Sally Bjornsen is a National Photographer and Photo Stylist Representative. Representing Commercial Photographers and Photo Stylists who specialize in advertising, conceptual, interiors, lifestyle, still life, food and fashion. Full Production provided from estimating to casting to location scouting to final completed photoshoot.
It’s His World and We’re Living in It — Q Caylor Waxes Eloquent on Art Direction
As an extension of still photography, video projects often
come with bigger payoffs — increased customer engagement, an amplified
aesthetic and elevated brand presence. But with that comes an increased
complexity from an art direction point of view. This week, we had the chance to
catch up with seasoned Art Director, Q Caylor, who recently finished five
Pottery Barn videos based on their upcoming fall book.
It’s easy to see why Q’s an asset to any team. He
projects an obvious ease and confidence in directing a large team and project
with many moving parts. Couple this with his kind and unassuming manner, it’s
easy to see why his skills are sought after by huge brands like Pottery Barn
and Target. Here he shares some of his observations on art direction:
Tell me about
the Pottery Barn video project.
This was a cool opportunity and challenge to leverage still
work that the team had done and take it further with video. Using stills from
Pottery Barn’s Fall Book, our goal was to put the videos together in an
engaging way, generally lifting the aesthetic and brand presence.
are the advantages of one over the other?
It’s a lot easier
to retouch a still shot. For video, product samples have to be as accurate and
in as good of condition as possible. And, like the move from film photography to digital,
there's suddenly so much more you want to try while you're shooting. It takes
forever to prep — in this case, we saved at least half a day on location by
piggybacking on the styling done the day before for the fall book.
does your work in stills and video influence one another?
design, its the same principals; they just happen over time.
would you describe your own personal style or the assets that make you a good
The art directors
who get the best work out of a shoot are the ones who will not compromise on
getting the best shot possible. The art directors who you want to work with are
the ones who make everybody involved feel like their contributions are vital to
the best outcome and are actually pleasant to be around.
What’s your approach to creating
the perfect ambiance?
On set?? Nothing
beats a great soundtrack!
was the inspiration for these Pottery Barn digital media shorts and how do they
support the brand’s aesthetic?
The main request
for all of these spots was to capitalize on and incorporate as much of the
great still photography that was done for the fall book. Taking those elements
as a starting point, it was all about building on the season's focus by
incorporating an editorial flow, motion typography and music. How
do you creatively manage the shoot? Collaborate with the stylists and
I work closely with
the producer to put a great team together and with the client to create
storyboards that clearly lay out the vision for the spot. The storyboard
becomes our "Truth" document that the entire crew works from to get
every shot we need.
direction do you see digital media taking for a brand like Pottery Barn?
It’s the world
we're all living in. Even for a legacy brand like Pottery Barn, the core
customer may not be at the leading edge of technology, but they're getting
closer to it every day. And any new customers are going to likely be found in a