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Rodney Rascona

AUTO-Biography

Meet International Image maker Rodney Rascona

Commercial Imagery
What do I look for in a face? It’s not that specific and yet it is, even more so. Even before I get out of my vehicle I begin to see what images are available to me. I explain it to those that ask, that I am no different than anyone else. It is just that I am a highly trained observer by now, in making quick decisions on what is important to me in regard to my vision or what I see in my viewfinder. On one level, all people, creative and non creative types alike, can see the ‘pink little dressed girl in front of a pink wall’ and take a snap.



On another level, another set of people can see the little girl in the pink dress but cannot see the pink wall, they just passed a few minutes around the corner, not making the efforts needed to get the little girl to that background. On another completely diferent level, when I arrive at a situation or a village or a scene, at times there isn’t anything that’s apparent for me to create. This is where the professional takes the lead in seeing an image where others just walk on by. The pro keeps pushing and looking and seeing. He keeps going through his mental notes on previous work or things he has seen that inspire him to create something, out of nothing. It is not so much how you see a particular face, it is how you see the communication problem and the means to solve it. You have to keep shooting, always looking for the image that will make the difference and I have yet not to be surprised by my results.

I usually have a couple of weeks to create something for my clients. It really depends on what the mission is. Do I need a whole team of assistants, producers, scouts, hair makeup and high paid talent or is it just me all alone? A set of Leicas around my neck, a dirty photo vest, ten shots to protect me, carrying my own food supply to defend the project from my getting ill, no assistants or support crew, sleeping on the back of a truck somewhere out in the bush. It depends on what I feel is needed the art direction requirements and the clients budget of course.

Intro
Early interests
Car Specialist
Creative challenges
Social Causes
Africa Attracts
Digital Enhancements
Personal schedules

You can find out more about his work by visiting his website www.rascona.com  |  www.rasconastock.com


In advertising not to be different is virtually suicidal.
— Bill Bernbach