Tuesday, May 1, 2007

Starting June 4th: Lighting 102

NOTE: Lighting 102 has begun. The first post is here.
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I have always thought that summertime was a great excuse to try new things.

Last summer, we ran a little experiment called Lighting Boot Camp, in which we assumed the identity of a fictitious photographer, Phil Phlashem, as he worked his way into freelance magazine photography by shooting a string of group assignments.

We started with a simple headshot and ended up shooting an artist-specific CD cover package.

When we began Lighting Boot Camp, this site was only about 60 days old. It had a few hundred regular readers and a small body of archive information. Still, over the course of the summer, we ended up with hundreds of photographers from around the world completing shared assignments together. More important, they were learning from the photos created by their fellow shooters.

Now, Strobist has over a hundred thousand regular readers and a large body - over 500 articles - of lighting-related articles. So, we're going to try another session.

Like many things I do, the original Lighting Boot Camp was totally made up as we went along a loosely structured journey through some of the various genres of assignment photography. As a group, we now have the critical mass to do something more lasting and comprehensive. Many of you are already doing some amazing things with light, as evidenced by the rotating faves gallery. Quite honestly, the work I put up on this site pales in comparison to what some of you are posting on Flickr.

Rather than be depressed about that, I see it as the best possible outcome. My goal here is not to teach lighting, so much as to create an environment that elevates the craft of photographic lighting on a mass scale. I prime the pump, you experiment and share your results, and we are all the better for it.

The goal of the Lighting 102 series is to make this process both more efficient and more inclusive. We'll also archive our results as we go, so anyone can start up at any time and get up to speed.

On June 4th, just over one month from now, we will be starting from scratch, so anyone can participate. There is no fee for the program, and you are certainly free to come and go as you please. I am giving some advance notice so people will have time to set up a Flickr account with the required waiting period so they can post photos to a group for the first assignment. (Like Lighting 102, Flickr basic accounts are free.)

Also, some of you may need some time to read up, or gear up, or both. But more on that in a minute.


What to Expect

Here's what I hope you will get out of Lighting 102:

• An organic and comprehensive way of understanding and controlling light.

• An enhanced creative process, by comparing your results with those of photographers from all around the world.

• The knowledge that good lighting need not be expensive.


We will be starting in the table-top subject mode, so you will not have to be cajoling roommates, friends or significant others into posing for you. Not to say that the techniques will not be appropriate to use on people - they will. But I realize that many of you might be doing these shoots at 11:00pm in the living room after the kids have gone to sleep. Heck, that's when I will be writing about them.

There will be plenty of discussion, both here and on the Flickr threads, about the various topics we will be covering. We'll be learning new techniques, talking about them and applying them in regular group assignments.

I want to make this as interactive as possible. I also want to get full value out of the wide range of perspectives, experience and ability of the readers of this site. This will allow us to do things that no physical classroom environment could accomplish.

We will be starting off at a basic level, but I hope the more advanced among you will not be put off by that. Over the last few months I have been developing what I think is a novel approach to understanding lighting and I want to use that as a foundation. Which means stating from scratch.


Between Now and June 4th:

First, if you have not done so, sign up for Flickr ASAP. That is where we will be posting photos from the assignments. And you really do want to participate, as comparing your results to those of many, many other photogs from around the world will show you the lateral range of creativity that can spring from a given assignment. Far and away, this will be the most valuable aspect of the process.

The free account will be just fine. Although at $25/year, the "Pro" account is a very good deal for what it offers. But as you know, I am not about unnecessary money spending. So let your wallet be your guide.

Either way, you want to do this first so you will have time for the required waiting period before posting to groups. So sign up and post a dozen or so photos and get comfy with the process of posting and tagging your pix.

Next, you will want to join the Flickr Strobist Group. It's free, and worth every penny. This is where the Q&A, discussion and picture posting will happen. There are already over 3,000 discussion threads there, most of which are about off-camera flash. Good stuff.

