wreCkREATIVE

In some previous posts and an interview on Chase Jarvis Live, my pal and creative collaborator, Jason Sutherland spoke about photographers getting noticed, authenticity and reaching beyond your comfort zone. Today, I was reminded of these when a couple photographers entered my ever-scanning radar…one through snail mail, the other a personal referral.

Both of the photogs who submitted their work appear to be skilled at their craft. One had beautiful stuff, but didn’t resonate with me due to the subject matter. Their focus was kind of narrow and clearly didn’t understand what we do at REI or didn’t have the resources to tailor something to our niche. The other clearly understood who we were, but didn’t posses a few things things in their portfolio that I normally look for which got me to thinking, “why?”. Why is this shooter, who obviously has the authenticity thing wired, missing the mark with me?

What I realized was this was a direct result of something Jason touched on when talking about getting out of your comfort zone. Spending time in front of the camera so you know what it’s like to be there and get what you need from your subject.

Which brings us to an example of someone getting it right. Jordan Siemens is a photographer living in Portland, Oregon. He’s shot for companies like Mountain Hardwear, Columbia Sportswear, Outside Magazine…I hear he’s even had some stuff in National Geographic (look for the chewing-gum wall shot in his portfolio). I dig what he does. He’s an avid hiker, climber and spends a bunch of time in the outdoors. I’ve never hired him as a photographer. However, I have cast him as a model for a shoot we did last year. He also worked as a photographer’s assistant on some of our commercial shoots in the past. My point is, this is an example of someone spending time on all sides of the camera. He also knows the subject matter of the stuff he tends to shoot inside and out. It pays off. It’s evident in his work, and it’s made him more well rounded. Incidentally, it also makes him a good subject and one that brings some great technical ideas and expertise.

So photogs, spend some time looking up the barrel of a lens rather than just down it. Research and experience the types of activities you shoot. Your craft will surely benefit from it. And you’ll garner more attention from art directors looking to hire you.

Jordan flaking a rope on the shoot I mentioned.
Photo by Rob Butler © REI, All rights reserved.