An often discussed question on the photo forums is “what should I put in my portfolio?” The answer is surprisingly simple–your very best work. Of course, figuring out what is best may be a bit more complicated and that’s where using “outsiders” like other creatives (not photographers) or consultants can be very helpful.
The follow-up question then is usually something like this:
Shouldn’t I show a mix of work, to show what I’m capable of?
To this, the answer is most definitely “no” (with one exception–someone who wants only local generalist work–only). You need to show your most creative work to get good projects. An art buyer or photo editor is not going to be inspired to use you if you show them technically proficient work with nothing more going for it. They could hire anyone with the technical skills and lots of people have them so the chances you get any gig that doesn’t require “something more” is very slim. Also, those projects are the ones which are usually awarded based on price. Who wants to compete on price?
On the other hand, if you have a portfolio (online or print) that shows your way of seeing, your creative thought-process results, then the buyer will remember you for when they have the right project for your vision. Also, because you are in their heads, when something not 100% creatively “right” comes along, they’ll remember you and figure you must have the technical chops to be able to do it so they’ll give you a ring.
There’s an article on PDN online right now that talks about getting catalogue work. The photographer interviewed, Angela Boatwright, shoots for Urban Outfitters and she talks about the whole process. The last question is about what one should do to get catalogue work; the final line in the article is a quote from Angela:
Make your book look individual, and base it on the things you care about, not what you think people want to see.
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You are right to adress this point as it’s really not easy to build a portfolio to show the client your work. On the short term, it seems often not rewarding to show QUOTE “the things you care about, not what you think people want to see” QUOTE, but on the long term it’s true that you make it this way to the interesting contracts (not only on a creative, but also on a $$$ point of view)
The issue with this way is that you will show your heart and soul and the counterparty will critique your heart and soul, which is not easy at all to accept and go over.
In my opinion, it’s the only way to find the path to “our clients”, to build a trusted client base : The clients who will stay with you and pay you accordingly. I am not in yet, but I think it’s the only way up to the 20 out of the 20/80.