People's stories are buried deep.

As a storyteller - we are the ones responsible for creating the circumstance where the story will rise to the surface. People's stories are buried deep. You can't expect them to magically show up.

And to be honest with you, this is one of the most crucial steps for me in making these brand films. Once a client and I are on the same page about being a good fit, THAT is the next conversation we have. A conversation about purpose, about our promise to our audience, about what makes you different.  I don't expect my client to tell me all of this - I have to guide them by creating an environment that will bring this out.

So, there we were, sitting in Jocelyn's dining room talking about this very thing. And it was like my filmmaking approach was looking into a MIRROR.  The intimacy and depth behind Jocelyn's design process is beautiful and goes beyond designing a room. I mean, you start to think about the way you want to live your life. THAT kind of depth.

I realized this film needed audio. And "needed" in the sense that I couldn't justly make this film without you hearing what Jocelyn had to say. Which is really funny because if you know me, you know that I try very hard to AVOID incorporating (speaking) audio. I used to see it as a way that people would literally "tell" a story rather than experience it. But during our conversation, my gut immediately told me that this particular message had to be spoken - something that I rarely feel. I love it. I know there is such power in the words that someone has to say and I'm excited to keep finding pockets of these moments where sometimes words are the only way to get to the heart of the story.

I would've never imagined that this initial inquiry from an "interior designer" would evolve into a story like this. A story that strongly rings true to my own theory in brand films. Huge thank you to my girls Alex of AVE Styles and Mary Claire for assisting me and the amazing Promise for sending Jocelyn my way.



"That is the blueprint of my work. It's that someone leaves our conversation knowing more about who they want to be, and how they want to live." Absolutely Jocelyn... absolutely.

Who Are You Talking To

Coming up for air from editing to share some of my notes from a workshop I attended last weekend.

I'm staring at my notebook, jam-packed with my writing and I realize that I have to take it one bite at a time. My favorite talk at the workshop was Guillaume Wolf's on the psychology behind branding. Y'all - my little fingers could barely keep up during his talk!! Ridiculous. I freaking inhale everything that comes to branding. What can I say, it fascinates me. Let's dive in...

W.A.I.T.T. // Who Am I Talking To?

We, as artists, filmmakers, photographers, and designers are communicators. Guillaume described communication design as "communication that creates a precise response in your audience." This is often seen as an emotional response or one of action.

So then, if our content (photo, film, website, whatever) is a MESSAGE - are we treating it that way? Are you seriously asking yourself - "what am I saying with this image?" But most importantly, who am I talking to?!

Because here's the thing, when you have clearly defined WHO it is you're talking to, this can guide everything you share online. If I know the client I want to attract, (almost) every time I am sharing something through my business - I have to ask myself if it aligns with the values and beliefs of that client, because if it doesn't, then I can be confusing them. I will shout this from the rooftops - pay attention to the content you share. Heck, pay attention to the content you create.

We are sending messages. That's the moral of this post. But because we are the creators of this message, we are responsible for knowing who it is we want to listen. So let's start there - with defining our "who." What might help you is asking yourself these questions: what does their lifestyle look like? Your dream client. What do they value?

-- photos of Jocelyn from The Inner Interior // An artist who embodies this very idea. She is a designer who's work is completely guided by meaning and purpose - the heart of the client.

Loving Who You Work With

This film gives me chills. Chills. There are moments when I'm filming and I feel in my gut, this is going to be sick!!! - but I don't say anything out loud because I like to manage expectations and WHAT IF it's NOT like I thought it was going to be?!

Well, this particular weekend in Texas with Amanda Holloway was insane. It was all a whirl wind from her contacting me in December to us filming within 3 weeks later. These clients - y'all - they just are on a different level.

I know. I've said this over and over, but it's because I NEED YOU to see that it's true. It's not about a client fitting your style - it's about a client believing IN your style. Your promise. Sometimes it is an obvious pairing - a dream client - no questions asked. And sometimes it's not. But sometimes - there's a client in the middle - someone that is willing to meet you there if you just verbalize what your promise, your experience, their final product could look like. It is at that point that the client decides that either they love the vision or they hate it and that should decide if you are their artist. That's it.



