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A Conversation With Lloyd Evans What Is Holding Me Back? Capture THE Moment 3 Features Of A Highly Converting Homepage
I N T R I N S I C A L L Y
H U M A N A U T H E N T I C I T Y
I N
P O R T R A I T S ,
L A N D S C A P E S
&
C I N E M A
ASCEND MAGAZINE
A MAGAZINE MADE BY CREATIVES FOR CREATIVES
ISSUE NO. 2
INTRINSICALLY HUMAN
FROM THE EDITOR
ASCEND MAGAZINE
02 A CONVERSATION WITH LLOYD EVANS Photography is an artform in every sense of the term. We unpack the inspiration and symbolism behind some truly artistic photographs.
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WHAT IS HOLDING ME BACK? It is well known that creative individuals face obstacles of all kinds on a daily basis. One of the biggest obstacles is fear. We unpack the most common types of fear that hold creatives back from success.
EMOTION IN FILM The Reyna Bros share their thoughts on impacting the emotions of others through cinema.
08 MAX BAKER PHOTO We look at the portrait work of NorCal-based portrait photographer, Max Baker.
12 CAPTURE THE MOMENT Husband and wife photography team, Samuel and Maria Gernand, discuss what it takes to capture THE moment while making clients feel their best in the process.
I would like to thank you all from the bottom of my heart for responding so well to our first issue. I can honestly say that I did not hear a negative word about the content within those pages. Because of that, I want you to know that I am excited for you to dig into these new pages. You are about to experience yet another issue that we poured our hearts into with hopes of bringing you content that will both entertain and inspire you. As I have said before, creatives grow together. May those words stick with you in your creative journey in the days to come.
— Matthew Norton
CONTACT IG: @matthewnortonphotos matthewnortonphotos@gmail.com
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A CONVERSATION WITH LLOYD EVANS From theatre lighting, to location scouting, we chat about the creative process behind landscape photography.
Q: Lloyd, before we dive into your work as a creative, would you mind
to completely transform the feel of a
giving us some details about you and your story?
place as well as affect the atmosphere and mood of it. I’m a big believer in
I fell in love with capturing images after a trip to Venice in 2014. Soon after
showcasing places in their best possible
I bought my first DSLR in January of 2015 a Nikon d3200. From there my
light.
photography journey has taken me from street photography in my home city of Bath to discover a love for landscape photography whilst taking coastal
Q: Can you give us insight into what
seascape images on the South West coast of England. Since then, I have
the typical day of shooting looks like
developed a real travel bug. I have been to Iceland, Scotland, Norway,
for you?
Indonesia and Canada (so far!). Travel photography has opened my eyes to the beauty of the world and the minute I come back from a trip, I’m already
I’ll often research a location before hand.
planning the next one. I also work in theatre and specifically focus on
Checking tide times if near the sea as
lighting design when I’m not behind a camera which has really shaped and
well as sunrise and sunset times using
influenced my style of photography.
apps such as TPE and Photopills. I also use Clear Outside which is a great app to
Q: How does your knowledge of theatre lighting affect the way you view
give you an indication of cloud cover and
and photograph landscapes?
whether a decent sunrise is possible. Often, I’ll shoot right through sunset
I’ve always had a fascination with light and the way it can shape a scene.
into blue hour or on a sunrise location
Light can really bring a scene to life. Angles of light really have the ability
from blue hour until just after the sun
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has risen. Sunrises, to me, are definitely more rewarding. When possible, I’ll often try to get out early in hopes of not being surrounded by other people. Q: What do you feel inspires you the most? I think I’m heavily influenced by film and cinematic visuals… Anything that will add drama to an image, whether that’s punchy colours in the sky, light rays or rolling mist through a valley, I’m always aiming to catch the perfect setting. Q: Can you tell us about your favorite photography-related travel experience? My absolute favourite place I’ve travelled to was Pulau Padar, part of Komodo National Park in Indonesia. Witnessing the best sunrise and watching the scene unfold over the three coves as it got lighter was a real highlight of my time there. Other than that, it has to be seeing a bear in Canada! Q: During this dialogue, we have asked some in-depth questions. How about we end this conversation by asking you a question that all of the photographers reading this are dying to know... What is your goto body/lens combo? I currently have two set ups: The Sony a7iii is my main camera. I’ve just ordered the new Sigma 24-70mm, but most of my recent shots were taken with the 24-70mm GM. I also shoot with the LUMIX S1R with 24-105mm. Q: Lloyd, is there anything else you would like to say? The last thing I’d like to say is I can’t recommend enough finding people to travel with. Whether short day trips or longer road trips, having other like-minded people is the biggest motivator to get out and see more of the world.
