Little Talks 8-28-24
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Brenda
Welcome to another episode of Little Talks, your weekly dose of marketing news and insights from Littlefield Agency.
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Sam
welcome back to another edition of Little Talks with Littlefield Agency. I'm Sam Littlefield. There is no Roop this week. he is out on a little PTO. but don't worry. You're not just stuck with me today.
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Sam
I'll get to that in a second. We have a few housekeeping items. we had a great couple of days, which is? We, wrapped season one of their podcast. They were here on Monday morning. Shawn was back over here for a collaborative session yesterday, which is just awesome. We have a, a group in Mound Ridge, Kansas today with grasshopper starting to begin all things 2025 planning so that it will be a a productive and great little Wednesday with the grasshopper team.
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Sam
And then a reminder to our listeners, whether clients or prospective clients, we do an ad a day for Labor Day. So we are closed on Friday and Monday. On behalf of the agency, we wish you a very happy, Labor Day. I hope it's not too laborious and just a nice weekend. If you're in Tulsa, it's like 85 degrees and amazing weather.
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Sam
So it's going to be pretty nice as we hopefully pave our way into fall. but that is our housekeeping. I'm going to pan over here to my guy, John
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Sam
Amaechi. John, welcome to the studio, into your first ever podcast.
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John Amatucci
Thank you Sam.
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Sam
Dude, it's good to have you. It's good to see you. I'm sorry roof's not here. It's just you and me today. But we're gonna have a great time.
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John Amatucci
Yeah, I'm looking forward to this. my first blog that the podcast ever. I am so excited.
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Sam
So John has listened to a lot of podcasts. this is his first time ever, you know, going live aka recording. so we're happy to have him. And the reason that we have John Amaechi, you B2B listeners probably know that name. He is a renowned, photographer, especially in the B2B space. He does do other photography as well.
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Sam
but I'm going to let John give himself an intro. We've been working with John for 20 years. Dude, 20. That's pretty crazy. And you still have a lot of hair.
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John Amatucci
Thank you.
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Sam
I don't know. Yeah. That's right. so I'd love for you to give just a kind of a quick intro bio about yourself to our listeners, and then we'll dive in on some fun topics on, all things photography.
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John Amatucci
super excited. Talk about myself. Yeah, yeah. But, you know, I've been I had my company, 2001. It's been since 1998. I worked for a guy named BW Studios. If things go well and, I work with him for, you know, a couple of years looking at Digitech for success photographer. And. But how do you think about timing manner.
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John Amatucci
with my business, since I've been since 2001 and present, I shoot video stills. It's awesome. B2B, health care and, gaming as well. And, and, the hospitality as well.
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Sam
That is awesome. And so is your studio in your house now?
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John Amatucci
Yes. Okay. I have a it's a built in office.
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Sam
That is awesome.
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John Amatucci
500ft² with a kitchen and all that, basically pitch ceiling and all that, garage door opens.
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Sam
So you've been working from home for years. You really kind of started the trend. I did start.
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John Amatucci
I started this trend way back now.
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Sam
So I, know John's by through passing. Your name's Macy. Does Macy ever get sick at the house? But you're also on the road a lot, so it's probably a good balance.
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John Amatucci
I don't think she gets sick every year. I think I get sick of it. I think it's good. you know, when you are self-employed, they always think you're more choo choo. Always so many things that you may do, list and go after after work.
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Sam
Yes, exactly.
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John Amatucci
I have to get done. And things that need to be done.
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Sam
Well, okay, so here's the deal. So, we've worked with you since 2002. ironically, that is when we signed a very important client of ours called ditch, which. And, you've been an integral part of that brand, since ever since we've been working with him in 2002. So talk to us about the early years, John, just in getting immersed into underground construction, obviously that huge B2B model, was that the springboard?
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Sam
Had he done that before or did that kind of pave the way for a new service offering for you?
