Category Archives: Marketing

Craftsmen Revisited…

Happy Go Lucky Goldfish

Happy Go Lucky Goldfish

When I was a kid, my dad had a workshop, his sanctuary really. There were countless days spent at his side, building or fixing something, always setting up some kind of power tool or hand tool, depending upon the project of the moment. Much of that time I would have preferred playing outside with my friends, but it was demanded of me to be my father’s assistant, like it or not. But, like it or not, I learned. I learned to wood carve, make moulding and furniture from scratch, frame out and build structures, weld pipes, repair radios, TVs, and clocks, wire electrical outlets, and on and on.

No matter the project, he would read up, dive in, then bitch and moan about something gone wrong – frequently crying out loud, “goddammit!” – but in the end the project got completed flawlessly, as if he were a master craftsman, when in real life he was simply a repo man for a truck company. His quest for excellence was overwhelming at times, as nothing short of perfect was ever acceptable.

What about all these bits and pieces I weathered in his shadow? I grew up having a real comfort level around power and hand tools and that now translates into improvising sets and finding solutions to the day-to-day challenges of photography. These days I don’t build so much; it’s more like I modify props and rig sets to suit my needs. Although I’m not adverse installing an outlet or replacing an old faucet, it’s a lot more fun drilling out the bottom of a fish tank to see if water spins in a vortex.

National Association of Photoshop Users – Editor’s Choice

Broken Eggs

Broken Eggs

I was tooling around the NAPP – National Association of Photoshop Professionals – web site (I’m a member) and discovered my Broken Eggs photograph is an Editor’s Choice for this this week. Who knew? It’s a nice way to end the week.

http://www.photoshopuser.com/members/portfolios

7/02/09 addendum – The week is over and you can’t find my Editor’s Choice photo any longer. But you can check out my Photoshop User Portfolio.

And, on another note, the final portfolio pages are being printed. This means Monday, the portfolios are ready to go out.

Something to Think About

The Crowd

The Crowd

Seth Godin wrote a very short blog entry, On the Road to Mediocrity. The basic point is, “The only way to get mediocre is one step at a time.” Don’t settle. Simply a brilliant insight. Well worth reading.

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.

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.

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.

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