| Ask the Expert |
| An esources Q&A with pro photographers on their favorite Semaphore shoot and why their work is worth the money! |
Larry Cameron
 Photographer Larry Cameron has done an extensive variety of work for Semaphore. Currently, he is shooting images for the Sovereign Homes website.
Q What was your favorite photograph used by Semaphore and why?
A I can mention two. One was on a shoot for a luxury train service. It was a shot of a couple in the dining car photographed from the outside through the windows at dusk. The combination of the cool exterior and the warm interior gave it a very elegant feel. I think it captured the client's desire for the feel of luxury travel.
The other is a shot of a little boy in a baseball uniform we photographed for an electric co-op annual report. The report was highlighting the co-op's support for community projects, in this case, youth sports. The pose combined with the oversize uniform is just classic. It's the kind of picture that makes you smile when you see it.
Q Why is it important for clients to hire a professional photographer of your expertise?
 A With the growth of digital imaging, it's easy for anyone to make technically good photographs. What separates a professional photographer from the novice is the ability to bring to the scene years of experience, both technical and creative. It's this reserve of experience that allows a photographer to translate a client's needs into an image that expresses those ideas to a wider audience.
When I have an opportunity to teach, I ask students what they think the most important decision is before taking a photograph. They usually offer a long list of good ideas but never quite guess it, probably because it's too simple. The most important thing to know is where to stand. Where you place the camera determines everything - the perspective, the relationship between foreground and background objects, and determines the focal length of the lens required. That's why photographers have all those lenses - so that they can stand in the right place. Larry Cameron can be reached at 803-467-9868.
Rick Smoak
Photographer Rick Smoak does most of his digital commercial work on location, shooting shoot people and products in many different situations, environmental portraits, life style and conceptual images. He shoots assignments at his studio as well.
 Q What was your favorite photograph used by Semaphore and why?
A I worked on a series of images with Kathy Shuler of kids for an electric Co-op. Working with Kathy is always a treat anyway, and she had an idea for a shot of 3 little boys in a tub full of bubbles with water guns shooting each other. With Kathy's help and 3 enthusiastic little models we came away with an award winning shot. That image received a best of show for SCPPA and a Fuji Masterpiece award.
Q Why is it important for clients to hire a professional photographer of your expertise?
A The bottom line of course is time and money. A professional photographer will know how to work with a art director in creating a great image that meets the clients needs and sets him apart from his competition and can do this in a reasonable amount of time.
In advertising and marketing it's not just getting a pretty picture that's important. It's creating an image that serves a specific need. You have to have the technical skills to capture an image that has visual impact and the understanding that the mood, attitude and message it sends are just as important. Rick Smoak can be reached at 803-622-6655 or 803-256-2053.
Bill Barley
Photographer Bill Barley has done lots of work over the years for Semaphore. Some of our staff knows him best for aerial photos. He works with Roc Jackson for longtime client, Cogsdill Tools. They take dull gray & black machine tools and photographically transform them into metal sculptures. That work combined with Semaphore's creative design has helped to keep Cogsdill a leader in their industry's advertising media.
 Q What was your favorite photograph used by Semaphore and why?
A My favorite job goes back years to a low budget black & white series we did for a campaign against drunk driving. It was a hard-hitting series of night photos involving drinking, kids and cars. We got a lot of impact and value without costing the client a fortune.
Q Why is it important for clients to hire a professional photographer of your expertise?
 A In this day of cheap digital cameras, many clients try to do it themselves (remember $50 desktop publishing programs with 500 fonts?) and the result shows it. With the high cost of advertising, the client's image, message and bottom line are at risk when amateurs do it. Professional photography and design becomes a smart investment. We can bring experience, vision and creativity to their project, providing added value, not added expense. Bill Barley can be reached at www.billbarley.com or 803-755-1554.
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