Photographers: Push Your Art Directors

Hopefully you recall the brilliant Subservient Chicken site from way back. You type in a command and the chicken executes it. Funny shiznit, right? But how bored do you get how fast?

Me? I used to be a sucker. Back in the day, I’d linger at that site for a 3 or 4 minutes. Today? I’d get bored in five seconds.


Unless after every command I issued the chicken, he did what I asked and then added something of his own. Something totally exceptional and unexpected. Like a backflip. Or the worm, or a karate chop to the camera, or better yet, he produced a chocolate cake.

And you know what? In my experience, the art director, creative director, the photo editor people–whoever are that people that hire you to create pictures–are exactly the same. If you continue to deliver the expected and nothing new, they get bored. Sure they’re safe in part – it’s why they have a job – but they’re perhaps a little bored. And they might be bored by you. And in the creative world, boredom equals death.

For the first three quarters of my somewhat short career in the business of professional pictures, I was the worst offender. Client said “that looks great!” I called it a wrap, tossed my camera to my assistant with a point of flair just like you’d find on a button on the suspenders of a waiter at TGI Fridays. Ugh. For years, I thought my job was done when the client was happy. But now…[click the ‘continue reading’ link below…]

…now it’s when the client says she’s happy that I really start to work hard. That’s the starting point.

Look here. You’ve got to realize–and I get sick to my stomach every day when I listen to people who don’t get this–that you are getting hired by people for your creative vision and your ability to execute. You’re a professional. You’re not a monkey with a trigger finger and a D90. If you’re getting hired, you have vision. Period. And you’ve got to trust that vision and better yet, you’ve got to put it to use.

A vast majority of the ADs, CDs, PEs, want nothing more than to be associated with making exceptional work. But like most photographers I know (myself included for years and years in my past) the people who hire you are also driven by fear and the false belief that good commercial or editorial art meets baseline objectives (this color, this composition, this expression). Everyone on set is protecting their mortgages. Well, I’m here to tell you that that’s, in large part, crap. And it is crap that happens to be is in a self-perpetuating cycle, unless you choose to smash it. Good art meets baseline objectives, but then kicks them on their head, walks all over them, lights some of ‘em on fire and finds a new solution that wasn’t even in the creative brief. Call it magic? I don’t care what you want to call it. But once you get the “client happy” picture in the can (and never run amok without getting that “happy” shot in the can…NEVER without it, because remember the mortgages…) that’s when you should push hard. Turn the concept on its head. Ask for permission to go nuts and try things and break rules and create something that means something to you inside, even if the schedule only gives you ten minutes. Keep that AD from boredom. Keep her mortgage, but give her an opportunity to share in that rare thing that got you hired instead of somebody else. Just try it.

These are the times when truly remarkable pictures get made. When you push your AD, they get fired up and throw some ideas right back. Your creative energy will be contagious. And in the end, if you’ve done well, your AD will thank you for it. And you should thank them right back. Because they’ll come back to the shop looking like a hero, which–if you can create something that feels great to you and makes them look good at the same time–is exactly what your job is really about.

Don’t be a chicken. Do a backflip or make a chocolate cake.

79 Responses to Photographers: Push Your Art Directors

  1. Neisan March 25, 2009 at 10:39 am #

    Awesome post! You really start being an artist from that point on

  2. Jennifer Jeffrey March 25, 2009 at 10:40 am #

    This was JUST what I needed today…

    I’m a copywriter, not a photographer, but the very same principles apply. I have a lot of happy clients, but you’re right – why stop there?

    Stepping it up, adding a fresh edge… that’s what will set me apart from everyone else who does “good” work.


  3. Poppa-D March 25, 2009 at 10:42 am #

    Wahoo – I see backflippin’ chocolate cakes in my future!

    Funny enough I usually tell myself I am going to get the ‘safe shots’ and then really mix it up – chase my own artist vision down the rabbit hole.

    Somehow I run out of time – or more precisely, I don’t MAKE the time to backflip my choco-cake.


    Thanks Chase,
    Darren Stevenson

  4. Craig March 25, 2009 at 10:44 am #

    Great post Chase! just the push i need to get off me arse! (slight fake irish accent implied)


  5. March 25, 2009 at 10:46 am #

    I’m going to do a 540 and make nachos.

