Photography is vitally important to the work we do. There is not a single project where images — both moving and still — are not considered. With this in mind, it is important to develop and nurture a number of creative and productive collaborations.
Central to these relationships is art direction — a key skill for designers and photographers alike. The ability to define a clear brief, agree concepts and approaches, and lean into a photographer's skill and expertise in pursuit of the perfect image, is invaluable to the creative process.
Being able to talk through your intentions with skilled photographers so all can deliver the kind of images that remain long in the mind is often the difference between good work and great work. Here at FortyTwo Studio, we are fortunate to work with a number of creative imagemakers, and not because we are fickle — we have a long list because these are people in demand!
In all seriousness, each shoot has a set of criteria that better suit certain photographers. Their approach, style and how they work in specific sectors all play a part in our decision-making as a studio.