Inside Northeast Air’s Hangar: Mechanics at Work

April 18, 2023 0 Comments read Behind the Scenes, Blog, Industrial, Mainers at Work, On Assignment

Aircraft Mechanics — *© Brian Fitzgerald*

I’m happy to share images made during a recent shoot with Northeast Air, a company operating out of the Portland Jetport. They specialize in providing ground handling, aircraft maintenance, fueling, and concierge services to travelers from around the globe.

The objective of this shoot was to capture images of Northeast Air’s skilled mechanics performing routine work on a Pilatus turboprop aircraft, located in the company’s maintenance hangar at the Jetport.

As an experienced editorial and commercial photographer, I’ve spent my career documenting technical and skilled labor like this. The inherent challenge is to focus on the individuals involved in the work, rather than solely on the impressive machinery they operate and maintain.

I love that my clients recognize that, at the core, they’re in the people business. They’re eager to celebrate their employees and give you a glimpse of what goes on behind the curtain—or, more correctly, what’s happening in the hangar.

Aircraft Mechanic — *© Brian Fitzgerald*

Interested in telling your brand or company’s story? Let us know how we can help!

Capturing Spontaneity: Photographing First Lady Jill Biden’s Visit

April 11, 2023 0 Comments read Blog, Client Work, Editorial, Marketing, On Assignment, Showcase

As a longtime newspaper photojournalist, I’ve covered my fair share of visiting dignitaries, from President George Bush (’44) to U.S. Senators and others. But, as I learned the hard way on assignment for the Arizona State University school paper, the State Press, showing up late means the Secret Service won’t let you in, even if you ask really nicely.

So, when I was recently assigned to cover First Lady Jill Biden’s brief visit to Southern Maine Community College for the Maine Community College System, I made sure to arrive early. These events are highly scripted, with an advance team marking out where the media will stand, cordoned off well away from the First Lady. Each photo opportunity has been planned, with impactful visuals virtually guaranteed — as long as you show up on time — from the positions of the people to the carefully-placed American flags.

But, just because the stage is set doesn’t mean there isn’t room for spontaneity. As a photographer, my job was to capture the story and mood of the event, even within the constraints in place. I positioned myself strategically, changed compositions, and varied my lens choice to anticipate and capture those unscripted moments.

The result was a set of images that told a genuine story, full of spontaneous moments that spoke to the human emotions and connections present at the event. As a former newspaper photographer, I’m grateful for the laboratory that experience provided me that still allows me to capture moments even in highly-controlled settings.

Master your Content Calendar in 5 Steps

April 4, 2023 0 Comments read Blog, Business, Marketing, Tips

Ready to level up your content game? Craft a killer content calendar to keep your audience hooked. Streamline content creation, ensure a steady flow of engaging material, and support your brand’s marketing objectives with these five steps.

Set Goals, Win Big: Nail down your content goals from the get-go. Targeting brand awareness, social media engagement, or website traffic? Your objectives guide your content, and professional photography and videos will make it pop.
Themes and Topics, Front and Center: Jot down themes and topics that resonate with your audience. Align them with your brand, industry, and target interests (yes, we can help with that!). A bit of preparation guarantees a stream of impactful photo and video projects.
Variety is Key. Mix it up: Combine evergreen, timely, and promotional content. Showcase your brand’s different facets and keep your audience coming back for more.
Schedule Like a Pro: Map out your content release schedule. Consider the best days, times, and platforms for each post. Advance planning means you have time for targeted photography and video shoots, ensuring high-quality visual assets to accompany your content. Three planning tools we’ve used here at Fitzgerald Photo—good for individuals and for teams—include Trello, Asana and Google Workspace (formerly G Suite).
Adapt and Thrive: There’s no ‘set it and forget it’. Review and update your editorial calendar regularly. Analyze past content, tweak your approach, and plan for new projects. A dynamic calendar helps you stay aligned with your marketing goals while generating demand for the things you do and the ‘stuff’ you sell.

Follow these five steps to create an unbeatable content calendar. Your audience will be captivated, and your well-crafted and thought-out visuals will get the attention your brand deserves.

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Show off your brand personality

March 28, 2023 0 Comments read Blog, Client Work, Marketing, Showcase

How can brands show off their unique personalities? One way is by showcasing the people who together make the company special. Over the past few years, I’ve been working with Port Property and the creative team at Longfellow Communications to capture personality portraits of their employees.

