I often get asked what I do and my answer is I’m a Lifestyle photographer based in London. In a nutshell my job it's about capturing people in the moment. Capturing that little slice of time where a few things come together and you get that special lifestyle picture.
As a lifestyle photographer I work for brands, agencies and marketing departments. Anyone who is interested in showing their product or services off in the best possible light. I always say to prospective clients that I can do as much or as little as needed with regard to the production. Some clients want everything sorted out for them; others want to get involved themselves and sort elements out in-house. Either way is fine with me.
In this post I want to talk to you about the elements that will go into a typical lifestyle photography shoot before the shoot even starts - the pre-production.
A lifestyle shoot will typically start with a brief - experienced clients will know exactly what they want to capture, others might need a little help putting down on paper what. This would be a detailed precise shot list alongside feelings and mood such as happiness, joy or exhilaration. The exact combinations of say, locations, models, product all need to be thought about. As with even only a few variables you can quickly run into hundreds of combinations.
A shoot will typically start with a recce. We will use this time to look at locations and work out exactly what is going to be happening where. We will use this time to plan in detail. Where will the sun be in the morning, what time will it be hitting certain areas - where is the best place to base everyone. All the little details add up and by planning things out in advance the shoot day (or days) can be spent shooting: giving the client more bang for their buck.
A lifestyle shoot will more often than not involve models. These need to be cast and again this is where the clients brief comes in. Which ethnicities, ages, sexes do they want in their photographs? What markets are the images being used in? A campaign that is going to air in the Middle East will look very different to one being used in North America. As a lifestyle photographer understanding these (at times) subtle differences is paramount.
I’m based in London and whilst my work does take me all over the world one of the huge advantages of working in London is its such a multicultural city. If a client wants it, we can find it here. That can be models or locations; it's a great place to be a lifestyle photographer.
Models need clothing and far before the shoot starts I would work with a stylist to create a look. What colours will work best at the location? What colours will best compliment the product and the mood we are trying to create. What message and feeling are we trying to convey? Are there any rival brands that use a colour scheme we need to avoid? Does the brand have a colour they want to incorporate?
Shooting lifestyle is all about capturing that moment - that moment of genuine authentic reaction. On a shoot however we need to be able to shoot in all conditions. If it's overcast but we need a summer look we need to be able to make it happen. If it's blazing sunshine and everyone is squinting and sweating; as a professional lifestyle photographer I need to be able to control that sun and make the images sing. Being a professional is all about control - giving the client what they want - when they want it. We can’t control the weather but we can manipulate it to our advantage.
So once the location is fixed, the models are fixed - we have a clear shot list and have carried out a detailed recce. It's then a case of booking in all the required kit and making sure all the logistics are in place. Allowing me to shoot some amazing lifestyle images for my clients. In another post I will discuss the actual shoot day and what is involved in actually taking the images.
