Creating images that recruit new students

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Colleges and schools hire me to help them recruit new students. There are a few reasons I hear over and over why I am chosen.

Capturing a moment

Every school I have photographed used someone before me.  Many of these photographers were very competent. They had great exposures, good composition and nice light, but the photos just were boring.

To get the "moment" requires the photographer to take more than a couple of photos of any situation.  You need to connect with the subject and get to where you can anticipate them.  I might notice a teacher who walks over to a student and bends over to get close to hear them and see what they need.  They may only do this for 20 - 30 seconds.  If I miss them doing this once I can then move quickly to get into position the next time by seeing a student raise their hand.  I am moving before the teacher to get to the place to capture the "moment."

I like this image because I feel like the student is engaged in the subject and enjoying their time in school. (Nikon D3s, ISO 6400, f/5.6, 1/100, 28-300mm)

Color Correct 

Here is a great example of how many photographers shoot inside.  See the greenish color cast in the photo.

This photo is color correct and the skin tones look more natural.  The above photo is not color corrected.  (Nikon D3S ISO 2500, f/5.6, 1/100, 28-300mm)

When someone has really screwed up you can see banding of color in the photo.  This is when shooting under fluorescent or sodium vapor lights you get bands across your photos.  I am aware of the problem and make adjustments in how I shoot to avoid color issues with my photos.

Context

You need to do more than just get closeup photos of people's faces showing them enjoying themselves.

I like including posters on the walls to help give an idea what the students are studying.  It helps also communicate more than just they are in a classroom.  (Nikon D3S, ISO 1600, f/5.6, 1/100, 28-300mm)

One-on-One

I like this because the teacher and student one-on-one time is more than just two people it is about a teacher who cares and enjoys helping the student.  I like the student expression because they are serious and need help.  (Nikon D3S, ISO 5000, f/5.6, 1/100, 28-300mm)

One of the most important things colleges and schools report is the teacher to student ratio.  It is important to show students do interact with the teachers and not just being lectured to in the class.  This requires you to wait for those moments.  If you are like some people you just stick you head in take a couple snaps and leave.  You would miss so much by just documenting.

Engaging

Students need to be shown challenged by the course work and not bored.  However, in pre-school it can be fun to show a child yawning.  Sometimes humor is cute and just as engaging.  In older grades it isn't quite as cute.

The body language of the student shows deep thought and interest in the class. (Nikon D3S, ISO 4000, f/5.6, 1/100, 28-300mm)

Individualism

I look for moments where I can show the student is still independent and comfortable in being independent in their work and thoughts.

Using a very shallow depth-of-field helps to isolate this student. (Nikon D3, ISO 720, f/1.6, 1/100, 85mm f/1.4)

Using a shallow depth-of-field, I can make the student pop out from the other students. I see how this helps show they are an individual and yet also part of the class.  If you just crop everyone else out you do not have the same visual communication taking place. (Nikon D3, ISO 200, f/1.4, 1/125, 85mm f/1.4)

It is about communication and not pretty pictures

Too many photographers are trying to just make art and not communicate. For a photograph to communicate the photographer had to know what they were trying to communicate or it will often fail.This doesn't mean communication photos are boring.  It just means they need to communicate a message. They can do this and be just as much a fine art piece.

This is why I studied social work in my undergraduate and then did my masters in communication in the education department.  I wanted to understand how to use visuals to tell a story.

When you look to hire a photographer, look for someone who understands what education is about.