During my career in corporate marketing and brand management, one of the assets I managed was photography. Working on tight financial margins, yet reliant on consumer/customer perception, our team tracked and budgeted for EACH specific image that needed to be added to our library each year. Every moment in the studio or in the field hit our bottom line and the images captured were often time sensitive for seasonal campaigns, but also had to remain timeless. Strategically, our marketing team managed the messaging, but we relied on professional photographers that were experts in their fields to deliver our vision to the customer.
It is because of this extensive and deliberate process that I have a huge respect for professional photographers. When asked what I think is one of the most important expenses a brand or company should regularly invest in for both digital and/or print mediums, I always list professional photography. Imagery is what helps set brand perception from good to great and essentially communicates a feeling and message that the consumer is intended to resonate with.
Just this last week, I received the “new” Dover Saddlery catalog (I missed the first distribution). and upon opening the publication I felt reconnected with a company my consumer dollar had personally strayed away from. I had recently seen the changes online, but to touch the beautiful paper stock and read the concise copyrighting coupled with distinct imagery was an experience. The inside cover reads "Welcome to the new look of Dover where innovation meets performance, elegances meets functionality, strength meets grace, and where working with horses and the love the equestrian lifestyle is at the core of everything we do.(1) " As a customer, Dover had won me back by demonstrating that we share similar a similar ideology in both quality and values.
One of the key photographers for this project was Heidi Niemala. Over the last month I have had the privelage of discussing her noteworthy career in fashion photography and how she is using this experience to enhance imagery in the equestrian lifestyle channel. I am always amazed at the number of successful professionals that have a lifelong connection with the equestrian way of life and this affinity only seems to increase as they mature. This is the story of one such individual that is creating an intersection of her love of horses with years of experience in fashion photography and benefitting both industries in the meanwhile.
Salut!
2011, On studio set managing photo shoot for a new brand launch
(1) Dover Saddlery Catalog, Spring 2017, inside cover
Interview: Heidi Niemala
Describe your expertise.
I am a fashion and beauty photographer with more than 20 years of experience at leading fashion magazines, as well as corporate clients like Neiman Marcus, Air France, Target and Brizo.
What makes your styles of photo unique?
With each photo, I try to capture a unique moment suspended in the mind’s eye – the kind of image that might flash through your consciousness 20 years from now. Editors have called my work “timeless,” “transcendent," and "creating tangible desire in the mind of the viewer.”
Is there anything that surprised you when you started photographing horses?
There are plenty of similarities between horses and models – the long legs, the grace. Horses have better eyelashes (laughs). Seriously, the biggest surprise was the way that horses are in charge. With people, I’m running the show, but with horses, I am following their lead. You can’t use too much equipment – it spooks them. You just need to follow where they want to take you. It’s like riding in that respect; the best work requires absolute trust.
What inspired you to start shooting the equestrian lifestyle as a subject?
A better question might be, what took me so long? I was born and raised in northern Virginia, and horses were my first love. I’ve been an amateur rider since I was 12. Throughout my career, I’ve tried to find horses wherever I go. This year I was able to ride in Grand Cayman, Park City, Ocala and West Virginia.
What is your connection to the equestrian lifestyle?
I’ve been slowly returning to my equestrian roots over the past few years. Not to be too corny, but after so many years in big cities, horses make me feel alive.
Fashion photography is glamorous but limited – hot rooms, hot lights, teams of people talking at you all the time. I’d rather have mud on my boots any day. I love the freedom of it all, the vistas, the skies. Someday I’d love to have a farm in Middleburg and ride every day when I’m not on location.
Dreams…
I hope to work at the intersection of fashion and the equestrian world. My dream project involves haute couture models who can really ride. I’d also like to shoot all breeds of horses and disciplines of riding including thoroughbreds, draft horses; dressage, show jumping, western ranches and more.
For the short term I am looking forward to shooting for Equstrio Magazine and Horze.
Portfolio of Work
Heidi Niemala is a fashion and equestrian photographer best known for her timeless images. She has been honored with more than 25 Addy Awards from the American Advertising Federation. She is also a recipient of the prestigious Hasselblad Masters Award celebrating the world's most extraordinary talent.
Born and raised in northern Virginia, Heidi began her professional life in front of the camera. After six years of modeling, she attended college in Washington, D.C. and returned to the fashion industry as a photographer. Current and past clients include Dover Saddlery, Neiman Marcus, Vogue and Bride's Magazine. Heidi currently lives outside New York City with her two sons, Jack and Griffin.
Website: http://www.heidiniemala.com/
@heidiniemalaphoto (Instagram)
Direct contact: hniemala@gmail.com, 917-834-9102.
Agent: Barry Soorenko, bsoorenko@photogroup.com, 917-204-2956
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