ANDREW SOUTHAM: Breaking Into Lifestyle Advertising Photography
Orientation Sunday, May 5, 4:30pm – 5:30pm
Monday, May 6th – Wednesday, May 8th 9:00am – 4:00pm. Thursday, May 9th 9:00am – 11:00am (Optional)
Shooting great and saleable lifestyle photography is a great way to build a profitable business model as a photographer. Lifestyle bleeds into many other areas: advertising, fashion, beauty, catalogue, stock and more. Nearly every kind of advertisement today involves lifestyle photography yet identifying it as a major focus is not as common as you might think.
Andrew Southam has been making successful lifestyle campaigns for many years and has made his mark in this corner of the industry. Find out how he approaches his shootings, who hires him and why.
Lifestyle Advertising photography is an exciting way to make a living as a photographer, as well as way to create work that is the truest expression of the photographer’s personal vision.
Course instructor Andrew Southam has worked as a photographer of over 30 years, with awards from the Society of Publication Designers and Photo District News, work exhibited in the Australian National Portrait Gallery, and a successful mid-career transition to advertising photography.
This 4-day workshop is for photographers looking to create a more focused career plan in Lifestyle Advertising photography. The experience includes practical shooting sessions, individual on set teaching, demonstrations, image critiques and presentations that will instruct and inspire photographers to find their own best path to work that really moves them and catches the attention of creative clients in the advertising industry.
Sunday, May 5th 4:30pm – 5:30p: Orientation
Andrew will present examples of his work and discuss his approach.
Participants will present examples of their work reflecting their personal passions for the class.
Instructor Keynote: “How I changed lanes as a professional photographer to Lifestyle Advertising”
Shoot: Artist’s Studio
30 minute Demo: Andrew to shoot a Palm Springs Artist in their studio
Shoot: Course Participants shoot Palm Springs Artists in their studio
Class Critique: Review course participants work from artist’s studio work
Keynote: “Who is my Client?” – Andrew demonstrates the connection between his personal work and lifestyle advertising assignments
Discussion: Course participants consider their own work and who their clients are.
Keynote: “Fashion and beauty lifestyle advertising”
Shoot: Lifestyle with models
Class Critique: Review Course Participants work from prior day shoot
Keynote inspired by Critique: “Work in the Lifestyle Advertising market
Keynote: Andrew discusses his work shooting families and relationship-themed imagery
Shoot: Family and Relationships
Class Critique: Review Participants work from Local family lifestyle shoot
Review course work, portfolio and self promotion reviews and marketplace discussion.
Photographers should bring their laptops and be conversant with their hardware and software in order to facilitate downloading and projecting their work for critiques in class. Digital projectors with standard DVI / VGA cables will be provided. If you require any special adapter for your computer for this purpose, please be sure to bring one to class.
All Workshop Participants are invited to the Canon/Freestyle Digital Print Center at Korakia on Thursday, May 9th from 11:00am to 6:00pm to have an image of their choice printed out on a Canon Pro 2000 printer, using custom profiles and on their choice of several inkjet papers.
Andrew Southam is an Australian fashion & portrait photographer and motion video director. He has lived and worked in New York, London and Milan. Southam began his career doing photography for the Sydney Theatre Company and the Australian National Ballet. His work has been published in Australian, English, Italian and American Vogue, as well as both the American & French editions of Elle. His portraits have been exhibited in the Australian National Portrait Gallery. On the upcoming workshop Andrew has said, ” I have never recovered from seeing photographs by Newton, Avedon, or Penn for the first time. I hope to impart something of that joy to anyone who takes the class.” Andrew currently resides in Los Angeles with his wife and son.