Creative Calls

Zoom calls are our way to connect with clients through our visual presence by direct and confident eye contact.

We’re noticing how important it is to really give eye contact as if you’re in person, because you are, in a sense. You’re as in person as we’re going to be right now. Make sure you have good eye contact and sit up straight. It shows how you are as a person, how you feel about this job and your excitement level as well as your presence if they choose to work with you. Showing good eye contact and sitting up straight shows you’re able to connect with the person you’re having a meeting with. Showing emotion on your face, being a warm person and reiterating what they have said to you, but in your own words will help you connect to whomever you are having a Zoom meeting with. No matter what the point is on the Zoom calls. It’s important to connect with the person you’re meeting with.

It was poetry to my rep ears when I heard the words this client responded with on my photographer’s creative call – 

“I hear the emotion you want to bring to this, and I hear your energy for this concept.” 

Finally, the words that embody exactly what we need to achieve on these calls.

Creative calls have been a hot topic for everyone wanting to know what makes a good creative call. I’ve never been able to nail down the words as well as I did the other day on a call when I heard a creative discuss the energy and emotion they bring. In our business, as photographers, you need to bring the same passion that got you into this career to these calls. Be yourself, and convey the energy you will bring. Show them the concept and make it come to life. As Neff said, “That baby will be brought to life by you because you get it.” There’s only one way to demonstrate that understanding: through how you present yourself on the call. Words alone won’t do it—it’s about how you sound and how you convey your vision. Prepare for the call by finding the right words and expressing your understanding clearly. Show them what it will look like and how you will bring it to life.

Q:

Are producers, creative/art directors & agencies open to virtual meetings?

A:

Yes, virtual meetings are happening although keep in mind we have busier clients than usual because a lot of layoffs have happened and they are doing the work for 2 or 3 people themselves. We can’t expect many clients to show up right now. The other part of this is I’d suggest you only do this if you have something to say and show. Make sure you really have a “pitch” to share and new images so that it is meaningful for them or else it could backfire and work against you.

Q:

I have some Zoom meetings with creative agencies coming up. Usually you can bring a few books and leave-behinds, and sometimes even cupcakes, when meeting in person. Obviously you can’t do that in a Zoom meeting. 

Any tips or suggestions to help stand out?

A:

Today’s Zoom meetings need a bit more awareness than in-person meetings as you don’t want to talk over others, or be too quiet, too loud, or speak too quickly. Definitely do some tests to see how you can be as crystal clear as possible. Get your lighting right and set up where you will be sitting. I do not suggest using those fake backgrounds as they will get all the attention and may prevent people from hearing what you are saying if they are looking more at your background. Treat the meeting as real as possible and no need to be nervous. Be yourself and listen to others. You can always send your cupcakes over after the meeting, 🙂

 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. 

On these creative calls, as I listen to all the photographers, I always think about what I can learn and what they can learn from the discussion. I actually wrote some notes on this and want to read them because I don’t want to forget anything. Don’t rush and talk so much that they can’t respond to each point. Every point you make is important, and it’s equally important to hear how they respond.

Who knows what they might say? Hopefully, they like what you’re saying, but their responses can help you understand more and guide your perspective on the project. Hearing their responses is exactly what you need, so make sure to slow down and not rush as you talk. Allow space for them to answer.

 The Creative Call is one of those rare ‘make or break’ moments that will help you get or lose the job. When you hear a pause after the creative explains what they are looking for, jump in with a response of a visual description of how you will get what they are looking for.

I have a specific piece of advice for you, based on what I’ve noticed on creative calls. There’s often a pause when the art director is explaining the shot list and the concept. It’s crucial to wait for that pause and use it as your opportunity to reiterate your visual plan. Instead of just saying ‘That’s great’ or ‘Yeah, sure,’ use that pause to restate what they’ve outlined and explain how you will technically execute it. This helps clarify how you’re going to bring their vision to life.

Q:

Do I need to consider where a brand/agency is located before pitching them? If they’re in another state I might not be able to meet in person and I’m concerned I could lose a job over it.

A:

Communication tends to be done electronically, via online portfolio review, conference calls, video chats, etc, rarely in person. If you think the budget won’t allow for travel, you can always offer to work as a “local” once you get to the budgeting stage. Focus on the jobs you really want… that your body of work supports.

Our business can sometimes feel like a game of chess. And as they say, you can’t win if you don’t play. So be in it to win it!

This came from something I’ve been noticing lately. When people, especially clients, ask for something—things we didn’t have to do in the past—it now seems like there’s a trend where we need to give more than what’s asked of us. Whether it’s in the bid, the treatment, or even on a creative call, we go beyond. We even pay people to get the resources we need, as if we’ve already got the job. Go beyond what’s required; it’s a game, and you’ve got to be in it to win it. I mean it. Find the resources you need, and give them not just what they want, but more than they even think they want. Show up with more than they could ever imagine.

The overall purpose of the creative phone call is to give the client a sense of what it’s like to work with you. 

Creative calls are crucial to conveying to art directors and art producers that you understand their concept. We’ve heard from art producers that you could be third in the bidding but you can become first if the creative call goes really well. That’s how important it is. Not to get you nervous, but they want to hear that it’s their baby and you understand it. You’re going to bring it to life as they see it.

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.