“Hey, nice dress.”…“Oh, Thank you!” said Amanda Macnaughten, Public Relations Manager of the ultra-chic W hotel in Los Angeles. “Hi, my name is Dennis Sagwitz and this is Antonio Cortez. We’re commercial advertising photographers.”
We’d just stumbled into Cosmopolitan Magazine’s entertainment division dinner party near the poolside cabanas.
Coincidentally, Dennis had been searching for contact with Amanda from the east coast… and found that
contact by spotting a golden, sequined dress begging a compliment. Minutes earlier, we (ACDS Photo) had
ventured into the W hotel for reconnaissance. The luscious outdoor cabanas with Ralph Lauren pastel colors,
the round pool and overall décor of the W hotel attracted us for a closer look.
Antonio has been residing in LA for several months... Dennis just arrived from the east coast, and suggested the site for a possible editorial or self promotional campaign... Antonio spots the word “Cosmopolitan” lit up on the bottom of the pool. “Perfect timing” he said. Dennis arrived to unveil the fruits of the last year of collaboration: our book. We ordered a pair of cosmo martinis and browsed through the book, poolside. Appropriate. “Another serendipitous contact made by ACDS photo,” says Dennis of the W hotel experience. “That’s just how we roll.” Amanda gave us her cards and we were satisfied.
We are Dennis Sagwitz, Executive photographer of ACDS photo and Antonio Cortez, Creative producing photographer. We officially branded our team less than 1 year ago. “But we are celebrating our 10th year of collaboration now”... “two photographers working on the same team are more complimentary than redundant in our case” says Antonio. We have been working and collaborating since 1998, when we met at the New England School of Photography in Boston in a spring fashion class. The spring when the Red Sox and Fenway parking chaos made the fashion class much more challenging.
Dennis had a small photography studio in the Fort Point Artists’ Community, near the Boston waterfront. “I immediately recognized the potential of my 600 sq. ft. studio and the collaborations with people like Antonio. We shot models together in class, we gel’d immediately. I invited Antonio to do “models” shoots or productions in our warehouse space.
He always came and added to the synergy. Some of the original productions included shooting Mira & Tyra Gibson of Maggie’s Models on the beach. Or body-painting them for an Art show. We pushed something creative at 17 Stillings St., much like the Silver Factory of Andy Warhol. As parts of a team, we are primarily artists aspiring to a vision.
Here’s what we have evolved to and how we work now: Dennis will likely coordinate the aspects of studio space, lighting, logistics and personnel. Antonio handles the creative production with casting, accessorizing and choreography of the models. The main difference between how we shoot is Antonio conceives stories and choreography much like ballet or a play. Dennis’s painting and illustration background causes him to focus on one particular image and how to portray it with light and action.
Within that context “Antonio will get the models prepped up with clothing, accessories and their moods on set.” Dennis will collaborate with me on what the greater story is, and make the appropriate background, lighting and camera techniques. “Like a movie set” says Dennis. “We break down the extraordinary complex tasks of the single photographer into separate, manageable tasks” says Antonio.
“When we work together, it’s as if we are one person. We will discuss ideas with our team of designers/stylists/clients. Antonio might start to shoot. He will warm up the models”... Then I will hand the camera to Dennis who will pursue an image from imagination or work on something he saw me shooting and give it a twist...the camera gets passed back and forth. “We leave our egos at the door... as long as we get mind-blowing images, we don’t care who happened to be snapping the frame on a particular image,” Dennis says. “It’s also too much for one person to do...shoot, image, light, direct, etc etc.” The modern photography set is very complex: with laptops, digital and film to download and load, radio controlled lighting...plus, of course, clients, models and assistants on set. “That’s why we think it’s better to share the demands placed on the modern, commercial photographer. Being a team, we more directly share the responsibility and rewards of our work, as opposed to the traditional photographer/ assistant relationship. “It increases loyalty, motivation and respect when everyone is on a team. We often include our make up artist, designers and anyone else in the creative process on set. That’s teamwork”
We realized the third time we crossed paths in 2006, near Boston, how quickly our unique visions & talents advanced together. “We shoot, produce, brainstorm, fund, print, scout, market, brand...and dream.” ACDS photo was conceived and branded in less than one year after our reunion. “Dennis brought the producer and marketing background”... “Antonio brought tremendous fashion and choreography story telling to the productions.” We have a large editorial in the works involving the W hotel, L.A. Models and an entirely new take on shooting spreads... “we’ll keep you posted” says team ACDSphoto. Check their site for latest works: www.ACDSphoto.com.
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