Photography
I used to model for Look Model Agency in San Francisco for many years. This experience has helped me be a good photographer because I know what it takes to get someone looking good, and authentic. I learned a good photographer makes someone look good by not only focusing on the outside; like hair, camera angles and lighting, but also experimenting with who is on camera in ways that are natural to him or her.
You & Western Digital
I was the lead photographer on this campaign, which was covering the breadth of the diverse employees at Western Digital. Whether that be ethnicity, career type and more. The most challenging part was how to get people who are not comfortable on camera smiling and having fun—all while shooting in a small 10 x 10 studio.
Establishing common ground with the 100’s of employees I took photos of was the most important thing. It allowed them to get comfortable with me and open up. Once I had them vulnerable on camera, it’s was easier to get them to laugh, which gave me a great starting point in getting the smile I needed. This may sound trivial, but as a photographer, or even video producer, the talent is reacting to you all the times. If the photographer is not enjoying him or herself, the talent will feel uncomfortable and start to look such. When I shot this campaign, I acted like every moment was the best day of my life, because that is how I wanted each of them to feel and look. This recruitment campaign gave Western Digital’s employer brand a more personal feel, attracted more people to apply, and instilled pride in employees that participated.
Website.
https://jobs.westerndigital.com
Billboard.
Across the street from Western Digital competitor, Micron.
Banner.
Located at recruitment conferences globally.
Branding Our Technology
I pitched this campaign to leadership, which was strategized lifestyle imagery showcasing Western Digital’s technology. It made sense to produce this because the company needed content to showcase who it was at its core. Previously, all other types of photography was generic, in the sense that is was mostly sourced from GettyImages. The generic imagery did not appeal to our technical target audience, who were in search of an authentic work environment.
I scouted the laboratories before, developed the shot list, met the engineers, and learned how they worked with their machines. Learning how the machines worked was challenging but necessary to make sure nothing looked or felt staged. Moreover, some laboratory environments can be disturbed by lighting kits, so I had to measure what was possible and what wasn’t with my equipment. Planning was my best friend and I actually got a new lighting kit to be agile enough to move through the environment. The end result was genuine photography that showcased the technical environment the engineers work in and a more salient brand.
High Profile Events
I approach live event photography like wildlife photography: if your subject notices you, they will act differently and you will ruin the shot. Good photography in this category is about anticipating your subject’s movement before he or she moves, so you are at the right place and time to capture the heart of the moment. I love imagery like this because they are powerful tools for employer branding and showcasing an organization’s culture. I appreciate the trust people put in me of capturing the special moments of athletes, actors, authors and politicians interacting with local communities.
Richard Sherman, NFL Superbowl Champion, poses with a fan.
Anupham Kher, Indian actor and the former Chairman of Film and Television Institute of India, gives presentation for charity, Akshaya Patra.
Billy Dexter, executive vice president and chief diversity officer of MTV Networks, signs an autograph for his book, “Making Your Net Work”.