Original Online Course
on photography
by Jurij Treskow
02.
Pre-Production
1
Inspiration. Photography.
Inspiration techniques and sources.
Photographers to watch.
Books, articles and interviews on photography.
2
Mood-boards. Color theory.
Methods to create impressive mood-boards.
Arranging and structuring reference images.
Types of layouts for mood-boards.
Taking inspiration from: Movies, Music Videos, Painters,
Modern Dance and Modern Art.
Effects of color.
3
Treatment. Call sheet.
Creating and using treatments at shootings.
Call sheets.
4
Portfolios
Choose your best work.
Google yourself!
What to include in your portfolio.
Create multiple portfolios for different clients.
5
Commercial vs. personal work. Fashion industry.
Creating concepts.
Specifics of fashion photography.
List of articles, documentaries and magazines on fashion.
Creating concepts.
Case studies.
6
Negotiations with clients.
Prices. Brief.
What is your product?
Rates and billing options.
Types of expenses.
Negotiations with clients.
Brief.
2.1

Inspiration
Photography
Inspiration techniques and sources.
Photographers to watch.
Books, articles and interviews on photography.
Where I take inspiration?
" To take photos, you have to love life – then you can photograph anything."

Expose yourself to life and absorb as much as you can.
Read books and poems, magazines and newspapers, watch movies and documentaries, go visit galleries, exhibitions and theatre. Stay curious!

When you want to be a photographer, you must live only for that. Make research every day, keep a visual diary and journal your impressions and ideas.

If you photograph people you have to meet people. Learn to listen, to notice beauty around you , to observe and to fall in love. Make new connections and new bonds, get inspired by people's stories.

Since 2001 I've started to travel all over the world. Every few months I am changing cities and countries. And it affects not only my life but also my photography.

Berlin brought raw, wild and dark energy into my life and photography.
Paris enriched me with it's artistic aesthetics. In Paris begun the manifestation of la femme fatale style.
Moscow is absolutely cyber punk. Crazy contradictions and opposites in everything.
NYC made an insane remix on everything I've seen and learnt before.
L.A. is a city where I could find a perfect balance in nature, work and still life.

Comfort zones are vital to recover, decompress and recharge for a short period of time. But then I have to move forward, challenge and push myself into unknown to discover new things!
Inspiration: Fatal.Systems
A collection of visuals that inspire me: @fatal.systems
HELMUT NEWTON
2.1 EXERCISE INSPIRATION
Helmut Newton: "Siesta Time"

Goal: Train your imagination muscle.
Siesta Time
I took the idea from Helmut Newton and adapted to myself. It's a great technique for preparing for future shootings.

During the day find free 10-15 minutes when you can completely immerse yourself in the process of dreams, imagining future shootings and how you would like to shoot them.

Those images that will arise in your head, later it will help to put those ideas into practice at the set. Write or sketch ideas that arise in the process in a special notebook.

With this exercise, you will develop a muscle of inspiration. Like any exercise, this requires regularity and concentration. Repetitions reinforce the result.
QUOTE
" I spend a lot of time preparing. I think a lot about what I want to do. I have prep books, little notebooks in which I write everything down before a sitting. Otherwise I would forget my ideas. "

― Helmut Newton
SOURCES FOR INSPIRATION
Sources
I use Pinterest & Tumblr for random surfing through images and looking for visuals and text that can sparkle an idea or get me inspired.

Instagram is mostly good for following people from the fashion industry. Photographers, models, artists, stylists and some fashion magazines and other publics. It's interesting to see how they present their work and what lay-out they are using for their images.

Alternatives Inspiration 2.0.
Dailyinput.org & Haw-lin.com
QUOTE
On Instagram.

" It feeds my own insecurities in a bizarre way. They did that for a fashion photograph, they had this. They [all] seem like they're doing endless tons of fucking stuff. There is no criticism, it's just all fluff, and this self-promotion is overwhelmingly awful."

― Jurgen Teller
2.1 EXERCISE - SOURCE
Impulsive ideas vs. Strategic ideas
Impulsive ideas come suddenly like out of nowhere. You haven't thought about this particular topic recently but all of a sudden you got an idea like: "But what if I try to do so?"

Such ideas also need to be implemented impulsively. If it works out - great, if not - just move on. Don't waste your time.

Strategic ideas come when you carefully study a particular topic for a long time in a search of a solution or an answer. The implementation of such ideas must be given time and their execution has to come up strategically. You should try several times, improve your approaches until your get final results.

Problems come when impulsive ideas are confused with strategic ones and vice versa. You will block impulsive ideas by approaching them strategically. And vice versa, when strategic ideas are damped by hasty attempts to execute them.
PHOTOGRAPHERS
RICHARD AVEDON, IRVING PENN, HELMUT NEWTON
Definition: Photography
The term "photography" itself (French "photographie" from Greek ῶςφῶς (genus φωτός) "light" and γράφω "write"; light painting - the technique of drawing with light) appeared in 1839.

Photograph is a person who creates photographs using a camera.
"Man painting with light." Phos means light, graphe means draw.

The art of photography is a dynamic process of giving form to ideas. Modern photography can be described as an interlacing of fine art, technology, aesthetics and new media.
2.4 EXERCISE - QUestion
Make a list of reasons why do you do photography?
Why I do photography?
I believe in photography that can change your body chemistry, that can inspire, excite and empower you. Photography is a fantastic tool to discover to admire the beauty and magic around you.

I am a photographer because I want to orchestrate something I myself desire to see – things I don't see in my everyday life. I want people to feel things they haven't felt before. I love to work with imagination and fantasy, projecting my ideas and my aesthetics.

I use photography to express my feelings and my emotions. It's much like a diary, a tool to reveal myself more deeply than with words or other symbols.

When I take photographs, I transcend into the deepest meditation I can. I become a part of the flow of energy and vitality, full with magic vibrations that let me forget about my ego and loose myself. Time and space disappear, there are no frames and no restrictions – only freedom. It's my state of total Zen. It's what I am addicted to.

I don't question reality or real life in my photography. My genre is not documentary. I am not looking for "truth" based on facts. I am capturing "emotional truth".

I can see some of my photographs as film stills that might leave you wondering what is happening or what might happen next.

I worship, admire and empower women in my photography. I am looking to discover, magnify and glorify their beauty and radiance. I am fascinated by their mystery, feminine grace, provoking sexuality and raw energy. My favorite subject is a woman, a femme fatale – strong, confident and reckless.

Maybe another reason I photograph women is because I am afraid (not frightened of scared) of them in a way. And photography gives me some sense of control over the situation. Those photographs can tell you more about me than the models I shoot.

New challenges in my career as a photographer and a visual artist bring me to travel and experience the world, live in fantastic cities and meet extraordinary people.
PHOTOGRAPHERS
Favorite photographers
ANTON CORBIJN
ARAKI
BRUCE WEBER
CECIL BEATON
DAVID SIMS
DEBORAH TURBEVILLE
DOMENIQUE ISSERMANN
ELLIOT ERWITT
GUY BOURDIN
GLEN LUCHFORD
GREG KADEL
HELMUT NEWTON
HENRI-CARTIER BRESSON
IRVINNG PENN
JEANLOUP SIEFF
JURGEN TELLER
JEAN PAUL GOUDE
NICK KNIGHT
RICHARD AVEDON
REN HANG
PETER LINDBERGH
PAOLO ROVERSI
ROBERT FRANCK
SHEILA METZNER
SANTE D'ORAZIO
SARAH MOON
STEVEN MEISEL
STEVEN KLEIN
TIM WALKER
VIVIENNE SASSAN
VIVIAN MAIER
WILLIAM KLEIN
JUERGEN TELLER
One of the best contemporary photographers ever ever. The Legend alive.

