Category Archives: Advertising

Embracing Change, Part II (okay, I’m done after this)

C.J. Pascoe’s Sandusky photography studio in the late1800s

C.J. Pascoe’s Sandusky, Ohio photography studio in the late 1800s

Light

Before 1880 being a photographer entailed a fair amount of knowledge in chemistry, science and physics in order to make a camera, mix up a batch of emulsion (film), and develop and print the photos. Light was almost exclusively relegated to the great outdoors and those privileged enough for studios with oversized windows and skylights. The alternative was controlled explosives. Still life photography was mostly a daylight hours event. (Hey, I’m a still life guy, so this is my take on it.)

And although Humphry Davy invented the very first documented light bulb around 1800 and Englishman Sir Joseph Swan invented and patented the first incandescent light bulb in 1878, it wasn’t until 1880 that Thomas Edison developed his light bulb with a brighter, longer lasting filament. Even today, one hundred and thirty years later, we still use that basic design (fluorescents, however, are taking over). Edison’s light bulb and his concept of an integrated system of underground distribution of electric light into private houses made his invention successful, starting with Pearl Street in New York City in 1882.

Photography

Coincidentally in 1880, George Eastman of Kodak fame, introduced his first “dry plates,” a precursor to ready-to-use roll film and the hand held, pre-loaded Kodak camera (originally with 100 exposures!), which eventually made photography available to the masses, lessening the amount of technical knowledge necessary to take photographs to nearly zero. You bought the Kodak camera. You took your photographs. You sent it back to Kodak for developing and prints. (Oh, the horror! Now everyone can do it.)

Convergence

It was at this point in time that amateur photography started to evolve into a nerdy hobby, eventually transforming basements and bathrooms around the world into darkrooms for developing and printing everything from family portraits to pornography. Some of these amateurs became notable professionals, like Count Sergei Lvovich Levitsky (the Annie Leibovitz of his day), introduced in my last posting.This convergence of these inventions eventually led to the widespread use of controlled artificial lighting in professional photography and the emergence of the motion picture industry.

Note: I’m skipping over my personal hero, Harold (Doc) Edgerton (with all due respect), the inventor of the modern pulsed xenon strobe, because that’s a different story involving M.I.T.

Anyway, this history lesson is now over.

But on a personal note, what is all this griping about digital cameras, Photoshop and computers making it easy to be a photographer? It makes it easy to take pictures.

Being a photographer? Now, that’s hard.

Embrace change.

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Embracing Change, Part II (okay, I'm done after this)

C.J. Pascoe’s Sandusky photography studio in the late1800s

C.J. Pascoe’s Sandusky, Ohio photography studio in the late 1800s

Light

Before 1880 being a photographer entailed a fair amount of knowledge in chemistry, science and physics in order to make a camera, mix up a batch of emulsion (film), and develop and print the photos. Light was almost exclusively relegated to the great outdoors and those privileged enough for studios with oversized windows and skylights. The alternative was controlled explosives. Still life photography was mostly a daylight hours event. (Hey, I’m a still life guy, so this is my take on it.)

And although Humphry Davy invented the very first documented light bulb around 1800 and Englishman Sir Joseph Swan invented and patented the first incandescent light bulb in 1878, it wasn’t until 1880 that Thomas Edison developed his light bulb with a brighter, longer lasting filament. Even today, one hundred and thirty years later, we still use that basic design (fluorescents, however, are taking over). Edison’s light bulb and his concept of an integrated system of underground distribution of electric light into private houses made his invention successful, starting with Pearl Street in New York City in 1882.

Photography

Coincidentally in 1880, George Eastman of Kodak fame, introduced his first “dry plates,” a precursor to ready-to-use roll film and the hand held, pre-loaded Kodak camera (originally with 100 exposures!), which eventually made photography available to the masses, lessening the amount of technical knowledge necessary to take photographs to nearly zero. You bought the Kodak camera. You took your photographs. You sent it back to Kodak for developing and prints. (Oh, the horror! Now everyone can do it.)