  6. David Burke March 25, 2009 at 11:00 am #

    Great words of wisdom. Thanks for the extra push!

  7. Dave March 25, 2009 at 11:23 am #

    Hey Chase,
    Excellent post. I couldn’t agree more. Always pushing and reaching for more creative solutions is key to producing fresh work. However, I do think there are some exceptions, especially as you go lower down the photography/advertising food chain. Sometimes clients need safe because that is what their clients are asking for. Sometimes it’s a fear of trying anything new. Sometimes though, the clients have very specific reasons why they want to play safe. We as photographers may not be privy to this information. It can be because of their brand identity or their mission statement. Most times it’s because they know who their consumers are and have done extensive research as to what works with their specific consumer base. There are a lot of consumers out there that wouldn’t understand the subservient chicken type of advertising. There are also a lot photographers out there shooting for ad agencies who’s clients are marketing for those consumers. I think as photographers we really need to look at things from the clients perspective and along with being creative, making sure we are providing a solution that fits with what they need. I know my clients that like to be pushed and the ones that don’t. I know that pushing my more conservative clients is going to make them uncomfortable and may drive them away. Is the work a little less fulfilling, maybe. But they are good clients and I’m not about to let them go. A few years back their was a local photographer and agency that did a series of really cool shots for a recreational vehicle company. The ads and photography won a lot of awards with in our industry. However the ads failed miserably in the marketplace because ultimately the ads spoke to advertising creatives and not the people that buy the product. I think your overall point is spot on and an excellent reminder we need to push ourselves. I just think it’s good to remember not everyone is working for high end agencies that are willing to take risks in order to create the next hip ad campaign.



  8. Mark March 25, 2009 at 11:26 am #

    Well said Chase! For me, since I don’t have an AD ;), and I mostly take landscapes or photos outside for me the pushing is about going to new and different places at interesting times and being there to try to “capture” with my “eye” and “vision” what I run into. But I don’t run into those things by sitting home on my butt, its only be getting up before the crack of dawn and getting out there that sometimes great things happen. Right time and right place with hard work to get there and vision to see. Like hiking 20 miles into the middle of Olympics and getting up at 1 am to climb a mountain, that’s the only way to get this photo.

  9. stoodles March 25, 2009 at 11:35 am #

    As an AD I say thx for posting this. It’s surprising how often a shooter won’t bring anything to the table.

    Let me ask you this… as someone on the other side. What can I be doing (aside from hiring YOU, of course) to encourage this with photographers I work with? It can come off sounding disrespectful. What would you like to hear?

  10. Anonymous March 25, 2009 at 11:43 am #


  11. Chuck Carver March 25, 2009 at 11:46 am #

    Chase –
    I gotta start by saying great post, we as craftsmen or artists have to push our comfort levels, lest we become something less than what we are or were meant to be.
    I will agree with Dave that we all have or have had clients that don’t need or want the extra goodness that we would like to give them. That the work that we already strive to do our best on is “good enough” for them, sometimes thats just the way it goes.
    But I still think that there is always that next client waiting just around the corner waiting to be wowed.

    Thanks again for the good words and reminding us of what we need to hear.

  12. Abraxsis March 25, 2009 at 11:47 am #

    I totally agree, I was the Head Art Director for a toy company until widespread layoffs occurred last year. It was that experience that has pushed me to take up my first love and attempt at making a living with it. My artists worked their fingers to the bone for me, and by doing so gained my eternal respect.As well as earned more work, and excellent paychecks. IF I ever take up the role of AD again, I have my loyal art army ready to go. AD and Artists is a give and take relationship, in the right balance everyone wins. But I never got a chocolate cake, so I feel a little slighted now.

  13. Ron Dawson March 25, 2009 at 12:06 pm #

    Great post Chase. Just today I was Tweeting/lamenting the fact that everything I see (in both the photo and video worlds) seems alike. I want to see something fresh. Your post was apropos. Thanks for sharing and inspiring.

  14. Peter Bang March 25, 2009 at 12:07 pm #

    great advice. well said!