It's not that his work influences much what I am doing but more his creative lifestyle and approach!

Every time he surprises and sometimes shoks not only me but the whole artistic world with his new wild projects and exhibitions and books. He is pushing the boundaries again and again. And bring us photographers from the comfort zone.

Jurgen Teller: "A lot of photographers say how lucky I am while they do nothing and just wait for commissions. I don't do that! If there are no shows, no books, no commission, no magazines, I do my own thing. I always work. I take risks.
The bigger the risk, the bigger the reward. What a lot of people lack is comfort with the unknown. "


I remember when I was 17 and we moved to Germany from Belarus and on my first appearance at the gymnasium I said to everybody (to their surprise) that my name is actually Jurgen.
I thought it was a smart move to make things easier for germans by translating my name into a german language. And my favorite football players back then were Jurgen Klinsmann and Yuori Jorkaeff.

It took me 3 months to come back to my original name Юрий Юра Yuri, that it written in german as Jurij and it gives a hard time to everybody to spell it correctly in USA and in especially France.

youtube.com/watch?v=ocYJhIX9UnQ
youtube.com/watch?v=_gdFwKiKf_8
youtube.com/watch?v=5CZ1AYKffpI
youtube.com/watch?v=hI4noy_qatc
youtube.com/watch?v=YaYmkgJgkbQ

INTERVIEW #1
INTERVIEW #2
INTERVIEW #3
INTERVIEW #4
INTERVIEW #5
INTERVIEW #6
INTERVIEW # 7
REN HANG
Ren Hang comes from a very new generation of photographers from Asia that are transforming modern photography.

I saw some of his work on instagram and in some magazines before but I didn't know much about him.

But last year when I was in Paris I came to visit his exhibition at Maison Européenne de la Photographie and I was so impressed with his bright and wild and raw photography. His work reminds me a little bit on Jurgen Teller mixed with Guy Bourdin but in a very authentic way.

Every photograph makes you get react in an emotional way and manner what is rare nowadays with photography. It's quite provocative but not vulgar at all. Pure art and inspiration.

His life was very tough and he was sick of depression. He committed a suicide 3 years ago when he was just 30 years old.

___

youtube.com/watch?v=dHTt6fHSa9E

youtube.com/watch?v=0MIYJjNgKXY

vice.com/en_ca/article/ppmen7/the-art-of-taboo-ren-hang
purple.fr/magazine/ss-2014-issue-21/introducing-the-world-of-ren-hang/

https://www.co-berlin.org/en/exhibitions/love-ren-hang


PAOLO ROVERSI
youtu.be/Gl-t-Qw-yp4
youtu.be/Md_-CCJmzCs

the-talks.com/interview/paolo-roversi/
VIVIAN MAIER
youtu.be/TDJAO46-gZE
IRVING PENN
https://www.nytimes.com/1991/11/24/arts/art-irving...
https://www.interviewmagazine.com/culture/remember...
https://www.nybooks.com/daily/2017/05/02/the-puzzl...
https://www.vogue.com/article/vogue-phyllis-posnick-irving-penn
More photographers to follow
List of fashion Photographers
https://en.wikipedia.org/wiki/Category:Fashion_photographers


Ellen von Unwerth
Diana Arbus
Robert Frank
Sally Mann
Peter Beard
Richard Moss
Jean Loup Sieff
Ruven Afanador
Miles Aldridge
Nick Brandt
Horst P. Horst
George Hoyningen-Huene
Arnold Newman
Melvin Sokolsky


Olivier Zahm
https://www.thecut.com/2013/02/olivier-zahm-fashions-most-libidinal-editor.htmlhttps://www.thecut.com/2017/11/interview-olivier-z...

Martin Munkacs - The Father of Fashion Photography
https://theculturetrip.com/north-america/usa/new-york/articles/martin-munkacsi-father-of-fashion-photography/

Louise Dahl-Wolfe
https://www.nytimes.com/2016/04/20/t-magazine/fashion/fashion-photographer-louise-dahl-wolfe-book.html
https://www.cnn.com/style/article/louise-dahl-wolf...
2.1 EXERCISE - SOURCE
Make your own list of favorite photographers.
Take time to review their work.
PHOTOGRAPHERS. INTERVIEWS
Show Studio Interviews
I often watch and rewatch interviews with photographers I love and respect.

Interviews are a great source for inspiration and motivation. To see how their careers have developed, what struggles they've faced and what decisions they've taken.

It's also a useful tool to find more information on photography from the best of the best. To explore their approach to creativity and get some practical advise.
__

Showstudio.com is an award-winning fashion website, founded and directed by Nick Knight, that has consistently pushed the boundaries of communicating fashion online.
BOOKS ON PHOTOGRAPHY
A list of books on photography
Read Biographies, Interviews and Memoirs of artist you find interesting. It helps me to understand better the way they used to think and how their path developed over their careers.

Antanas Sutkus: Children
Antanas Sutkus: In Memoriam
Araki by Araki
Araki Impossible Love: Vintage Photographs
Araki Love and Death
Cindy Crawford Becoming
Claudia Schiffer
Cecil Beaton: The Art of the Scrapbook
David Bailey's Rock and Roll Heroes
David Bailey Birth of Cool: 1957−1969
David Bailey Look
Ellen Von Unwerth Couples
Ellen Von Unwerth's Wicked
Elliott Erwitt Personal Best
Elliott Erwitt's Dogs
Elliot Erwitt Personal Exposures
Jean-Paul Goude So Far, So Goude
Jean-Paul Goude Jungle Fever
Models of Influence: 50 Women Who Reset the Course of Fashion
Peter Lindbergh A Different Vision on Fashion Photography
Peter Lindbergh Untold Stories
Peter Lindbergh Images of Women
Peter Lindbergh Images of Women / 2005−2014
Ren Hang Multilingual Edition
Ralph Gibson Self-Exposure
Ralph Gibson NudeRalph Gibson. Black Trilogy, 1970−1974.
Paolo Roversi Studio
Paolo Roversi Photofile
Paolo Roversi by Paolo Roversi
Irving Penn Centennial
Irving Penn Passage / A Work Record
Irving Penn Portraits
Irving Penn Platinum Prints
Irving Penn Small Trades
Isabella Rossellini Looking At Me: On Pictures and Photographs
Herb Ritts L.A. Style
Herb Ritts Work
Herb Ritts The Golden Hour: A Photographer's Life and His World
Herb Ritts Men/Women
Richard Avedon Photographs 1946−2004
Richard Avedon Behind the Scenes 1964−1980
Richard Avedon Performance
Richard Avedon Advertising
Richard Avedon Something Personal
Richard Avedon An Autobiography
Guy Bourdin A Message for You
Guy Bourdin Polaroids (Beaux livres)
Guy Bourdin In Between
Guy Bourdin Untouched
Henri Cartier-Bresson The Decisive Moment
Henri Cartier-Bresson Here and Now
Henri Cartier-Bresson Interviews and Conversations (1951−1998)
Henri Cartier-Bresson Le Grand Jeu
Helmut Newton SUMO
Helmut Newton Portraits
Helmut Newton and Alice Springs. Us and ThemHelmut Newton: Work
Helmut Newton Private Property
Helmut Newton Polaroids
Helmut Newton Magnifier le désastre
Helmut Newton White Women, Sleepless Nights, Big Nudes
Helmut Newton's Illustrated No.1 No. 4
Helmut Newton Sex and Landscapes
Helmut Newton Monte Carlo
Michael Gross Model: The Ugly Business of Beautiful Women
Sex Madonna by Steven Meisel
Sebastio Salgado Other Americas
Sebastião Salgado GENESIS
Susan Sontag On Photography
Veruschka The Ultimate Collection
Veruschka From Vera to Veruschka
Veruschka Trans-figurations
Yohji Yamamoto: Talking to Myself
2.2

