(Fuji XT-1 + 14/2.8)

The first leg is honesty. Am I being honest and accurate to the situation, person, emotions and environment? It is important to me that my imagery allows the viewer to feel like they were there. Rather than walking into a situation and figuring out what I can create, I seek to find the beauty that already exists. There is always something. Sometimes it’s the light, or color, or environment, people, or interactions/emotions. It may be as simple as an unexpected moment of tenderness.

Also, and very important, it is most important, that what I show them is something they could have seen if they were standing next to me. It may be a fleeting moment, but was there.
The second leg is K.I.S.S. Keep It Simple Stupid. Granted, occasionally a client needs something dynamic and splashy. But more often than not, simple is a much better play. This also ties into the first leg of honesty. Sometimes it’s just a little patience and a cell phone light on your subjects.

The third leg is communication. Whether an editorial, commercial or corporate client, it’s important that everyone is on the same page with the goals and visual message we are trying to achieve. This may require some to put their ego aside and do what is necessary for the client rather than what you want. Even with your personal work, be clear on the message you want to communicate.