Convergence

It was at this point in time that amateur photography started to evolve into a nerdy hobby, eventually transforming basements and bathrooms around the world into darkrooms for developing and printing everything from family portraits to pornography. Some of these amateurs became notable professionals, like Count Sergei Lvovich Levitsky (the Annie Leibovitz of his day), introduced in my last posting.This convergence of these inventions eventually led to the widespread use of controlled artificial lighting in professional photography and the emergence of the motion picture industry.

Note: I’m skipping over my personal hero, Harold (Doc) Edgerton (with all due respect), the inventor of the modern pulsed xenon strobe, because that’s a different story involving M.I.T.

Anyway, this history lesson is now over.

But on a personal note, what is all this griping about digital cameras, Photoshop and computers making it easy to be a photographer? It makes it easy to take pictures.

Being a photographer? Now, that’s hard.

Embrace change.

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My Clients Win Awards, Too.

Detail of Heat Sink, Lighting Services' LumeLEX 2024 - Winner, Next Generation Luminaires Design Competition

Just a few weeks ago, a U.S. Department of Energy panel of 14 judges from the architectural community handed out one of their coveted Next Generation Luminaires Design Competition Awards for Excellence in Lighting Design and Application to my long-time client, Lighting Services, Inc., for their architecturally beautiful, modular, and very green, LED spotlight.

As a privately held company, LSI never sits on their laurels – they’re always up against the big boys. I can relate to that. LSI’s fixtures hang in museums and institutions all over the world and this is just one of the many awards they have won. They are always developing new designs and incorporating new technologies, while practicing sustainability. They are serious about protecting our environment and work hard at it.

I’m proud to have LSI as a long time client, trusting me to photograph their products.

Now, if only I can figure out how NYC recycling works.

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Shooting from the Hip #32

Where's the Purple Broccoli

12/14/09, 10:14AM Union Square Market - Where's the Purple Broccoli?

Where’s the purple broccoli?

I make my marketing message as clear as possible because I want the attention of the smart, little shops with brilliant creatives who fly under the radar, as well as the equally brilliant big boys. I’d certainly lose the interest of those I wish to work for if I sent out a constant stream of mixed messages. Not an easy task in a competitive industry as this, but probably one of the most important lessons we can learn and a word we know all to well. Focus.

If you want to find your audience, keep your message consistent, your work focused and your vision clear.

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Which Way Now?

12:43PM, 12/21/2009 East 3rd Street between 1st and A

Like the snowstorm of last Saturday, the year is slipping away. 2009 looked good for a moment (here and there) until, like the snow, it turned into a syrupy slush. So,what’s the lesson learned this year?

It was all good.

If we learn from our mistakes, we grow and move on. We don’t whine and complain about the failures; we embrace and discuss the solutions. Why did I relaunch my studio business in the middle of all this? It was time to come back. I make a lousy employee.

2009? No, not a great year by any standards. But a good year nonetheless.

2010? Well, it goes without saying (although I am, aren’t I), it’s going to be a better year by a long shot.

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A replacement for high cost of original, creative thinking

Fifty years ago,  Calvin Communications, a leading corporate industrial film producer of the 40s and 50s, created this short film as a spoof of their own corporate work. Using their regular actors, Calvin (whose clients included DuPont, Goodyear, General Mills and Westinghouse), would regularly produce parodies that were shown at company get togethers.

This film from the Prelinger Archives opens with a commentary that says, it is a groundbreaking replacement for the high cost of original, creative thinking. Some things never change.

(References here were from Wikipedia – yeah,yeah, I know, not the best references! – and Steve Hoffman Music Forums)

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JPG Magazine Photo of the Week

Goldfish Outtake

Broken Column - Goldfish Outtake

JPG Magazine online just voted my Happy-Go-Lucky Goldfish photo of the week. Once again, I didn’t even know it. Someone from the website said, “congratulations.” I love this photo series as evidenced by my jumping goldfish logo. The photo on this blog posting is an outtake from the original shoot.

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Seeking Out Master Craftsmen (Women, Really. No Joke.)