Mood-boards
Color Theory
Methods to create impressive mood-boards.
Arranging and structuring reference images.
Types of layouts for mood-boards.
Taking inspiration from: Movies, Music Videos, Painters,
Modern Dance and Modern Art.
Effects of color.
MOOD BOARDS
Mood-boards
A mood-board can consist of photographs, images, text, and visual objects. It is a fictional character language that helps you find visual images for adjective associations that illustrate your ideas.

Start with creating mood-boards of your dreams that you aspire to shoot yourself!

Mood-board creates a mood and a vision. This is not a chaotic dump of beautiful photographs, but an artistic guide for a shooting.

An approved mood-board with a non-commercial client could be seen as a guarantee of a common understanding of the tasks set, as well as the expected results from the upcoming shoot. For commercial clients you will need use a brief.

For each new shooting and each new client work on a separate mood-board, the execution of which can and should cost differently.
FOLDERS FOR REFERENCES
Folders
I need a clear structure for my reference and inspiration images, otherwise I get lost.

I put in folder "Inspiration" all photographs and visuals that I have liked, without much thinking. Everything that sparkles my inspiration goes into this folder.

Then I ask myself why I find this particular image interesting and based on my thoughts I move them into following subfolders.

For example I have a folder named "Poses".
It's a collection of images of different poses and postures for models. Sometimes it could be helpful to show some references from this folder as variations for postures to a model on the set. And starting from there you can interpret and adapt chosen poses to your idea and vision. It's not about replicating the poses but rather explore possible options.

Another folder is named: Art-Direction.
It's a collection of exciting ideas for possible ways how to make a layout and different options of cropping the images. Creative approaches to optics and perspective.

Future: A collection of photographs that inspire mе to try new things for my upcoming projects.

Styling: A collection of fashion looks and outfits that I like. Often I use them as references to the stylists for my future projects.
2.2 EXERCISE - CASE STUDY
Create categories for your own selection on references.
A system of folders and subfolders.
CREATING MOOD-BOARDS
Dream Mood-Boards
You never have a dream, without resources to realize it.

I often create my dream mood-boards, which mostly consist out of reference images from folder "Future".

I would keep them in my mind and visually before my eyes. Those photographs inspire me and direct to further artistic growth and achievement of goals.
2.2 EXERCISE - QUESTION
If you would get your dream model and your dream team for a dream magazine and you would have all resources for the dream production how and what would you photograph?
QUOTE
" Be true to your vision. You know, people try to copy him and they can't. Nobody can do a Penn picture because the picture was in his head. It's the light, it's the lens, it's the angle, it's the approach to it, all those factors—and the intellect—make a picture.

― Irving Penn's Assistant
FILM STILLS
Mood -Boards / Film Stills
I take a lot of inspiration out of movies. Often I watch my favorites movies almost like frame by frame and I pay attention to every detail.

Especially I take notes on the composition, colors, lights, postures and expressions of actors...
I make screenshots of frames and keep them as inspiration for my new mood-boards.

I also check cinematographers who are responsible for the visual aesthetics of the movie.
A person who oversees or directs photography and camerawork in movie-making, especially one who operates the camera.
2.2 EXERCISE MOOD BOARD
Compose a mood board inspired on movies.

Look for directors that have a strong visual aesthetic.
Check movie posters on
List of directors
David Lynch
Terrance Malik
Jim Jarmush
Gaspar Noe
Pedro Almodóvar
Lars Von Trier
Paolo Sorrentino
Emmanuel Lubezki
Alejandro González Iñárritu
Wes Anderson
Quentin Tarantino
Guillermo Del Toro
Andrei Tarkovsky
Tim Burton
Christopher Nolan
David Fincher
Guy Ritchie
Michelangelo Antonioni
Ingmar Bergman
Federico Fellini
Sergei Parajanov
Martin Scorsese
Akira Kurosawa
Takeshi Kitano
Wong Kar-wai


Extras

What Everyone Does on a Film Set
Main Film Genres
THE STYLISTIC ELEMENTS OF FILM NOIR
FILM NOIR
https://nofilmschool.com/2015/07/stylistic-elements-film-noir-explained-one-handy-infographic?_branch_match_id=526789848548624237

https://nofilmschool.com/

100 Best Film-Noir movies
https://www.imdb.com/list/ls009668165/?_branch_match_id=526789848548624237
MUSIC VIDEOS
Mood -Boards / Music Videos
The same applies to watching and studying music videos. I make screenshots and inspect the videos for interesting lights options, composition, styling and postures.
2.2 EXERCISE MOOD BOARD
Compose a mood board inspired on a music video.
2.2 EXERCISE CASE STUDY TUSH
TUSH Magazine. NYC 2015
Tush Magazine
When I used to live in Paris I made this mood-board from the screenshots of a music video I found on youtube.

Only years after I could organize a shooting based on it's inspiration in NYC.

NYC streets have this dark and raw energy that reminded me on the music video.

I contacted a german magazine Tush from Hamburg with the idea of making a short fashion film for their next digital issue.

We got fabulous Bergje Heinen, a Victoria Secret's model, for this shooting and a great team.

A friend of mine helped me to organize a car for filming and the bike for shooting. Another friend let me use his location for make-up & hair and for the fitting.

In the end we got such a great short film.
PAINTERS. ILLUSTRATIONS
QUOTE
99 % are inspired by photographs of other photographers ...

be the 1% !
1 %
Be that 1 %.
List of painters
Lucian Freud
Marc Chagall
Claude Monet
Pierre-Auguste Renoir
Edouard Manet
Edgar Degas
Paul Cezanne
Camille Pissaro
Henri Matisse
Auguste Rodin
Isaac Levitan
Konstantin Korovin
Chaim Soutine
Amadeo Modigliani
Pablo Picaso
Vincent van Gogh
Yves Klein
Wassily Kandinsky
Gustav Klimt
Marcel Duchamp
Mark Rothko
David Hockney
Egon Schiele

Documentaries
A Bigger Splash (1974)
2.2 EXERCISE MOOD BOARD
Compose a new mood board and add film stills, illustrations, paintings, modern art ...
QUOTE
" I don't use reference pictures, which some people do, because I think that kills creativity. You show someone something and they say, "Oh, that's what we're doing." I want the opposite. I want them to do something they've never done before, or do something different, and that's what Penn was after, it came from him. Penn never wanted to shoot the obvious. "

― Irving Penn
LAY - OUT
Lay-Out
I take a lot of inspiration from the layouts of my favorite fashion magazines for creating my own mood-boards. It make them look more expensive and aesthetically stronger.

