Jason Christopher, LA Commercial & Fashion Photographer Bio

Recently I shot a catalog or sometimes called a look book. A designer will call me asking me to shoot their new creations.  Normally if everything on the designer end goes smoothly, I will shoot two seasons ahead.  So this shoot which is for Simply Mimi,  we shot this in August of 2010.  The collection is Spring 2011.  The time table isn’t always exact but everyone does their best to get the designs manufactured in time for the shoot.  This will give the designer enough time to design the catalog / look book, send it out to her buyers and ship her orders to the various stores in time for the season they were meant for.  Trust me, it NEVER runs that smooth and on time lol.

So this is a small sample of what I shot.  Now let me explain something to you guys.  You might be saying to yourselves that it looks really boring.   Well, it is  !  Shooting look books is boring UNLESS it is a look book for Gucci etc.  You get my drift I’m sure.  However, the bare bones fact is that I would rather be shooting than sitting in a cubicle all day answering a phone or working the drive through window.  ” Welcome to Kentucky Fried Chicken may I take your order please?” as I spit my gum out that I’ve had in my mouth for the past 8 hours !

Catalog / look book shooting is easy, quick and you make a pretty penny for a days work or two.  Do I put all my catalog work up on my site ?  Heeeelllllll no !

I show my artistic side and creative side on my site.  IF the look book is cool enough then I will put it up on my site.

So what is involved in shooting a catalog / look book ?  As you can see the lighting is all the same.  You MUST bring out the texture of the clothes and show them well.  This is not about being fancy and artistic with your lighting with dark shadows and moods.  These look books are for buyers of major department stores and they want to see the garments they are investing in.  Sometimes I will also shoot a lifestyle shot or two or three etc. to go along with the look book if the client asks.

So there ya go.  One of my recent catalog / look books.  Hit me up with any questions you have.  Trust me, I haven’t included every detail in this post because I am trying to get you all to think about what else is involved and ask me questions so we can get some interaction going 

Here we have from left to right; fashion model, designer, Jason Christopher- photographer and a fashion model.

When I am shooting a  fashion assignment I am disciplined to the point where I only shoot the amount of images I feel I need to capture my vision or the client’s vision.  There is absolutely no reason to shoot until you fill a card, which these days could mean 400 or more images per card.  I’ve heard of some photographers who will shoot a thousand images for a portfolio shoot!  That is pathetic!  You know what that translates to?  A VERY insecure photographer who has no idea what he or she is doing and has no vision.   The photographer doesn’t have a plan, can’t see his vision unless he shoots it.  Doesn’t know his technical skills or communication skills.  It could be any of these or all of them that is causing this long drawn out shoot as a result from over shooting.

I used to work in the movie industry behind the camera.  On episodes where we had an inexperienced director we knew the days were going to go in to overtime which was good in a way because more often than not we would go into triple over time……..big paychecks.  But for the production company that meant over budget and the main reason was because the director would over shoot by thousands and thousands of feet of film, which also led to the obvious major over time for the crew !  It’s no different for a still photo shoot.

Many photographers are shocked when I tell them the size of my CF card I use most often is 2 GB.  That’s because with my 5DMark 2 shooting at 100ISO I get about 72 – 76 frames which gives me two different clothing changes.   When I was shooting 35mm film we got 36 frames per roll. At the end of that roll you had to reload.  Now let me also say that if I am shooting an editorial or an ad campaign I use the same small cards and also have much larger ones on hand just in case the client wants to see more.

For this post I will use a portfolio shoot as the main example.  So a model would come to me and back then we charged per roll.  And one roll equaled one look.  After the first look / 36 frames we moved to the second look and so on.  If you as a photographer couldn’t capture that great one shot the model needed in 36 frames you had to use another roll at your own expense!  You couldn’t tell the model she had to pay extra because she was paying per roll and it was just expected that you got the shot after one roll.  Everyone worked that way.  All photographers worked this way.  If she bought a 3-roll shoot that meant we shot 3 looks and no more.  If at the end she wanted an extra look she had to pay my fee for an extra roll.  It was that simple!  So someone please tell me why it should be any different now that we are shooting digital.  Just because we have the technology to shoot a thousand frames for a portfolio shoot does not mean we should. Who wants to sit at the computer all day and night editing out the bad shots? I sure don’t. My place is behind the camera, NOT in front of a computer. Sure there are certain little things I need to do in the computer, however, I wanna be shooting more of the time than sitting at the computer.

