This past weekend I was surrounded by some of our industry's most creative minds, while judging an Addy competition. While in debate over many submissions the conversation of production value came up (for those that know me...it's one of my favorite topics). My background is to look at a concept and a straight image and make sure it is executed accurately (meaning the production value is right on) - regardless of budget. In this instance we had to take many factors into consideration. With this came the definitive answer from the group "CONCEPT RULES". I of course did not say this...as I am from the mind set that production makes the concept rule. So my take away from this is while I know production is VERY IMPORTANT, in the mindset of a creative director, art director or a very open art buyer - CONCEPT does RULE. A good image could be a good image (which I experienced this weekend) but if the concept is not there...it gets lost very easily. Remember: You are speaking to creative people who are constantly on the search for an amazing award winning concept and you have to be that person/photographer who can execute it (and hopefully understand it).
The mention of CA (communication arts) was also used often and was used a a grading scale. As I mentioned last week, the CA contest is coming up and it was another reminder for me to tell you again- how important CA is to the creative minds that you want to hire you.
So CONCEPT RULES...what does that mean to you? Does your portfolio or website show your CONCEPT VALUE (a new term I am going to use)? Can you execute and understand a good concept?
Food for thought...
Comments