Magazines are a marriage of pictures and words.
MOOD BOARD. TEAM WORK
2.2 EXERCISE MoOd boards
Google for already existing mood-boards.

Self Service Magazine
2.2 EXERCISE MOOD BOARD
Involve team-members in creating their own mood-boards.
So they can also share their vision and ideas.
QUOTE
" Designers are now at a point with image-making that they could quite easily do it themselves to be honest.

They have a very good visual imagination and the technological side to making images is so accessible now.

Designers have now the ability to manage their own visual representation.

Traditionally, the photographer spoke for the designer. "

― Nick Knight
COLOR THEORY
Color Theory
I mostly shoot in bw and only recently I've started to experiment more with colors.

For me it was very helpful to study some basics of the color theory to know how colors affect perception.

With the goal to use colors in my future shootings accordingly to their perception so I can get more control over the effects of storytelling.

For example.
Red captures attention. Its associations with extreme emotions, such as anger, passion and violence, are no doubt linked to the fact that it is the color of blood and fire.

Eroticism — The color red has historically been linked with lust, seduction, and sex. Stimulate erotic feelings by using more intense shades of red on designs, or indeed on the human body. Red lips and nails are a well-known example of the association of red with femininity and seduction.

Danger — Red is a highly visible, jolting color, prompting immediate attention and quick action. This is why it's chosen for high-voltage signs, traffic signage, stoplights, and fire engines

Energy — Red is an energizing color (as opposed to green, which is lethargic), so it's often used to advertise energy drinks, games, and cars, as well as in connection to sports.

Courage and power — Often used on national flags and shields, red has a long-standing association with courage and bravery. Politicians and celebrities have also utilized the strength of the color to reinforce an impression of power. The red power tie and red carpet are two examples of red used to make a power statement.

https://www.shutterstock.com/blog/red-color-schemes-meaning
___

Color mixing and the visual effects of a specific color combination!
https://en.wikipedia.org/wiki/Color_theory

Books
Richard. G. Lewis. Color Psychology: Profit From The Psychology Of Color: Discover the Meaning and Effect of Colors.

Leatrice Eiseman, Pantone on Fashion: A Century of Color in Design.

Check work of Piet Mondrian & Azzedine Alaia.
2.2 EXERCISE COLORS
Look how color palettes are applied in movies.
Film Color
https://filmcolors.org/

This database was created in 2012 and has been developed and curated by Barbara Flueckiger, professor at the Department of Film Studies, University of Zurich to provide comprehensive information about historical film color processes invented since the end of the 19th century including specific still photography color technologies that were their conceptual predecessors.
__

Understanding Set Lighting and Color Temperature
QUOTE
"In nature, light creates the color. In the picture, color creates the light."

– Hans Hofmann

"Color provokes a psychic vibration. Color hides a power still unknown but real, which acts on every part of the human body."

– Wassily Kandinsky
2.2 EXERCISE
Make a selection of your favorite looks from the last fashion week.

www.vogue.com/fashion-shows
MODERN DANCE
MODERN ART
SOME MORE EXAMPLES
About
Art is Pretentious and other things I learned about art from the internet.
Inspiration: Art
Expose yourself to the museums and galleries. See artwork in real. See original work. Notice what you feel and how art affect you.

https://artsandculture.google.com/
https://www.artsy.net/
http://www.artnet.com/
https://www.artnews.com
2.3

Treatment
Call sheet
Creating and using treatments at shootings.
Call sheets.
JEAN PAUL GOUDE
What is a treatment?
The treatment is a detailed plan of how I would put the shooting all together.

It could be a collection of text, photography, mood references, color references, maybe a video, of how I would take photographs. It helps me and my assistants to look for the right equipment, think about usage of lights the way we are planing to approach the location.

It's essential for all participants to get on the same page visually. We keep stick to the plan accordingly to the treatment during the shooting.

It also might include the concept of the shooting, the location pictures, inspiration and styling, wardrobe and hair samples for each look.
EXAPMLE. PATRICK DEMARCHELIER
2.3 EXERCISE - CASE STUDY
A calendar shooting in Saint-Petersburg.
2015
ооооо
QUOTE
"A photograph is made, not taken. A photograph is not an automatic recording, neither is it an accident. It is a concept, a vision of the world translated into shades of gray, communicated in terms of simple devotion to the medium – a statement of the utmost clarity and perfection possible…"

– Andel Adams
Assistant's notes
On his side my first assistant at this shooting prepared some options for lights and ideas for equipment to each page of my treatment.
2.3 EXERCISE TREATMENT
For your next shooting create a detailed treatment based on a mood-board.
Include a location and what equipment you need.
CALL SHEET
What is a call sheet?
A call sheet is a document sent out to the cast and crew that outlines where they need to be for the following shoot day.

It also outlines the daily shooting schedule for the day, informs the cast and crew of weather conditions, parking regulations, and all other pertinent details.

On big shootings call sheets made by a production team or by a producer.

But sometimes I would make call sheets for my shootings by myself. It gives me more control over the whole process. I also make sure all team members have all information needed so we can start on time.

And getting a call sheet comes well by clients. It gives your shooting a better approach.
2.3 EXERCISE CASE STUDY CALL SHEET
MAC Cosmetics shot by David Sims
2.4

Portfolios
Choose your best work.
Google yourself!
What to include in your portfolio.
Create multiple portfolios for different clients.

CHOOSE YOUR BEST WORK
2.4 EXERCISE QUESTIONS
What is your best photo shoot or series?
If you could choose one photograph to represent your work, what would it be?
On how to choose your best work
Most difficult part of selecting your best work is to stay objectively as you can.

Especially it applies when making a selection for commercial clients.

First you should separate your best work from images that you have a personal attachment to.
Look for emotional resonance rather than whatever emotions you might have tied up with your work.

Secondly you should give priority to photographs of high technical skill.
Quality goes over quantity. Select only best images.

To achieve confidence show your selected images to as many people as possible. By doing so observe and take notions on how they react to them. Read their emotions out. Ask for their impressions and opinions. Do it on a regular basis.

Practice how to present your work in different ways and see what works best. Learn how to explain ideas that lies behind your photographs.
GOOGLE YOURSELF
2.4 EXERCISE - GOOGLE
Google you name.
Check a section for images and news.

GOAL:
What information potential clients can found about you.
Check on your online presence and it's quality.
REVIEWS
2.4 EXERCISE - REVIEW
Check on reviews about your work online.
Example. Review #1
Natalie Roser surprised her 1.2 million Instagram followers with a stunning black-and-white snap that had a sexy yet artistic vibe. The picture appeared to have been taken by a professional photographer, as Natalie tagged photographer Jurij Treskow's Instagram account in the picture as well as in the caption of the post. She also tagged makeup artist Bren Robertson in both.

