometimes I discover new brands, movies or things to do. One of my more prominent micro moments especially during lockdown is “want to do” and by want to do I’m encompassing, want to make, find, know. For this I go straight to Google. Since I’ve embarked on learning how to cook among other things I didn't do much of pre-Covid, I’ve spent way too much time on Google. My Google usage gets directly linked to my “want to watch” micro moment, which I mostly use Netflix for among others. When I’m watching a movie or show I ask a ridiculous number of questions and usually the person watching with me isn’t too pleased so I end up back on Google to avoid being soundtrack sally. Looking up fun facts, actor information and sometimes even the end of the movie because I can’t let myself enjoy anything.
I typically start and end my day with Twitter. I like to follow people from every discipline so I have an opportunity to learn a a lot in manageable short posts. Twitter to me is my favorite app of the bunch because of how dynamic it is with text, video and photo incorporated into my timeline. Twitter users are not as stiff as Instagram users in my opinion, they are not worried about the look of their page rather they’re more concerned with sharing whats important and starting a conversation around it. It’s much more interactive and combines everything I love about all my apps into one app.
That being said, I realize now how important it is for brands to create a presence on more than one platform. I hop from app to app as I’m sure many other users do and sometimes brands only have a short window to get my attention but if they have a presence on multiple apps such as Pinterest, twitter and instagram, I will be more likely to remember the brand and be more inclined to engage. Each app has it’s own nuances and a marketers strength is to understand and establish the voice and presence on multiple platforms.
-G
https://www.techtimes.com/articles/199967/20170302/survey-finds-people-check-smartphones-before-getting-out-bed.htm
Key Elements for Content Marketing
An infographic created using the Canva platform to highlight key tools and features of content marketing.
Photo Essay: The March For Change
In June protestors took to the streets of Toronto to peacefully protest against systemic racism after the tragic deaths of Breonna Taylor and George Floyd which shocked the world and ignited an important conversation in homes and workplaces. Organizers partnered with city officials to ensure safety during the rally. The intent was to bring awareness to systemic issues, defunding petitions, and provide anti-racism resources to attendees who wished to continue educating themselves on these prevalent issues.
Images were captured on 35mm film.
Creative Talks
I’ve been fortunate enough in this life to be surrounded by creatives. This year more than ever as I pursued my craft I’ve been able to connect with others in different disciplines. Seeing how passionate creatives are about their work motivates me, it reminds me that we’re not always in it for recognition and praise. It’s a form of self expression, leaving our mark no matter how small it may be. The most fulfilling feeling is to create. I feel more connected to myself when I am creating and constantly coming up with new ideas.
Following along on my friend’s creative journeys has allowed me to grow as a creative and has also inspired me to continue pursuing my craft even on days where I wonder if there’s a point to it all. To see how dedicated and passionate creatives are is an indescribable feeling. To be able to experience their work and resonate with it is truly gratifying.
“If there's any kind of magic in this world it must be in the attempt of understanding someone sharing something”
Before Sunrise 1995
To me, there is a little magic in everything we create, whether it be relationships with one another or art in different forms. One of the most important methods of connection I have found is connecting with someones art, understanding why they create and their creative processes. I’ve asked some of my friends to describe what inspires them throughout their creative journeys in no particular order. I hope you can find some inspiration, or discover a new artist. Whatever your reaction is, I hope theres one piece that reminds you how important it is to create and truly be able to connect with each other.
Alexandrea Fiorante - Writer / Poet
We are complex and unique, but our suffering can be so harrowing, and amplified because it’s internalized, that we are seldom pacified by anything or anyone: “I’m too easily misunderstood, too often alone.”
I am inspired by The Hurt: I mean this in a large, sweeping way, and as found in tiny hairline fractures from our heart strings being tugged just wrong — or right — way. Writing, reading and sharing is necessary for survival: to relate to, to process, to teach. How can I harness this feeling that is pulling me apart, get it out of me as if some rabid living thing and onto paper — a different cage of sorts. One where it no longer hurts but heals, where it can be passed from hand to hand, and hand to heart, where we can bridge the gaping distances between each other.
because all we have is ourselves
because all we have is each other
And why create if not for them?
Kyn Toronto - Design & Fashion
Our inspiration strikes like lightning, a singular idea or concept is delivered by the gods of creativity into our minds. It first begins as an infantile thought with no legs. As it squirms about on the beaches of existence, we slowly shape it with revisionary strikes from our hammer of improvement. With each strike, more and more refined till a finished product is completed.
What really inspires us is culture. Our goal has always been to infuse our lifestyles into designs. So when we were at our most comfortable, enjoying the evening, that feeling is what inspires us.
Elisa Gentile - Fashion Designer
My inspiration comes from my consumption. I think the world around me and the world I try to create for myself is translated through my work. The art I look at, the surroundings I’m in and the people I’m with are all a reflection of who I am and what my work is. My process is centred in emotion and thought, provoking feeling and telling stories. I’m constantly inspired by new ideas, new ways of thinking and innovation. This challenges me to push myself to create designs with a story that others can relate to, while creating a world that others feel safe in. While doing that, I try to push my creative boundaries with influence from art in all forms. I am careful with what I consume, allowing my work to be as authentic and positive as possible.
