Ad/commercial world...

danalec99 · Sep 28, 2005

Rodney Smith controls his game; but generally, is the ad photographer merely a tool in the hands of the Art Director? OR Does he/she (the photographer) have a say in the production?

ksmattfish · Sep 28, 2005

It depends. If you are a world famous photographer brought into the ad campaign for your style, I imagine you'd get to call a lot of the shots. If you are a no-name schmuck like myself, the art director usually has at least a few suggestions.

It also depends on whether they are at the shoot or not. If they aren't there when the photos are taken they have to rely on the photographer more. It's rare that they'll leave even the seemingly most perfect photo alone without at least some cropping or something.

Hertz van Rental · Sep 29, 2005

Your stature as a photographer doesn't really have much to do with it. AD's always try to run the show but if you have the inclination and take the right approach you can 'manipulate' them just as much.
This isn't to say that they will let you change the basic idea - that is integral to the ad campaign. You can do it your way though.
I used to do the shot exactly how the AD wanted it - and I would take time to do one my way. Same image just... different. 99 times out of 100 the AD used to prefer my version when I showed it. It's one of the ways you climb the pyramid.
If you are a big name you tend to work mostly with just a couple of AD's and you build up a close relationship so you become a team. It can become difficult to sort out who came up with ideas.

craig · Sep 29, 2005

The role of the art director can vary greatly. With any kind of luck they have a clear idea of the project. Their help can avoid reshoots and unhappy clients. Definitely two of the most dreaded deals in "professional" photography. On the other hand I have worked with folks that have no idea what is going on. Talk about a nightmare.

Personally I study typography, layout and production on a daily basis. Art directors' should study photography. Personally the few AD's I work with are excellent. We have fun and the whole deal is a collaboration.