  15. Chase Jarvis March 25, 2009 at 12:50 pm #

    @ dave: thanks for your thoughts. notice that i said get the happy shot first, then push on. even if pushing it isn’t about lighting somebody’s hair on fire, it might just be shooting with a longer lens… but regardless, your job is to give them something different. beyond what they are asking for, after you got the main shot. push.

    @ anon. link is fixed.

  16. Anonymous March 25, 2009 at 12:59 pm #

    It’s important to remember that the assignment would not happen without the client otherwise it is just personal work. Doing art for art’s sake or for just “pushing it” is fine but if it is not authentic to the client’s brand than what’s the point? The power really is in the hand of the AD, CD, etc. to present a vision for the brand that aligns with the talent and work of the photographer. One could argue that making the client happy is only relevant if you are spending the entire shoot delivering images that push it versus just trying a few cool things that they may or may not ever use. I think it all begins in the collaboration and pre-production phase to set the tone and spend the entire shoot creating killer images that advance the brand.

  17. Isreal March 25, 2009 at 1:04 pm #

    Thanks for the reality. It makes sense and I appreciate a seasoned vet, putting it out there for all of us to grasp on our trip to the top.

  18. JeremyCharlesPhoto March 25, 2009 at 1:34 pm #

    thanks, i needed to hear this.

  19. Dave Wilson March 25, 2009 at 1:46 pm #

    I like what a lot of athletes say (skateboarders mostly), if you aren’t getting scraped up or breaking bones, you aren’t trying hard enough. Very true. Great post Chase!

  20. lisa b. March 25, 2009 at 2:20 pm #

    Well written and well taken to heart!
    If given the opportunity to offer shot options with more creative edge, I’ll eagerly put myself out there for my director!

    -and Abraxis,
    don’t feel slighted- I’m sure your ‘army’ had those choco-cakes in their tool kit ready to go if you thought you needed it!

  21. Dana March 25, 2009 at 5:01 pm #

    you’re my hero! Thanks for the inspiration! on a lower less worldy level…I’m a student at Brooks Institute of photography, paying lots of money to get better at what I love to do…so people will pay me money to do it. Getting the technical assignments in are such a drag and it’s brought my creative juice way down. Thanks for sharing your Gatorade :) I think you just saved me.

  22. Craig Ferguson March 25, 2009 at 5:08 pm #

    I think it’s David Hobby who said that the average client doesn’t know that a competant photographer can bang out a mugshot in 30 seconds, so you can spend the next few minutes experimenting. There’s even more freedom when it’s a model, product etc that you’re shooting as they probably don’t have to be in a board meeting or something 5 minutes later.

  23. Ryan March 25, 2009 at 8:22 pm #

    Great insight, as usual. I suppose pushing the creative envelope can also mean copying Chase Jarvis–*ahem*–what?

    Copying is the highest form of flattery, no? Chase, you’ll likely recognize this shot. Stumbled upon it during a search today.

    Maybe it’s not copying. Could be that phenomenon you’ve posted about before where two people shoot almost the same shot without knowing it. Either way it’s quite similar to a series you did. Your images are better, of course :)

  24. jaclyn March 25, 2009 at 8:41 pm #

    i love this! QUITE inspiring….just what i needed to hear. OK, I’m going to make a chocolate cake now.

  25. geehae March 25, 2009 at 8:56 pm #

    truly inspiring post. thanks for the shared wisdom

  26. Maximiliano Monterrubio March 25, 2009 at 9:45 pm #

    Very inspiring, I’m not even a photographer, but I do love visual arts and I’ll try to do my part. So much way to go but I’m feeling enthusiastic about your thoughts.

  27. G3TFR33 March 25, 2009 at 11:04 pm #

    “Overdeliver”, like I’ve heard you say before, Chase— thanks again for the words of wisdom! (and a sudden hunger for CAKE)

  28. Danie Nel March 26, 2009 at 2:17 am #

    Amen! I’m a very busy editorial, publicity and commercial photographer, and busy-ness often takes away the hunger for the exceptional. My mentor from years ago had this mantra:

    One shot for the client; one to be safe (clients often know less about what is usable than you); one for you (read: set the concept on fire).

    thanx for a neat post.