In the snap, Natalie was perched on a stool, with a white couch visible in the background. Her incredible physique was on full display in a black lace top that looked like lingerie. The low-cut top showcased a tantalizing amount of cleavage, and delicate lace trim along the neckline drew even more attention to her curves. Thin black straps stretched over her shoulders, showing off her arms and putting plenty of skin on display.

A delicate row of buttons or closures went down the front of the top, which was a cropped length, showing off some of Natalie's toned stomach as well. She paired the super sexy top with a simple pair of black pants that clung to her fit legs. Her legs were spread and she placed both hands on her waist, leaning forward slightly in a pose that worked all her angles.

Not many accessories were incorporated into the look. All Natalie added were a simple ring on one finger and a thick chain necklace that made a major style statement. Her blonde locks were styled in effortless waves, and she had her eyes closed as a huge smile graced her face. The black-and-white nature of the shot meant that it was hard to make out the details of Natalie's beauty look, but her makeup appeared to accentuate her natural beauty.

Her followers loved the gorgeous post, and it racked up over 13,200 likes within just 19 hours. It also received 183 comments from her eager fans.

"Your smile," one fan said, following the statement with a trio of heart eyes emoji, captivated by the expression on Natalie's stunning face.

"Such a cute shot!" another user said.

"Classic elegance," one follower commented.

"Bright spot in my day, hope YOU'RE well and things are as well," another added.

Just a few days ago, as The Inquisitr reported, Natalie shared a sizzling Instagram update that showcased her incredible body and natural beauty. She posed completely topless, with her arms covering her chest and her wet hair cascading down her body. In the post, she shared a bit of "Q-tine self care" by filling her followers in on the beauty brands she uses on a regular basis.
Example. Review #2
Natalie Roser delighted her huge fan base of 1.2 million on Instagram by sharing two stunning new photos that showed her in a sultry black lace top in addition to a beautiful application of red lipstick. The Australian bombshell has been taking her modeling talents to the US in recent weeks, sharing a slew of photos in that she has tagged in the Los Angeles area.

In a beautiful new photo update, the model shared that she was avoiding the "rain and corona yesterday," tagging herself at the 1 Hotel in West Hollywood. The filter in the first photo made the image look vintage and had a number of scratches throughout, giving off a "worn" effect. The snapshot itself showed Roser posing on a white couch that was lined with pillows. The jet-setter wore her short blond tresses slicked back out of her face with a few loose waves falling just at the tip of her shoulders. She added a gold necklace as an accessory while keeping things simple yet sexy in terms of clothing.

The Wilhelmina model wore a basic black lace top that had a few pieces of mesh paneling, showing off her skin underneath. Instead of wearing a subtle application of makeup and letting her bronze skin show in the photo like she has many times this past week, the model really made her makeup pop. The 29-year-old wore black eyeliner on the sides of her lids as well as just beneath her eye. She also sported a light pink blush on the bones of her cheek in addition to some light highlighter just above it. The most fierce part of her look came from her lipstick, which was fiery red in color.

The second image showed the model sporting the same top and makeup but slightly altering her pose. Roser tagged her photographer, Jurij Treskow, who is based in the Los Angeles area and boasts a large fan base of his own with over 85,000. The new images have delighted many of the Guess model's fans, earning over 4,000 likes and 50 comments in under an hour of the post going live. Many fans couldn't help but comment on the post to let the model from down under know that this look suits her very well.

"You are absolutely stunning…stay healthy," one of Roser's fans commented.

"My phone just over heated!," exclaimed a second fan, adding a series of three flame emoji.

"Big fan of yours," another social media user chimed in.

Roser has been into sharing multi-photo posts in recent days and previously, The Inquisitr shared that the blond beauty stunned in three topless photos that left her a multitude of her fans wanting more.
WHAT TO INCLUDE IN YOUR PORTFOLIO
Definition. Portfolio
" An artist's portfolio is an edited collection of their best artwork intended to showcase an artist's style or method of work.

A portfolio is used by artists to show employers their versatility by showing different samples of current work.

Many photographers use portfolios to show their best work when looking for jobs in the photography industry."
Building your portfolio
I would suggest to have not more than 15-20 photographs in your portfolio. Less is more.

Choose photographs you are 100 percent sure about.

It's essential to impress the client with your best photographs in the beginning of your book. Make them want to see more.

Build your portfolio in a way it keeps client's attention. Do not use similar motives. Finish with another strong image.

Add some personal touch. It could be a postcard or a polaroid at the end of the portfolio.
You are not only showing what and how you are capable to shoot and not only presenting evidence of your current creative practice but you also reveal your personal vision.

Don't be too safe and predictable. Art is about taking risks and discover new ways.

Remember that some commercial clients have already seen hundreds of other photographers. What makes you different?
2.4 EXERCISE WWW.TRESKOW.PHOTOGRAPHY
Photography - Portfolio 2015-2020
La Femme Fatale - Personal
Celebrities - Portraits
Tests - Model Tests
Hotels & Apartment
Leica - Photo Diary

Diary - Archives 2014-2020
CREATE MULTIPLE PORTFOLIOS FOR CLIENTS
Structuring images
Select all your best images from all shootings you've done. Structure them under several categories based on different types of photographic content.

Examples for labels: #portraits #lingerie #commercialwork #lookbooks #campaigns #nudes #fashion and so on.

You need a clear structure for your archives so you are not wasting time in case you need to find a particular shooting or an image.

Keep and use your previously done portfolios for future requests and clients. New projects might have similar goals and references. You will need to make some changes to update your portfolio and send it to a client.
__

Continuously update your online portfolios. Show that you are an active photographer with regular projects. It will also reveal your dedication to your work and craft.

At least once a month you have to take look at your previous work, analyze it and review.

Reviewing your work is essential and it's a useful tool for your own self-introspection. You will see how yours photography evolves. You don't lose your perspective in achieving your goals.

Archives can remind you on what you've already done. Maybe it's time to try new things.

I am much more excited about something that I haven't done yet.
Portfolio Reviews
Attending portfolio reviews is a skill set of its own. Start slow, pace yourself, and hone your skills so you can effectively and comfortably talk about your work and your strengths as a photographer.


https://www.photolucida.org/
Photolucida is an arts nonprofit based in Portland, Oregon. Our mission is to
provide platforms that expand, inspire, educate and connect the regional,
national, and international photography community.

http://fotofest.org/
FotoFest, a platform for art and ideas, presents the first and longest-running international Biennial of photography and new media art in the United States. A cultural non-profit organization based in Houston, Texas, FotoFest organizes year-round exhibitions and a classroom-based learning program, Literacy Through Photography that uses photography as a tool to strengthen student writing and learning skills.

2.5

Fashion photography
Commercial vs. personal work
Creating concepts
Specifics of fashion photography.
List of articles, documentaries and magazines on fashion.
Creating concepts. Case studies.
FASHION PHOTOGRAPHY
Fashion Photography / Definition
Wikipedia:

" Fashion photography is a genre of photography which is devoted to displaying clothing and other fashion items. Fashion photography has developed its own aesthetic in which the clothes and fashions are enhanced by the presence of exotic locations or accessories. "


A fashion photograph is, simply, a photograph made specifically to show (or, in some cases, to allude to) clothing or accessories, usually with the intent of documenting or selling the fashion.

