Home > Culture > Mentor Showcase > The 2007 Best-of Series: Antonino Barbagallo
The 2007 'Best Of' Series
We have now produced an annual Best Of issue of the ASMP Bulletin for the third year in a row. As before, we selected twenty projects for our issue — but this year, we had nearly 200 excellent submissions! It was a tough decision, and we thank all those who submitted their work. We hope you will enjoy reading about these projects.
Antonino Barbagallo, Rochester, NY
Web site: www.fotoab.com
Project: Advertising agency assignment work for two divergent clients.
Total creative freedom. Antonino Barbagallo has heard those magic words from clients more than once. In this case, for two very different assignments from the same ad agency. Refusing to be classified by the subjects he shoots, it is the “spirit” of Barbagallo’s photography that landed him the two jobs — one for a high-end furniture manufacturer, and the other a sports apparel company. Exceeding client expectations keeps him motivated and excited about his craft. This same trait has made him a Best of ASMP photographer for two years in a row.
All images in this article © Antonino Barbagallo
ASMP: How long have you been in business?
1985
ASMP: How long have you been an ASMP member?
1986
ASMP: What are your photographic specialties?
Commercial photography of people places and things or whatever clients are willing to have me shoot.
ASMP: Please describe the processes and techniques central to the making of this work.
The process and techniques in making this work is the same as it is for most of my work. I start with enthusiasm, lots of it! Then I try to make this photo different and better than my last photo. If I can’t improve on my last shot I may not get the chance to shoot again. (Clients will go find someone else, which is how I got the work in the first place.) When I approach a shot, I try not to preconceive the photo; I like to see what develops, I look for (perhaps create) accidents. I work very loosely. My techniques are not elaborate, they are based on a solid understanding of light and shadow.
ASMP: What do you consider your most valuable piece of equipment?
I really don’t consider any piece of equipment very valuable. I can replace any of it with a phone call and a credit card. I consider the people I work with the most valuable part of my work; I can’t replace them easily. They (assistants, retoucher, talent, stylist, art directors, clients) make me, they make the work what it is. I am only as good as the people around me!
ASMP: What is unique about your style/approach, or what sets you and your work apart from other photographers?
Tough question! I really don’t think I’m all that unique, but you may want to ask my clients. As far as what sets me apart from other photographers… I have no idea.
ASMP: Had you worked for this advertising agency before they contacted you about these two assignments?
No.
ASMP: How did your work first come to the agency’s attention, and what do you do to keep in touch with these contacts?
Mostly through direct mail and by the fact that I’ve been in the area as long as they have.
ASMP: How big a role do you personally play in the marketing of your images?
I handle all aspects of marketing my work. I can’t trust it to anyone else.
ASMP: Were either of the clients aware of your work before the agency pitched you for these assignments?
Yes, but on a limited basis.
ASMP: Assuming you use a rep, at what part of the process do you get involved directly with the agency and with the client?
I don’t use a rep, but I try to get involved as much as possible. If they let me, I would sit with the designer and help design the piece. I would sit with the marketing people and help develop a marketing plan that incorporates cool photography.
ASMP: What were the biggest challenges you faced from these jobs/clients?
The biggest challenges with any job or client is usually a personal challenge. How can I make this job really great? How can I take it to another level? How can I use this for my book? How can I make it different than the last job? How can I exceed expectations?
ASMP: When did you shoot these assignments and what was the time frame involved?
The assignments were shot in late 2006 and 2007. The time frame was reasonable, we had time to shoot and retouch.
ASMP: Did you learn anything about the agency and their working methods after the first assignment that was helpful in the subsequent job?
I learned that the agency and the client entrusted my crew and I.
ASMP: Please describe your capabilities and workflow methods for the digital work these jobs entailed? What kind of staff do you employ related to digital?
I like to shoot everything on the Leaf digital backs on an old-school Hasselblad. All of the RAW images are processed in the Leaf software and then retouched in Photoshop. My digital tech is one of the best in the business. He has an exceptional eye for detail, he is extremely patient and understands what I like and what the clients’ needs are. He always takes the image to another level that I was not expecting. Sometimes it works and sometimes it doesn’t but what matters is he understands that “our” work needs to constantly evolve.
ASMP: Do you have different books or marketing strategies for the different types of work that you do (still life, people, interiors, fine art)?
I show work that I really love. I try to show the spirit of the work as it relates to people or products. Hopefully they can make the connection and how it relates to them.
ASMP: Do you find that your use and mastery of digital technology is a central factor to your success in shooting diverse subject matter and types of work?
No, not at all! Mastery of all aspects of photography is crucial for any photographer. After a while the mastery of your skills become secondary and instinctive. It is the constant development of my vision, which is something that I will never master.
ASMP: Are there specific resources, tools or strategies you tap into to inspire you in making work that has “Spirit”?
The burning desire to keep shooting and to do all things well.