PHOTOGRAPHY BY: LLOYD EVANS
GOLDEN HOUR FEELING
"We are either people who are dreaming and seeking or we are sitting and waiting, probably dreaming of nothing. Sometimes we can be both but at the end of it all we are either in pursuit of something or we are not. The pursuit of life is when we find ourselves tripping over all of the options of life.. tripping over all of our thoughts and ideas, tripping over places to go and things to do, tripping over emotions and moments... So see here and be here. Allow your now to be what your future will eventually greet." ~ India Patton
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Photographer: Evan Olea Model: Krystin Nolin
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WHY I CHOSE GRAPHIC DESIGN OVER ANY OTHER ART MEDIUM Design has never really been an art medium
I love art. In another life I may have ended
to me. In fact, I think that’s what drew me to it,
up an illustrator or sculptor - but design excited
and why it continues to fascinate me. From what
not only my creative side, but also my clinical
I’ve learned and experienced in this field,
and scientific side. Graphic design offers the
Graphic design (or design in general) is more of a
very unique challenge of communicating feelings
science, a way of using tools in order to solve
and concepts through visuals that are useful, or
problems or answer questions. Art is just one of
solve a problem. I guess I’m drawn to it because
those tools; The human mind relies very heavily
like it or not, we live in a world where design
on visual stimuli and in order to effect the mind
(especially graphic design) affects our everyday
– one of the main objectives of graphic design –
lives all the time.
art and striking imagery make for excellent tools. This might seem like a cold and rather clinical approach, but when design is thought of as a science rather than an art, it introduces a level of depth into your work that makes it more than just a pretty picture or pattern. With this being said, a lot of the personal work I do has no purpose. It is there for me to practice technical skills and establish workflows. If you think about it, design blends through so many different fields that it's difficult to define on its own. Graphic design often uses
Graphic design offers the very unique challenge of communicating feelings and concepts through visuals that are useful, or solve a problem.
psychology and philosophy in order to help achieve the project's goals (ex: colour theory) in the same way that product and furniture design have to take into account engineering, physics and sometimes even chemistry. Written by Saxon White
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What Is Holding Me Back? BY MATTHEW NORTON
Content creation is an incredibly freeing avenue of
their peers. For many artists, it's nearly impossible to
work. It affords individuals the ability to express
consider their work to be as good as the work of others.
themselves in ways that other jobs wouldn’t allow them
As unfortunate as it is to be subject to a comparison-
to. With as many advantages as there are to being a
based mindset, it still overwhelms creatives daily. If
content
doubt,
you wish to have a healthy life as an artist, you have to
disadvantages, too. I would like to talk about some of
let go of this fear. You are enough. You will always be
the biggest reasons creatives don't progress in their
able to learn another skill or buy another piece of
craft as much as they would like to.
equipment. But you will not be able to replace you. It is
creator,
there
are,
without
a
pertinent that you do what is necessary to focus on your 1. Fear of Rejection
work. This doesn't mean that you aren’t allowed to appreciate the work of other creatives, but it does mean
A crippling feeling that every person, creative or not,
that you need to learn how to stop comparing yourself to
will at some point experience is the fear of rejection.
others. I have written down the following mantra in my
When a person is overcome by this fear, they limit
notes folder and look at it often: "Believe in your
themself so much in the steps they take toward
abilities. Always be a student. Consistently grow."
advancement.
This
feeling
prevents
them
from
accomplishing simple tasks as well as those tasks that
3. Fear of Failure
require much persistence. You mustn’t let the fear of others not accepting you hold you back from your
It has been said before that the ultimate guide to
dreams. Whether you are a perfect person or a perfectly
success is failure. However, there are creatives all over
imperfect person, people will reject you. But their
the world that are unable to bring themselves into the
actions should not be able to dictate how you carry
pursuit of success because the thought of failing is
yourself. I want to propose that you are rejecting
paralyzing to them. By learning to fail, you are learning
yourself when you let the rejection of others overpower
to succeed. Obviously, you are not going to blow
you. If you think about it, the pain that you take on
opportunities on purpose… That isn’t what I am saying.
from carrying this fear is pain that you are choosing to
But I am raising the point that you cannot allow the
keep in your possession. All you can do, for the benefit
fear of failure to hold you back from bigger and better
of yourself and the lives you touch through your art, is
things. It can be terrifying to conquer new territory
work on you. This requires believing in yourself.
because you have no idea what awaits on the other side. But that is precisely my point. What if that which
2. Fear of Inadequacy
awaits you is something good? What if the time you spent in fear was time with which you could have
Over the past couple of years I have observed a deep need in the hearts of artists to be on the same level as
already established a new normal? Decide today that you will let your passion speak louder than your fear.
