A Photographer's Four Deadliest Words

"JUST TRY TO RELAX"

Photographers always say you just have to "relax" to make a great photo...  But is that helpful at all?  I mean, relax into what?  

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Telling someone to relax is like telling them not to think of a orange elephant.  It doesn't work.  Most people start to worry that they aren't relaxed enough, creating an unfortunate downward spiral.

I have asked every single person I've photographed for years...  "What are 2-3 words you really want your image to convey?"

The word "relaxed" has never come up.  Alert, full of integrity and knowledge.  Looking like you have the key to solving my problems...  Open to collaboration as THE authority in your field...  That's what people tell me they want.

For that to happen you need a clear process to relax into.  A predictable framework that ensures consistency, while at the same time is customised to each individual.

Yes, of course being relaxed does help the process and facilitates better images.  But there is one critical element that most photographers get completely wrong.

Being relaxed isn't your responsibility.  It's the photographer's job...  To simultaneously be relaxed and make you feel relaxed.  To give you a clearly defined method or process that gets consistent results.

I built our process from the ground up.  It took me about a year (shooting headshots almost exclusively) to work out exactly what feels meaningful in a headshot.  I slowly tweaked and refined until I was getting that result over and over.  And then I reverse engineered the outcome, creating the method we use today.

We never tell you to relax.  We never have to.  Before you arrive you know there's a recipe we follow.  When you do arrive we set the intention and expectations immediately...  The same way, every time.  Because it works.

So instead of asking you to relax, we give you a very simple roadmap.  When you know where you're going AND how to get there, the road suddenly becomes much smoother. 

That allows you to move forward with confidence - and in the end, it means we can create the most powerful, connected portraits in the world... Every single time.

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