“My interest in corporate photography began when I started working for Houston based photographer Joe Baraban. ”
PAST
LAWRENCEATIENZA.COM: In your early years of high school, were you involved in the yearbook ? What sparked your intere st for Corporate photography? Do you recommend all the weekend photographers out there to initially stick with the subjects they know and build from there? Do you have any suggestions on how to build that progression? How did you progress to where you are today?
DAVID TEJADA: Not only was I involved with the school yearbook, I also shot for the school paper.
My interest in corporate photography began when I started working for Houston based photographer Joe Baraban. When I started assisting Joe, he was shooting corporate annual reports for Fortune 500 companies all around the country. My exposure to corporate photography peeked my interest in how the world functions and how things are made. It’s curiosity that continues to feed my interest in shooting corporate assignments.
For the weekend shooter I’d recommend sticking with subject matter that you know, take this time to develop your skills in the area of composition, design and lighting. I suggest studying the work of other photographers you admire, figure out what it is about there work or a particular image that grabs your attention. Try to deconstruct all the elements of that images to understand what it is that draws your attention. I personally keep a folder of images that I really like from various photographers, it is usually an example of wonderful lighting. For me, it all about lighting. That’s just me.
I would strongly recommend taking workshops to hone your skills. I’ve personally attended several workshops for myself, being self taught I think it’s very important to continue your education and develop new skills that you can bring to your craft.
LAWRENCEATIENZA.COM: Do you still have photos taken from the early years when it all started? What were your subjects? Are the pictures online to share with everyone to compare with your work today?
DAVID TEJADA: I still have many photos in my portfolio that are at least 20 years old. The subject matter of those images are less important than the fact that the images are well designed, composition, lighting and emotion of the image.
LAWRENCEATIENZA.COM: What books did you read at the beginning of your photography career that helped you prepare for today? Title of book, author and price of book please…just messing around, the title of the books should be fine thanks to google search. Do you recall any other resources that you referred to heavily to help you prepare for the photography business? We want to know what the must have resources are to fully equip ourselves when and if we ever plan to take that leap of faith.
DAVID TEJADA: Back when I was starting in the business, there was a book titled “Shooting your way to a Million dollars” I read and referred to it often. As I mentioned earlier, I’m self taught. My shelves where full of AM Photo books, Kodak Pro Workshop Series books like “Corporate & Location Photography”, “Industrial Photography” by Jack Neubart. and many others.
I would also mention that professional organizations like ASMP (American Society of Media Photographers) or PPA (Professional Photographers of America) have wonderful resources for the young photographer.
LAWRENCEATIENZA.COM: What was your very first professional photography job? Was this purely out of luck that you were at the right place at the right time? Would you penetrate the market from within? Would you recommend it to new photographers trying to break into the market and that are having difficulty breaking in? Once you had your first job under your belt was it difficult to get another gig? What did you do to acquire more work besides providing awesome images? Have you ever considered being agency represented?
DAVID TEJADA: My first professional assignment for for Bovay Engineers, Inc. When I left Joe Baraban’s employment as his assistant, I moved back to Denver where I was living when I met him. Bovay had a project in Idaho that they needed photographed and the art director knew me from my Houston days with Joe.
Not certain I understand your question regarding penetrating the market from within? In regards to breaking into the market, you need to be clear as to what market your trying to enter. If say for instance your interested in pursuing healthcare related photography, your book (portfolio) needs to demonstrate your skills in that area. Showing pretty sunsets, flowers and bugs won’t cut it. The field of professional photography is very very competitive and your book needs to reflect that particular industry.
When I started my business in Denver 1983, the economy was in the tank… Current economic conditions tells me we may very well return to those dire conditions again. Getting assignments is hard, it takes work, perseverance and a commitment.
When I started, I was living with 3 others in a house and I had very little in overhead. I remember saying to myself in the beginning, I only need one job a month to get by. I spent every day looking for work, call companies, design firms, PR firms and ad agencies. I had a portfolio that looked professional or as professional as I could at the time. I worked on my portfolio during my time with Joe, my weekends and what every free time I had. I put together images that looked as though they could have been shot for clients, portraits, architectural work, construction and what ever I had access to photograph on my own. You need certain images in your portfolio in order to demonstrate a skill set in order for potential clients to hire you. It’s sort of a catch 22 in that case, perhaps you haven’t shot healthcare before and your pitching them to hire you. Try your best to compile images that translate to the client your pitching.
It was about 10 years into my business when I was approached by Getty Images to become a contract shooter for them. I’ve now been shooting corporate assignments for Getty 15 years plus. At about the same time, I was approached by Tony Stone Images for my stock photos. This was a terrific business at the time, royalty fee and cheap stock images available today have killed that business.
LAWRENCEATIENZA.COM: After your first job, What was the next photography gig you obtained and how did you go about your execution? Did you apply all that you’ve learned in all the books you’ve read ? Did you buy more books or accessed any more resources to help you jump to your next big step in the game of photography? What tools do you recommend that are a must have that helped you get to where you are present day?
DAVID TEJADA: My next assignment was for a local ski resort, the job came through an ad agency I had contacted during the first few months in Denver. The assignment was tight shot of a young lady holding ski passes in hand wearing a cowboy hat. Since I didn’t have a studio, I shot her at the house I was renting. This was not the most professional location to shoot but it was what I had at the time.
One of the most important tools is your PERSEVERANCE. Let’s just say that you get 1 job for every 15 calls or interviews you make, it’s hard not to get discouraged after the 6th,7th, 11th rejection. This is the very time you should be getting excited, you only have a few more to go before you get your next job! Keep your chin up. This will be one of the hardest things you’ve ever done.
