from a scream to a whisper

Some photographers scream, some whisper with their images. As a commercial photographer in a midsized midwestern market I sometimes have to do both.

At the moment we’re working with a local jeweler to create some new images for their website. The company’s whole identity is about to be redone and the creative team (jeweler, agency, web designer and photo studio) is starting from scratch. It’s also one of those jobs without a huge budget (but will provide other benefits) so there will be artistic freedom for the whole team.

Photograph copyright Michael Czeiszperger. Simple and straightforward, the pattern and texture do all the talking with quiet help from Michaels overhead lighting (more info on the image at his flickr page). See his beautiful people photos and read his blog at learningtosee.org .

It just so happens that I got a call today from a young photographer friend wanting to rent our studio to work on a very similar jewelry project for her uncle. The stores are also revamping their look and they need new images for the website. Before getting all of the facts she’s already come up with some very creative ideas for the photography involving models, props and textures. What she described to me on the phone will make for some very beautiful photographs.

Conversely, I agreed with my jewelry client that their products should be shot alone on simple white backgrounds. Is that because I lack creativity or passion? Am I skating a bit because the budget is tight? No, it just seems the right thing to do…in the big picture.

As a young photographer I always wanted to make a statement with each shot. That meant pouring creativity and sweat into every picture. Now that I’m older I still want to make great photographs (every bit as much) but I’ve realized that often means exercising restraint. On a project like this, yes, there may be reason for a couple of elaborate or lifestyle shots. But what are we really photographing here?

Sometimes we get to take the lead and create photographs that scream our artistic talents. And sometimes, as in this case, the real artist is the jeweler. Our job, as photographer, is to show the artist’s intent, the feel of the metal, sensual curves or strong angles, the magnificent sparkle of diamonds or the richness of colored gemstones. This wouldn’t be particularly well served by busy backgrounds or complex ideas, I don’t feel. My client (the jeweler) agrees. While my contribution and experienced jewelry photography skills (and macro photography equipment) are critical to the success of the images, it’s the jeweler whose voice should be heard.

My contribution is just the whisper in the consumer’s ear that tells them that, “yes, this is the jewelry for you”.