It’s been a little while since we brought you an installment in our series of dialogues with art buyers. Today we’re bringing it back with Justine Barnes, art producer at Cutwater, the San Francisco-based advertising firm. She manages and produces all print work for their clients, from stock searches to global campaigns. Her answers are concise and to the point. Enjoy.
What makes a photo great?
Emotion, technique (lighting, aesthetic treatments, exposures), composition. It starts out with a well-thought-out plan, examining and considering every detail and how each will affect the end product. It takes an artist to envision the image and create the final piece of work.
How did you get to your current job?
I began by interning with a seasoned, fabulous art buyer. I shadowed her on multiple jobs asking any and every question I could think of. From there, I started freelancing. The rest, as they say, is history.
What’s the best way to get your attention?
Great work that is appropriate for our clientele. Fresh work that is unique and inventive. I get bored seeing the same work from the same photographers.
What annoys you the most?
When people don’t pay attention. For example, when you receive an estimate request/spec sheet to bid on a job, read it through before responding by asking any questions. Then read it again. Chances are, all your questions will be answered (when the estimate is due, usage, budget, shot list, any talent/location details, schedule, retouching/post work, etc). More often than not, I get questions from vendors and the answer is clearly listed on the spec sheet. I can’t help but think if they aren’t clearly reviewing and focusing on the details of the job at the estimating stage, what’s it going to be like if they are awarded the job?
What’s the most satisfying part of your day?
When the impossible becomes possible. And when we release fantastic, finished art and our clients share their enthusiasm for the finished product.