But please know that this is coming from a journey that included having to say yes to certain free projects and no to certain paid ones. I didn't start my business with dream clients. I started my business with a promise to be true to who I am. And that film right there is why I value who I work with so much. How does it go ... "You will be the best at being you." And there's only one you, right?

Deconstructing a Photo

Let's dig deep into the process of these images of Katie of La Rousse Photo. Like I said before, Katie loves movement as much as I do. I wanted these images to feel like you were swimming in between the movement.

Pre-visualize. Before you start your shoot, ask yourself what type of mood you'd like to establish with your images. If I don't have a message to tell or an emotion to establish, then I'm shooting without intention. When I DO have a message, I am finding ways to TELL YOU this message. I think about how my composition, subject movement, and light are the ways in which I communicate. It can't just be about what's in front of me. 

And behind the layers of creating the photo - before I even pick up the camera - it all starts with your subject. Honestly, what takes time in a business is to draw in the clients that resonate with your style. And I'm not talking about clients with style, I'm talking about clients that simply connect with your work emotionally. They will bring it if they believe in it. If you're not there yet, then start with friends. Take steps towards that direction. If you are consistent, I promise you will get there sooner. If you have a hard time articulating the style, hire a stylist. Alex of AVE Styles was Katie's styling consultant to prep her for her trip from LA.

You're as strong as your team.

And if it's just you (which is completely fine) then at least sit down, before the camera is in your hand, and imagine what those photos of that specific person in that specific environment could look like. Once you're there, don't force anything - but at least you will be mentally prepared to create visuals with a meaning.

Your brand is not defined by a color

Your brand. It is not defined by a color or even your website. But yes, colors and a website should move your brand forward.

Rinse and repeat. Your brand is NOT defined by a color or a site. As you search for the colors you are attracted to, explore the idea of WHY you're attracted to them.

Pink, coral, nudes. Those embody feminine to me. And sometimes you start with colors and it helps you connect the dots, or sometimes you start with the word (i.e. feminine) and ask how that can be translated into color. The point is that your brand should consist of what feelings people associate with you/your business! It is your promise. I want my clients to feel like they are dreaming, that they are empowered, and that I will articulate their style along with the confidence to display it.

And when you finally get to a place where there is clarity to your brand, something amazing happens. You connect with other artists who's work resonate with your brand. They connect to the core of who you are and your collaboration is taken to a level you couldn't have done on your own.  That was this day. Christine Penny and I, Mignonne Handmade, and Angelberry Organics. But not just today, you guys, this past weekend, and this upcoming weekend, and the upcoming months. 

I took FOREVER writing this, but it was because I didn't want to JUST show you a set of photos. I want to help you get closer to this place because it will be so liberating. How? That's what I'm working on. Maybe with questions from others or continuing to share my journey. Either way, let's make it happen.

Part I: How I created my first styled photoshoot

Finally! I've been wanting to write up a post on the creation of my Frida Kahlo inspired wedding shoot. This was my first (and so far, only) styled wedding shoot so I am by no means an expert.  But the overwhelming response has encouraged me to share my thoughts on the process so I decided to break down the 3 steps into 3 different posts. Let's get started with the first.

Number One // CONCEPT.  To me, this is by far one of the most important. If you know me, you know that many of the decisions I make for my business have to line up with my brand. In fact, that is a topic that can have its own blog post, but I'll leave it alone for now.  Your concept should consist of two things: consistency with your brand and a theme that inspires you.



Wedding blogs should inspire you but DO NOT REPLICATE! My number one goal for the outcome of my Frida shoot was to be published in a magazine (accomplished!!). I knew that the only way I had a chance for that was to create something that would stand out. Be different. Granted, you still need to connect with the audience so you can't make it SO different that it's irrelevant. But you should create something that will inspire brides to think differently.  What is the NEW mason jar, vintage suitcase, and typewriter?! And so, that is the rule I stuck to with my pinning....