As an operator of rental and commercial properties in Maine and North Carolina, Port Property’s staff interacts with their clients on a daily basis. They are, essentially, the company brand. When Port Property decided to rebrand a few years ago, they opted for two styles of staff portraits: one, a more traditional headshot portrait and the other that aimed to capture the personality of each person in a unique way. They asked each person to bring some physical item signifiying their answer to the question, “Home is…..”. Everyone on the team—accountants, property managers and the maintenance crew—took part.

The result is far from the typical corporate portrait. Instead, it reveals real people, with real lives, and gives the company a dynamic and fun vibe.

I had a lot of fun doing this ongoing project and think it’s a simple but impactful way to impart a human touch to a company brand.

© Brian Fitzgerald

Visual trends of 2023: Reality and virtual reality

March 21, 2023 0 Comments read Blog, Education, Marketing

It seems like 2023 has just started, and already visual arts world is evolving at a blistering pace. Whether through impactful imagery or storytelling video, content marketers have to work hard to stay ahead of the curve.

At a time of low institutional trust and with the rise of ai tools, authenticity is critical when it comes to visual content. According to a report from Adweek, audiences now crave genuine and relatable imagery that reflects real-life experiences rather than highly curated and polished content. Photographer Annie Leibovitz famously said, “A thing that you see in my pictures is that I was not afraid to fall in love with these people.” This quote epitomizes the importance of capturing raw emotions and connections in today’s visual content.

Another significant trend is the growing demand for immersive experiences. In a recent article from Forbes, virtual and augmented reality technologies are increasingly being used to create visually engaging content. Content marketers should focus on incorporating these cutting-edge technologies into their visual strategy to stay ahead of the curve and provide memorable and immersive experiences for their audiences.

Sustainability is also trending with the visual arts, with both photographers and videographers incorporating eco-friendly practices into their work. This trend reflects a growing global awareness of environmental issues and the desire to create visual content that respects the planet. Content marketers can leverage this trend by showcasing brands’ sustainable efforts through visually compelling narratives and engaging storytelling techniques.

Lastly, the trend of minimalism and simplicity, also referred to as ‘antibranding‘ is growing. As consumers are bombarded with content daily, the power of striking, minimalistic visuals has become even more apparent. By focusing on clear, concise messaging with strong visuals, content marketers can make a lasting impression on their target audience.

Content marketers should keep a close eye on these visual trends of 2023 to ensure their photography and video content remains relevant and appealing. By embracing authenticity, leveraging immersive technologies, promoting sustainability, and capitalizing on minimalism, they will be better positioned to capture their audience’s attention and drive meaningful engagement.

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Get Real: It’s about people, not brands

March 14, 2023 0 Comments read Blog, Industrial, Mainers at Work, Marketing

Industrial Recycling Worker

The biggest trend in 2022 seems to be the embrace of artificial intelligence (A.I.) tools like ChatGPT, Jasper and MidJourney by content marketers. In an age of deepfake videos and faked resumes, trust is the only thing in short supply.

That’s why authenticity matters more than ever when it comes to social media and content marketing. Winning brands take a people-first approach and who create meaningful connections with their customers and audiences.

What does authenticity mean? It means creating content that reflects your values and tells a story about your brand that resonates, cultivates relationships and fosters loyalty. It means creating visual content that features your real customers, team or audience, rather than opting for stock imagery. After all, people follow people, not brands. Authenticity entails communicating your brand values and cultivating your brand’s unique voice. It also may include user-generated content and collaboration with influencers who can help you tell your story in authentic ways. Here are a few ways brands might choose to be more authentic and transparent:

Lift the curtain: Show what it looks like behind the brand: your process, your culture, your successes and, sometimes, your misses.
Tell stories about real people and the impact they and you have had on the world.
Use short-form video to cut through the noise and provide answers to customer questions, provide useful information or to educate and inform.
Leverage user generated content (but only if allowed, and always give credit).

In a time when people are extremely wary of marketing that is ‘business as usual’, the trend is towards authenticity, engagement and connection. If you want to create impactful, authentic content that will connect with your clients, we’d love to help.

Image libraries keep social media content flowing

March 7, 2023 0 Comments read Blog, Marketing

*Dartmouth-Hitchcock Medical Center.* *© Brian Fitzgerald*

If you’re a marketer and have responsibility for your brand’s image, having enough good content can be an issue.

It’s not just the amount of content, but the variety: blogs, articles, white papers, graphics, images, video. Coming up with consistent, on-point social content is a huge lift and often a thankless task.

You might put out slick, professionally-produced content. Or, you might be utilizing smartphone images and video produced on the fly by your team and/or your clients and users.

