Photography Has a Purpose

Photography, when used commercially, has a purpose.

This purpose is to sell something. As a creative director, my job is to ensure that the final photographs can be used to communicate to a specific audience-the people we are selling to. In that regard, the choices aren¹t always about what looks the most artistic, or what we as individuals prefer, but what will be effective when the photos are used. Therefore, in some cases the emphasis is on mood, in others on beauty, or drama or any of the multitude of dynamics that allow photography to be such an effective communication tool.

Working with good photographers, models and makeup artists in this pursuit can be an exhilarating experience. When everyone is contributing towards a common goal, the final result can be extraordinary. And that is basically a creative director¹s job, to provide an atmosphere where ALL the creative input, from everyone, can be assembled into a usable and effective form.

Finally, a creative director ³directs² by providing the photographers, models and makeup artists with a clear objective. Then keeps everyone moving in that direction. The word ³team² has become a catch phrase in corporate America, but in producing effective commercial photography, the phrase is genuine.

-Roy Tucker

Learn more about Roy Tucker and the Adesso Group by clicking here