When it comes to creating memorable images, the real magic doesn’t happen behind the camera—it happens long before that, in the planning stage.
Coming to you from Scott Choucino with Tin House Studio, this engaging video highlights how the creative process is just as important as any technical setup. Choucino starts by explaining how inspiration isn’t something that just arrives. Instead, it’s something you have to go looking for. He spends time in his studio, on his iconic red sofa, surrounded by books, films, and his dog, Teddy. This is where the seed of each idea takes root. He emphasizes that sitting and thinking is a critical part of his job. It’s here that he shapes his thoughts and experiments with different concepts before anything concrete comes together.
After solidifying an idea, Choucino moves to his office, where the mood board stage begins. He used to jot down ideas with pen and paper but found it challenging to share them effectively with collaborators. With Milanote, he can organize models, backdrops, and examples of desired poses in one place and share it with his team in real-time. This approach allows him to align with art buyers, producers, and his agent, ensuring everyone’s on the same page before the shoot even starts.
This video emphasizes that a mood board isn’t about setting every small detail but more about defining the vibe and direction. Choucino explains that being too rigid can stifle creativity, while too much flexibility can lead to chaos. For one project, he planned a high-volume shoot that spanned 48 hours. Every shot had to be meticulously scheduled while leaving room for improvisation. This balance helps maintain focus without losing the spontaneity that brings images to life.
Choucino then goes on to show how he applies this planning method during a shoot. The mood board becomes a visual guide, constantly referenced by everyone involved. It helps prevent distractions and ensures that the team doesn’t veer off course. He points out that having this organized system keeps everything running smoothly, even when working with multiple models, complex lighting setups, or tight timelines.
He also shares a few specific details about his creative approach. For example, when planning a portrait project, he aimed to infuse the quirky style of his still life work into the photos. He created a proof of concept to see if the idea would translate, and once it did, he used that as a springboard to flesh out the full project. Check out the video above for the full rundown from Choucino.