Portfolio Detail

Three months of lessons and lots of practice to make 7 of these guys.

A lot of advertising photographers invest in hand-made portfolio housings. They are the finishing touch to a lot of hard work and make for an impressive presentation. I hand-made my own portfolios and slipcases because it seems like a really important part of the process. How could I entrust anyone to the task of making a book for my work? I had just finished shooting for an entire year, working on a new style and vision, and the vision couldn’t just stop there. The craft should continue from the digital world and carry through to the physical one that wrapped around my printed pages. I’m a hands-on kinda person and I love research.

I sought out Barbara Mauriello, a brilliant and highly regarded bookbinder, conservator and artist, who agreed to take me on as her student, to become a one trick pony. That is, to learn screw post bookbinding techniques, the style in which many commercial photography portfolios are bound. I also joined the Center for Book Arts on 27th Street, to rent their bookbinding studio equipment, a remarkable resource for an archaic craft. I later assembled the books in my basement workshop.

After four long training sessions with Barbara and months making countless “test books” using dozens of different fabrics and techniques, the real books went into production, with the goal of making ten in total, knowing a few would be ruined along the way. Two Three of the books didn’t make it. After all, I was just an apprentice, more or less copying what the master demonstrated.

As an added element to my books I designed my own logo based on the iconic jumping goldfish photo to create a copper die for imprinting the covers. No, I didn’t make that myself, too, I sent that out to engraver, Owosso Graphics, in Michigan.  Sophia Kramer was my mentor on this part of the bookmaking and with infinite patience taught me how to use the kindly used, but ancient, Kensol 36T, three-ton press (ooooh, sounds impressive, doesn’t it?) at the Center for Book Arts.

They’re done, they’re gorgeous, and I’m sending them out in the world (not unlike my teenage daughter to college) to see how they fare.

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On The Topic of Master Craftsmen

Shooting from the Hip

In the Mirror...

In reading The Craftsman, by Richard Sennett, I was reminded of the guild hierarchy: an apprentice spent 7 years before becoming a journeyman and the journeyman, another five to ten years before earning the title of master craftsman.

After years of producing elaborate, complicated photography projects, my new style of work has become rather intuitive, natural and technically comfortable. Unconsciously, a natural perspective and a vision evolved out of years of experience. At first, however, I didn’t trust it; the process seemed too easy to me. Yet after a year of producing fun, new, portfolio images, I had to acknowledge my talent had become quite innate. I have become a master craftsman, not a charlatan wearing the Emperor’s New Clothes.

Sennett also notes that, “Masters should be pestered to explain themselves,” in a way that makes their process clear to others. That was meant in the context of training future masters, but I’d like to think it also pertains to relationships with clients. After all, everyone benefits from the dialog and the outcome is better work. And so I offer up this blog, without much pestering.

This new portfolio will never be finished. It’s a work in progress, always. Not just for the sake of marketing, but also for my own satisfaction and personal growth. I have to keep reminding myself, this portfolio took decades, not months, to develop—years spent honing technique and craft until it’s become second nature.

Now, I promise not to let this go to my head.

Or think that I’m wearing really nice clothes, when it’s just jeans and a t-shirt.

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Visions and Portfolios

Ladybug dripping from espresso machine ©2009 D.A.Wagner

Ladybug dripping from espresso machine

So, here I am, launching a new portfolio of work feeling as excited and motivated as one can be, even in the midst of all this economic disaster. Photography consultant, Selina Maitreya, has guided and groomed me over the past year for this event. We’ve looked at the vision, voice, and process of my work and clearly identified them, and then I set about the journey of reinventing myself one step at a time. At times I felt a bit disoriented and wanted to take the easy path, returning to old habits. Gradually I got my orientation and the vision emerged from some undefined region of my brain. As it turns out, contrary to popular belief, John Medina’s research shows that some parts of our adult brains stay as malleable as a baby’s. Lucky me.

Selina and John have both proven that, if we choose, we can create new visions and new ideas if we put our minds to it.

To make a comment on this posting, click here.

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