Sabrina Capista - Artist
The process of making something new inspires me to create. Using my hands to channel my feelings and ideas brings pleasure and purpose. It is difficult to find inspiration when you are over-stimulated and worked, so I find inspiration in the spaces between where there is rest and softness. Also, seeing people follow their dreams and make authentic art in innovative ways inspires me to do the same.
SIM - Singer / Songwriter
Inspiration to create comes to me when one door closes and another opens. I think all my music has been inspired by constant progression. Whether it be a negative experience, & I learn from it or a positive one and I take a step up the ladder - I know I’m constantly progressing. I feel like my journey began and it was just me, but as I continued to make music the number of people on my little train keeps growing and it motivates me to continue doing what I love.
https://music.apple.com/ca/artist/sim/683627870
Marco Virzi - Writer & Filmmaker
I think a lot of people underestimate the effect a movie can have on them. It could honestly take a good, bad or just in general a shit day and make it incredible. Those are the experiences that made me pick up a pen and paper and start writing. Now the point I’m trying to make by saying all that is, and this is going to sound super cliché but it’s the truth, if I can replicate that feeling with my work by a fraction to one person out of 100 that’s what inspires me, that’s what gets me to write. Fuck the fame Fuck the fortune none of that matters if I can bring people together and bring a tiny bit of happiness into their life that’s why I’m doing what I’m doing because that’s what will make me happy, that’s inspiration.
Rajan - Singer & Songwriter
What inspires me to create? Hmm that’s a tough question. I say this because it’s not just one thing, it could be as small as me seeing someone or something - or it could be as big as a heartbreak / traumatic experience.
I try to be honest and transparent in my art, because I know someone out there will resonate and feel the same way as I do - and if I can be a positive influence on their lives through my art, that makes me feel wholesome.
I’m constantly searching for what can help me grow, and sharpen my craft - I’m inspired by the need to accomplish what I set out to do.
It’s funny cause it doesn’t stop there, once I accomplish certain goals I set out to do, I find myself being inspired by trying to out-do myself.
Art is ever changing and ever lasting at the same time, and I’m inspired by finding my place in history through my art.
Rupinder Grewal - Artist
I create as an outlet for expressing how I interpret the world around me. Everyone sees things differently whether it’s an idea or physical object, and I think the best part about creating is how others interpret my work. This is one thing that constantly keeps me inspired to create, and that’s being able to see my work through different minds.
Intermission Labs - Fashion & Design
Our creative process is inspired by escapism. Primary themes circulating projects include mental health exploration as well as the documentation of social interactions/behaviour through a surrealist lens. The design goal is to create immersive, escapist narratives using darker, uncanny imagery. INTERMISSION pushes an idea of a “pause from reality,” or a space outside of time.
Danyal - Director/Photographer
Community for me a a big inspiration to create, growing up in Brampton I didn’t have a lot of inspirations artistically to look up to and being a skater who liked all types different musics and art forms made it hard for kids to accept me for who I am. I realized that I don’t want to fit in and that id rather stand out. I started to do my own thing, for me that was music and photography. Through these art forms I was able to express myself and grow as a person and an artist. During the early stages of my growth I was able to meet other artist who helped me to grow and further develop myself, teaching me different skills and exposing me to the right people and environments. If it wasn’t for my community and friends I wouldn’t have grown and gotten the opportunities that I have been blessed with so making those people proud is something that inspires me to create!
Alessia Latina - Fashion & Design
I find designing and constructing things an exciting way to express myself and what I believe. Being able to put my ideas on paper and having my designs come to life gives me a sense of freedom and purpose. I am constantly looking for inspiration and opportunities to challenge myself to view things in a way they would not normally be seen. For example, more recently my work has been focused on making inclusivity the “norm” to change the existing mindsets and boundaries that have been around for years. Ultimately, my goal is to have my work influence someone the way others have influenced me.
JOE BLK - Singer/Songwriter
I’m inspired to create by the things that whisper in my subconscious and drive me day to day, by the actions I’ve taken, and my inaction. It’s about sharing my perspective, and experience, and hoping people are able to relate and take away a unique understanding from it. I’m no different from anyone else, son of two hardworking immigrants, pushed to pursue an education and fulfill my parents dream. Yet to create is my salvation, it releases me from my innermost thoughts, from the truths I have yet to address, and from the lessons I’ve learned. To create is to take my life, and tell you what it really means to me, and to hope that perhaps it means something to you.
https://music.apple.com/ca/artist/joe-blk/1480120924
Jamar Redhead - DOP/Director
There’s literally so many things that inspire me. I really have a hard time pointing to one specific thing. I think overall, what inspires me the most is the growth you see in yourself with every project you work on. Whether the outcome is good or bad, you can almost always guarantee that you learn something from every project you work on. And if you can take whatever it is you learned from that project and instil it into the next one, you’ll always see a little bit of progression. To sum it all up, the constant pursuit of growth is what inspires me the most.
