The Art of Staying Current: My Journey Behind and in Front of the Camera

Shot by Lauren Guilani

In the fast-paced world of digital marketing, maintaining a strong online presence is not just a recommendation; it’s a necessity. Regularly stepping in front of the camera for an image refresh is crucial for keeping any brand vibrant and relevant. Mine is no exception.

Each time I do a brand shoot, it gives me valuable insights into what my clients are experiencing. Here are some key lessons I’ve learned from being on both sides of the lens and how I translate these into better experiences for my clients.

Setting the Tone: Creating a Comfortable Atmosphere

One of the most critical aspects of a successful photo shoot is making sure everyone involved feels relaxed and comfortable. This is especially true for clients who might not be accustomed to being in front of the camera. As photographers, it’s our job to set the tone and maintain the energy in the room.

When I first started, I focused solely on the technical aspects of photography—lighting, composition, and settings. However, I soon realized that a great photo isn’t just about technical perfection; it’s about capturing the essence of a person or a brand. This requires creating an environment where clients can be themselves.

To achieve this, I begin each session with casual conversation, getting to know my clients and making them feel at ease. I use humor, play their favorite music, and encourage them to share their ideas and concerns. This approach not only helps to relax them but also builds trust, leading to more authentic and engaging photos.

The Importance of Planning: Wardrobe and Props

In the early days of my business, I made the mistake of grabbing clothes and props from my closet an hour before a shoot. While this approach saved time, it often resulted in content that didn’t align with my brand’s industry, color palette, or differentiating points. I quickly realized that careful planning is essential for creating cohesive and impactful visuals.

Now, I dedicate significant time to planning every aspect of a shoot. This includes selecting wardrobe pieces that reflect my brand’s identity and choosing props that enhance the story I want to tell. By incorporating colors and styles that are consistent with my brand, I ensure that my visuals are not only visually appealing but also coherent with my brand message.

Additionally, I advise my clients to do the same. Before a shoot, I provide them with a detailed style guide and mood board. This helps them select outfits and props that align with their brand and gives them confidence that their visuals will resonate with their target audience.

Mastering the Art of Posing: From Awkward to Authentic

Posing for photos can feel incredibly awkward, especially for those who are not used to being in front of the camera. What looks great on camera often doesn’t feel natural in the moment. I didn’t fully understand this until I experienced it myself. My initial photoshoots were filled with stiff, unnatural poses that didn’t capture the essence of who I am.

To address this, I now take a more proactive approach. Before each shoot, I send out mood boards and style guides to my clients. These materials include examples of poses that work well and align with the shoot’s theme. I encourage clients to practice these poses in front of a mirror to get a feel for the movements. This preparation helps them become more comfortable and reduces the awkwardness once we’re on set.

During the shoot, I guide my clients through various poses, providing feedback and encouragement. I remind them to breathe, relax their shoulders, and move naturally. By focusing on their comfort and confidence, I’m able to capture genuine expressions and movements that reflect their true selves.

Learning and Growing: The Continuous Journey

Every photoshoot is a learning experience. Whether I’m behind the camera or in front of it, I gain new insights that help me grow as a photographer and business owner. I’ve learned that the key to a successful shoot is not just technical skill but also empathy, communication, and meticulous planning.

As I continue to evolve, I remain committed to refining my craft and helping my clients shine. By creating a comfortable atmosphere, carefully planning wardrobe and props, and mastering the art of posing, I’m able to produce visuals that are not only beautiful but also deeply authentic and aligned with my brand.

Embracing a Professional Identity: Aligning with the Brand

In the digital marketing industry, it’s essential to present a professional identity that aligns with your brand. My brand celebrates creativity, innovation, and a strong connection with my audience. I strive to reflect this in every aspect of my work. From the colors and styles I choose to the stories I tell, I aim to create visuals that resonate with a wide range of audiences.

By showcasing a unique perspective and embracing a professional identity, I’m able to build a brand that is both authentic and inspiring. This approach not only helps me stand out in the industry but also provides my clients with visuals that effectively communicate their brand message.

In the end, the power of authentic visuals lies in their ability to tell a story, connect with others, and inspire. And that’s what I strive to achieve with every photo I take.