You can see on my Frida Pinterest board that I pinned those wildflower ice cubes. LOOOOOVE this! I mean, what a genius and extremely easy way to incorporate beautiful details for a wedding. Imagine a cocktail hour with blush drinks and ice cubes with edible flowers?!  THAT is what I imagined.  

I decided to come up with at least 5 trends that I believe brides could actually incorporate into their wedding and would stand out (if executed correctly):

• Blush drinks
• Blush wedding gown
• Flower ice cubes
• Artistic/Regional stamps for invites (which didn't pan out but the invites themselves? Holla!)
• Punches of colors in accessories / eclectic accessories (hello, roach ring?).

Seriously, I don't expect a bride to wear a roach ring. Would modern day FRIDA wear a roach ring? Heck yeah. THIS is the time to be daring. To break some rules and create a vision that will further your brand. So start with at least 3 new trends (or a new spin on an old trend) and from that make a list of the kinds of details you need, your location, and styling. 

Next step we'll cover? THE TEAM.

Behind the Scenes

Karie and I dreaming up a collaboration. Per usual ;)

 Me... in motion ;)

A glimpse of what's to come this year.  I am referring to motion, collaboration, and lots - I mean lots - of imagination ;)

As Sue Bryce made her way into people's homes via Creative Live, the beauty photography sector just boomed.  Suddenly the inspiration to mix natural light with a studio based setting and what else? WOMEN.  But to me, it was less about focusing on 'glamour' photography and more about the message of self-love.  Because THAT is what will separate 2 photographers on the same technical level -- the ability to have human connection with your subject.

And that is what makes my heart sing.  To look at my subject's eyes and let her know that it's just her and I. No judgement. No expectations. Just wild ideas. It might feel funny at first, but you have got to trust that this is a process and I won't let you down.  Why? Because in order to freely love yourself, you have to be vulnerable.  And it's that vulnerability that I will delicately place into my hands, honored to hold it, and transform it into an image to be celebrated.  Let's celebrate :)

Looking for motion

That right there is me digging through my work to find SOME sort of imagery to represent motion for an upcoming design.

In the end, it's going to just come down to what aesthetically looks the best.  Let's be real.  Cause a tornado can represent motion, but I'm pretty sure I haven't seen too many pretty tornados.

Jose told me I should have a GIF (ya know, moving images).  And it made me think of THIS and THIS.

That's when my professional line of blogging what is in synch with my brand blurs BIG TIME.  And sometimes THIS is how I feel about over-thinking that stuff. Have a good weekend :)

Get Better, Not Angry

Back home in Phoenix. In PJ's. Random sunburn on my leg.

But anyway... :)

Read a great, short article on Seth Godin's blog... "True Professionals Don't Fear Amateurs." < READ IT!

It is such a viscous and painful cycle for artists to compare each other and allow that to eat away at our confidence.  Even worse is when we can't even be happy for a person that is growing because we feel threatened.  But it's so hard, right?  How can we not experience this when so much of our business is defined by the things we do.  Not anyone else.  So when someone is killing it, you can't help but want to know what page they are on.  Sure, there are business, marketing, and branding strategies -- but, at least for photography, sometimes it feels like there are a million ways to play these rules in the business.  YES, we will fear, but the point is to not allow that fear to define or PARALYZE you.  Because in the end, we must run a business.

As we get ready to make note of our New Year declarations, wishes, resolutions, and desires - how about we become fueled by each other instead of comparing ourselves to one another?  Let's get better.

This goes back to one of my favorite questions: What makes you, YOU? 

Start there.  Because the best thing to become better at, is to become better at being you.  I think that would make Dr. Seuss proud :)  So good to be home.

Behind the Scenes: What I Wear to Weddings

A photog friend of mine reached out to me this week, asking what I wear to weddings.  Fortunately I've actually kept photos of me that my assistants have taken and FINALLY had the kick in the butt to blog it.

