Commercial Photography

Commercial Photography

by William Lulow

I have certainly written about commercial photography a lot because that is mostly what I do. Everything I shoot, except for the scenes I love to do, is done for someone else. I have been considering what that means in the scheme of things where photography is concerned because, many assignments these days, are given out to photographers who have been spending a lot of their time photographing something in which they are deeply invested.  An art director would come across a number of images from a photographer who was just out shooting for herself one day and it would pique an interest. Then that art director would reach out to hire that same photographer to shoot something a bit more mundane, perhaps. I have seen assignments work that way.

On the other hand, I have spent a lifetime devoted to the process of photography and how to refine it until I could rely on it time and again to yield the results I was after. But photographs aren’t always produced like that. Sometimes they’re “grab” shots. Sometimes they’re not professionally lit at all; maybe just made with available light. So, what does all the training and an abundance of equipment really produce? I learned what I had to learn about making images from a purely technical point of view. Having worked for some well-known photographers and large, commercial studios, I know what goes into producing a professional image. But these days, with new digital equipment and smartphones, everyone is a photographer. So what makes “commercial” photography so special?

One answer may be that to be successful as a commercial shooter, you need to literally be ready for anything. So, in addition to regular studio lights, props and accessories, I can also be a whole lot more portable and do some amazing things as well. I have a friend who does this almost exclusively.

A photographer who is really good at lighting and being portable is the well-known, Boston-based photographer Rick Friedman. Rick does some amazing things with light and he has been known for these exploits for quite a few years. Not only does he have a keen understanding of all types of light, but he also has the ability to explain very well what he does, which is why he is a highly sought after presenter at various photography teaching venues throughout the world.

Here is one of his famous pieces that uses a technique called “light painting.” (Photo used by permission)

Here’s part of Rick’s set up for a shot he did:

Here’s a link to Rick’s description of how the above image was produced and how this setup worked: https://www.dropbox.com/s/9s7yugntdwcwq67/RF%20light%20painting%20portrait%20of%20Keiko.final.mp4?dl=0

In addition to Rick’s set ups and overall knowledge, he is ready for any kind of assignment that might come his way. That is the mark of a true professional, commercial photographer. Rick has also had a career that has spanned the decades and has brought him many magazine assignments.

Here’s a link to Rick’s website where you can see more of his work:

Rick Friedman Photography

For my own part, I have also accumulated enough portable equipment to be able to handle any lighting situation that could arise. Here is a shot of one of my lighting cases:

This kit has two portable electronic flash units with Lithium-Ion batteries, plus I have another one with me in my camera bag at all times.

Also in this bag is my bounce card reflector, the cameras with assorted lenses, cords for various purposes and plenty of AA batteries.  I can often go out with these two bags and a couple of light stands and get some great images as well. Here are a couple made with just these lights:

This is a shot of singer/songwriter Iris DeMent with Phil Ciganer, owner of Beacon NY’s Towne Crier Cafe. This was done at the same time as I was photographing Ms. DeMent giving a concert.  It was made with my usual “rig” of a bounce light on-camera. The rest of the concert shots were all done using the available light in the club. Here’s an example:

Being able to switch to a different type of lighting in an instant, is one of the traits of successful commercial photographers. Assignments often come up where you are called upon to shoot different kinds of images at the same time. That’s when you need the expertise that comes with knowing your equipment and what it can do.