Creatively Speaking

Creatively Speaking

I’ve been working in higher education for more than a decade where I’ve had the pleasure to work with marketing departments in the creation of visual content for web and print media. What I have found to be true, is if the vision is not clearly articulated, the end results will not meet expectations. 

When we started the brand and began looking for a photographer, we really needed them to understand all aspects of Lucky Gent. Not just the foundational history, but the brand ethos. We discussed style, color pallets, the effect of our apparel on the customer and how customers viewed us. We discussed what the brand meant, not just for us, but for our clientele. We wanted the photographer to have no ambiguity about who we were. We did a lot of listening. Understanding what the photographer saw as a brand enhancer and how their skills could take our photos to the next level. Listening to the photographer and trusting the process allowed for a seamless transition, from one shot to the next. 

The photographer’s ability to take the vision and put it on display through their photo lens has been paramount to our success. A department store display window has three seconds to bring in a customer. This is equal to the amount of time when clients are perusing Instagram for example, or other similar platforms.  We have a brief opportunity to capture the viewers’ attention. Our photographer was able to see the spaces as brand enhancement versus just a backdrop and a model.

We also worked with a videographer, to capture new content. We followed the same strategy as before, which is having an honest discussion on compatibility and vision alignment.  With the addition of our website and Instagram photos, it was easier to share our vision.  Our experience shooting video content was very limited. We asked quite a few questions and they took time to educate us on all things on filming. We felt an increased comfort from their knowledge and directions. Developing a positive working relationship  was integral to our success. The ability to lean on an expert alleviated the pressure that comes with scheduling, expenditures and expectations. 

For photoshoots, we always chose the locations, but on this occasion, the videographer selected the sites. We were in alignment not only in conversation, but also in prospective locations.  They chose a variety of sites, such as Union Station, a convertible muscle car and Santa Anita race track. These locations were spot on.  The fact that I would have chosen the same sites, showed what alignment really looks like. When working with creatives, who “get it”, transitioning from project to project, dealing with time and space it becomes effortless.

As a brand, expectations are always high, and even higher when working on projects that are outside of your scope.  We give credit to the videographers' dedication to their craft and experience. Most importantly, they understood the vision and were clearly able to capture that vision through the lens. We realize that not all projects proceed as planned, which is to be expected.  We were just Lucky Gents.