If I'm not wearing my pinstriped, black pants, then I'm most likely wearing a dress to a wedding.  The biggest issue with wearing a dress that most women have is being afraid to flash the goods.  And we've talked about my ninja, crawling moves while shooting, so I get the importance of this.  IN FACT, I climbed on a chair this past weekend and took a pretty hard hit on my left shin when I FELL OFF the chair.  Gotta get that shot!  Yeah, the one in mid air as I watch the dance floor lights become blurring speckles.

But that's not the story I'm here to tell, is it?  I picked a set of 3 dresses that I constantly wear to weddings.  The first one is my absolute FAVORITE:

 I absolutely love how classy and extremely comfortable it is.  It's a one sleeve dress with the perfect pop of coral, and just long enough that I don't need to wear leggings (so helpful for hot days).

 The best part? It has POCKETS!  I slip my memory cards in there so I can switch them out quickly.

Discover who you're meant to be

YES I realize I need to post this shoot, but you know what?  I like swimming in single images for a moment... you get to indulge in them like you wouldn't if they were all posted at once. 

SO.  Let's talk about discovering who you're meant to be.  I LOVE talking about branding and identity. And even when we start to get a grip on our business, don't we always want to dig even deeper to better understand what makes you - you?  The beautiful part of getting to know yourself is that it is constantly evolving.  Constantly.  That means that we hit points where we once again start to question ourselves.  Seriously?! How confusing! 

Let's dig deep.  In order to build your brand successfully, you must build it on the truth and on your true experiences.  So how do you break down your true stories, experiences, and life changing events? By answering these questions from Chris Hilicki's book.  Seriously, answer these!

- What were the life changing events in my life? 

- What are some things in my life that occur over and over?

- What are the most important values in my life and where'd they come from?

- Where were you born and raised? Did your mother work inside or outside the home?

- Did you ever play make believe? Wore costumes? Did you pick it or did someone else?

- Did you ever win a prize? What for? How did it make you feel to get attention?

I'll stop there for a moment, because that last question immediately sent me back to 6th grade.  I was in a typing competition -- that's right, y'all think y'all know me, oh there is some nerdinesss up in here -- and I was competing against a lot of schools in the district.  Well, they started to announce the first place winner and... they said my name! My mom jumped out of her chair and started rooting and clapping.  I was so embarrassed that I even yelled "shhh!!" as I made my way to the stage, blushing profusely.  She got upset that I was embarrassed and said she was allowed to be loud over this because she was proud.

As I'm reading this section in the book and get to this question, I begin replaying my typing-championship-loud-mom moment and I realized something.  Growing up, I h-a-t-e-d attention.  There's a lot of reasons why I hated it, but I distinctly remember how much I did not want to be noticed.  And here's the irony of it all:  God made me to be noticed.  And I'm not strictly referring to being born with blonde hair and Spanish being my first language.  What I mean by this is that I have ALWAYS loved being different.  I love to tell stories and grab people's attention by making them feel something.  I usually over-dress, so I remember before walking out of my door I would take off some earrings in fear of standing out for being over dressed.  This way I could blend in.

Well, I got sick of blending in.  And let's admit it, I'm not even this crazy, over the top person -- but in my head, whenever I would completely let go and be me -- sometimes I WOULD feel like an "over the top" person.  Why?  Because I was self-conscious of it so it was magnified in my head.  Then I started realizing how good it felt to allow myself to be me.  Sounds silly, but don't we all struggle with this sometimes?  

How does this translate to my business?  By realizing that I, as a person and business owner, highly value helping people identify and EMBRACE who they are.  This affirmed that the future of my business wouldn't just be about photography, but about branding and identity.  It is my strong desire to help artists identify their strengths, to inspire women to have self love through this journey of branding and styling.  Do you know how this has transformed the purpose of my business?!  Just the fact that I have a purpose is fulfilling.  I am working with intention now.

Chris Hilicki, a branding expert, after answering those questions, she realized this: "For most of my life, I created success because I had developed a special ability to make others feel important."  Your past "must not control you but simply give you value, uniqueness, and clues to define your authentic self."