Both types of custom content can have a place in your social media strategy.

I’m often asked to create image and video libraries for companies who need a large amount of content with a consistent look and message. Supplemented often by content produced by their own marketing team, the result is an ongoing stream of sharable content. Voila—Instant Content Superheroes.

With a little planning, these targeted shoots can be efficient, cost-effective and done in a very strategic way to capitalize on different seasons of the year or business cycle.

Having a balance of polished, high-value content as well as social media-focused content will keep your audience engaged and will help you be successful at actually maininting the consistency needed to grow your audience.

Have questions about how to make this happen for you and your business? We build custom plans for our client partners and would be glad to discuss whether we’d be a good fit for yours.

Dartmouth-Hitchcock Medical Center

Showcase: York County Community College

February 28, 2023 0 Comments read Blog, Client Work, Editorial, On Location, Showcase

YVCC — *York County Community College, © Brian Fitzgerald*

Over the past few years, I’ve worked with the Maine Community College System (MCCS) to highlight the workforce training programs at their seven campuses across Maine. These programs are designed and targeted to the needs of employers in Maine and are often a pipeline directly to well-paying professional jobs immediately upon graduation. Programs are diverse, ranging from nursing and culinary arts to project management and Amazon Web Services (AWS). The list is endless and always changing to adapt to the needs of the state’s employers.

We highlighted a few of the workforce development programs at York County Community College last year and tried to also capture some of the sense of community and connection between students and their faculty. It was a great opportunity to tell a story about a Maine institution that offers such incredible value to the community.

*York County Community College, © Brian Fitzgerald*

Leave Room for the Muse

February 21, 2023 0 Comments read Blog, Creativity, Personal

Maine Brewer — *Behind the scenes,Peter Bissell, Bissell Brothers Brewing, Portland, Maine. © Brian Fitzgerald.*

When I hire a skilled professional—like the folks who installed my bathtub last year (really sorry about the non-code stuff you found and then had to correct), I like being able to trust that they know what they are doing and can be left to execute the vision as they best see fit. My role generally consists of leaving the room or my house entirely and then showing up hours or days later for the big reveal.

The hands-off, “pro knows all” approach is one that some of my clients take when hiring me, and it works very well for certain types of projects where the outcomes are very clear and precise. But my favorite type of work tends to be more collaborative and made better through creative give-and-take during the process rather than just beforehand (Good examples are my editorial coverage of Maine Gov. Janet Mills’ campaign and the Fish + Game Changers project for the Maine Dept. of Inland Fisheries).

It’s fun working with agencies, who might have art director types who work closely with me to ensure the vision is evolving in the right direction. Evolving is the operative word here, because almost every remarkable project I’ve worked on has become that way because the creative partners—the client, the art director, and me, the photographer—are willing to start with the vision and then go where it naturally takes us. You have to be open to creative influence, or as author Steven Pressfield might note, you have to leave room for the Muse to do its work. Flexibility and creative collaboration are sure ways to elevate the final results of any photo or video shoot. Rigid, blinders-on thinking are sure ways to kill the creative magic.

2023 in 2023

February 14, 2023 0 Comments read Blog, Personal, Travel

My usual approach to annual goal setting involves a week in December carefully outlining each one in detail . Later I appreciate their thoroughness even as I find them, forgotten and largely unacheived, when cleaning out my desk drawers in late November.

This year I decided I’d try fewer goals with less moving parts: challenging, but best of all, easy to remember (and stick to). Then I identified one linchpin goal that in one way or another serves as a catalyst to getting other priorities done.

This year, it’s health: to be specific, being more active. To be even more specific: walking or hiking 2023 miles by the end of 2023. That’s an average of over 5.5 miles every day of the year, come rain, snow, ice or heat, often carrying a weighted pack. Easy. Right?

There’s a method to the madness. Next year (summer, 2024) I’m planning a weeklong backpacking trip to Iceland with friends. The hikes aren’t technical or steep but I do need to be able to lug a heavy pack and food for five days of hiking. Being in good shape means the trip won’t feel like slow torture.

I’m already past the 250 mile mark, on track so far. A few things are clear already: I feel better when I spend more time outdoors. I’ve observed things when walking streets I never did when traveling those same neighborhoods at car speeds (sometimes not great things, but always interesting). And I can get to the water’s edge at Portland’s East End beach from my downtown studio in 15 minutes (faster if I push a bit).

With that, it’s time to hit the bricks. What’s your linchpin goal in 20H23?