I created a global standardized modular photography system for Amazon Prime that includes both lifestyle and still life photography. Because of varying messaging types and locations, both digital and print, Prime photography must be extremely flexible.
A high level of standardization makes it possible to combine subjects from any shoot and move them in our out of the foreground. Subjects are all shot with the same lighting schematic, camera body, lens and camera heights. This might sound a bit rigid, but taking setup out of the equation leaves more room for my cast to explore the scenarios and ultimately generates better images.
This modular photography system is truly global with deep libraries in the USA/Canada, Mexico, UK, France, Spain, Italy, Germany, Belgium, Luxembourg, Japan, China, India and Australia with more countries on the way. With each country I try to push it a little further and experiment.
Still life photography is used in smaller locations throughout the Prime experience where the use of full lifestyle loses its impact. The still life library is designed to embody the same movement and energy that the lifestyle photography does, just in a smaller and more Prime benefit driven package.
Because I am always trying to capture motion and interaction in Prime photography I try to only cast actors instead of “models”. My casting method for Prime takes the auditioners on a little bit of a wild ride. I look for how each person interacts with others, who is a leader, who follows, who is comfortable going outside their comfort zone, etc. I need to have the confidence in my choices to explain them to anyone and know that when it’s time to shoot, they will be able to perform. As they walk out, people often say it was the most fun audition they have ever done. I take that as a very high compliment, as I try to treat everyone from casting to the shoot as a customer.
On set I work hard to not only direct talent and the crew, but also to create an environment that is filled with energy yet comfortable. This I feel is very important to get the most from my talent and crew, not to mention—myself. I select my production partners carefully for this reason. Here, photographer Brandon Voges from Bruton Stroube keeps the rhythm of the shoot going while my marketing partners, stylists and other crew join in on the fun.