The Mystery Dance

What Do Those Clients Want?

Sometimes clients, especially advertising clients, can be mysterious creatures, keeping their cards so close to their chest you might wonder what game they’re even playing. The higher the fee, and the closer you get to the world of fashion, the more bizarre the dance becomes between client and photographer. Allow me to illustrate…

In 2011, I did a series of photographs called ‘Hydro-dynamics’ with a superb stylist, Michele Faro.

I was hoping this rather abstract idea might attract the attention of a creative agency, perhaps even land a commercial application for the series. While I really believed in the pictures and we sent them around, it was radio silence for well over a year.

Finally, a very hip NYC creative director contacted my agent about an interesting project to illustrate fragrance. I figured they must be responding to these ‘Hydro-dynamics’ images and was keen to meet and discuss how to proceed. When I arrived at the office (super cool place, great books, all the earmarks of an interesting creative agency), we exchanged niceties and, because I was eager to get to it, I brought up what I thought was the subject at hand. I basically said, “So you’d like me to illustrate this idea with something like “Hydro-dynamics”?

“Well, it’s up to you. You can do anything you want. I’d love to hear your ideas.” While I was happy to be asked for ideas, it felt a little strange - why would he want me to come up with ideas when the most obvious one was right in front of us?

My impulse was to say, “What the hell are you talking about!?”, but intuited this would be a mistake. I was obviously engaged in some sort of courtship ritual, one that a more seasoned professional might know about, but was new to me. Eventually he agreed that something like ‘Hydro-dynamics’ could be a good approach, but this was never spelled out explicitly. All the spelling was left up to me. Why the mystery?

Another example - I had been working with a fashion jewelry brand for years when one day the doyenne of the company, a tough cookie, wanted to see any ideas I might have for their next campaign. I did some testing, tried out a few different approaches and sent the film along to the art director. Again, radio silence. This time I didn’t get the campaign, but since I was close to the art director, I summoned the courage to ask what had happened. The report back was that the client had seen some other pictures she preferred and decided to go in that direction. I asked what pictures, perchance, had inspired their new direction? Turns out they were my pictures! She gave the campaign to someone else based on editorial pictures I had taken earlier that year. WTF?!

I don’t have a universal answer to the question, “What do clients want?” but I believe it helps to think of this relationship as a dance. Clients, especially your snazzier clients, won’t tell you what to do, that would undermine the supposed independent spirit they pride themselves on hiring. Some want to see if you’ll dance for them, or acquiesce, challenge them or be seduced. Some clients don’t say much because they want to hear what you have to say. They are looking for intangibles with their own eccentric criteria. The best thing you can do in this situation is boldly and respectfully be yourself. As I’ve said before, you wouldn’t have gotten this far if there wasn’t something in your work - now they’re looking at you, the whole package.

Sometimes the dance can be an awkward, a two-left-feet affair. All clients want you to be you, it’s just that sometimes, they won’t like what they see. Since this usually cuts both ways - you’re better off in the long run.

One day, however, you’ll meet an art director, producer, editor or creative director who shares your eccentricities and that can lead to great collaborations. At the beginning of your career you might get stuck with a few awkward pas de deux, but have faith that eventually, if you stick to your instincts, you’ll find the right dance partner.