Your homework from Chris: Determine what's important to you based on your stories -- this will reveal your values and beliefs.  Translate these values into a corresponding look, sound, and feel that no one else can copy because it's your story.

p.s. I would honestly love to hear how YOU reacted to attention growing up.  Did you hate it? Crave it? Why? Just curious :)

How to shoot in cluttered space

It wasn't until a year into photographing that I realized too many details could really detract from the photo.  OR -- how beautiful simplicity can be in a beauty shoot.  Sometimes we're lucky and the cluttered space is actually beautiful.

Let's take for example this particular commercial shoot I did for Leidan Mitchell...

And even with the space being so beautiful, I focused on tighter shots that would tell the story, cleanly.

Focus on very, close up details rich with color to tell your story if the space itself isn't pretty.

 Story shot:

But what if you are with a bride and the room is horrible? What if you want to convey a simple beauty?  Well, let me share a little secret.

FIND A CURTAIN.  Or a sheet.

I saw these sheer curtains in their salon and immediately moved the model and stylist over there.  I had the stylist hold the curtains around her so that it would create a "room" around our model.  I wanted to take shots of her putting her dress and jewelry on so she was literally facing the curtain as I took a few shots like this:

Isn't it incredible what a little change of scenery can do to set a mood?  This time it was a curtain, but next time -- I might need to put them in front of a doorframe.  Study your space and use it well.

A little peek at the curtain action...

I also took some of her with the salon in the background since the space had beautiful coloring.

Difference in tones:

One of my favorite things that Jose Villa said in his workshop was "one for thee, one for me." Basically, when you are in a situation that requires specific shots for a client, get one for them, but then get one for you as an artist.  And this one, was definitely for me ;)

Think about your style, the tones and colors you'd like to portray in your work.  This is how you begin to achieve a consistent style, no matter where you are.  Find them in your space and remember that subtracting details isn't always a bad thing.  Hope this helps & let me know if you want more of these! :)

Chic Critique Fall Cover Entry

We should ALL try this.  It's like when you stand in front of your closet, you see options, but you stand there thinking WHAT DO I CHOOSE?!

At least for me that's how it is picking a photo for a contest.  Kinda scary, right?  But that should never stop you.  It's so worth trying, despite the fear of not being chosen or feeling silly for trying.  Trust me, there has been so many no's in my story.  It's deflating and discouraging but it brings you that much closer to a yes.

So consider this post not only my submission to Chic Critique, but a nudge to you to embrace the no's in your story because it's better to have a no that will put you closer to a yes, than forever stand in that same place of fear -- never moving forward.

The Big S Word: Sharing

The big S word.  Sharing.  You know what's funny?  I bet a majority of us that decided to pursue photography professionally never REALLY had an idea of how much sharing we would have to do.  And I'm not talking about sharing photos, I'm talking about sharing a vision, ideas, an identity, and sometimes... it involves vulnerability.  Right?  I mean, that is ultimately what we need for our brand to authentically represent us.

I believe so.  I'd love for someone to look at my Imaginale logo and immediately associate thoughts with it because of everything I have shared with them.  The part I work at everyday is the TYPES of thoughts people have when they look at my logo.  What Imaginale represents -- which is built by my messages, my clients' experience, and consistency.  Sharing.  And for those of you that have been afraid to share, let me share snippets from Chris Hilicki's book to give you an idea of the impact sharing can have.

Your Brand = An Instant Message

"You have an image that serves as an instant message for all who look to you for help, for knowledge, for inspiration.  Those around you use your image the way we use shorthand.  It quickly encodes what lies beneath and takes time to understand."

1) What feelings do you want your presence to evoke?  Your images to evoke?
2) How were you designed to live and what does that look like?
3) How was your company designed to be and what does that look like?
4) WHAT WERE YOU CREATED FOR?

"A brand is brought to life by the personality of the product or service the brand stands for.  And these things don't have personalities in and of themselves.  People do."

It's scary, right?  A business built so strongly on your image.  But the thing is, it's built around the truth of who YOU are.  So don't let that be scary.  Maybe your journey right now is to embrace who you are.  To dig and start discovering who exactly you are.

