When someone tells you it's not possible, often what they really mean is, they don't think it'll be very popular--with their boss, with their costumers, with whomever. They're using a personal narrative of social norms rattling around in their head to assess how they think something new will get along with those norms. Essentially, it's their opinion about how they think others will receive it.
But these days there is no one "normal." There's not even only a handful. There are hundreds or thousands or...who knows? So if you're suffering rejection, the real problem becomes, why are you showing your work or bouncing ideas off the wrong people? Maybe it's because you don't even realize or know about all the other tribes out there. If that's the case, you need to get out there and find the tribe that already digs what you have to say.
But maybe you like your current social tribe, and want to introduce them to your
"new" ideas. That's worthy, too--cross-pollination often yields the best kind of new. "Classic with a twist" as they say. But you can't just hit someone with it all at once and expect them to jump aboard.
People can't understand something until they know something about it. And you can't expect people to stick their necks out for something they don't understand. You can, however, help them understand. With..what else? Story.
"Let's start doing a cross-processed look because it looks cool and I just saw that Mert & Marcus are doing it" won't cut it. Better to try something like, "I get a retro feel from that dress. 1970s, right? Well, back then they were doing this effect with photos, and if we tried that for the campaign, it might help sell the 70s era vibe. Let me show you a few from back then, and you'll see what I mean." Then you can name drop and mention M&M are using it now, too (but you have a better twist on it, right?).
The main reason you need story is, the client is thinking in story, too, and lots of it. That's what marketing is all about (and as a commercial photographer at least, you're part of the marketing team). Their new calico print dress isn't just something different for a change, it probably has a story behind the artisans in India who make it and are using sustainable cotton and eco-friendly dyes to resurrect a design from 1000 years ago.
Of course, not everything works like this. But you (hopefully) won't be getting asked to photograph the $5 shorts at Target anyway.
Nothing's popular automatically or just because. New ideas take work--yours and theirs--so it's a good idea to be part of story process, bringing in your own contributions. You can't just talk about technique. You have to speak in story these days, too. It's the only firm ground under the shifting sands of no normal.
But these days there is no one "normal." There's not even only a handful. There are hundreds or thousands or...who knows? So if you're suffering rejection, the real problem becomes, why are you showing your work or bouncing ideas off the wrong people? Maybe it's because you don't even realize or know about all the other tribes out there. If that's the case, you need to get out there and find the tribe that already digs what you have to say.
But maybe you like your current social tribe, and want to introduce them to your
"new" ideas. That's worthy, too--cross-pollination often yields the best kind of new. "Classic with a twist" as they say. But you can't just hit someone with it all at once and expect them to jump aboard.
People can't understand something until they know something about it. And you can't expect people to stick their necks out for something they don't understand. You can, however, help them understand. With..what else? Story.
"Let's start doing a cross-processed look because it looks cool and I just saw that Mert & Marcus are doing it" won't cut it. Better to try something like, "I get a retro feel from that dress. 1970s, right? Well, back then they were doing this effect with photos, and if we tried that for the campaign, it might help sell the 70s era vibe. Let me show you a few from back then, and you'll see what I mean." Then you can name drop and mention M&M are using it now, too (but you have a better twist on it, right?).
The main reason you need story is, the client is thinking in story, too, and lots of it. That's what marketing is all about (and as a commercial photographer at least, you're part of the marketing team). Their new calico print dress isn't just something different for a change, it probably has a story behind the artisans in India who make it and are using sustainable cotton and eco-friendly dyes to resurrect a design from 1000 years ago.
Of course, not everything works like this. But you (hopefully) won't be getting asked to photograph the $5 shorts at Target anyway.
Nothing's popular automatically or just because. New ideas take work--yours and theirs--so it's a good idea to be part of story process, bringing in your own contributions. You can't just talk about technique. You have to speak in story these days, too. It's the only firm ground under the shifting sands of no normal.
