How do you create the visual direction of a print campaign for example? Is it generally just about creating a mood board that sets the look and feel? Should it be specific (as in drawing or illustrating) with the pose and the framing?

Cause my thinking is more of the former where you give the photographer their own take of the idea. Curious to know how you do it.

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You do whatever helps get the final product closer to your vision. Most photographers or production artists are going to want you to be a little more specific than just a moodboard. Mood board + sketch + description. Generally speaking, you’re not paying them for coming up with ideas for you, they are executing. You’ll need to be considering the entire design and layouts of the whole print campaign and make sure the photo assets you are getting fit that.

But talk to your creative director and producer about what they think. It depends on the concept. And depends on the photographer. There’s just a lot to consider and it’s your job and responsibility to think through the details and make sure it all turns out looking good. Good luck!

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if you find yourself needing a photographer, or need help developing your project give me a shout!

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