Bree McCool
A film photographer’s perspective on finding joy in the creative process, taking creative risks, and using an alternative approach to avoid waste and positively impact clients.
Words: SARAH MAGIDOFF
Photograph : BREE MCCOOL
TELL US ABOUT WORKING WITH FILM. WHAT IS SPECIAL ABOUT THE PROCESS, AND HOW DOES IT ENCOURAGE YOU TO SLOW DOWN?
BM: The process is extremely special and has layers of texture. Because each frame has a cost value associated with it, looking through the eyepiece and reviewing the entire image before committing to pressing the shutter takes time, attention to detail and a clear vision of the desired outcome. Each shot is revisited if what was captured wasn’t “it”. There’s no reason for me to take a shot, have someone develop that shot, scan that shot, download it, import it, edit it and then realize it’s not what we intended - it’s such a waste of resources.
YOU HAVE AN UNCONVENTIONAL APPROACH TO YOUR PROCESS OF PHOTOGRAPHY CALLED SLOW CONTENT. WHAT IS SLOW CONTENT, AND WHAT PROMPTED YOU TO START THE PRACTICE?
BM: Slow Content is a few things. One, it’s a conscious understanding of physical and digital waste. Two, it’s the prep and planning before a photoshoot - being laser focused on the visual goals, how to achieve them and how best to use those assets. Three, it’s connectivity between the verbiage and visual language of a brand, allowing the pillars of a brand to be expressed in every piece of content. It’s paying less attention to trends, and focusing solely on the solid backbone of a business.
HOW DO YOUR CLIENTS RESPOND TO THE SLOWER PROCESS?
BM: This slower process isn’t for everyone and I’m very much aware there are deadlines, clients who need to see images in real time and agencies that just haven’t educated their customers on this way of doing/being/seeing. This is on those of us who believe in this movement to teach that there’s a different way of doing things. And showcasing how this different way can be positively impactful to the entire team.
Those that are on board are really on board. It’s a delightful process and all are taken back (in a good way) by the alternative approach.
WHAT ARE SOME OF THOSE POSITIVE IMPACTS THAT HAVE COME FROM SLOWING DOWN THE PROCESS?
BM: The longevity of the content has been expanded, and has a life beyond the immediate shoot, post, repeat cycle we’ve been trained to do. It has a depth and staying power.
There’s a tremendous amount of joy and satisfaction coming from these sessions. The way I get to mold a visual language [for a brand] is such a brilliant thing to be a part of. There’s a trust and a team that’s in constant support of the final product.
CHOOSING A SLOWER PACE AND PROCESS CAN BE INTIMIDATING, ESPECIALLY IN AN INDUSTRY THAT THRIVES ON HUSTLE AND QUICK TURNAROUNDS. HAVE YOU HAD TO FACE ANY FEARS OR INSECURITIES FROM CHOOSING YOUR OWN SPEED?
BM: There absolutely was, and is, fear and insecurities. This approach isn’t for everyone … yet. I bring it up to potential clients, and there’s a fear there, but it’s a conversation worth having. There is opportunity to apply it everywhere.
TALK ABOUT A TIME WHEN YOU SACRIFICED YOUR QUALITY OF LIFE FOR THE SUCCESS OF YOUR BUSINESS. IF YOU COULD GO BACK IN TIME ADN OFFER THAT PERSON ADVICE, WHAT WOULD IT BE?
BM: I do believe that everything I’ve done has gotten me to exactly the place I need to be. I wish I didn’t hold financial status or set financial goals over lifestyle and freedom goals, but those priorities got me to the place I am now.
In hindsight, the desire to take more risks is a common theme. That realization encourages and inspires me to shoot the thing I’ve always wanted regardless of outcome, sponsorship or client behind it. If an idea or thought makes your creative self inspired, absolutely just do the thing.
WHEN NOT WORKING, HOW DO YOU SPEND YOUR FREE TIME?
BM: Travel, travel, travel. Nothing teaches me more about myself, encourages me to learn, or challenges me more than counting on myself to adventure somewhere foreign. Even if it’s a town an hour away or 39 hours (the trek to Maldives and 100% worth it), I’m always willing to explore. These experiences then inspire my art, photography and multimedia projects.
I’ve started a new arm of my business called The Artful Archive. I compile travel journals from my trips and often take a collection of 35mm/120mm and polaroid imagery. The process of printing imagery, placing it in a journal with other tactile objects and recalling the senses brings me back to the memory and creates a visceral journey for someone reading it.
WHAT DOES “SLOW ENTREPRENEURSHIP” MEAN TO YOU?
BM: Slow Entrepreneurship is not something I would have thought about in my first year of business when I was more bogged down by what I thought was being successful - making money, running myself ragged thinking somehow my wasted energy was being deposited into a bank that I would be thanked for later. Understanding that working smarter, not harder, being purposeful in my business and gaining insight into what I wanted my lifestyle to feel like were all things that came along as I explored Slow Entrepreneurship.
WHERE CAN WE FIND YOU?
www.breemccool.com
https://www.instagram.com/breemccoolphoto/
https://www.instagram.com/theartfularchive/
Bree is a photographer creating strategic and artful content libraries for businesses and entrepreneurs that desire ease and cohesiveness in their visual presence.