MAX MAX MAX MAX
BAKER BAKER BAKER BAKER
PHOTO PHOTO PHOTO PHOTO
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Models: Rocky & Ross Lynch Sylists: Marissa Motley & Dalton Lighting provided by: Samantha Baker
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Models: Rouxx, Anniessa Glover & Kory Luke Sylists: Marissa Motley, Mariel Garcia & Max Baker Suit provided by: Jeremy Willard Hat provided by: Alexander Westwood
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ASCEND MAGAZINE FEBRUARY 2020
EMOTION IN FILM Written by the Reyna Bros
Creating emotion via film is never the goal. As cliche as it might sound, telling a good story should always be the main objective. When creating a film, a video or a project of any kind, it is important that you’re telling the truth. We have been creating film and videos for over 10 years, and many of our films have stirred emotions of all kinds. A countless amount of people have told us that our
Making someone truly feel something is not easy. But it’s not about creating emotion, it’s about creating a story that has people feel the emotion they already have.
But on the other hand, you can have a film that is so simple, yet effects you in such a way you weren’t expecting, that you can’t help but really feel something from it. Take the beginning of the Pixar movie: “Up”, for example. No one was expecting the story it tells at the beginning when they first watched it, and in only about 4 minutes it had everyone sobbing. Why? Because it’s the
work has deeply stirred their
truth. There’s something real,
emotions, brought smiles to
something human, something
their faces, made them jump
that we care enough about to
with fear, and even brought
The moment you try to
emotionally invest in. Making
tears to their eyes. Why is that?
manufacture a product that’s
someone truly feel something is
sole intent is to make someone
not easy. But it’s not about
We never start any project with
cry, you have already failed.
creating emotion, it’s about
the thought: “How can we make
People can spot when they’re
creating a story that has people
the audience ball their eyes
being manipulated a mile away.
feel the emotion they already
out”? That is never the case.
have. Film is asking someone to
We were actually shocked when
Have you ever watched a
empathize with your story, and
we first started to have that
movie that had an overdramatic
they can’t do that if it’s not
kind of response to our work,
scene with someone having this
authentic, and speaks to
it was just nothing that we ever
big emotional moment and you
something intrinsically human.
considered. But we found that
feel absolutely nothing? It’s
it’s because we were trying to
because it’s not the truth, it’s
There is no recipe for making
create a compelling story, and
phoned in. It’s a moment that is
the audience feel. You just have
the audience emotionally
begging for your tears, grasping
to tell a good story. Tell the
invested in it themselves.
at your feelings and you
truth. And if it’s strong enough,
Enough to cry like babies it
subconsciously know it. And
the audience will do all the
seemed.
you’re not buying it.
work for you.
sorB anyeR ehT | MLIF NI NOITOME MORF NEKAT
FILM IS ASKING SOMEONE TO EMPATHIZE WITH YOUR STORY, AND THEY CAN’T DO THAT IF IT’S NOT AUTHENTIC, AND SPEAKS TO SOMETHING INTRINSICALLY HUMAN.
ASCEND MAGAZINE FEBRUARY 2020
Capture THE Moment BY SAMUEL AND MARIA GERNAND
The first thing that comes to our minds when thinking of “THE moment” is the 100% real, authentic emotions, and that is exactly what we chase. Capturing those moments is our goal at every shoot and what gives a deeper meaning to what we do. We are able to preserve sweet memories, the candid embraces and intimate tears full of love. Our names are Samuel and Maria, we are a husband and wife photography team based in Richmond, VA. We are primarily wedding and couples portrait photographers and we’re honestly in love with what we do. How would you like for couples to tell you things like: “When we were looking at your wedding galleries we felt like we were actually there." “This is what we want when we look back at our wedding photos.” “She literally cried looking through your pictures.” Well, those are some of the things that our couples tell us when we meet for the first time. So, here is how we do it: 1. Make Friends We consider it a top priority to become friends with the bride and groom as well as become familiar with the wedding party and family of the couple. Get to know what truly matters to them, what they find funny and what makes them smile. Ask them meaningful questions. Ask them questions such as: “What made the two of you fall in-love with each other?” and “What was your first date like?” This will quickly lead to a friendship and them being comfortable with you letting their true personalities and colors show. THAT is what they want to remember. The better job we do at making these connections, the better the final gallery turns out.