  29. Anonymous March 26, 2009 at 5:52 am #

    Haha.. That’s Funny..


    A chicken..

    A human-chicken..

  30. watzabatza March 26, 2009 at 5:54 am #

    Haha.. That’s Funny..


    A chicken..

    A human-chicken..

  31. Neill Watson March 26, 2009 at 6:03 am #

    Dead on, Chase. But I see from the comments not everyone is getting it. Back to knashing your teeth a little more.

    Even if the shots end up in the trash folder, at least it’s showing there’s an alternative. It’s one of the reasons I always try not to get sucked into ‘What’s your day rate?”
    My answer? “We work until the job is done, no change to the fee. If I want to try something, you don’t have to worry about the invoice getting bigger”

    Keep up the thought provoking stuff, it’s good to read that others think the same

  32. Gert March 26, 2009 at 6:17 am #

    This sounds like hard work and getting off your butt.

    No wonder you do such amazing work. You are driven by the same hunger that you see in most successful individuals.

  33. Brian Reyman March 26, 2009 at 6:27 am #

    Great post.

    Ford once said that if he’d given the people what they wanted, he would have built a faster horse.

    Innovation requires risk, thanks for the reminder.


  34. Ed Z March 26, 2009 at 8:27 am #

    Good points! I couldn’t agree more! It’s funny I was actually just writing about something similar on f1point0 about us photographers selling a “service” and not just a “product” (the photograph). I quoted/referenced this article too, hope you don’t mind :-)

  35. Studio55 March 26, 2009 at 9:23 am #

    That was truly an inspirational post…….kept me thinking a lot and gave me great insights……

    I’d love to hear more about how you got into the Commercial Business cause down here in Brazil it’s a damn closed business for new guys to get in….

  36. IKON16.COM March 26, 2009 at 9:44 am #

    I’ve always been a advocate of getting the safe boring shots in the can and using what time you have left to really push the envelope. I try to do this with my lighting as much as the concept and boards. Although without Jarvis status you have to be a bit ballsy to push hard with a larger client, especially if you have not worked with them before. 95% of the time though this will pay off! Great post :)

  37. Ira Casel March 26, 2009 at 10:01 am #


    This is a great post that applies to all sorts of creative professions. I am a marketing idea guy by trade and the same guidelines apply. I always develop and present concepts that meet the clients’ stated objectives, but also, always give them more, something different, bigger, better.

    The clients always appreciate it, even when they go safe. Even if they or their company are too bored, boring or scared to do something new and exciting, I think they secretly revel in the knowledge that they COULD have done something bigger and you provided them with that possibility.

    Thanks for sharing your skills and experiences.

  38. Anonymous March 26, 2009 at 10:35 am #

    perfect timing on this post. i am in total agreement. as a young artist its great to hear this from a seasoned pro to give us the confidence to go forth and stand up for what our creative vision is not get caught up in the acceptable/stale practices that have come before you. after all pushing the envelope and ingenuity is what brought us to love any number of these creatives professions in the first place

  39. Craig March 26, 2009 at 10:52 am #

    “Look here. You’ve got to realize–and I get sick to my stomach every day when I listen to people who don’t get this–that you are getting hired by people for your creative vision and your ability to execute. You’re a professional. You’re not a monkey with a trigger finger and a D90. If you’re getting hired, you have vision. Period. And you’ve got to trust that vision and better yet, you’ve got to put it to use.”

    This has to be the best thing I’ve seen since I saw that Zack Arias video.

    Well done, mate!

  40. Chase Jarvis March 26, 2009 at 3:14 pm #

    It’s great to see some AD’s posting on this. Thanks for chiming in guys and gals.

  41. Bram Timmer March 26, 2009 at 4:19 pm #

    For the most part in my creative career as a CD and AD I tend to steer projects into a creative direction. But it really depends on the client in the end. For example, a financial institution is going to be primarily focused on being conservative in their marketing campaign whereas cutting edge technology companies focus on being out there and living on the edge, always looking for the next best thing and they want their brand to be associated with that.

    It used to be the case that I would simply focus on creative freedom on personal projects and those for friends, but after having been established and like you said, being hired for your vision, I’ve adapted that in my process.

