That is why you have "Art Directors" to help visualize what you would expect
in a photo-shoot. It's planned out in advance on paper. Then you hire the
photographer with the "technical" expertise to put those concepts to final
imagery/ergo: your advertising campaign.
So the math should be
(at least in my book: Creativity X technical excellence/Budget = Emotional Impact).
The closer your bang for buck ratio reaches 1 to 1, the better your result.
Greg.
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