Photographs of fashionable dress, in existence since the invention of photography in 1839, are not fashion photography. The distinguishing feature-and the common denominator in the enormous diversity of style, approach, and content-is the fashion photograph's intent to convey fashion or a "fashionable" lifestyle.

At the end of the twentieth century, the Calvin Klein advertisement featuring only Calvin's portrait changed the very definition of a fashion photograph from a picture of the featured clothing to the selling of a glamorous lifestyle identified with a specific logo.
QUOTE
" Most fashion photography is done by gay people finding women sexy - which is sort of not sexy at all, at least to a heterosexual man.

I think it's highly questionable what the role of a normal fashion photographer is now – I'm not sure that still exists. "

― Jurgen Teller
Fashion Photography / Specifics
If you work in fashion photography just to make the most money, just accept everything that comes along.

Or stay true to yourself and to your own artistic vision even on commercial shootings. Otherwise you might fail. And I failed a lot.

Commercial fashion photography has to have a purpose, a value. Listen to the requirements of the client but it has to make sense to both parties. Learn about the clothes and make this adventure fun. Fashion is more than just the clothing you wear, but the way it is worn and the visual story it tells.

To became a better fashion photographer it's important to educate yourself about fashion history and designers, stylists, magazines and fashion brands.

You don't need to have the same level of knowledge as a stylist or a fashion editor, but you have to know what's happening in fashion and what are the trends.
What makes a great fashion photographer?
by Anna Wintour
From Masterclass.com
QUOTE
" "In 1952," Mr. Penn recalled, "Liberman said to me, 'I must cut back on the work you do for Vogue. The editors don't like it. They say the photographs burn on the page.

After some years, I began to understand that what they wanted of me was simply a nice, sweet, clean-looking image of a lovely young woman.

I began to do that, and that's when I became valuable to them and had 200 to 300 pages a year."

― Irving Penn
FASHION INDUSTRY
Documentaries of Fashion
The Editor's Eye (2012)
Dior and I (2014)
The September Issue (2009)
Bill Cunningham New York (2010)
The First Monday in May (2016)
The True Cost (2015)
Saint Laurent (2014)
Dries (2017)
Valentino: The Last Emperor (2008)
Mademoiselle C (2013)
7 Days Out (2018)
McQueen (2018)
Lagerfeld Confidential (2007)
Diana Vreeland: The Eye Has to Travel (2011)
Martin Margiela: In His Own Words (2020)
Gucci: The Director (2013)
Franca: Chaos and Creation (2016)
Tom Ford ( 2015 )
Absolutely Fashion: Inside British Vogue (2016)
Notebook on Cities and Clothes (1989)
Jeremy Scott: The People's Designer (2015)
Lagerfeld Confidential (2007)
Helmut Newton: Frames from the Edge (1989)
Unzipped (1995)
Iris (2014)
Issey Miyake Moves (2002)
The world of Monsieur Dior in his own words. (1949)
QUOTE
" Photographers have to make the clothes look fantastic; that's why we get paid. "

― Patrick Demarchelier
List of Fashion Magazines
AnOther Magazine
CAKE MAG
The Contributor
COVER
CR Fashion Book
Crash Magazine
DANSK Magazine
HOLIDAY
Dazed and Confused
Document
EnSens
Fantastic Man
The French
The GentleWoman
GLASS
I-D
The Interview Magazine
Iris Covet Book
Love
LUNCHEON
Manifesto Magazine
METAL
MIXTE
MUSE
Unconditional
Monrowe Magazine
November Magazine
Numero Paris
Pop Magazine
Purple
ReEdition
Revs
Self Service
SSAW
SYSTEM
Suited
V
Zoo
Vogue Italy
Vogue Paris
W

Art Books + Iconic Print magazines.

https://doyoureadme.de/
http://sodabooks.com/
http://archivio.vogue.it/
Articles on Fashion and Fashion Designers
https://www.businessoffashion.com/articles/education

Article:
Yves Saint Laurent (1936-2008)
https://www.businessoffashion.com/articles/education/yves-saint-laurent-1936-2008-2?_branch_match_id=526789848548624237
https://www.businessinsider.com/ysls-greatest-fashion-hits-2011-8?_branch_match_id=526789848548624237

Gabrielle "Coco" Chanel (1883-1971)
https://www.businessoffashion.com/articles/educati...

Ralph Lauren
https://www.biography.com/fashion-designer/ralph-lauren

Halston
https://people.com/archive/cover-story-the-great-halston-vol-33-no-14/?_branch_match_id=526789848548624237

Rei Kawakubo
https://www.nytimes.com/2017/05/10/fashion/rei-kawakubo-comme-des-garcons-andrew-bolton-met-costume-institute.html?_branch_match_id=526789848548624237

Vivienne Westwood
https://www.metmuseum.org/toah/hd/vivw/hd_vivw.htm?_branch_match_id=526789848548624237

Martin Margela
https://www.nytimes.com/2008/10/02/fashion/shows/02MARGIELA.html?_branch_match_id=526789848548624237

Schiaparelli
https://www.npr.org/2014/10/11/354636723/schiaparelli-the-shocking-shadowed-life-of-a-fashion-icon?_branch_match_id=526789848548624237?_branch_match_id=526789848548624237

How Dior, Balenciaga, and More Labels Are Finding Inspiration in the Past
https://www.vogue.com/article/fashion-designers-looking-to-past-archives-inspiration-dior-balenciaga?_branch_match_id=526789848548624237

https://www.thecuttingclass.com/category/sewing-and-construction/?_branch_match_id=526789848548624237

Brodovitchhttps://archive.vanityfair.com/article/1993/10/becoming-a-legendAlexander Liberman
Books on Fashion
John Hopkins. Fashion Design: The Complete Guide
Mary Gehlhar. The Fashion Designer Survival Guide
Grace: A Memoir by Grace Coddington
Grace: Thirty Years of Fashion at Vogue by Grace Coddington
Stoppers: Photographs from My Life at Vogue by Phyllis Posnick
Point of View: Four Decades of Fashion by Tonne Goodman
Parties, Exhibitions, People by Hamish Bowles
Vogue: The Covers by Dodie Kazanjian
The Private World of Yves Saint Laurent & Pierre Berge
Fashion Dictionary
Agile manufacturing
Apparel manufacturing that utilizes a modular production system. In modular production workers are organized into teams that work together to produce an entire garment. In contrast to the bundle system, in which one worker performs an assembly task, then bundles the materials together and passes them to another worker who does another task, the modular system is more efficient and flexible.

A-line
Style line for apparel in which the dress fits at the shoulder or the skirt at the waist and gradually flares out to a wider hemline, causing it to resemble the letter A. The earliest A-line designs were created by Christian Dior in the 1950s.

...

Source
2.5 EXERCISE question
How different is your approach to commercial and personal work?
BE PROACTIVE
What to do when no assignments?
If you don't have any projects at the moment then don't wait and start your own projects. Don't wait years for magazines or other assignments to come to knock on your door.

You don't have any boundaries and your pictures don't need to please anybody. Keep on going, explore. Go outside, don't wait and stay creative. Train and exercise your creative muscle.

If you want to be original just always do something that excites you. This energy and curiosity will fuel your way.