    There’s a real movement toward society recognizing the “creative class” and the more people become aware, the further we can push things. And the more we share with one another, the more experimenting and advancements we can make in the advertising industries as well as photography.

    At first, when you’re starting out, everyone imitates the masters. Once you have that solid foundation, you can feel free to explore and experiment, and once you’ve found something to make your own, you push it all the way to get as much exposure as you need and that’ll land you projects. Anyways, I’m rambling on… I agree with your statement :)

  42. Helder Mendes March 26, 2009 at 4:39 pm #

    Hi Chase, as a director, i realy try not to be “the chiken” and go further every time i go out to shoot, even if my client don’t ask me to, but you need to put yourself in an alternative reality… my reality for an example… i do a lot of music videos and music concerts here in Portugal, and i’m very respected in the business, but you know why? Because, beside of being the director, i’m the one who hold the camera, i’m the one who do the photography of every single frame, i do all the post production myself, editing, vfx, color grading and so on…. and THIS is me not being “the chiken”. Do you have any idea what is the budget to shoot a music video here, or the budget to shoot a music concert?? This is a crucial point, because 99% of the time i can NOT afford to be creative, more than i allready have to be. I don’t have the budget to stay 30 min more on set. Like you, i’m self taught, and i work very very hard to be better every day… and THAT is me doing a chocolate cake.

  43. Andy Ptak March 26, 2009 at 5:01 pm #

    “If you’re feeling in control, then you’re not going fast enough”

    Mario Andretti

  44. Buffy March 26, 2009 at 5:09 pm #

    Thanks – I have a huge shoot next week I’ve been stressing about all day – my style is not as conservative and traditional as what this client usually publishes, but this was exactly what I needed to hear!

    I can do the “easy” stuff this client wants/usually publish, but why not do my own thing too, really bring my a-game?!?! Maybe they hired me for that reason – who knows!?! Thanks for the thoughtful commentary!

  45. Lewicka March 26, 2009 at 6:40 pm #

    I agree on that but… I live in Norway. Which means you can throw all the things you know to the trash.

    Norwegian market is really hermetic, and as a foreigner, I had my ass kicked so many times because of that “pushing”. I do not want to be misunderstood, Norwegians are really nice, but they are 180 degrees different from what I am used to, and sometimes it is just better to do your job and shut up, cause if you push it too much they will never come back to you again.

    (that was a small generalizing, not all of them are like that, but say like 80%. Also big corporate clients are more open minded than small companies or private clients, but still…)

  46. greg March 27, 2009 at 12:43 am #

    An “Artist” painter composes color, composition, theme,etc.etc. everything….. Why doesn’t the “Artist” Photographer do that as well in front of the frame???
    It would sound silly if a painter had an Art Director even for commercial commision, sure some direction but…. Why is the Art Director needed what does he/she do??? that the so called photographer artist can’t do???…. excuse the simple question Im not in the scene!!

  47. John_Amunet March 27, 2009 at 2:51 am #

    Thank you Chase!! I’ve just recently started to get to the point where there are creative directors breathing down my neck and for a few shoots it froze up my creativity.. Just in time! Thanks Chase and keep em coming mate!

    Now I’ll head off to the next shoot and dazzle them :D

  48. jerseystylephotography March 27, 2009 at 7:54 am #

    Nobody pays me to shoot anything, but geez, I wish they would so that I could get them the “happy shot” and then get creative.

    Love the post, Chase. I’ll keep it in mind!

  49. Chase Jarvis March 27, 2009 at 11:07 pm #

    @ greg: art directors and creative directors usually accompany the crew on set as a collaborative effort working in partnership with the photographer to deliver the agency or client pictures that match the agreed upon creative for the commission. Their involvement varies from being on set to just cover the clients butt and make sure the photog doesn’t do anything totally nuts to driving the bus… but usually somewhere in btwn.

    The collaborative environment is usually really rewarding…AD or CD imparting the voice and subtleties of the brand you’re working for, tossing out ideas keeping things on track…and the photographer gets to really bring the visual mojo.

  50. Suzanne March 28, 2009 at 6:57 am #

    I’m with you 100%.