As for prerequisites, you should read your way through this site's Lighting 101 section if you haven't already. This will give you some good, basic background in off-camera lighting gear and technique. It will make a big difference in how much you get out of Lighting 102.

There is no required text, but I highly recommend Light - Science and Magic, 3rd. Edition. IMO, this is the best lighting book ever written, and I will be referencing it for Lighting 102.

(Much of the content in the 3rd edition is in previous editions, so if you have an earlier version you'll probably be fine. The photos and page numbers will be different, tho.)

This book has more raw lighting know-how (with less ego) than any other lighting book I have ever seen. We will not just be tracking the book, by any means. But it is a great reference and companion, and I highly recommend it. You can find a full review here.

As for lighting gear, We will be starting off in one-flash mode. But later on, there will definitely be opportunities to use a second flash if you are so-equipped.

I brought Moishe in on the planning early on, and he has gone to the trouble of putting together complete lighting kits. He has stocked a bunch of them. But as a cautionary note, I honestly have no idea what kind of demand this course will generate. So it will be first-come, first-served.

As an aside, Moishe has put a lot of work into researching, sourcing and stocking the gear that is appropriate for both the kind of lighting we'll be doing and our limited budgets. That's a tremendous help for a project like this, and I thank him for his effort on our behalf. Really, folks, collecting this gear from the motley crew of far-flung manufacturers is a job and a half. The one current bottleneck is silver umbrellas, which is has in decent stock numbers now, with another shipment expected May 8th. He will advise of the current status on the kits page.

And the Pocket Wizards sale is still on, last I heard.

If there are holes in your gear situation, this is an ideal time to patch them. And if you want to gear up for June, the early birds will get the worms.


One Small Request

The lighting info is cool and all. But the hidden gem in this series will be seeing the results of all of the other photographers. I can show you theory and technique. But combining that with the huge amount of talent and creativity contained by the readers of this site is what could make this a fantastic experience.

It's one thing to learn a new technique or approach. But to see the results of a thousand other photogs applying what you just learned will instantly show you the near infinite possibilities afforded by every photographic situation. Anyone can learn a technique. Our limiting factor is always creativity and ideas. That will be supplied by your classmates. And I can assure you that there is no one reading this that is looking forward to seeing all of the results that I am.

I think we will get a boatload of participants. But the more, the merrier. The value of this experience will be determined by how many people participate.

To that end, I am asking you to use this advance time to spread the word a little.

If you have a blog, (or a major TV network...) that's obviously a great way. But you can also let others know via message boards or forums, PJ school classmates, your camera club, Digg, whatever. Every little bit helps.

If you need a "permalink" to this post, you can get it here.

And I can't tell you how much I am looking forward to this project. Hope to see you there.

(Cool megaphone shot by TheParadigmShifter.)

Dove: The Ugly People Strike Back

Well, I guess Dove's Photoshopped Beauty is a cultural icon now. Because the parodies, they are a comin':

Sensor Cleaning Demo

Thomas Hawk knows how to clean his sensor, but does not know how to edit video.

A Brief Note to RSS Users

I will be updating some archive posts today, to have more current information in front of a big announcement (which is also coming later today.) So expect a few re-do's from the older posts to pop up in your aggregators.

Monday, April 30, 2007

Back In My Day, We Used Cardboard

Photojournalist David Honl is marketing a store-bought snoot for those of you who feel funny shooting a Fortune 500 CEO with a cereal box stuck on your flash.

He also has a velcro'd bounce-card/gobo thingie, too.

I'm sure they work fine, and all. But my last box of Frosted Flakes came with a free pedometer inside.

I'm just saying.
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(Via Digital Rangefinder, a blog run by a real, live college photojournalism prof.)

Sunday, April 29, 2007

Speedlighting the Runway

Local photog (20 miles down the street in DC) and Strobist reader Larry Dortch has got himself a spiffy lil' video photo blog, where he talks on camera about shooting and whatnot.