I personally feel that many many many photographers of this new generation have not only lost discipline, they haven’t even learned it!   If the shot doesn’t look right then don’t hit the shutter button!  Simple!   If the model isn’t giving you what you want, then you stop, pull her aside and have a short heart to heart just like a catcher does with his pitcher in a baseball game.  The catcher doesn’t let his pitcher just keep throwing pitch after pitch with the same or worse results.  Do you see the comparison?  You don’t just keep shooting and hoping for the model to read your mind as she gets more tired and frustrated.  You use your people skills that you are supposed to possess and constantly fine tune just as you are constantly fine-tuning your photography skills.

By the way this is also good practice for when you do shoot that ad campaign and HOPEFULLY the client, art director, creative director are not all sitting around getting bored, frustrated and wishing they hadn’t hired you because they’ve realized that each image they saw in your portfolio came about from shoots like this where you had to shoot thousands of images to get a few usable ones!   Portfolio shoots and creative tests are great for training your eye and fine tuning your skills for that day when you do get that big ad campaign and you run your set like a five star general with confidence pouring out of your ears and you are directing your model or models and shooting efficiently, shooting only the amount of images you need because you KNOW when you have gotten that shot you need to satisfy your client.

I had a model friend who told me that for a large ad campaign he was shot by Horst P Horst.  All the lighting was done, set dressing, make up etc.  it was time to shoot.  The model gets on his mark, strikes a pose, Horst shoots two frames and says  “That’s a wrap!”    And everyone started to wrap as usual thinking nothing more.  That’s because Horst was confident, the client knew it and trusted him.  If Horst says he got it, then he got it.  In the end no one knows how many or how few shots it took to get that campaign shot.  In the end what matters is if you kept your shoot on budget, didn’t stress the model, pleased the client and have a fun relaxed shoot.  This can only happen when you are a disciplined photographer, who does not over shoot, spray and pray and lose control.

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Recently I had the opportunity to go to Nashville and shoot an up and coming country singer  named Hannah Bethel.   I got the call and was thrilled !  I LOVE Nashville !   The people are friendly and the state is just beautiful.  I also love country music.  Now I have been to Nashville several times but never in the middle of the summer. Well living in Southern California my whole life I’m used to heat , but dry heat.  It was sooooo hot and humid in Nashville that I couldn’t keep the sweat out of my eyes while I was shooting lol.

So the next step to this project was talking to Hannah herself  and throwing around ideas for her EP cover, back of the EP  as well as press kit shots.   Even though I had been to Nashville before, I still don’t know the surrounding areas and locations like I know the locations here.  So that meant obtaining some location shots and having them emailed to me.  Once we decided on the concepts Hannah had someone go out and just take some shots with a point and shoot.  So I get the shots and the locations are beautiful.  We got some nice green field locations, a really cool flowing stream, a straight long road lined with wild flowers etc.  My imagination started over flowing with ideas.  The only problem was that even though I knew what time of day the shots were taken, the shoot was still about a month away which means the location of the sun in relation to those photos was going to be different.  But that’s ok, that is something you work out when it’s time for the shoot.

I also had to use my imagination to visualize where Hannah would be placed in the shot.  This is where I want to stress how important it is that what makes a good photographer is not just his or her lighting skills but that they have that sixth sense of being able to “SEE” the shot before you shoot it.  That cannot be taught. Having an inner eye is a God given talent and you better be able to tap into it if you are going to be successful. But I had no idea what time each different shot would be taken and where the sun would be at that specific time.   It’s not like I could just call Hannah on the phone and say I’ll be right over to do some test shots so we can figure out how we want each shot to look.  So that made this whole process a bit more difficult.  But again, that’s ok because I knew I was flying into Nashville a few days early so I would use those days to go with Hannah and check out each location and note where the sun is, how the sun affected her, where the shadows would fall etc.

But before going out to Music City there was much to be done.   Hannah sent me photos of the clothes her stylist got for her.   I needed those photos so I could put the whole scene together in my mind and also make sure that the shots were designed around her music and her personality.  How did I get to her personality ?  I talked to her on the phone alot of course, looked at her Facebook page that had just regular photos of her in her daily life and I spoke with her manager.  I also listened to some rough cuts of the songs.

