Creative Calls

Q:

What does it mean when a client wants me to bid on a project, but they don’t want to have a creative call?

A:

If clients don’t want a creative call, that may be a sign for us to read into how they are not taking this as seriously as we’d like. It is time for the photographer to share their vision and approach, introducing the director with whom you will be on set. I read into them skipping this stage in a couple of ways: You may be the 3rd bidder and not be high on their list for this project, so you should kick butt on your treatment, as that can serve as your intro to the creatives and the client. Your estimate should be as ethically conservative as safely possible to entice the client to choose you, but remember, you could get locked into these prices in the future. This project may not be happening yet, and they need your numbers to provide the client with a preliminary budget range. 

The creative call is the time to give your technical examples of how you will be bringing this project to life. It may seem like the time to listen, but it’s really the time to talk. 

A creative call when you are up for a job can be nerve-wracking. Here’s the simple secret sauce to warming up the business call: ask them more of a personal question about the weather, something on their wall, their geographical location, etc. Asking a question can break the ice. Show curiosity with human interest because people generally want to share. Two-way human conversations will open all those business doors.

A client call needs you. You are on the call as if it were just the two of you. Engage, interact, and jump in during a quick lull or when you can join in on what’s being said. It’s like a normal conversation, and you are not the audience. Be the active, attentive listener in tune with the convo when you are there to “sell” your ideas.

Q:

Do you think the purpose of the Creative Call is to give a verbal and preliminary treatment to clients before the actual treatment?

A:

Yes, the creative call is when we introduce our verbal treatment, noticing the back-and-forth reactions sparked by the hot topics clients want to discuss. We use this call to monitor how the 2-way conversation flows, giving us a more concise roadmap to our treatment.

Creative call pauses mean = your opportunity to reflect back to them who you will be on set, how you think, and what you have to offer. Opportunities to show them how right you are for the job don’t often happen when you are up for a project, so take each one as that open-door moment to engage with your ideas!

On a creative call make sure to wait after you speak, hearing the creatives’ response. 

The purpose is not only to get your questions answered or get your message across, but also to connect. It’s not a show, it’s a conversation. 

You speak, and then they may have a response, so allow for that as the connection may be more important than what you are saying.

One important way to impress the client on the creative call is to research them before the call. Bring your knowledge of their company into the call. 

Any other creative call ideas you’d like to share in the comments?

Q:

What is the key to having an amazing creative call? What will make you stand out above the other photographers running for that job?

A:

The Creative Call is usually the primary place you will win or lose the job you are bidding on. “Communication Mirroring” is a way to make the other feel heard. Creatives want to know you hear their concepts and will achieve their goals with your technical tools. It’s that simple. Show them who you will be on set by speaking up with your ideas.

Take that Creative Call as the opportunity to close the deal and get the job. Show up as you would in any conversation. Be present and respond by sharing your opinions/thoughts/ideas/excitement throughout the call. They are wondering who you are, and this is your opportunity to give them a sense of who you would be on set. 

The creative call is a crucial part of the process for getting a job in the commercial advertising industry. While the treatment, bidding, and portfolio are important, the creative call is when the potential client wants to interact with the photographer and see what kind of person they will be on the shoot. During the call, it is important to listen carefully to the shot list and other details, but also to be ready to jump in and express ideas or technical knowledge. Sharing personal experiences or perspectives on camera angles, fashion, coloring, lighting, and other aspects of the shoot can demonstrate creativity, passion, and professionalism. The creative call is an opportunity to showcase who the candidate will be on set and how they can contribute to the success of the project.