Some Things Never Change

XEROX AD

© Joe DiMaggio All Rights Reserved

I was in the process of shooting a national ad for Xerox and I was working with a great art director named Bob Green. I desperately wanted to shoot the ad in Cambridge, Massachusetts, but Bob wanted to shoot it in Florida. Guess where we shot it? We shot it where the client wanted it to be photographed. Why? Because he’s paying the bills and it’s always sunny in Philadelphia. Oops! I mean Florida. It was a long, difficult and tedious shoot- one of those shoots where you know you’re going to get only one usable frame out of thirty images. Everything just has to be perfect and, as we all know, there is nothing perfect in this world. Well, maybe something… Pete Turner, Neil Leifer… okay, I’m just trying to be funny. Two really great photographers. The only way we could actually get the angle that the client wanted was to get a hundred and fifty foot crane and go over the high tension wires. So at this point, obviously, I didn’t want to tell Bob Green that I was deathly afraid of heights. The way I get around my problem with heights is to put a camera around my neck, and then I feel I am protected from the elements; it may not work for everybody, but it does work for me. The ad campaign went on to win an Art Director’s award. Bob was happy, the client was happy, the buyer was happy – me, not so much. Welcome to the world of photography, where everything is a compromise.

To all the ships at sea, this is part of a chapter in my new book, “Joe DiMaggio: Recalling My Adventures from the Golden Age to the Digital Age of Photography”.

Some of the most time consuming and frustrating things when it comes to advertising photography are the one, two, and three days of preproduction, the day of test shooting, the selection of models, the half day of wardrobe fitting, waiting for the right light, lens selection, the exact fit into the layout… and when you finally nail it, there’s a combination of the two R’s – rush and relief, rapidly followed by a serious cocktail or maybe two.

Then the artwork goes back to New York, and the art department decides to write the Gettysburg Address on your photograph. I’m pretty sure they could have gotten a few more words in. It’s all good.

Xerox Assignment Saatchi 495

Xerox Ad © Joe DiMaggio All Rights Reserved

Upcoming Workshop Gleason’s/ DUMBO, Brooklyn March 13th 2016

Romain-8571

© Joe DiMaggio All Rights Reserved

To all the ships at sea,

Gleason’s Gym is the oldest boxing gym in the United States, located in DUMBO, Brooklyn for those not familiar with the term it means -Down Under the Manhattan Bridge Overpass. Great day, great fun, great people, great photos – join us

Brooklyn Bridge ©DiMaggio 3197 e

Brooklyn Pier & View of Manhattan from DUMBO © Joe DiMaggio All Rights Reserved

 

Adorama Inaugural Street Fair

 

My dear friend Monica Cipnic asked me if I would come and do a few programs for the Adorama Inaugural Street Fair. My answer was, “Of course!” She put me in contact with Brian Green, who is Vice President of Marketing. Two phone calls, one email, and we were ready to go. To say the program was successful is really an understatement. They had over 9,000 attendees and it was a great cross-section of photographers, beginners to well-seasoned pros. And the bottom line is: It was a lot of fun. I managed to squeeze in 3 separate programs, and from the response on Facebook, that was pretty successful. (Notice how I’m throwing around all those high-tech, modern things like “Facebook”? You didn’t think I knew what that was, did you? If it’s good enough for Lady Gaga and President Obama, who am I to say it’s not cool?) Hopefully, this will be just the first of many. Thank the powers that be for the opportunity.

Joe DiMaggio