Shooting Themes

As you know by now we're really big into shooting themes or looks that carry a common thread. We chalk it up to experience with publishing. Generally, projects that get the most press follow a general idea or pattern. It is the same reason why editorials are published more than just random images. Furthermore, people that participate in editorials as a model, photographer or even makeup artists and stylists tend get more publicity. But there is another reason aside from just having a theme.

Having a theme is critical for editorial publishing and some periodicals can accommodate several in a single issue. Quite frankly a theme or an editorial can be anything but it will often be slated toward the general audience preference and type of publication. But from a purely logistical perspective shooting themes simply make more sense. I much rather shoot just denim for instance, if denim is the general theme; then I  know precisely what kind of vibe and atmospherics I'm lighting for rather than try to shoot denim, swimwear and gowns all in the same venue and time unless that's the goal. Models tends to perform better as well. Having a central idea is conducive to her posing and manner of expressiveness.

All Rights Reserved
©heliosimaging
SIRCUS™ Magazine Double Cover Edition Issue 9

It's also great for MUAS and stylists. Shifting dramatically from casual to formal then chic to gaudy can create a nightmare when trying control foundation, concealer, colors, eyeliner and then clothing and accessory changes. It's bad for the model's hair and skin and quite frankly there is less synergy because there will always be that visual disconnect because everyone may be on a different creative page.

In summary, themes are important. When I want to shoot denim and that's what I cast for then I really want to shoot all sorts of different denim looks, not bikinis and dresses and lingerie and anything else unless it plays into the theme. Let's do that on another day. 

If we're doing swimwear then let's make it a full day at the beach and shoot all sorts of swimwear with different angles, lighting and backgrounds. Let's go to the lake and then to the beach or pool. It's much easier to manage the shoot. The best case for me if we're shooting denim and we want swimwear included then the swimwear should be denim. Oh yeah, denim swimwear exists and it's awesome. Otherwise, I've learned that it's best to have nutlike smaller shoots over a period of time than trying to get all sorts of different looks at once. 

The upside is that no one will get exhausted and start underperforming. I believe it's also why SIRCUS™ magazine Issue 9 was so successful. Superior models, great casting and styling and a central theme. Everyone knew it was gonna be and only be swimwear with a few bonus looks. It made everything more cohesive and easier to manage.