Newsletter May 2021

As I sit here with my coffee in hand, in the midst another lockdown, I unexpectedly feel gratitude. This year, as trying as it has been, has highlighted community, commitment and resilience. We have felt these sentiments around us, holding us up above water, and so we feel inclined to return the favour and showcase some of the incredible Atlantic Canadian businesses and brands we have worked with recently. Our interest is to continue to find ways to elevate this community - whether it be through the work we do, or through finding meaningful connection through the arts. Take a look at who we've been working with below, as well as a new segment of our newsletter where you can find my personal recommendations for film, music and other art forms.

We recently had the honour of putting together this video for Surette Battery Company Ltd. Surrette Battery has been a life source for the people of Springhill, and is the only independent battery manufacturer in Canada. This family run business is thriving and we’re thankful we got to help them tell their story. Big thanks to Skyline Studios for collaborating with us on this one and to Haylo Branding & Marketing for bringing us in on this project.

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Maritime Gourmet Mushrooms Collection

JIVE was recently short listed for the Communication Arts Photography Competition for this series of Maritime Gourmet Mushroom shots. We were honoured to be recognized by an internationally representative jury of creative directors and photographers. 

This collection of shots inspired us to learn more about fungi and mushrooms - what we discovered was their incredible potential to be a sustainable material that could change the face of fashion and even the way we build structurally.

One of my greatest personal joys is immersing myself in the world of film. This year there were two stand outs among the films I experienced. First, "Nomadland" lives up to the hype - Best Picture winner at this years Academy Awards, "Nomadland" is an absolute must-see. Frances McDormand is a special actor - she embodies such a presence, such charisma. Incredible film. "Minari" follows a Korean family who moves to Arkansas in search of the coveted American dream. This film is easily one of best I have seen all year and Youn Yuh-Jung was well deserving of her Best Supporting Actress win at this years Academy Awards. It will remind you of what truly makes a family and you will leave touched and moved. I would love to know what you think of either or both of these films - never hesitate to reach out with your opinions of recommendations.

Why hire a Professional Commercial / Advertising photographer ?

Picture this - you’re a marketing manager at a company when you realize your project is going to require a professional photographer. In the past you’ve used an employee who is an amateur photographer, and although you’ve had some success going this route - you just aren’t accomplishing the level of quality needed. So now what? Well, now you need to try and find a qualified photographer who will deliver results that exceed your expectations. 

There are many ways to find a photographer that you can trust. The first step could be as simple as asking business associates in a similar business to yours for a referral. Knowing in advance that the professional this associate has worked with has delivered good results is a great way to make a decision with ease and confidence.

Another valuable approach is to do a Google search for Commercial/Advertising photographers in your area. The internet is your friend and can help you shop multiple options for the job. Have a look at the portfolios of the photographers you find and keep an eye out for work that is cohesive with your vision for your project. On top of being able to browse existing work you should be able to find testimonials, their years of experience etc. Once you have identified 2-3 photographers you feel good about you can move forward by requesting quotes from each of them. You want to do this not only for pricing comparisons, but also to see how each of the companies responds. In order for a photographer to be able to properly price out a project they should respond with a list of questions for you about the particulars of the shoot. This is how you can tell they know their stuff. The answers to these questions will help inform the overall cost and provide assurances as to the number of and the type of images you will be receiving. You want to have as much information as possible, and both ends should be very clear of expectations and what is being produced for the given estimate. With this information you will be prepared to choose the photographer that best suits your vision and needs.

Once you have made the choice of photographer, the next step should be a meeting or call in which the photographer gathers vital information from the client and/or marketing agency. For example, at Jive Photographic we ask all new prospective clients the following question at the beginning of every discovery call - are you presently working with an Ad Agency or Marketing Company? Depending on the agency's involvement, they should be able to answer all further questions and provide us with creative direction - if no agency is involved, we would be looking to communicate directly with your marketing department. Once the line of communication is made clear additional questions would include but are not limited to; 

How many selected final images are required? 

Are descriptions of the images required? (For example, photos with or without people, interiors, exteriors, portraits, architecture, still life/product shots?) 

Is talent required? (And if so who is responsible for the casting/scheduling?) 

Can we do a site visit prior to the shoot shoot date? 

Who will be our point of contact during the shoot? 

What is the turnaround time on delivering final images? 

What is the highest resolution required for output? 

Is there a need/preference for vertical vs. horizontal framing? 

Does the client want to own the images or only license them for a fixed amount of time? Etc.

