Solving Mysteries with Jigisha Bouverat of TBWA\Chiat\Day

My favorite method for sourcing photographers, both emerging and established, are meetings conducted at the agency.  It allows us to have a more personal insight into the artist’s work and access the chemistry they might have with our creatives.  Industry publications like PDN, American Photography, Archive, and Communication Arts are very important reference points for most art producers and art directors. Source books are useful but not our first line of research. 

Where do you find inspiration?
Inspiration is two-fold.  One aspect is purely commercial, working with the creative teams and being inspired by their drive to create impactful visuals and ideas for our brands.  A great producer needs to be inspired by the work. The other aspect is from the artist community.  Inspiration comes from the work we see everyday in photography, fine art, graphic design, illustration, street art, etc.  Seeing the passion an artist pours into their work is always inspiring.  I love the days when a new talent walks into the office to show their portfolio and I’m in awe of the work.  That is the best part of the job!

What are you reading online?

On an average day, I’m on the computer for 90% of the day so if I have down time I prefer to pick up a magazine or publication versus online content. I do check out a few industry related blogs each day for inspiration or research.

What are photographers doing lately to stand out from their competitors?

Passionate, honest work.  That is the one constant in this rapidly changing industry.

What does your client value most from a photographer?  Does that differ from what you value?  And, has that changed over the years?

Diplomatically, I would say most of our clients value good work that delivers the concept or brand idea….within budget and schedule…had to say it : )  Art directors and producers are always looking for the perfect artist to collaborate with on the project, who can bring the idea to life.  In that respect, I would say nothing has changed.  What has changed dramatically is the expectations on the budgets and schedules.  We’ve moved into a fast paced world with unrealistic budgets and timing.  In the past two years, the economy and technology played a role in creating this unfortunate dynamic. But this always happens when something new is shaking up the industry.  Right now it’s the word digital. The beginning of this year has been very promising.  I believe the quality of the visual is becoming important again and clients are understanding the connection of strong imagery to the brand identity. We’re coming back full circle to having the same goal…great work for the brand.

If you are an art buyer or a creative in our community and would like to contribute to this conversation, please do email us.  We would love to hear from you.