More Than a Smile: What a Headshot Has
When most people picture a headshot, they picture a LinkedIn photo or a team page. Some of the most meaningful portraits I make have nothing to do with either.
This fall I photographed three people running in the municipal election. I'm sharing their portraits here, and I want to be clear about why. I'm not promoting any candidate or campaign, and this isn't an endorsement. I'm sharing them because I think it matters to show my clients' work, especially when they need visibility. Being in their corner is part of what I do.
Why a campaign portrait is different
A campaign portrait has a harder job than most. For many voters, it's the first impression of someone they've never met, and it has to do a lot in a very short time. It needs to say something specific about who the person is, whether that's warm and approachable or stoic and strong, with intelligence and leadership underneath. Getting that right takes more than stepping in front of the camera and smiling, or not smiling.
The details matter more than people expect. I keep the camera level with the eyes. A camera that looks down on someone, or up at them, changes how they read, and can suggest weakness or heavy-handedness before they've said a word. Expression takes just as much care, and the goal is to match how the person wants to be seen. If they want to come across as stoic and strong, their expression should say that. If it's warmth and confidence, it should say that instead. Lighting and set design reinforce the same message, so every choice in the frame works toward it.
A headshot can be about many things
The same thinking applies well beyond politics. Corporate teams need portraits that match. Professionals need a photograph that reflects where they are now. Candidates need an image that says who they are. A portrait can serve many purposes, and each one deserves the same attention.
The question I start with
Whatever the portrait is for, I begin with the same question: what does this image need to do? The answer shapes the lighting, the camera position, the expression, and the finished image. It's the difference between a photograph and a portrait with a purpose.
