Q: Why is it better to hire a professional photographer than DIY (after all, we all have smartphones)?
A: It is undeniable that smartphone technology has become incredibly sophisticated.
For social media ‘in-the-moment’ updates, the modern phone can produce a superb image.
However, in the world of professional publishing, the difference between ‘good enough’ and ‘impactful’ lies in the execution of the shot.
When you are capturing a key industry event or a major launch, you often only have one opportunity to get it right.
A professional photographer doesn’t just bring a lens; they bring the ability to anticipate that one fleeting moment and capture it with technical perfection.
A critical question for senior management is – do you want your team in front of the camera or behind it?
I was recently hired as a videographer for a high-value event where the organisers decided to skip a professional photographer, asking a staff member to handle the stills on their phone instead. The result was a double loss for the company.
First, that team member felt incredibly awkward interrupting guests to take photos, which hindered their ability to network and fulfil their actual role.
Second, because they weren’t familiar with the movement of a live event and changing the settings on their phone, the smartphone images weren’t up to scratch.
Ultimately, the company had to resort to taking stills from the video footage to fill their marketing needs.
After investing a fortune in the venue, catering and speakers, by trying to save on a photographer, they missed the opportunity to extend the life of that investment through high-quality images.
Hiring a professional ensures your team can focus on the business at hand, while your brand is captured in its best possible light.
Q: What are the hallmarks of a well taken photograph?
A: The hallmarks of a well-taken photograph certainly depend on the subject, the brief and the desired outcome.
First and foremost is composition. A professional photographer may use different elements to guide the viewer’s eye, employing techniques like the rule of thirds, leading lines or purposeful symmetry to create a balanced and engaging image.
Next is the mastery of light. A corporate headshot for example requires crisp, high definition. Whereas a wedding or late-night function uses soft lighting and shadows for the perfect picture.
A great photo uses light to create depth and texture.
Finally, a hallmark of professional work is authenticity.
In an era of digital workflows and over-processed filters, a well-taken photograph captures a genuine, unscripted moment.
It’s the emotional resonance that ensures the image remains impactful long after the event has passed.
Q: What are the hallmarks of an engaging promotional teaser video?
A: We all live such fast-paced lives now that sadly, one of the most critical hallmarks is speed!
On social media, you have less than three seconds to grab attention before a user swipes away.
While a website audience is typically more captive and allows for a slightly longer narrative, the content must still move fast.
A successful teaser doesn’t try to tell the whole story – it creates just enough curiosity to drive a click.
Lead with the most visually arresting or emotionally resonant shot to ‘stop the scroll’.
Use vertical crops for reels and landscape for websites.
Since many viewers watch on mute, use clear imagery and dynamic transitions to convey the message without relying on audio. Captions also help here.
Every teaser needs a punchy ‘Call to Action’ that tells the viewer exactly what to do next.
Ultimately, the best teasers are fast, rhythmic and impossible to ignore.
Q: What should event organisers get their videographer to do?
A: Before the event, provide a clear brief and share examples of styles you like.
This ensures the videographer understands your vision and can prepare the right gear for what you want to convey.
During the event, communication remains key. If a spontaneous moment or surprise guest is coming up, let your videographer know in advance so they can be in the perfect position to capture it.
Beyond that, the best thing an organiser can do is enjoy the day and let the videographer do their job.
A skilled videographer is an unobtrusive observer. Trust their expertise. They will reach out if they have any specific questions.
Q: Why do publishers need a human for their photography and video needs, when they can use AI instead?
A: AI is transforming so many industries and photography and videography is certainly not immune.
Its ability to generate or enhance images is amazing.
However, the one thing you cannot ‘AI’ (yet) is a live, unfolding event.
The true value of a human lies in the unscripted moment.
AI can create a polished image of what a conference should look like, but it cannot capture the spontaneous spark of a keynote speaker connecting with an audience or a live moment that makes people laugh.
Publishing is, at its heart, about storytelling and human connection.
AI works from data, whilst photographers work from empathy and experience.
We ensure that your images aren’t just technically perfect, but authentic.
Q: What can publishers do to get the best out of their photographer / videographer?
A: Work with a trusted partner over one-off bookings.
Working with trusted partners repeatedly allows both parties to understand your nuances. It helps build better consistency, smoother onsite collaboration and an amazing final product.
Q: What’s in the pipeline from InFocus Moments?
A: Drone footage is becoming increasingly popular, even as the regulations surrounding drone flight becomes more stringent.
Additionally, as new equipment enters the market, it makes our life easier and the end results better… once we’ve mastered how it all works!
But ultimately, the aim is to foster long-term collaborations with amazing publishers!
About us
At InFocus Moments, we’ve spent a decade proving that professional visuals don’t have to feel stiff or too corporate.
Whether we’re weaving through a high-stakes event, capturing the glow of a Clapton Country Club wedding, or highlighting brands like Aveeno, our secret sauce is the human touch.
We’re all about those unscripted, ‘blink-and-you’ll-miss-it’ instances that tell the real story.
Now that we’re officially taking to the skies with our new drone pilot credentials, we’re bringing a whole new perspective to the table.
We take our craft seriously – ourselves? Not so much.
Email: seb@infocusmoments.co.uk
Instagram: www.instagram.com/infocus.moments
