You’re probably thinking, “Albie what in the hell does this have to do with any of the things you ever talk about… like ever?”

Well…

before I dive into the meat and potatoes of the post, here’s what planning a last-minute brand shoot covers, from my perspective: 

• getting organized

• having an awesome tribe

• trusting life’s pivots

For two years in my business, I tried to plan a brand shoot for Albie Knows…with no success. Whether it was finding the right photographer or having it in the budget or just liking the way I looked in the mirror, there was always something in my way. 

Last year, one of my designer besties introduced me to Mariah Texidor. I was blessed enough to book her to shoot my One Room Challenge transformation. Even though I knew (from IG and my friend) how dope she was, after that shoot in the Spring I knew this was someone I would keep in my life for a really long time. The photos were amazing, but more than that, the shoot was amazing. Mariah made me feel comfortable on the camera (fun fact: I hate taking photos) and really allowed my “brand” photos to shine as much as the design photos. 

I knew that if there was ever an opportunity to work with her again — aka I’m back in NYC — that I’d jump at the chance. 

Fast forward a year and I was heading back to NYC — I was heading to see family and the “completion” of my Fall One Room Challenge. Naturally, like the previous ORC, I wanted Mariah to shoot the space. As soon as I booked my trip, I reached out to her, but as the weeks counted down, I realized it we likely would have nothing to shoot — there was no furniture and the renovation, while complete, wasn’t without some imperfections. I slowly started to accept that I would probably not be able to shoot with Mariah after all *cue the world’s smallest violin*

Right before it was time for me to fly out, I had a sudden urge to do a brand shoot instead — I loved my photos from last year and while I still pretty much looked the same, it would still be dope to have fresh, new photos! I immediately asked Mariah about doing a shoot instead of an interiors shoot; and since the apartment was literally empty, it would basically be like a studio shoot.

She agreed! 

In about 48 hours, we planned and executed an entire brand/lifestyle shoot and I am obsessed with how it all turned out.

So how’d we do it?

Getting Organized

Once we committed to the idea of doing a brand, we knew we had to get organized and FAST. The first thing Mariah told me to do was collect inspiration photos for the shoot. Since I had started a “brand shoot” board over on my Pinterest, I sent her an invite so that we could collaborate on getting ideas together. For my IGTV, I had recorded my packing process. I sent Mariah that video so that she could see what clothes I had with me (since I definitely did not pack with a brand shoot in mind) and pick the pieces that she thought would be best for the shoot. P.S. She picked three looks. 

Having the vision via Pinterest and the wardrobe outlined based on that vision, we were able to get through shooting with very little guesswork. Had we not done this beforehand, I don’t doubt that a lot of time would’ve been wasted on just trying to articulate the concept. 

Having An Awesome Tribe

I told you that Mariah and I were introduced by one of my design besties right? How did they meet? Through a membership program for other creatives! After exchanging services, they maintained a relationship and she, in turn, referred her to me! Mariah has since, become some an amazing part of my tribe. Aside from obviously being ridiculously talented, from following one another, she’d gotten an understanding of who I was, making it easier to translate that into photos. This wasn’t just about a photographer taking great photos. She now understood who I was as a designer and as a person. 

Spoiler: while there, she was also able to shoot me with my daughter and my mom… all because she understood ME. 

Trusting Life’s Pivots

This whole time I had it in my mind, “Mariah’s gonna shoot my design project” so when it was evident that the space wasn’t photoshoot ready, I just about gave up on the whole thing altogether. That “sudden urge” to do a brand shoot, however, I believe was a calling to still use Mariah’s talents in a way that I, personally, needed. 

It was an unexpected and unplanned, but oh-so-amazing pivot. In addition to having great new photos of myself (as well as my mom and daughter) the photos are an illustration of an internal transformation journey I’ve been on. When you look at the photos from Spring 2019 and these from Winter 2020, you may not spot a significant difference, but for me they definitely hit different… because I am different.

Had I ignored that judge, I wouldn’t have the photographic proof of this current season I’m in.

Tips From Mariah

Understanding how you want your brand to feel: What words do you use/come to mind when you think of your brand — those are what to hit on as you photograph for a branding shoot.

do you need images for an upcoming marketing campaign? Website? This is helpful in making sure you get a mix of horizontal/vertical images to use in your marketing (during our first shoot, it was my book).

Planning and building relationships: having inspiration and communicating it [helps] plan efficiently even on crunched time; and finding a photographer that gets you and your brand, that you trust and actually like their work!

This isn’t me saying that you need to run out and have your own brand/lifestyle shoot, but if it’s something that has been on your radar, just know that it doesn’t have to be an over the top, overly planned production...not if you have the right photography team in your corner. Hint: this is the part where you reach out to Mariah because she’s dope!