Talking with one of the editors today we both got a laugh out of the fact that we sit around in an office in Manhattan trying to come up with brilliant ideas all the time when really we should be relying on the talented writers and photographer to come up with the ideas. If our magazine was called, Manhattan office workers, which it’s not, we’d be coming up will brilliant shit all day.

I run into this all the time, where the expectations of the photography are, that it will exactly match the idea that we came up with. I rarely tell the photograph how to shoot, unless it’s someone hired specifically to give them art direction. Sitting in and office in the middle of Manhattan in a meeting is not where your best creative work comes from.

Craig Cutler came to the office today at the insistence of the editor, because Craig is shooting a very expensive project for us and well, the editor wanted to make sure that we were getting exactly what we wanted out of it. That’s always a bit of an awkward situation for me because I really don’t know what I’m trying to get out of it. I’m really just trying to match a brilliant photographer with a project that will play to their strengths. I have no frickin clue what it’s going to look like.

The meeting went well because as you can see Craig is a brilliant photographer and the project plays into his strengths (still life) but is something he’s not really photographed before (animals) and that always leads to the best work because it’s an opportunity for them to sink their teeth into something new and exciting and challenging. Should be amazing. Maybe even win an award and all I had to do is make one phone call. Perfect.