Recently, Angela Santiago, CEO and Co-Founder of The Little Potato Company, popped into my studio. The Little Potato Company is an Alberta-grown business that's grown far beyond its name and is a recognizable name in grocery stores and kitchens across North America.
15 Minutes. That's It?
Yep, it's true.
I've photographed well over a hundred executives, business owners, and CEOs during my 25-plus years as a professional photographer. Every shoot is a little different, but one thing stays the same: CEOs don't have much time.
Most of my executive portrait sessions, whether for editorial publications or corporate clients, last about 15 minutes. Sometimes less.
It's a bit anticlimactic, I suppose, for some subjects. On occasion, I'll get a surprised, "That's it?"
Yep. That's it.
I find I produce my best work when I don't overshoot or spend too much time "playing" around.
When you're photographing someone who runs a company, their schedule is usually packed, with portrait sessions squeezed between meetings, phone calls, and whatever else their day throws at them. Popping by Curtis Comeau's studio can be a pain in the ass.
I respect that time.
Editorial Quality Over Quantity
In my pursuit of quality, I've learned not to overthink editorial assignments. I don't need an enormous production crew, complicated lighting, or an hour figure out what I'm doing.
I research my subject beforehand, chat with the art director, arrive with a plan, find the right light, connect with my subject, and get to work.
Experience makes that possible.
Angela's Session
I've photographed Angela years ago, back before The Little Potato Company's big expansion. I always remembered the story about how she and her dad washed potatoes in a bathtub before selling them at local farmers' markets.
I also remembered her as genuinely happy.
But sometimes people change.
It was nice to see that Angela was the same as before. Still full of energy, still incredibly personable, and still an impeccable dresser.
I'd originally planned to photograph Angela against a brown seamless background.
Why brown?
Well, because potatoes are brown.
Seemed logical enough.
I shot a couple of frames on brown, and it was fine. That was the problem. Fine. It wasn’t great. I was fine.
Angela is lively; why not photograph her against a more vibrant color, purple, with lots of light?
Sometimes the best decisions come from abandoning the original plan and pivoting.
We shot on purple, and it was a perfect fit.
Authenticity
I want my work to come from abandoning the original plan, so it feels authentic.
I genuinely try to photograph people as they are. That means if they aren’t a “smiler,” I don’t try to “make them smile.” I will give some direction for sure. Little tweaks and suggestions, but overall, I don’t try to get something they aren’t giving.
I am not a comedian or clown, and I don’t try to make people laugh or smile.
I am not a bouncer; seriously, some photographers literally move every shot and have endless energy, literally bouncing behind the camera. I don’t.
I totally respect comedians and bouncers, but that’s just not me.
If someone is rigid and stiff, let's lean into that. When you embrace someone's personality instead of trying to manufacture one, the photographs feel authentic.
That's not to say some people aren't nervous in front of my camera.
That's where experience comes in. Figuring out those nerves and helping people relax is a big part of the job.
Nothing breaks the ice quite like a few test shots. I often talk during my photography. While I am shooting, I use that time to get to know someone with the shutter clicking. Where did they go to school, do they have kids, why did they choose this career? That’s my favorite part of the shoot. Getting to know someone’s story.
Experience Over Production
There's a misconception that professional commercial photography needs to be a massive production.
Sometimes it does.
But executive portrait photography in my studio is usually much smaller. Just me and the subject.
Occasionally, someone from Communications comes along, but for the most part, it's low-key.
No unnecessary production. No complicated setups. No dragging things out simply because we have the time or I am worried about an hourly rate.
Photographing business leaders like Angela Santiago makes me grateful and reminds me why I've enjoyed this: I get to meet interesting people, learn a little about them, their businesses, and create photographs that help tell their stories.
Twenty-five years into this career, I've learned the simplest approach produces the strongest photographs.
And sometimes, all you need is 15 minutes.
