Injecting Emotion into Advertising Photography
When thinking of advertising photography, one typically envisions refined images of products, sophisticated campaigns, aspirational lifestyles, or meticulously styled models. The goal is to arouse a feeling that resonates with the viewer whether it be nostalgia, joy, excitement, desire, or curiosity. This, then, compels action.
What separates good advertising photography from truly unforgettable work? Emotion. In a competitive visual market, making a human connection with viewers is essential for standing out, capturing your audience’s attention, and making an impression.
Emotion is a universal language! It is the most powerful tool in my arsenal. On set, I create a space where I invite emotions to appear, flow, and flourish.
The Photographer’s Role in Drawing Out Emotion
As a photographer, it is part of my job to create visual storytelling. This begins with building trust. Before I even take out my camera, I organically engage in personal conversations with the talent about their lives, their experiences, their aspirations. These conversations, though they might appear as small talk, may become windows into emotions that we are about to explore in the creative process.
For the image pictured below, I asked the dancer, the talented Kelly Cabrera, to imagine the loss of a loved one. Suddenly, her expression shifted. While moving and living through that story, she brought forth that emotion and amplified it as her posture softened, then collapsed at times, perfectly aligning with the mood of the moment.
On another particular luxury brand campaign, which required a sense of timeless elegance, the model and I worked together to evoke a wistful, almost cinematic mood. Subtle adjustments to lighting, movement, and facial expression made the difference between a static image and one that felt alive.
A Model’s Secret Weapon: Acting Classes
I have often encouraged models and dancers to take acting classes! Those who have studied acting bring an entirely different energy to the set. When collaborating with individuals with this level of experience, the difference is palpable. They understand how to embody a character, create a mood, and maintain continuity throughout the session. It adds layers of storytelling to the moment and to their movement, displaying their emotional range, whether advertising photography, lifestyle, or editorial.
They do not just perform a movement or hold a pose, they inhabit the frame, and they bring an entirely new dimension to the images we create. This skill not only enhances the quality of their work and the final images but also results in a more efficient and pleasant experience for the entire creative team.
The next time you step behind the camera or in front of it, remember it’s not just about the picture. It is about the narrative, the established connection, and the lasting impression you create. That’s where the magic happens.
