Dennis Schoenberg’s five golden rules

1. Be prepared.

Know your equipment and make sure you know how to use it, especially as something might go wrong. Know what you want as well as how you’re planning to achieve it.

2. Show up early.

Get accustomed with the area or studio. Stroll around the location and see if anything interesting catches your eye. Get to know the people that work there and make friends with them, it will reap benefits later on. Also it gives you time to set up your equipment and gather your thoughts, making the whole shoot a stress free and enjoyable experience. But surely you’ll do that anyway as you’ll want to get accustomed with the fire regulations and security measures.

3. Play.

Creativity comes much easier when you’re having a good time. Be a little silly and don’t take yourself too serious. Be curious and try something that you’re not entirely sure about, the result might surprise you. Adopt a playful attitude as you can’t force creativity.

4. Be Nice!

You’re all in this together. Don’t display your ego or be a show-off. You don’t have to be arrogant, condescending and/or rude to get what you want. It shouldn’t make any difference whether you’re talking to the model, assistant, art director or client, be friendly and to the point.

5. Make It about yourself.

Try not to copy the current trends and ideas. Find out what you like and what gets you excited, then try to translate that into an unique visual language. Create your own identity – think and work with YOUR heart, emotions and believes.

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