He just put up a Quicktime movie detailing how he approached a high school fashion show with a coupla Canon speedlights and some Pocket Wizards.

It's all good. But the best thing is, I think I found my new exit line for the next two weeks.

L,P and HG,
DH

Flickr and You, Part 3: Case Study - Sara Lando

This is the third part of a four-part series. It begins here


In each of the final two parts in the Flickr series, we'll be looking at a photographer who is also a Strobist reader and using them as an example to explore some specific ways they could be better use Flickr to reach the people who may be interested in their work.

Milan-based, up-and-coming photographer Sara Lando is quickly developing into a one-woman force of nature. If you don't recognize the name from the Flickr Strobist group, she may be better known to you as rent-a-moose, one of a half-dozen or so people in our group who choose the moose as their mascot for a Flickr name.

Sara publishes several websites - including one under the Moose Rental identity. She also blogs in both English and Italian.

As if that's not enough, Sara has just published a book via Lulu.com, entitled "Faceless." She is getting noticed in the photo world, too. Her work is part of this display at VisualContest07.

With all of these irons in the fire, the goal I would suggest for her would be to use Flickr to unify her different exposure venues. But, more important, to better use metadata on Flickr to introduce more of the right kinds of people to her work. By "right kinds of people," I mean the people that will either buy the rights to reproduce her pre-existing work, of commission her to create new images.

There are two steps to this process.

1. Use tags to funnel people to her work.

2. Use her Flickr profile to establish her strengths to prospective clients.


Funnel is a Verb

Let's back up for a moment.

Flickr has millions and millions of photos in its library. Many of them are very high-quality images - certainly worthy of sales and/or publication. It is inevitable that some sort of monetization scheme will develop around them. There is too much at stake for Flickr (which is owned by Yahoo) not to do it.

But how will people search for these images, and what determines which pictures they will find? More than anything else, the pictures that appear will be determined by proper tag selection and "interestingness."

To illustrate a point, let's look at this photo from Sara's stream as an example. When I choose the photo on Sunday afternoon, it had 517 page views, and the following six tags:

Mask
Self
Color
Word
Couch
Photoshop


All appropriate tags, of course. But would they lead a photo researcher to Sara's work? Probably not.

To improve Sara's position in Flickr's search results, I would suggest adding the following tags. The parenthetical comments are my reasons for adding a given tag. Note that quotes are used for multi-word tags.


"Sara Lando" (Don't ever want to forget that one)
"Lando" (In case researcher could not remember, or misspelled, Sara's first name.)
Milan (Sara's location - very important for local assignment work.)
Italy (See above)
Portraiture (Sara's specialty)
Portrait (See above)
People (variant on the portrait theme)
Sofa (Content previously tagged above, expressed differently.)
Stripes (Theme)
Animals (Content)
Self-portrait (Theme)
Woman (Content)
Masks (Do not limit yourself to singular nouns.)
Brunette (Theme)
Identity (Conceptual theme)
"Conceptual Photography" (Genre)
Chicken (Mask-related content - you never know.)
Dog
Wolf
Frog
Toad
Cat
Goat
Donkey
Mule
Animals
Disguise
Pink (Theme)
"Sun Dress" (Content)
Dress (Content)
"Pink Dress" (Content)

Starting to get the idea? Structuring your tags to respond to varied - or specific - and complex - or simple - searches help people to find your photos. Leave bread crumbs so they can find you.

And it is critical to have your name as a tag in your photos. This allows people to branch out laterally to see other images in your file.

So, given all of these terms, who is going to come out on top of the searches?

Well, that depends on how the researcher organize the results. You can choose "most relevant," which will return (on a quality basis) a pile of unranked crap. Which is why a professional would not be using those parameters.

They would more likely rather see the results ranked by "interestingness," a nebulous term that partially depends on how many times the photo has been viewed. Flickr very smartly uses you - its members - to help create a hierarchical ranking for its photos.