Expand your horizons. Meet as many different people and ideas as possible. It enrich you and they'll all contribute to enhancing your learning.

If you feel you are getting stuck then get ready for new challenges!
QUOTE
A lot of photographers say how lucky I am while they do nothing and just wait for commissions. I don't do that! If there are no shows, no books, no commission, no magazines, I do my own thing. I always work. I take risks.

The bigger the risk, the bigger the reward. What a lot of people lack is comfort with the unknown.

I think it's really important to not be afraid of failure and to push yourself to try things and jump in the cold water.

― Jurgen Teller
2.5 EXERCISE - CASE STUDY INTERVIEW RUSSIA
Lost in translation in NYC.
Interview Russia July, 2016
In 2016 in NYC I was working for several weeks on a new personal project.

I had a idea on interviewing models from different countries who had moved and had stayed to work in NYC. I prepared some questions about their initial expectations and cliches about the city.

Take a look at the slides below that will break down my idea.
Interview Russia July, 2016
Models.com

Team:

STYLING: NADIA RATH
MAKE-UP: MARK EDIO
HAIR: FELIX FISCHER
HAIR: SHINYA NAKAGAWA


Models:

JULIA FRAUCHE
MARLOES HORST
ALENA BLOHM
MAGDALENA JASEK
RUBY ALDRIDGE
AMBER ANDERSON

Retouch:

MARIO SEYER

Interviews. Txt
Ruby

So, do I see myself living in New York in 20 years? I've never even thought about this far into the future. I don't think so. No. I am sure I will be migrating, moving, changing on А different journey. But New York is home.

If I hadn't had become a model what I do instead. I think even now I am a model I can still do what I wanna do. Which is to create and be creative in any way that I possible can. Cooperation. Everything.

Describe New York in 5 words. Chaotic. Exciting. Comfortable. Not-Comfortable. New.
Los-Angeles. Comfortable. Super comfortable. Easy. Sunny. Ahhah I don't know…

Julia Frauche

I remember the first day I've come to NY. I was about nineteen, and I was never really interested in New York – it wasn't the city I'd dreamed of visiting. And my boyfriend – it was his dream to come to NY. We'd decided to come together for the first time. And so we came, and it was incredible – when you drive through Brooklyn after landing at JFK, you see the whole city – it feels unreal. We've stayed here for a week, and we've decided that it's the place we want to be, the place where we both want to live. And we've succeeded, cause we are living here for a while now.

Alena Blohm

I remember very well the moment when I first arrived in NY. Because it was pretty cold, it snowed. It was beginning of December, I think. So, Christmas time in NY. I was very overwhelmed by all the people, the buildings. It was very different from my small town Bremen that I am from, in Germany. And, yes, many lights, many people, many impressions - all together at the same time. And it was very, very impressive.

Marloes

Do I see myself still here in 20 years? I can't see the future but I will be very surprised if I am here. NY is a true working city and its' go go go (может it's "go-go-go"). Pure work-minded environment. I am here 7 years but to stay and have a family…hmm. When I see the older people walking outside then I really reconsider… It's quite hard…All the pressure and noise. It's killing…I love more relaxed environment. I would personally go back to Europe. I think also it's different mentality. NY is a very great city, but I am not gonna stay here forever. Too much of every day. I am getting hyper of all the pressure and I think the people are very stressed in NY. Living here comes with so much input and stress. That's quite heavy to deal with. So referring back to your question. No, I don't think that I will live in NY in 20 years.

Magdalena

I started modeling really early, when I was 13years old. So it's even difficult for me to imagine what would I be doing if I wasn't a model. I was always good at science like Maths or IT, and I actually enjoyed it. So I think that right now I would have had the first degree in Maths or Economics, and probably I would be still studying in Warsaw University of Technology or University of Warsaw. For sure, I think of Warsaw and science when I imagine myself without modeling.

I was 15 when I came to NY for the first time. It was my first real modeling trip ever and the experience wasn't the greatest. I entered the model apt, where 8 of us was living together in a small apt and that was already enough to make me terrified specially that I was the youngest one. I called my parents on Skype, started crying, saying I want to come back home. After a while my agent showed up to have a look at my measurements, my wardrobe and see how good am I in walking in high heels. It turned out that nothing was good - I had to practice my walk, I had to loose weight, I had to buy new clothes. My agency decided that I'll stay in the apt for a while without seeing anyone. I was supposed to focus on practicing my walk, learning English, completing new wardrobe and loosing weight. So as you can see my first impression of New York was really really bad. After that one day I've decided that I want to go home as soon as possible and never ever come back to United States. It took me 3years to change my mind and give New York one more try.

I've been living in New York for about 4years and took me approximately 2years to actually start liking it, to get used to it's specificity. Right now I really enjoy being here and I would love to go to university in New York, stay here for let's say 5more years but I can't imagine living here for 20 more years.

I think this place is meant for young people, it's amazing for studying, partying, seeing new things, meeting new people. In 20 years I'll be 42 and I'm pretty sure that in that age I'll be looking for a calmer place to live in. I mean, New York never sleeps and eventually it might get oppressive ;)

If my parents or friends visited me in New York I would take them to some atypical of Ny must see places. Localizations like Times Square or Statue of Liberty are really threadbare and of course, everyone should go there at least once, but I would prefer to take them to some unusual spots and make them go to the popular ones in the end. I would take them to the High Line or to some hidden spots of Central Park which I love, I would with them on a bike trip to Brooklyn where I lived for a while. For sure we would step by Greenpoint as it's polish neighborhood. I live on East Village so we have plenty of small cozy places around us and for sure we would go there as well.

I started modeling really early, when I was 13years old, so it's even difficult for me to imagine what would I be doing if I wasn't a model. I was always good at science like maths or IT and I actually enjoyed it so I think that right now I would have had a first degree in math or economics and probably I would be still studying in Warsaw University of Technology or University of Warsaw. For sure I think of Warsaw and science when I imagine myself without modeling.


QUOTE
" I'm my own benefactor for art! I just gave myself a Guggenheim grant this morning to start my new series! (Laughs) I'm going to do what I want to do, because I don't have to sell pictures to eat and to survive.
I make my commercial work so that I can pay for my art. "

― David LaChapelle
2.6

Negotiations
Prices
Brief
What is your product?
Rates and billing options.
Types of expenses.
Negotiations with clients.
Brief.
WHAT IS YOUR PRODUCT?
2.6 EXERCISE QUESTIONS
What makes you different?
What are you offering? What's your product?
RATES AND BILLING TYPES
2.6 EXERCISE - QUESTIONS
Price:
How much will you charge for it?
How much is my time worth?
What do your competitors charge for a similar product?
How much you need to mark up a product relative to your cost to make a profit?

Place:
Where will you sell it or position in the market?
Where do your competitors sell their products?

Promotion:
How will you promote it?
How is this different than the way your competitors sell their products?
Rates and billing types
Hourly Rate.
Day Rate.
Per Photo.
Packages.
Mini Session.
EXPENSES
Expenses
To set correct prices you need to understand what it actually costs to run your business.
Obviously in the end your goal is to earn a profit.