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/ 13 2. Keep Moving You must be in the moment in order to capture the moment authentically. Think of your camera as your eyes, and when someone views a gallery of photos, they are essentially reliving what you witnessed. Something that helps us assert ourselves into every situation is using wide prime lenses. Not only are they great for the fast apertures, but when you think of the camera as your eyes, it just makes sense! We can’t zoom with our eyes, so in order to be engaging with a situation we must physically move ourselves around in order to truly experience it. Of course there is a time and place for zoom lenses but this is simply part of our style and strategy. If you don’t already own some wider prime lenses, rent some! 3. Go Ahead And Party! (Don't Be A Fly On The Wall) At nearly every wedding we document, we have guests approach us to thank us for doing such a good job, when they haven’t even seen a single photo that we have taken. What are they talking about? We are intentional about connecting with the guests, becoming part of the party without being invasive and genuinely celebrating with them, taking away any awkwardness. Here are some examples: If you like someone’s outfit, hair, phone case, whatever, let them know. Just talk to people. Is the speech so good you are about to cry or you want to clap? Go ahead! There is a human behind that camera. Is the DJ really good and you feel the need to show off some moves? Go for it! Maria always makes it a point to dance for at least a minute with the bride. People always appreciate seeing us celebrating with them rather than just staring from afar
Something that we have worked to refine over our time shooting weddings is our story telling method. We tried many different things in order to figure out that this works for us. If you aren’t happy with the way that your final wedding galleries are turning out, I would suggest giving these a try! Bonus, our working/shooting styles just vibe together. Find a second shooter that you work well with and that understands how to tell the story of a couple/wedding day in a way that compliments yours. Cohesiveness is essential. Most importantly, do what you love and be good at it.
Photographers: Samuel & Maria Gernand
and shooting like we’re immune to good music.
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Photographers: Samuel & Maria Gernand
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3 Features of a Highly Converting Homepage The top 3 mistakes I see on photography websites that I believe reduces conversions are: 1. Vague Offering
3. Too Many Colors/Fonts
I get it, you're a photographer your prospective clients know exactly what you offer. However, when you don't state what makes you different right at the top of your homepage, you're just like every other photo taker. An example might be " Texas Elopement Photographer based in Dallas who guides couples through the unforgettable adventures they deserve". On my own website, I have "Aesthetic Brands, Beautiful Websites - For Photographers" right at the top.
This one might seem stupid but hear me out. Nowadays, in design, less is more. People have very short attention spans and once they can't find what they need on your site or get the slightest bit frustrated they're out! When you have more than 3-4 colors used on your homepage, things start to look a bit cluttered and distracting. A converting website is very easy to use. In fact, a rule of thumb I use when I design websites is 3-4 fonts max. One header font, one "body of text" font & one accent font.
2. Too Many Call-to-Actions
I hope that these tips help you whenever you're thinking about building your site or probably just help you audit your website in 2020.
Call-to-actions are basically buttons on your homepage that ask visitors to carry out an action. My general rule of thumb is to have no more than 3. When you're building your site, each page should have a goal. What is the main goal of your home page?
Find more content from Ronke at: www.thepinkcreative.com IG: @thepinkcreative
ASCEND MAGAZINE NO. 2 February 2020 Cover Image Rouxx | IG: @rouxxofficial Max Baker | IG: @maxbakerphoto Marissa Motley | IG: @marissa.motley
Editorial Matthew Norton | Editor Contributors Lloyd Evans, Evan Olea, Saxon White, Matthew Norton, The Reyna Bros, Samuel and Maria Gernand, Ronke Bade-Ojo Models Ross Lynch | IG: @ross_lynch Rocky Lynch | IG: @rockylynch Kristyn Nolin | IG: @cakebabyk Rouxx | IG: @rouxxofficial Anniessa Glover | IG: @anniessaglover Kory Luke | IG: @k_or_y Photographers Max Baker | IG: @maxbakerphoto Lloyd Evans | IG: @lloydevansphoto Evan Olea | IG: @evanolea The Gernands | IG: @thegernands HMUA / Fashion Sylists Dalton | IG: @itsjustdalton Anniessa Glover | IG: @anniessaglover Hali Mc Gowan | IG: @halimcgowan.mua Marissa Motley | IG: @marissa.motley Mariel Garcia | IG: @stylebymarielg Max Baker | IG: @maxbakerphoto Tara Buenaventura | IG: @dancehardalways
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A MAGAZINE MADE BY CREATIVES FOR CREATIVES
ASCEND MAGAZINE
A MAGAZINE MADE BY CREATIVES FOR CREATIVES