A quick guide to brand concept planning
A quick guide to planning a shoot.
November 15 2020
Whether you’re photographing a model or two or inanimate objects for product shots there are certain things to consider when planning through a photoshoot for a campaign or branded content.
Get to know the brand
The first thing to consider when you’re hired for a shoot is the brand. Who is behind the brand, what kind of audience are they looking to market to, and what is it they stand for. Understanding the brands values and their personality will help you create a campaign that will resonate with the audience and allow them to connect to you and what it is you’re offering. Take Mejuri for example, they stand behind simplicity and buying jewelry for yourself. They target the customer, encouraging the customer to buy jewelry for themselves as opposed to other jewelry stores who may focus on their jewelry as a gift you purchase for someone else. Papa’s Herb markets themselves as a laid back easy going brand, its colourful and fun and aims to remind you of Miami in the 80’s. Considering their personality, their product shots and photoshoots have to incorporate colour, vintage pieces and give the audience the warm feeling of Miami. Elisa Gentile is a ready to wear made to order Toronto based brand focusing on individuality and innovation. Creating pieces that are cohesive, fluid and reflect pieces of art. This is reflected through her product shots and editorials, developing individual sets that reflect the undertone of the collection. The latest collection “Ruhe” aims to tell a story of self reflection, giving off a calming aura, using soft and neutral colours in the pieces and in the sets the essence of Ruhe is captured in its photographs of the pieces.
Once you come to know a brand, you can begin to explore the following steps in order to plan and execute a photoshoot.
Developing a concept
Sourcing models & accents
Selecting the perfect site
Create a palette
Coming up with a strong concept drives the entire photoshoot. You can begin by selecting a colour scheme. Determining which colours compliment your products or your models can help emphasize the main subject and create a stronger cohesive photo or set. There are 3 colours you should focus on, base accent and neutral. Brands can also toggle 4 colours in the palette if it suits the theme. The base colour should be the one that emulates the brand and its dominant features. The other colours follow suit based on compatibility with the first colour. The accent colour, chosen second has to match with the base colour as it will create an accent for the base colour. The neutral colour typically acts as a background colour or a filler, it’s not meant to attract attention rather fill the empty space between the base and accent colours. Choosing branding colours for a photoshoot can be based on one of the schemes below.
Colour palette planning
Source: https://99designs.ca/blog/tips/branding-colors#:~:text=1.,in%20hues%20for%20different%20purposes.
Once you’ve tackled the colour scheme, you can develop a mood board using photographs for inspiration. This is also used to give models a sense of the vision you’d like to execute when shooting for the brand. Having a reference for models makes it easier for them to understand your vision visually as opposed to a simple description which leaves the concept up for interpretation. Though sometimes you can end up shooting better pictures by accident when you’re just going with the flow instead of following a structure for the shoot. It is important to have as a fallback incase the model isn’t able to execute the brands vision.
Source models and accents
Using the information you got from researching the brand, you can make decisions when casting models or sourcing accents for your photos. As cliché as it is, each photoshoot and piece of branded content has a certain “look” and by researching the brand you can decide which models or accents compliment the look of the brand. You have to consider whether the model is able to give off the right look for the brand. Consider if they’re able to express emotion, how comfortable they are with certain poses and how their overall look compliments the brand. By holding a casting for models, you can use their previous work and photographs to visualize them.
On the other hand, you may not be working with live talent at all, rather you have to create a set that communicates the brands personality. Take the “Papa’s Herb” for example. The brand is fun, laid back, colourful and gives off a vintage Miami vibe. Creating a set for this brand means bringing in a vintage vibe. In the example shown below, we used a retro speaker, bright coloured cards, a typewriter, retro phone and record player. All of these items were sourced in bright colours to match the brands colour schemes and the vibe of the specific campaign.
Location, location, location
The site for the photoshoot is the final step in the process of planning a photoshoot. Whether it’s in a photography studio, an at home makeshift set or an outside set, theres several things to consider when picking out a site. The first is whether you want an indoor or outdoor shoot. There are pros and cons to each, the first major one being lighting. On the right day, sunlight might provide the best possible light without any other lighting equipment for the pictures. On the other hand you may live in a place like Toronto where you have to shoot inside for majority of the year because of the unpredictable weather. In that case you have to consider an in studio shoot. Budget, time and size are important to consider when looking for the right studio. Using a preplanned shot list can help with timing when you’re paying for a studio by the hour. Coming prepared with your shot list can lesson the amount of time you need to scramble around in the studio adjusting models and sets. On occasion, the set may also house decor pieces that you can incorporate into your set to make the images stronger.
Images shot at Studio by House in Mississauga, ON.
Sometimes you can get away with just showing up to a shoot and going with the flow, you may even get some cooler pictures that way but if you’re a planner like me, you’ll want to go in with an idea of what the day’s going to look like. These are the 3 main steps I consider when I’m planning for a photoshoot.
With Love, G