These questions are intricate to ensuring you receive exactly what you have set out to achieve. The difference is in the experience. By choosing to go with a professional photographer, you are choosing to go with someone who has dedicated their lives to understanding how to deliver their clients needs. Executing based on the answers to these questions will lead to a happy client and this is how we at Jive ensure we exceed your expectations.

Moral of the story? Planning, preparation and knowledge are the keys to achieving a successful commercial photoshoot. One where the client ends up with images 

that serve their needs and helps them grow their business. Don’t forget - we succeed, when our client succeeds. 

The importance of hiring a Professional Photographer

So you need to source a photographer to take some commercial photos for your company. Where to start ?

Obviously you can do a google search for commercial / advertising photographers in your general area. But before you do any of that, you first need to ask yourself a number of questions.

• Why do I need these photos taken ?

• What message do I want these photos to convey ?

• Where do I intend these photos to live ?

• How long do I want these photos to be relevant ?

• Am I concerned about using existing employees (is the high turn over in your company) ?

• What do I have allocated in the marketing budget for this ?

• Do I need to have more money allocated to the marketing budget to do this properly ?

• Most importantly, how much time do I have to commit to this project ?

This last question is maybe the most important of all, because if you are like most people working full time in a marketing position, you are flat out as it is, so hiring an experienced commercial photographer is really the wise move, because you are getting their guidance. Experienced commercial / advertising photographers add instant value by being able to provide what is required to execute the project and not waste any of your valuable time. 

Okay, I know this sounds like a lot of work, but it really isn’t that bad, and it’s short lived. By planning properly you won’t need to revisit this photoshoot thing for quite awhile. We have been called upon on more than one occasion to do a shoot that was previously completed by a photographer that simply lacked the skill set to realize the clients vision. It’s not a blame thing, it’s most often a lack of experience in knowing what the right questions to ask are and being able to realize that vision and more importantly add value to that vision. That is really what you should be paying for. My goal is always to try and over deliver on whatever the ask is. We want our clients to say that we exceeded their expectations, however big or small the shoot is. 

To sum up, do some research on who the best commercial / advertising photographers are in your area, look at reviews, look at websites, look for years of experience. Basically, don’t rush into any decisions before doing a bit of homework. It’s a big investment and you want to get good value like any other large investment.

Professional photography is more essential than ever before

Professional photography and video have always been an item on the marketing budget that seemed expendable – it’s mistake number one. 

Today, many small- to medium-sized businesses know the value of both video and photography. How could you not in this social media world? DIY photographers have taken over most of this medium. But the power of great photography and video is more valuable today in your marketing budget than ever before. 

Displaying professionally taken photos alongside your social media posts makes them far more likely to be engaged with by your target audiences. It grows your brand and organically reaches more potential customers. 

With about 445 million photos being posted per day on social media, well thought-out photography and video shoots with professionals are essential. They take marketing campaigns to the next level regardless the size of your business.

So why are these two formats very valuable to your business? The way your business is portrayed visually reflects your brand. High-quality photography and video are vital for most businesses' primary marketing tool: your website. Although many people use DIY photography for social, I suggest using a mix of professional photography and DIY. It gives great visual content along with some spontaneous moments.

For many businesses, a photography and video budget may seem overwhelming with so many costs adding up to the overall marketing budget. A well planned-out photography or video shoot can give you a great bang for your buck. Planning is crucial since it allows you to leverage the photographer's time to its fullest potential. To ensure this, meet with the photographer first and review concepts and ideas to make sure you are both on the same page. 

Make lists for shot, wardrobe and props, and send them to the photographer before the day of the shoot. Be prepared. Review the lists and discuss the best location for the shoot ¬– whether at your business, exterior or in-studio. Make sure you have full access to the location to run into the least amount of interruptions, saving time and ensuring the shot list is completed. 

Hire models and choose props that reflect how you want to be seen. Review these decisions with the photographer, as they can give you the best advice on choosing the right elements for the shoot. 

If you are the decision-maker, be on set. You should be available to approve the end product, or at least ensure someone trustworthy is making these approvals. Make sure retouching is included in the budget. It’s an important part of photo production.

A well-planned photography shoot will ensure capture of the best images. Yes, our appetite for information is fickle but great professional photography tells your story without saying a word. A professional photographer should be able to get the value proposition of your brand and translate it into photography and video. 

Relevant content is going to be increasingly more important in the coming years. And professional photography will continue to become an invaluable service in delivering your brand to market.

Jive Photographic Productions is offering all services at a 50% discount for those affected by COVID-19.