    My dad used to always tell me to never give up, to always strive for more and push myself to achieve my full potential.

    I gave up a career in intensive care nursing to follow my dream of becoming a photographer. Being at art college at the age of 33 was a shock to the system, but heck, with hard graft and determination, I will push myself as far as I need to.

    I live by that, if I can come away from a college shoot knowing I gave it my best effort, and broke the assignment ‘mould’ by adding a bit of my own creative vision, I sleep better at night.



  51. Victor March 28, 2009 at 9:57 am #

    Beautiful! I think this is the real creative nature, striving to reinvent yourself, to go one step further at every chance you get, to get excited about creating something truly new.

    Thanks Chase!

  52. .escamilla. March 29, 2009 at 11:44 am #

    i really needed this.
    thank you.

    happy to be a new subscriber!

  53. Josh March 29, 2009 at 12:18 pm #

    Just wanted to add a yes that’s completely true from an AD perspective. I work with the people I do because they are good at what they do. I want them to suggest things that I haven’t thought of and give their input because they are the experts in whatever it is that they do, not me. I expect the same of web programmers, printers, photographers, illustrators, etc…

  54. Javier Freytes March 30, 2009 at 6:21 am #

    Definitely, if you’re doing a job, and you got what your client thinks he needs, is the time to create what YOU really need. On the long run, you’ll feel good with your work, and people will notice……

  55. Aaron Lindberg March 31, 2009 at 1:28 pm #

    Great post…

  56. Dominoe Imus April 1, 2009 at 4:10 pm #

    Trusting our vision was one of the hardest things I ever had to learn. We have a vision, and if we don’t click with the client, then we just don’t click, there is no ‘maybe’ and that’s what makes the experience so much better. Great post, so true.

  57. Big BAD Benny April 2, 2009 at 3:58 am #

    THAT’s why you get the BIG money! ;-)

  58. Anonymous April 2, 2009 at 12:00 pm #

    Long live the subservient chicken

    the mysterious stranger

  59. ColeBarash April 3, 2009 at 10:32 pm #

    Well said, and whar a great post. At the end of the day if you are not satisfied as an artist creatively you have not done your best. Atleast I feel. This post reminds and re assures me of that.

  60. Andrew McAllister April 7, 2009 at 1:00 pm #

    Thanks for the great post. I took you advice on a recent shoot at a hospital. Working efficiently to get the shot that was requested and fit the layout. After the AD reviewed the images and said they were perfect and just what she was thinking I asked the doc if he had a few more minutes. In the next 3 minutes we tried a few creative angles and ended up with a very strong portrait that ended up not only being selected but they changed the layout to make it a two page spread.

  61. Ollie April 7, 2009 at 2:10 pm #

    pure,100% un-censored inspiration. I really feel the need to push myself to create something completely new, away from the norm. Thanks for the continued inspiration.

    Ollie Gapper

  62. tbfizzle April 27, 2009 at 7:58 pm #

    Great points. I’ve been on both sides of the equation and totally agree with your perspective.

    -Barry Fiske

  63. Austin Wedding Photographer May 6, 2009 at 1:14 pm #

    Great post man. It’s always good to have the philosophy background to help with seeing the world in different perspectives. Old thinkers knew how to be new thinkers.

  64. Jürgen Doom August 28, 2009 at 7:27 am #

    That's a …. ahum ….. eye opener. Impressive post, Chase. It"s not always easy though and also difficult to apply when you're out shooting an assignment on your own …..
    Nevertheless, one could argue that, once you're happy with your own pic, "that's where it starts", but hey, then you also won't ever stop.

  65. newbusiness April 20, 2010 at 2:14 pm #

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    Brittany always loved going to sports events and concerts, but she always settled for the cheap seats because there was no way she could afford to pay a broker 3x face value for good seats! she couldn’t believe it when she searched and saw tickets selling for 3x face value (or more!)… maybe she could be doing the same thing, and enjoying games and concerts even more with the good seats she would be able to get. So she decided to start buying and selling tickets back in 2006 to help put her through University… Learning this business took a lot of hard work though, because there was no guide out there to show her how buy and sell tickets successfully… Source: The Ticket Broker Guide

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