Which is why how many times a photo has been viewed matters greatly. And that, as you can probably now guess, is why I linked to the Sara's photo rather than just display it. By looking at it, you gave Sara a "view," which moved her up in her search results.

You want to funnel people to a selection of your best photos by whatever means possible to improve your placement in the search results. This may mean linking to them on your website, if you have one. Or submitting your best photos to as many appropriate groups as possible.

If Sara had a more sophisticated tag structure on the photo, this exposure could work for her in a big way. Appearing in a search result means someone is one click away from learning about Sara and seeing her photo stream.

If you do not believe me, consider this. How many photos do you think have been tagged as "Mountain Dew" in Flickr?

Thousands, actually. Yet click here to do a search on Mountain Dew and see who comes up on the front page. It's yours truly, with my beverage of choice.

Is that the best photo on Flickr of a Mountain Dew can? Certainly not.

But the exposure and page views that it has previously gotten means that it gets displayed on page one of the search results.

Bear in mind that you do not have to generate huge page views with all of your photos. But you do want to concentrate page views on a few of your best photos. This makes it easy for people to find your photos, which will lead profile to your profile and Flickr stream and contact info. You can see why you would especially want to carefully and completely tag your most-viewed photos.

Fortunately, it is easy to retroactively add tags to your photos. And because of the interestingness thing, re-tag your most-viewed photos before the others. Always go for the low-hanging fruit first.


Your Profile, Your Doorstep


Okay, now that you have gotten them to your Flickr page, what's next?

You want to establish your name and your availablility to shoot photos for other people. Beyond that, you should highlight your strengths and the qualities that separate you from other shooters.

In Sara's case, her intimate portraits and her whimsical illustrative style make her a strong candidate for many kinds of editorial and advertising assignments. Her unique style is her greatest asset. But just as important is her Milan location.

Why Milan? No reason, actually. She could be anyplace and her location would still be an asset.

Now obviously, you can't swing a dead cat without hitting a photographer in a fashion center like Milan. And I am sure that there is fierce competition for local assignments in that market. But that is not what Sara should be going for at this point.

Her goal should be to be as many out-of-town companies' person in Milan as possible. Because then, she is not competing with all of the locals. She is competing with the out-of-town photographers who will be adding travel-related fees to do a job in Milan.

Advantage: Lando.

Hopefully, you are starting to at least see why you should have geographic terms in your tags. With proper use of tags, Sara instantly vaults ahead of every Milan-based photog on Flickr who does not use geographically based tagging.

She may want to consider "geotagging," too. This is just a graphical representation of the word-based version.

Back to the profile.

At the time of this printing, Sara's profile offers two fact about her: She is female, and taken. Other than breaking hearts all over Flickr, the profile accomplishes very little.

Consider this alternative:

My name is Sara Lando. I am a Milan-based photographer specializing in people and conceptual illustration.

I was recently chosen as an exhibitor in VisualContest07. You can learn more about me on my other sites, either in English, or Italian.

I can be reached at (contact info.)


Then, directly under that, I would place the same text in Italian.

(UPDATE: While photographers are clearly hooking up with clients on Flickr - including the widely publicized Toyota campaign - it is technically against the current TOS. The wording of the TOS seems to be more tuned to yard sales and the World's Oldest Profession.

So, while you can clearly identitfy yourself as a pro, you may wish to not be explicit about availability and pricing in your profile or captions.)

Sara might choose to include or exclude some of her websites. The blogs were used as an example.

But the important thing is that in a brief summary she establishes herself as a professional who is available for assignment or stock. She demonstrates that she is bilingual - a very important asset for foreign clients, with English being the new Esperanto of the internet. She points to objective and positive assessment of her work. Finally, she provides contact info.

By simply restructuring her tags and profile, she has jumped to the head of the Flickr class for potential clients looking for a Milan-based photographer.


Next: Part 4 - Case Study: John Dohrn

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