By Zave Smith
The annual awards show of the Art Directors Club of Philadelphia’s was occurring in two days. A panicked email went out to board members looking for a student or an assistant who would be able to photograph the “step and repeat.”
It was the opening that I had been looking for. Twice in the last five years I have set up a real portrait studio in the middle of an event. Both times I had a blast; both times the results were amazing. There is something about a black-and-white portrait on white seamless that is simple, beautiful, and revealing. When this type of portrait is created in the middle of a noisy event, the positive high energy brings these images to life.
I responded to the email. “I won’t do a ‘step and repeat,’ but if you would like, I will create a full portrait studio in the middle of the chaos.” My offer was accepted.
This award show, “The Louix’s” is an annual event that draws about 200 of Philadelphia’s advertising leaders. There is a two-hour cocktail reception before the formal diner and awards presentation. I barely had room for 3 lights, a white seamless, and me in 200 square feet that I was allowed in the middle of this cocktail party. Just to add to the fun and energy, I brought along a digital projector that allowed me to project onto the walls of the party for all the partygoers to see in real time what I was shooting.
I set up this studio because I really enjoy the rush from creating pictures this way. I am not much for standing around with a drink in hand trying to make chit chat. I also knew that while I love winning awards, there is always the risk you may walk away in second place with no trophy in hand. I also knew that a week after the show, very few will remember who won the photography award in the midst of the 120 other awards given that night.
Two hours and approximately 130 portraits later, my assistant and I folded our studio to enjoy the dinner and presentation. It took me about a week to turn the raw files into the short video I am calling, “At The Louix’s.” A week after the award show, I posted the video on my site and sent out links to all who were there. Within three days this video has been viewed over 200 times with a large percentage of the viewers exploring the rest of my website. I then sent each person an email with a copy of his or her portrait. The thank you notes are still coming in.
At The Louix’s 2016 from Zave Smith on Vimeo.
