Mark Zibert - Interview

MARK ZIBERT

markzibert.methodinc.net

TORONTO

1. How would you describe Method Inc.? When did it first begin?

Method opened Jan 1st, 2000.

It started with myselft and photographer Sandy Pereira. We took on a rep in 2001 (jooli kim). The original idea was to create a production house with a few photographers. As it turned out, myself and sandy decided it would be better to focus on our own work rather than worry about a production house and other shooters. We basically realized that we'd rather be taking pictures and allow other people to take care of the business side of things and opted to use freelancers instead of hiring staff and overhead.

Now method is my company name and that's about it. I prefer to be credited with my name.

That being said….at some point I probably will turn it into a production company that finds and helps young talented shooters. It'll happen when I'm old.

2. Have you studied photography academically?

I studied photography at Sheridan college. I graduated in 98 or 99….not sure. Was a great school that focused on technical aspect of photo…..barely any theory. Which is fine by me.

3. Please tell us about the concept and process behind:

Andi - Dean Horn

This was a creative that I came up with. (don't know why). Worked with Toronto designer Dean Horn….super talented clothing designer who has a shop in Kensington market.

Toronto International Film Festival

The art director at Echo Advertising in Toronto contacted me and about 10 other photographers to photograph a concept for the festival on spec. If they choose yours you get a 1000 bucks. Echo advertising supplied about 10 concepts but I didn't really jive with any of them so I told them ill shoot something that I've come up with since I'd be flipping the bill. I proposed doing a series instead of the usual one off and took it in a photographic direction rather than the highly photoshoped images they usually produce.

My work was presented to the festival board as the agency second choice…but the board overwhelmingly voted for my work…..snap! That's it….i got 1000 bucks and tones of exposure….well worth it.

Perdilta Felician

This was shot in Chicago for Macleans magazine. These editorial shoots are always sketchy. You basically show up and hope you find a cool location or prop. We went to the track and there was a tap at one end. As we were walking around we then found a bunch of hoses lying behind some shed. Bamb…wet down….which never looks bad. She was a super cool girl too.

3. What's involved in organizing a commercial shoot? How long does this process generally take?

I used to do a lot of production and stuff myself. But there is just way too much to do and if you're busy with other stuff you can forget about it. Now we hire a producer who arranges everything for us. Location scout, props, makeup and all the crew and rentals….there is a lot to do. I like to treat my shoots with the quality of motion picture production levels.

4. What is the best path to take when looking to obtain commercial clients?

Look at the work that's out there. Then make yours better than that work. Then go show your portfolio like mad.

5. Would you say that Toronto is a productive market for advertising photographers?

Toronto is an amazing market that is not afraid to take chances on young talent. There is a lot of good work coming out of this city. It's also great that there are so many young shooters out there. It's pretty funny when I'm in the states and people are talking about young shooters down there being in their late 30s….a young shooter in toronto is early 20s.

6. How important is post-production work in your projects? Do you feel that image manipulation benefits or hinders a final photographic image?

Post production was what helped me compete with the established guys when I started. I didn't have the lighting experience that they had so I relied on photoshop. Now my lighting is tight so I only use it for minor adjustments but it all depends on the job as well. If heavy retouching is requied I can do it…..always better to get it in camera though.

7. What equipment are you currently using?

I like to shoot canon 1ds and imacon on a hasselblad or mamiya…I don't really care though. Whatever is available. Profoto for lights. Love the Freeze packs.

8. What advantages do you find with digital vs. film?

Digital is fast, sharp, easy, instantaneous. Film is fun. There's a suspense that I miss about shooting film.

Films pretty much done though….ill shoot it if requested.

9. What was the last great book you've read and what was the last great movie you've seen?

Last book I read:

Intouch (it's not a book though…it's a tabloid mag There was a great series of Britney going into public washrooms….in one shot she wasn't even wearing shoes!)

Last great movie:

Closer