There are many types of expenses. Some examples below:

- Maintenance fees for your equipment, including charges for repairs.
- Rental prices for your photography studio or office.
- Marketing fees to maintain your website, buy online ads.
- Computer costs for photo-editing software updates, hard drives, etc.
- Transportation fees.
- Postage and related expenses to produce and send printed photos.
- Photographer's Insurance. To cover damage to your equipment or business liability
- Your time spent managing the business, taking pictures, editing work, and photo processing.
- Costs for an accountant.
2.6 EXERCISE - FINANCES
Make a list of all your costs.
See how can you optimize them.
PRIVATE REQUEST
PRIVATE REQUEST
3 Questions
Asking to send me photographs they like based on my photography.
It helps me to see what direction they want to go.
Asking to send me some of their photographs.
To see how clients see themselves and prefer to be seen.
Asking to send me other references.
This helps
- to involve clients into creative way of working on the mood board.
- to feed their imagination.
- to see what other photographers and photographs they like.
Maybe you I am not their photographer.
2.6 EXERCISE PRIVATE REQUEST
Pitch your prices to your friends or potential clients and ask for their feedback.
9 ways to grow your business.
Define Your Products & Services
Have a clear identity as a photographer — whether that be your services, style, or location. This helps define your niche and position yourself as the go-to photographer your targeted group of customers wants.

Determine Your Market
Who is your audience and what are their needs? Truly understanding your target buyers will help you identify their pain points. Tailor your services, products, and message to fit their specific needs.

Create a Marketing Plan
One-time marketing efforts rarely pay off. To get the word out, consider using social media and newsletters, and participating in both photo and industry events.

Focus on Finances
Whether you're a full-time or part-time photographer, you are your own business. This means you need a separate bank account, equipment and liability insurance, and a cash flow plan.

Tune Up Your Website
Think of your website as not just a place to showcase your photography, but also as a sales and marketing tool. Make sure people can sign up for your newsletter, purchase prints and products, and of course, contact you directly.

Build Your SEO (Search Engine Optimization)
The goal of SEO is to get found online. Building your on-page content and list of backlinks are just two ways to help improve where you rank. Make sure to keep content fresh and relevant.

Get Social
A strong social media presence translates into real exposure for your photo business. Why? Because potential customers are engaging with sites like Twitter, Facebook, and Instagram on a daily basis. Positive comments and conversation on your social feeds also work as social proof, which new customers often look for.

Create an Advisory Group
A strong social media presence translates into real exposure for your photo business. Why? Because potential customers are engaging with sites like Twitter, Facebook, and Instagram on a daily basis. Positive comments and conversation on your social feeds also work as social proof, which new customers often look for.

Follow Up With Past Clients
Past clients should be your easiest sale. If you haven't been in contact for a while, reach out and update them on your new projects, products, and services. And don't be shy about asking for referrals.

Source
NEGOTIATIONS WITH CLIENTS
Everything is a negotiation
Life is a negotiation.

The basis of negotiations is cooperation. Stay authentic, use curiosity and empathy. Best negotiations come form collaboration both sides. As an artist, engage and inspire them in creative process, and make it fun and exciting. Create together vision of the beauty.

First try to define what is client's goal. What do you know about your clients and how do you want to meet their expectations?

Become genuinely interested in what drives the other side. Understanding their goals, motivations, wants and fears help you navigate the negotiation effectively.

Conscious listening creates understanding. Ask. Receive. Appreciate. Summarize. Ask.

Be proactive. Share your goals so they can see that you are not only about money. Demonstrate that you are not here to deceive or exploit the other side.

Take emotions into account when negotiating. Build trust, comfort and rapport. It will help you accomplish your goals.

Stay playful and don't forget that people mirror each other. If you will negotiate in an aggressive way expect the same from the opposite side.

Goal: Ask questions and gather information. Keep communication.
In aftermath create mood-boards that will fit their goals.
2.6 EXERCISE - NEGOTIATION
Research and read books on negotiations.

Goal: Learn different negotiation techniques and improve your skills.
QUOTE
" Don't waste time and efforts on clients who aren't ready to work with professional photographers. "

― Jimena Peck
Gary Vaynerchuk on Negotiations
When I negotiate, whether it's a new business deal or an employee's salary, I am all about reaching a mutually beneficial agreement.

As much as I always want to "win," my goal is not to take everything I can get and milk the other side dry.

I want both sides to leave feeling satisfied with the outcome.

How do I achieve this? My best tactics are honesty, truth, and being empathetic. I need to find out what the other party wants to happen and for how much. If I can get them into a truthful place, it's easy for everyone to win.

Source
DELIVERY OF PHOTOGRAPHS
Delivery options
In most cases I send digital images in hd (high definition) using WeTransfer, DropBox or Google Drive. Telegram let you transfer images without loosing quality. It's fast and convenient.
File formats: I send to clients photographs in Jpg and Save for Web Jpg format. Raw and tif files I keep for myself.


My private clients mostly post our photographs on their social media. It's essential to me that my photographs won't be randomly cropped and it's composition stays unaffected. For posts on Instagram I add extra white borders for each image as an option so clients have choices for posting.

In some cases I suggest to my clients to consider printing our photographs and hang them on their walls at home for example.

I show them possible variations on printing techniques and different paper options.
2.6 EXERCISE -Questions
First you should ask yourself:
In what form and how would you personally prefer to get the results from a shooting?
A PHOTOGRAPHY BRIEF
What is a photography brief?
Often working with big commercial clients you will get a brief from them.

A photography brief is a summary of agreements and requirements between the client and the photographer, it's what what you and your client rely on to make sure that both parties are in agreement with what the photoshoot needs and expects.

It specifies the photoshoot objectives, facts, and other details and it gives the photographer and the client an overall view of the plan and project.
On the part of the client, it helps them state what they really want to achieve with the project and for the photographer to understand what his or her role is.
On the part of the photographer, the brief is a primer on what needs to be done or accomplished.


Questions:

What kind of creative output is needed?
How creative can one get?
What kind of technical equipment should be used?
What or who is the client's target audience?
How does the client want the brand to be seen by this audience?

Source
2.6 EXERCISE - BRIEF
Act as a company or a client.

Prepare a brief including your goals, defining your intentions. What are your restrictions and possible deadlines?
INSPIRATION: Книга. Пиши, Сокращай
Авторы на конкретных примерах показывают, что такое хорошо и что такое плохо в информационных, рекламных, журналистских и публицистических текстах. Как писать письма, на которые будут отвечать, и рассылки, от которых не будут отписываться. Как создавать действенные и не вульгарные рекламные объявления. Как излагать мысли кратко, ясно и убедительно: без языкового мусора, фальши и штампов. Следуя рекомендациям в книге, вы научитесь писать понятно, увлекать читателей и добиваться доверия. Это обязательная книга для копирайтеров, авторов и редакторов, а также дизайнеров, программистов, менеджеров, предпринимателей, руководителей, служащих и всех, кто использует текст в работе.
PRODUCER
Producer
If you don't have an agency that represent you and is taking care of your shootings and your career, you might consider to hire a producer.

A producer is responsible for making sure the shoot happens without any mishaps. The producer handles pre-production, casting, contracts, consent forms, or anything that needs to happen to make sure the shoot runs smoothly.

The point is to free you from paper work and organizing and let you concentrate on a creative part.