PHOTOGRAPHY — Joe Florian Design

photography
photographer/ joe florian
services/ BRANDED VISUAL LIBRARIES, PEOPLE, LIFESTYLE, TRAVEL STORIES.
DRONE. Underwater.

**Client: GATE 417 / Storyboard: Working Holiday Makers Australia**

Brief/ CREATE AUTHENTIC IMAGES. KEEP IT REAL. THE End.

Story/ Everyone has a story to tell. Tell it.

And everyone’s a photographer. But photography’s not for everyone… I used to say that, but not any more. Now with the latest smartphones, everyone has the technology, the latest apps, filters, pic enhancers, colour grading, followers, blah, blah, blah, to turn any shot into a potential New York Times front page story.

In other words, take fucking awesome shots.

Now more than ever to give myself at least a “shot”, I need to shoot on land, indoors, outdoors, daytime, nighttime, in the air, hanging under rocks, riding a camel, climbing a tree, sleeping in the bush, holding my breath underwater for 37secs, or climbing 37mins up a steep, rocky, unstable hill with bags, backpacks, camera gear, wardrobe, water AND “Montana” the Sunnylife Rose Gold Flamingo to reach a made for Instagram waterhole (Gunlom), just because it seemed like a good idea at the time. W.T.F.? I also need to up my video game and be ready to cut a short 30sec story (not there yet) for social on the fly. I need to have BTS, time-lapse, panos, portraits, content, content, content to appease consumers insatiable appetite for, well, more content.

And I need to be fun, like genuine fun. Not pretend egg timer fun. Love you long time fun. But to really stand out, what I really need is…IDEAS.
Creative, imaginative, risky, crazy, silly, different, unique, funny, wtf ever ideas. My right brain ideas. The Ideas Factory.

• Ideas on how you need to convince your client to stop shooting vanilla flavoured imagery and start shooting multi-flavoured diversity.
• Ideas on how to shoot something that’s been shot a zillion times before. And still, do it differently.
• Ideas on how to street cast real, imperfect, engaging people, instead of casting society/fashion driven lifeless stereotypes
(here’s an observation potential clients - real people have real stories and they engage other real people and keep telling their stories increasing your ROI -
for FREE. They keep giving).
• Ideas on how to use less styling, not more.
• Ideas on how to use less lighting, not more.
• Ideas on how to use less processing, not more.
• Ideas on how to have more fun, not less.
• And ideas on how to live in the moment. And enjoy life for what it is…short.

Haha, that’s me all over. So there you go, that’s what I think it takes to shoot real, authentic images all day long. So where do we start…?

The End...

**Client: Base Airlie Beach** / Storyboard: Live Life

**Client: Filthy Look Film** / Storyboard: Lifestyle (Lookbook)

Clients/ L.A.WOLF, HOTELMEDIA, GATE 417, FILTHY LOOK FILMS, SONY JAPAN, KAKADU TOURISM, MERCURE KAKADU CROCODILE HOTEL, COOINDA LODGE KAKADU, MINJERRIBAH CAMPING (Stradbroke Island), WUNAN FOUNDATION (Kununarra), HURRICANES GRILL (Bondi, Top Ryde, Narellan, Surfers Paradise), HURRICANES EXPRESS (Bondi Beach), WOODFIRE BAR & GRILL (Surfers Paradise), DOWN UNDER BAR, FITSATIONAL, DJ SASHA MOON, BONDI BACKPACKERS, NOAHS BACKPACKERS, BASE (Australia & New Zealand), NOMADS (Australia & New Zealand), TRAVELLERS AUTO BARN (Australia & New Zealand).

Joe/ Photographer. Producer. Storyboarder. Scout. Stylist. Merch Designer. Props Designer. Content Creator. Op Shopper.
Services/ Photography. Underwater. Drone. Video.

About the Gallery/ The following images are a random collection of the range of visual stories I’ve shot for clients. Lifestyle, travel style, people, fashion, events, parties and just spontaneous stuff. Content I’ve created, risked, produced, photographed, lost money on, made money on, but all with no regrets, 100%, fucking fun. Some images have landed on supersite billboards. Others in advertising Others assigned to the dark depths of the clients hard drive, never to be seen again. Sad.

Here’s a tip future photoshoot client…start with the end in mind. Have a clear idea on why you want the image you’ve carefully made a shot list for, you’ve paid a wonderful fee for, but more importantly - The End - know how you’re going to use it. Then do it.

You’re welcome.

Finally, behind the scenes of all of these images, is a story. I can relate to every, single, freakin’ moment. I know exactly what was going on around the shoot, what led up to the shoot, how much skin I had in the shoot, how much the shoot cost (me and the client) and what happened after the shoot. The result.

They say “A picture is worth a thousand words”…I’ll give you ten…thousand.