Keeping Focused: An Interview with NY Photographer Tara DiGiovanni

Tara DiGiovanni, a New York City photographer, has worked with a variety of clients from Kenneth Cole to BCBG and Time Out New York magazine. Trained at the Parson’s School of Design, she’s had the opportunity to do all kinds of freelance photography, from product shots to portraiture.

John Brougher: Tara, you produce some fantastic pictures. When did you decide that photography was what you wanted to do professionally?
Tara DiGiovanni: Taking pictures was always something I was driven to do. I remember braiding my younger sister’s hair and photographing her in elementary school. I took every high school photography class that was offered, more than once, but it never occurred to me back then that this could actually be a profession.

Influenced by some of the artist types in my school, I decided that it would be a good idea to visit some art colleges that offered photography as a major. This experience was life changing. I began to see that this was a totally realistic approach to my future. Parsons School of Design accepted me into their Direct Entry Photography program, where I studied for the next four years.

JB: How was your first few years as a photographer? Did you have any trouble finding clients and starting your business? Did you have to do the stereotypical early photo gigs–weddings and such?
TD: Starting out in this field was extremely difficult. I didn’t have enough experience or means to promote myself and I hadn’t yet met the right contacts that needed my services. After intense searching, I landed my first freelance job at Time Out NY, shooting the “Public Eye” and “It Happened Here” weekly feature. This was exciting and I got to experience many things, but still it wasn’t the most dependable source of income. Occasionally Time Out would have me shoot stationary objects such as Pop Burger’s new mini burger, or rhinestone encrusted cell phones. This awoke my interest in still life photography. I accepted a fulltime staff photographer position at a watch company, where I started shooting their catalogs and add pieces. It was clear that this was the direction that I wanted my career to take. During my time in this position, I learned how to light and compose different materials and retouch as well.

As time went on, friends and contacts in the industry began calling me up for some interesting freelance work. This led to the opening of my photography studio, where I concentrate on freelance jobs and personal projects.

JB: Do you shoot mostly digital, mostly film, or somewhere in between? Do you have a preference?
TD: When shooting commercial work, I stick with the digital format. I prefer the Canon EOS 5D, digital SLR, or the Hasselblad medium format with a leaf back. The image is immediately available for review by the art director and easily opened in Photoshop. Lately, I’m using film less and less often. I have a couple of specialty cameras that are fun to shoot with that take film. These cameras come out on special occasions, or when I have the time and feel inspired to shoot a personal project with film.

JB: What is it like as a freelance photographer in a city like New York? Do you find it offers more opportunities or challenges?
TD: Location is definitely important in this business, and New York City offers lots of resources and opportunities for photographers. It is also very competitive and finding a proper space for work or anything else at that matter can be difficult. I’m mostly inspired by it all and feel the positives outweigh the negatives. My surroundings and influences push me in a positive way to grow and improve.

JB: Do you have a specific specialty, like portraits versus product photography, or do you try to do a little bit of everything?
TD: My main focus is still-life or product photography, but I also enjoy shooting portraits to stay balanced.

JB: What advice do you have for budding photographers and other freelancers?
TD: The most valuable advice I can offer a budding photographers and freelancers is to stay focused, gain a mentor, study other photographers work that you admire, learn Photoshop and spend a huge amount of time self-promoting.