Stock photos make you look the same as everyone else.

They give you a website that says as Seth Godin puts it: "We're the same, we're the same, we're. . ."

He goes on to say: "Sometimes, we try so hard to fit in we give consumers no choice but to seek out the cheapest. After all, if everything is the same, why not buy what's cheap and close?"

You need images that show your uniqueness. Stock photos can't do that.

Quote of the day

"Learn from the mistakes of others, because you won't have time to make them all yourself."

Chinese proverb

Recent project

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This was shot for a business to business advertisement for a corporation that provides consumer financing. It's from a series of ads showing business owners having fun running their business. The ads communicate that their lives are better because sales are increased since customers are able to finance their purchases.

The ad agency is in Tennessee and no one from the agency was able to attend the shoot. The direction I was given was to make the image "fun". Featured in this ad is the owner of a chain of music stores.

Quote of the day

"Advertising is the most fun you can have with your clothes on."

Jerry Della Femina

Recent project

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Scene as it appeared.

This image of a diner was just created for an ad. It had to be shot before renovation was started. The new owner booked me the night he purchased it. He needed me to create an image as soon as possible in order to make a publication's ad deadline. My aim is to always create images that are attractive - images that attract new customers. Great images won't keep a customer coming back if the food isn't good, but they can definitely attract new customers who will try it out.

The restaurant fills the bottom of both buildings. In addition to the enhancing and the removal of the bike, a sign was added over the entrance of the building on the left and neon added inside to better tie both buildings together.

Quote of the day

"If your mind is attuned to beauty, you find beauty in everything."

Jean Cooke

How to evaluate a commercial photographer's work.

If you're planning to hire a commercial photographer this is what you should think about and look for when looking through their portfolio:

No matter how cool looking a photo is, it's only good if it creates desire, builds trust or communicates in some other way that will increase sales. It's only creative if it sells.

Why was this image taken and what is it trying to communicate? Does it succeed?

Might this image appeal to the type of buyers that I'm trying to reach?

Many photographers have portfolios filled with beautiful models, exciting cars and outstanding architecture. These are not difficult to make look great. They look great from many angles and in a wide variety of lighting conditions. Don't allow yourself to be swayed by the beauty of the subject matter.

Are most of the images in the portfolio obviously from real world assignments or are they images that the photographer probably just did on his or her own, without any time constraints?

I believe that what separates a great commercial photographer from a mediocre one is an ability to consistently deliver believable images that make ordinary people and things look great while at the same time creating images that will increase sales.

Quote of the day

"In theory, there is no difference between theory and practice. But in practice, there is."

Yogi Berra

Recent project for a foundation

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This is one of a series of images that I just finished for a corporate health foundation. Each one goes with a testimonial telling how the individual was either helped by the work that the foundation funds or is a proud supporter of it. Each one was shot in similar style with the subject sharp and appearing to be lit by natural light and the background creamy.

They were shot in several locations.