"Only when you truly know who you are will you know who you can become."

And to be honest, that is probably one of the hardest parts of this journey.  Many can teach you how to use the camera, but to start understanding (and to some, accepting) who we are -- that takes so much time.  But I promise that by sharing -- it will bring you closer.  And mind you, not just sharing anything -- but sharing the truth of who you are.  I'll leave you with these last snippets from Hilicki:

"Many organizations and companies hide their stories, waiting until they feel they have a story that will impress their customers.  [They] think they have to wait for measurable success before sharing and building their brand when the opposite is true.  Share your story correctly and the success will come.

Before using emotion to tell your story, you must know what the facts of your story really are.  The story doesn't start with emotion -- it is merely expressed emotionally.  The starting point is the truth."

On being in front of the camera

Thought I'd share some iphone previews AND my thoughts on being in front of the camera from my shoot last week with Buffy :)

In writing this, I realize I'm not the "norm."  Unlike most people, I get in front of the camera frequently for projects like Outfit Chronicles so my experience is a little skewed.

However.

For most of those projects, it's Jose behind the lens.  So this perspective is when the person isn't a family member or spouse.  Someone you still have to warm up to, which was my case this past week.  I met Buffy Dekmar at the Jose Villa workshop last winter and have been in touch via Facebook.  When she mentioned she was going to be in town this summer, I messaged her about setting up a shoot for Jose and I.  I'm in love with the quality of film and trusted Buffy to do a session of Jose and I.  I definitely connected with her work and was excited to have a more romantic session of Jose and I.

Bouquet by Emily Burton Floral Design

1.  TRUST  -- It is so important to trust and connect with your photographer.  Why?  Because on a NORMAL day-to-day life, people don't just get lovey-dovey in front of a camera.  It's not really natural.  If you trust the person behind the camera, then you can let go and KNOW they will portray you in the best way they can.  If you have hesitations or are self-conscious about something, it's totally okay to express it to your photographer. As a photographer, I prefer if someone tells me something they are uncomfortable with because I'll be much more sensitive to it.  But once you express it -- let it go.

2.  STYLE  -- I will go ahead and admit ... this can be very stressful.  Uggggh.  I can totally see how clients get stressed out about what they're going to wear!  What helped me so much was 2 things.  Picking out my favorite outfits from my Pinterest Board that seemed very "me" and having the styling help of Audree from Simply Audree Kate to find these things in real life!  I was doing two looks: one bridal and one "normal" Jose and Ale look.  Audree and I went shopping for the "Ale" look and it was a huuuge success.  She sent me inspiration photos for Jose's look so I worked my magic as best as possible.

3. Get Your Hair Did  -- Nothing like getting your hair and make up done by a professional to truly feel confident that day.  This was definitely one of my favorite things because I wasn't doing it myself.  I was able to pick a really intricate hair style and know that the stylist would pull it off.  And let me tell you, Leidan Mitchell once again killed it.  The talent is incredible there!

4. Let Go & Laugh  --  I know that sounds cheesy, but I PROMISE if you just let go and tell yourself "I'm going to pretend the photographer isn't there" and TRULY embrace how awesome that photographer is going to make you look, you will have the best time = awesome photos!  Granted it takes two -- the people in front and behind the camera.  Buffy was SO good at directing AND at calling me out!!  Haha, seriously.  I actually learned a lesson from her.  There was a moment when Jose and I were looking at each other and smiling, then Buffy said "Ale, give me a real smile."  And I laughed and said "geez Buffy, calling me out!"  But she was so right!  Pose after pose after pose, your smile can start to look very forced or fake.  When she bluntly called me out, it made me genuinely laugh and be mindful of when I needed to relax my smile.

Another moment that sticks out and why I love my man.  Buffy told Jose to whisper something in my ear that she couldn't hear.  Guess what he whispered?

You smell like cheetos.

Yep.  And I died.  I started laughing so hard because that is exactly what I love about Jose.  Though he should've said "hot cheetos."  :)  Can't wait to see these photos and share them with y'all!