PRESENT
LAWRENCEATIENZA.COM: What else is there that keeps you rolling in the dough? Your brand is possibly a huge factor to your longevity? Am i right? You have definitely built your brand with all the youtube photo shoot videos, your website,your blog and giving back to the photographic community like what you ar doing here right now.. Do you have any recommendations on brand building for weekend photographers and/or Photographers in general.
DAVID TEJADA: Living within your means! It’s important to establish yourself as a business. Have a logo, business cards and the like, consistency is key and makes you look more professional.
Today your most important portfolio is your web site. Don’t use music, flash and goofy graphics that junk up your site, make is clean and simple. I haven’t shown a printed portfolio in years. Find someone to mentor, someone who is already successful in the area of photography your interested in. Join professional organizations like ASMP and PPA.
Keep your word, Get in writing and always do your best.
LAWRENCEATIENZA.COM: After going through your Youtube videos, I noticed your fashion shoot video. This definitely was different then your current product offering. Will you consider doing more Fashion type photo shoots? Is this something of interest to you? Will we see your work in the covers of Vogue? What are your thoughts on extending a product line? Any suggestions to photographers wanting to do it all?
DAVID TEJADA: Quite honestly I have no idea why the client chose me. Perhaps she thought that if I could make a mine site look good, I could certainly make young girls look hot! Listen, who won’t like to shoot that stuff all day long. My particular interest however is heavy industry. I really enjoy shooting large engineering project of all types, I enjoy the international travel that comes with it. That being said, I do think it is very important to challenge yourself and shoot outside of your normal comfort zone.
LAWRENCEATIENZA.COM: Your latest Fire Fighter video was as informative as your other videos. How do you do it? How do you find the time to edit the video or do you have your own video editor? How do these videos affect your bottom line present day? Is it worth the time and effort put in?
DAVID TEJADA: I don’t know how I do it, I can’t tell you how busy I am at time! I do the videos because I enjoy sharing my knowledge and helping young shooter develop there skills. I wish that there where such resources when I was starting out. My assistant Erik shoots most of the video on my Canon G9 and I use i-movie to process it. The videos also help promote my lighting workshop “Small Strobes, Big Results”. These workshops are designed for advanced amateurs and emerging pros to learn how to achieve studio lighting on location using hot shoe flashes.
I’ve been one lucky guy, I’ve had over 25 years shooting assignments all over the world making a wonderful living. If I can help a few people to achieve there dream and have half the fun that I have, that would be great.
LAWRENCEATIENZA.COM: Is having your own studio space essential for any commercial photographer. You mainly shoot on location, so do you still have a studio?
DAVID TEJADA: For me, having a studio is not necessary. As you’ve mentioned, I travel extensively and I only rent studio space when needed. There was a time when I did have a studio near downtown Denver, I had it for about 6 years. During that time I shot in it only 20 or so times, it became a big closet for me. What a waste of money for me. If on the other hand I where shooting product or product illustrations it might be a different story.
LAWRENCEATIENZA.COM: What types of commercial gigs are you currently involved in now and how did they surface? What are your recommendations on how we photographers diversify their product offering from Commercial and stock in today’s marketplace?
DAVID TEJADA: I’m currently working on an annual report for a Electric company, I’m also working on a project for Auto Nation USA
FUTURE
LAWRENCEATIENZA.COM: Already dominating the corporate annual report photography space, what is next? What are your immediate goals as a photographer and artist? Are you planning on releasing any how-to books? What are your recommendations to people thinking about starting a photography book?
DAVID TEJADA: I am far from dominating the corporate annual report business! It just happens to be a focus of mine. My immediate goals are varied, I continue to pursue better clients, clients that have interesting and challenging assignments and of course clients with larger budgets. Another area which is relatively new to me is teaching workshops.
As mentioned earlier, I’ve started teaching a lighting workshop called “Small Strobes, Big Results”. I started Small Strobes soon after I was asked to teach a lighting workshop at the Santa Fe Photographic Workshops in Santa Fe, NM I’ll be teaching a one week course by the same name “Small Strobes, Big Results” March 29th – April 4th, 2009.
Another project I’ve recently became involved with is the Popular Photography/America Photo Mentor Series Worldwide Treks. I’ll be conducting my first trek February 18th-22nd, 2009 to Death Valley National Park with fellow mentor Bill Durrence.
LAWRENCEATIENZA.COM: I am sure you’ve read many articles discussing how in the future videography and photography will be one? What are your thoughts on that and how will you evolve to the new morphed medium? I know you currently do some video work but how do you plan on taking that to the next level?
DAVID TEJADA: I have no plans at this time to merge the two mediums. Stills are where am at, and where I prefer to concentrate my efforts.
LAWRENCEATIENZA.COM: Thinking about the future is very important in any endeavor especially the photography business. What do you suggest photographers do in the future to solidify their presence in the industry? What will you do to ensure that you remain on top, not taking into account your photography niche?
DAVID TEJADA: Visibility is everything. Shoot subject matter that interests you, market yourself via web, print and other new media that comes along. It’s all about getting your work out in front of potential clients.
LAWRENCEATIENZA.COM: David thank you again for your time and giving back to your fans and followers. What would you like to leave for us photographers to think about when moving forward with photography for the future? If you have any words of wisdom will be appreciated.
DAVID TEJADA: Practice, Practice, Practice. Even though I’ve been shooting professionally for 25 years plus, I still practice with my lighting and various new techniques. Photographer Mark Robert Halper stated that “Success is not a place, it is a journey” I couldn’t agree more! Work on your craft and continue to grow.
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