Occasionally, the absence of technique can make a statement. When it’s a commissioned gig, the photographer plays the tune that the client wants to hear.

This series of ad photos shows how this works in the real world.

If you think that the photographer doesn’t get it, all you need to know is that he or she did the most important thing right.

Landing the job is what counts before anything else begins.

About the author: I am Stephen Kennedy, an experienced photographer with more than 2500 completed sessions in all 50 US states.