Norman Rockwell, Creative Director

The relationship of the well staged and photographed still image to creative direction in advertising and video / film is no more evident than in this article about Norman Rockwell from Photo District News.

Before he ever committed paint to canvas, he set up intricate photoshoots. These were as professional as any video or film shoot, and included casting, set design, lighting, and the directing of talent and expression.

It raises my estimation of Rockwell, perhaps because it makes clear that he wasn’t working from swipe files, but was in fact creating his own masterful photographic tableau’s. Take a look at the comparison of Rockwell photo to Rockwell painting. Each has their own genius.

He picked the right people. He directed the right expressions. He positioned them in a still life pose that rivaled the best photographers and painters.

Then, on canvas, he filled in the details, adjusted, added, enhanced, reimagined and yes, photo-realistically replicated what he had previously created in black and white.

It was quite a process. Probably not unique. But a definite unraveling of a great artistic process.

We need to imagine our own work in video and print as well as Rockwell did his. Great motion is made up of great moments.

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