The ‘art’ in Corporate Photography
If I was to say to you, ‘corporate headshot’, what would you see in your mind’s-eye?
Forced smiles in the boardroom? Starched collars and boring suits? Middle-aged men perched awkwardly on their desks?
I’ve been mulling over the question of ‘what makes a good corporate portrait’ ever since I returned from a recent commission in London. My client, an asset management company, needed photos for their new website and, like many businesses that hire me, were looking for something a little more creative. This of course was music to my ears!
Now, corporate photoshoots are one of the most common jobs undertaken by professional commercial photographers, because companies constantly need to refresh their photo libraries as people join, change position, and grow older! But while some photographers like to turn around these jobs as quickly as possible, my approach has always been more considered. After all, if your business is great, and your people are brilliant, why shouldn’t your photos strive to reflect that?!
So, on this commission in London, the one thing that I asked of the client was that they give me 30 minutes with every person I was to photograph. With that time, I could draw upon my experience to ensure everyone was completely comfortable and that we could take the time to explore different set-ups. It meant a full day, of course, but we prepared properly, travelling up the night.
Suited and booted (I always like to dress for the occasion!), we were there first thing, and used the time perfectly to explore various styles, such as the classic ‘head and shoulders’; an informal portrait; and a relaxed editorial shot on location.
The results? Well, I’m pleased with them. More importantly, the client loved them – and they now have a wide range of pictures to use in a variety of media. And with all of that fresh in my mind, I thought it would make a good blog-post to share some of the photos and talk about some of the techniques behind them.
1. lighting
As with the immortal Hollywood line, ‘lights, camera, action’, so light is also fundamental to photography. And when it comes to a good headshot, achieving the right illumination is critical. An experienced photographer understands how to achieve that natural look, combining front and rear lighting to capture detail, tone and colour.
2. mood
But light is also fundamental to the ‘mood’ of the picture, and that is important if you want to convey something of the culture of the organisation. In this picture, we have light flooding into the room through the windows; this is no stuffy office, but one suffused with a bright airiness that suggests openness, approachability and optimism. With such a strong natural back-light, I made sure that we also lit the person from the front so as to frame him clearly in the scene and avoid any silhouetting.
3.composition
The classic approach to a corporate headshot is a minimalistic backdrop – even a blank one – so as not to distract from the person’s face. And for formal publications – an investor’s brochure, say, or an annual report – that usually holds true. But increasingly, I’m being asked to bring more style to these set ups. Look at this shot, for example. The man’s posture, half turned towards the boardroom table, subtly invites you into the room. He is confident, relaxed, and the room is stylish and modern. It demystifies the boardroom, a location that can symbolise secrecy and hierarchy. In so doing, it subtly communicates a great deal about the company’s identity.
4. style
The final picture I wanted to share conveys the more informal and creative side to the corporate photoshoot. By giving yourself that time and breathing space with each person, you can explore different styles, and be a little more playful and daring. Here, I wanted to use the glass in the man’s office and create something that has that modern editorial look – perfect for a magazine or feature piece. It’s very different to the other pictures, but it gives the client options and that adds huge value to the service you provide.
There are perhaps some more topics to cover in a future blog – but that’s all for this time. I hope that offers some food-for-thought and shows that the corporate headshot need not be something you’ve seen one hundred times before.
Please do get in contact if you’d like to know more about what I do.