Interview with Robert Semrow, The Pawtographer – Part Two
It is crucial to a pet business to incorporate animals into their advertising. After all, it is the animals your product or services helps, but it’s the pet parents who make the purchase. So, what is involved with including pets into your product shots or lifestyle images? We asked Robert Semrow, The Pawtographer, more questions on the subject.
Is your studio portable?
I can certainly shoot anywhere. I have a lot of equipment and props that are much easier to use at our studio, than to try and take them to a location. One of the things we really excel at is working with the animal, and being able to create a new scene on the fly. We really try to make a visit to our studio an unforgettable experience. I’ve done location shoots, and you really need to work with what is available at the site. That’s not a problem, but I like to have the flexibility to capitalize on the animals personality and fun side.
How can your photographic style be applied to commercial needs?
I think we really excel at showcasing different elements in our portraits. We have a good understanding of how to work with animals. So for us, shooting for commercial needs is something we do well. Additionally, we have garnered a lot of interest in licensing our images and we continue to speak with companies about those opportunities.
This is a little different. Pretend I’m a client with a line of dog shampoos and conditioners. I need a great shot of a model washing a dog in the outdoors for an ad. How would you approach this problem?
First thing we would do is get a clear understanding of what the clients wants and what they are attempting to convey with the picture to potential and current customers. Then we would scout a few locations for the shoot. Additionally, we would work on creatively constructing the scenes. From there, we would work with the model and the dog to get them comfortable and work on getting the right shots. It may sound funny, but we would also have confirmed that the dog(s) that would be washed would be comfortable in the water and with the product on them. All to often, I’m told that the animal we are set to shoot is perfectly behaved and will obey numerous commands, only to find out that really isn’t the case. We are also pretty good at working around that as well.
What is the benefit of a “live shoot” with an animal as opposed to using stock photography in advertising?
Stock photography is usually less expensive. However, the ability to be creative and work the product into the shot is greatly diminished. I really enjoy being able to work the product into the shot and convey the message desired to the audience. For me personally, I also think it gives the advertising a little warmer feel to have a live shoot with the product.
Do you have any experience with shooting pet consumables? If so, do you work with a specific food stylist?
I have yet to shoot any pet consumables. I know it would be fun. I don’t have a hair stylist, let alone a food stylist. However, I’m sure both would help. LOL.
Check out Robert’s work at www.thepawtographer.com.
About the Author
Dara is a brand identity and marketing design strategist at 7 Lucky Dogs, a leading consultancy in marketing to “pet parents”. Through customized marketing and brand identity packages, 7 Lucky Dogs helps you discover what makes your company, product or service different from your competitors. We then translate this differentiation visually into a logo, product packaging, an E-commerce site and promotional materials to reflect those unique attributes. We make our clients look credible and memorable to their prospects while they increase their bottom line. As the owner of 7 Lucky Dogs, Dara is passionate about helping independent pet businesses stand out in front of their competitors and attract more clients. She blends business smarts with creativity with over ten years of design experience with formal education in both graphic design and marketing.