So now I arrive in Nashville and am slapped in the face with hot, sticky air lol.  We started our location scouting and to my shock the locations in the photos that WERE nice and plush with green were now brown and dried out.  The beautiful flowing stream was pretty much dried up and the wildflowers were pretty much non existent.   Alllll the planning of the shots, all my ideas and excitement went right out the window.  Well as you can imagine I was just lovin the situation at this point lol.  So I did what a photographer can only do in that situation.  I changed gears and scouted more.  I planned my ideas based on other locations that I liked better that even though were dried out, they had other characteristics that I could use.  For instance, an old abandoned barn, a long dirt road, etc.  I just changed the whole theme of the shoot and adapted as best I could.

Let’s move on….. I went to each location at different times of the day over the course of a couple days.  Now we get to the shoot day.  Living in Los Angeles the weather never changes in the summer. It’s just hot with no clouds.  Well as I was about to experience, Tennessee is not at all like that.

Big puffy white clouds roll by covering the sun every 5, 10, 15 min etc.  So I set up my first shot while Hannah was in make up and hair, the one with Hannah standing in the middle of the dirt road and everything looks great.  Hannah comes out of make up, I inspect every detail on her face making sure all the lines are clean and eyelashes don’t have any dried clumps of mascara ( my BIGGEST pet peeve) and tell everyone it’s time to shoot !

As I am shooting sweat is pouring down my face as I wipe it away every couple of minutes.  I’m drinking water like crazy.  Now the clouds begin to do their thing and cover the sun almost as if they are playing a trick on me.  Covering the sun, I wait for them to roll by.  They roll by I get off one frame and here they come again.  This went back and forth and I just had to succumb to the fact that the clouds ruled in this part of the country lol.  So eventually I made it through that shot.  I got some great images.

One thing to remember is not only do I have to be aware of the clouds, the sun etc., but also I have to consider and not forget that I have a subject / Hannah in front of me that is wearing make up and is hot and needs direction.  Remember, she is not a model or an actress so I am also directing her through all of this.  Not easy but….. fun !

We move on to the next shots and finish the day in the studio.  So this was a different kind of shoot in many ways.

1. I was shooting in another state.  I had to plan everything without actually being there.

2. I was shooting a singer, not a model or actress as I am so used to shooting.

3. I was working out in the elements of a totally different kind of weather pattern.

4. The locations I had chosen and planned to use totally changed and I had to choose different locations and re plan everything.

The major point is that as professional photographers we must be able to adapt to ANYTHING.  And in order to be able to adapt we must know our craft like the way we breathe.  This only comes from years of practice and patience.

Below are some behind the scenes shots and finals.  In all we shot five different looks.

I recently had the pleasure of photographing a new jewelry line by Flori Manning.  The designer herself called me from Chicago where she lives, we talked over the concepts, budget etc. and the next thing you know she is on a plane to  Los Angeles to shoot her look book with lil ol me.

We had a great model and some beautiful jewelry as well as great make up and hair.  One of my make up artists Lori Young did a great job with the make up and hair.

As for the lighting, I used my typical beauty lighting set up. One small white satin umbrella above the model and in front of her and silver reflector on a stand below to fill in any shadows and light up that jewelry.  We shot 9 different looks.  Here we see two of them.

When prepping for a photo shoot with a client who is based out of town you have got to be very thorough and write everything down from every phone call.  Ask your client to email you samples of the look they are going for.  The more specifics you get from your client the easier the shoot will flow.  Because there is no initial in office meeting, everything must be done via email and phone.  It’s not as easy as an in person meeting but it can be done effectively.

A bit more info on the technical side of a shoot like this must be mentioned.  In the first shot you see the model is wearing a necklace AND earrings.  In this situation I needed to set a very tight f stop to make everything sharp from the necklace all the way back to the earrings.  I set it to f/13, so my strobes were popping !  lol   In the second shot we don’t have earrings in the shot, however, the necklace must be sharp from the closest edge to camera all the way back to where it rests on the back of her neck.

Any questions or comments are welcome !

I recently was hired to shoot for a clothing line up in this cool club called Elevate in Downtown LA.  Drew Maw a cinematographer is doing a documentary on me and made this incredible video with his Canon 7D !

Fashion Shoot For Gods Daughter Clothing from Jason Christopher on Vimeo.

Behind the scenes video shot by Drew Maw. This was a photo shoot for a new clothing line called Gods Daughter.