Truth Is Golden ep. 206 - Loosen Up A Little, with Paul Petrunia

In episode 206, the third instalment in our series on LA creatives, Paul Petrunia talked about his upbringing in the Canadian prairies, how Arthur Erickson influenced him to be an architect, his ill-fated career as a teen ballet dancer and his cultural confusion as an expat torn between American and Canadian cultures. Going back to the early Internet days when he started a dot-com business in the middle of the lake late 90's boom to today and his life as the man behind the popular Architecture website archinect.com.

About the podcast: The intent behind our podcast series "Truth Is Golden" is to look at renowned creatives and their work with a critical eye. We aim to ask deep questions in order to peel back the layers of marketing, clever one-liners and sexy branding. We want to show the world what it truly takes for genuinely creative forces to find their own voice build a career on what is very often nothing more than a drive to do things differently. We want to hear about the successes, the failures, the inspirational stories and the lessons gleaned from all of it. We want the truth, so that we can inspire other people to fulfill their own creative aspirations and in the process contribute to making the world a better place.

Credits:
Post-Production: Ryan Aktari
Music credit: Bounce Trio, Star Animal, 2014.
Organ & Keys : Matthieu Marthouret
Ténor Sax : Toine Thys
Drums : Gautier Garrigue
Composed by Toine Thys (copyrights SABAM).

Buy it on BandCamp :
weseemusicstore.bandcamp.com/album/smal…big-rivers

More info and music here :
www.youtube.com/user/weseemusic
www.matthieumarthouret.com
www.facebook.com/MatthieuMarthouret.Music/

Timing your visual communications to run a better business

~ 4.5 minutes read

In the typical cycles of business, we are now fully in the 100-day sprint, the roughly 100-day period between now and the holidays where businesses are the most productive. People are coming back refreshed from vacation, kids are back in school and summer is gone, so there is no more excuses to play hooky and go hide at the cottage. Lake water is too cold anyway. That is, until the end of the year, before people take off again for the holidays to go skiing in Gstaad.

In the realm of visual communications and specifically architectural photography, not only we are subject to business cycles as described above, but even more so to seasonal conditions. That translates into a shooting season - without guns -  that extends from roughly May to November, coinciding with vegetation being in a suitable state and the weather being cooperative to allow for good photographs of your buildings and spaces. In that timespan we get all kinds of colours and textures, from the vivid bright greens and flower blooms of spring to the colourful fall season, without forgetting the deep greens of the mature, midsummer vegetation.

When you superimpose the seasons with the traditional business cycles, it looks something like this: post-christmas coma and hibernation from January to May, spring awakening in May-June, Summer slump (a.k.a. Spending summer at the cottage) in July-August and 100-day sprint from September to Christmas time a.k.a. “Shit! I need to wrap up my projects” period.

  Photography seasons

Photography seasons

Why should I care?

We are in the last 50 or so days of good, predictable weather and decent vegetation before we are stuck with cold, shitty weather for the following 6 months which makes architectural photography quasi-impossible. Some projects are suitable to be photographed in winter, but these are the exception to the rule. Timing a project with a snowfall is also extremely challenging as winter snow tends to turn into slush in the city after a day or two and believe me when I say you don’t want to shoot in those conditions. If you’re an interior designer you might think “Haha, nice try, but this doesn’t apply to me!” as you’re not subject to weather.

While you’d be correct in thinking so from a technical and logistical perspective, let’s not forget the dreaded award season, from post-christmas to the early summer, where most award submissions are due. Marketing professionals spend most of that time working on submissions, on top of the million other things they usually have to do like managing social media, RFPs, etc. Based on my experience, most of them do not want to deal with managing photoshoots on top of that.

Ok, so all of this is self-serving, but how does it apply to me?

I’m glad you asked. Well, taking into consideration all of the above, what that means to you, is that by and large, you are left with 60 days (90 for interior design projects) to plan, execute and complete your photography projects before everyone in your office switches to holiday mode and slows down to a crawl for about a month, spending more time thinking about that vacation in Gstaad or the dreaded presents they need to get for their incredibly hard to please in-laws.

Considering that it takes easily 3-6 weeks to plan, prepare for and execute a shoot, there isn’t a lot of time left to get that accomplished. With professional pictures in hand before the the season’s end, you will be able to do the following:

  • Promote your latest 2018 projects to prospects with the goal to sign new clients, and keep feeding new prospects in your pipeline.

  • Have your images ready for your winter slump, when your marketing people will want to have them handy for the 10 million + 2019 award submissions they’re going to prepare. Believe you me, they will thank you.

  • Wrap up the current year with completed projects, which should bring a sense of accomplishment to your practice and boost morale before the seasonal affective disorder sets in. Happy employees = productive employees.

  • Take advantage of the winter slump to plan and prepare your 2019 press submissions and scour the newest editorial calendars, in order to time your media relations accordingly and increase your chances of being published, not to mention that beautiful photographs will help you in the matter.

All of the above, accomplishes one thing: it makes your practice more efficient and more effective on many fronts. Which results in less time spent scrambling to get something done at the last minute, more time to do other important business things (or more time for yourself) as well as a long-term increase in your profitability because you now run a lean, mean business development machine.

After all, who wouldn’t like more time and increased profits?

If you have questions about this article or rvltr, or want to book your fall 2018 shoot, you can reach us at hello@rvltr.studio.



{Insert flight pun here} Let your projects soar with aerial photography.

When I hear the words aerial photography, it evokes a different perspective, looking at the world through a bird’s eyes. Since we humans, are so accustomed to looking at things from the ground level, which means looking up at the city; having access to this view from above, gives us the ability to appreciate the urban environment from an unusual perspective. A different point of view which makes us appreciate the amazing setting we’re a part of. I personally marvel at the level of human achievement every time I get a chance to look down at the city, as it suddenly comes into focus.

With the advent of consumer-level drones, aerial visualization & photography has become a bit of an ubiquitous commodity, but it has not completely superseded traditional aerial shots from aircrafts, if only for regulatory reasons that make flying a drone in the city both complex and a huge liability (drones also have the bad habit of being very prone to randomly crashing, speaking from experience). That means that to shoot anything from the air in the city, there is not yet a good substitute for planes and choppers.

This is why rvltr partnering with our dear friend and veteran aerial photographer Brett Price(linkedin) to offer you his expertise and knowledge of shooting from the air, combined with our knowledge of the city and its surroundings. Over the course of the first 2 weeks of September, Brett and rvltr will be available to shoot all over the GTA and beyond.

If you had projects under consideration for some yummy aerial photography, now is the time to act and book Brett + rvltr here. Spots are limited and going fast!

Instagram @brettprice / @revelateur_to

The fine print: Each location is shot to your specifications (Close ups, or to show property in relation to amenities etc). If you are interested, book us here, or have any questions please contact us, with the address of the property you wish to have photographed along with roof colour, and size of property. We will get back to you promptly to discuss the details of your project and come up with an appropriate scope of work and budget, based on your needs.