I have spent a lifetime studying this and a special thanks to The Milwaukee Journal Sentinel and MKE for teaching me SOOOOO much more in an organized and numerical way. Much appreciation. They taught me how much time an image has to get it’s point across, how to create grabbing and informative covers, how to select web images and how to order them - and no, no based on instinct. Most newbies in the biz guess, jump in, and do what they feel is right… With nothing other than opinion backing them up. When you learn the science behind images in print vs online vs on a billboard vs on signage and for display you’re entire relationship with making commercial project develops. There IS reason and logic behind campaigns and it STARTS with the image. The image is the single most important thing to reaching an audience fast. Be SURE what’s inside it conveys what you want. Intrigue? Curiosity? Sexuality? Smartness? Clever? Quirk? That’s just the tone. Now you have angle, light, use of colors, subject type, brand (of course), location, and sooooooo much more. For absolute success you need to think every aspect through. Too many amateurs take short cuts; yet maintain expectations of success. I’ve never seen a campaign project, my own as well, that when done improperly - fast, not thought through, un-critically, be lasting and bring in the numbers one wants. Ever. What I have experienced in my over 15 years of working professionally is with organization, proper think through and research, analytical scope, sketches, careful selection, etc - is always success. Get the most out of your $ and projects - take the time to do it right the first time rather than fumble along. Hire a pro team. Listen to them (if they understand these aspects of image making). Communicate. Share. Get excited. Is it a guarantee - nothing is, BUT it’s as close as you’re going to get. Not every shooter understand the balance if analytical visualization combine with that instinct of maintaining passion…. I always had aesthetic awareness, but it’s the years of working with some of the lovely (amazing) artists and directors and designers, and being a lifelong learner, that taught me how to think about more than what I like or what my personal taste is. And one continues to evolve. A great director selects their battles, listens to their team, trusts the talent they have and steps in to intervene when needed. A great director says no. A great director teaches how to get what result you want; wether it be to the talent on set with emotion, or in think tanks by seeing the downsides of ideas. A great director director pushes themselves and others to do better, but doesnt force if everyone resists. (Who has the energy). A great director cares about others. A great director communicated and shares. I’d love to hear more about what a great director is to YOU.