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John Amatucci
So what I was for, okay, so when I was working, in my, in the business, the thing is, is we obviously film and I was also shooting, digital. Okay. So I understood the characteristics of film and then making that curve into digital, really, I love digital. it was a little. It's just a I think it was a little easier to manipulate and, get really basically fast, files to the client, in addition that, but to kind of go off what I was trying to say here, but, that transition was it was real simple.
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John Amatucci
So I, I would shoot on the media or the Pro two S apps on top of that. and I also had images on posterior for certain films available on other pro you on others. And so one of the first jobs when I was working with you guys back in the day before is even, before I assume that, we would work on auto crane.
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John Amatucci
Oh, nice.
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Sam
Oh, boy. There's a blast from the past, baby.
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John Amatucci
And so, that we also worked with, it was a golf course and lawn. That was a new client. Nice. it was just opening up, so we went on shot that. We shot that on digital, in film. And, wow. Rented a special camera on that. And I just like talking about because I know that's cool.
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John Amatucci
It was a panoramic camera before our phones could actually be panoramic. So it was you could only do, like, four shots on this, and you load up your shots and you bracket this thing. That's all about one whole.
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Sam
Holy smokes.
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John Amatucci
Load it up. And it's huge strip like this long. And I scan it. And that's what you guys are looking for because working with, you know, we had aspects that we were trying to do for the website and stuff like that. Yeah. All basically about 16 by nine. Wow.
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Sam
Dude, that is wild. Oh my gosh. So walk us through from you've been shooting did switch over the years grasshopper mower trend core auger I mean there's all these a variety of B2B manufacturing clients. Is there a shoot or a couple of shoots that stand out over the years in the B2B manufacturing space?
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John Amatucci
it's which is probably the main one, but trend core also, think what you want a couple of words.
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Sam
Yeah. Congratulations, by the way. That's very cool.
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John Amatucci
Thank you.
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Sam
Hey I'm glad I'm we're glad to do it.
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John Amatucci
That's a communication arts. We we won and got that. That's like, you know, to tell you to check a box off in my life. You know, I could die tomorrow to be communication artist. But like, a prestigious thing that is.
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Sam
And as as some people know, is the CIA awards very, very, very prestigious, very cool. And that's new. That's like within the last, what, two months. Yeah. So for those that don't know about trend core, massive surface mining and trencher equipment, walk us through paint because some of our, listeners are going to be they'll be watching this, some are listening on their car ride home.
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Sam
Paint a picture like, I have this picture of you in my head next to this big freaking equipment. Is it intimidating being that close to that sort of equipment? What what are your thoughts as you're in the actual trenches shooting this machinery?
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John Amatucci
Okay, so I'm not very intimidated by the machine itself. it doesn't really scare me. Usually it's the agency has to pull me back from that.
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Sam
I can vouch that is the right branding.
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John Amatucci
I mean, there's just like, you're getting too close to me. Yeah, that happens a lot because you get into the moment you're looking through the lens, you know, you're seeing the artist guy, you're down the ground, you're trying to get, you're adding a dirtied up or some foreground element or some rock, dirt, mud, whatever.
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John Amatucci
so let's just talk about the logistics.
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Sam
Yeah, please.
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John Amatucci
The logistics. This first thing you need to scout. First of all, you need somebody before the shoot goes on. You get the product manager to tell us what it's important about.
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Sam
To features benefits. So you're getting to know the actual equipment. Okay.
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John Amatucci
So it's like ten minutes for dummies.
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Sam
Okay.
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John Amatucci
I need to know. Tell me in ten minutes how this, you know, this microwave works, how this car works. I need to know and you know, all the ins and outs real quick, what you can tell me. And then I will to do a walkthrough to the scout.
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Sam
Great.
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John Amatucci
Love it out. What's the best angle for that? Talk to the art director. You know, hey, we shoot this way. And when we work for your benefits and your assets for you and your client and that's and we talk about those things. I love them because time is money. So when we're shooting, we don't want to be sitting there having these conversations with you because we're burning the daylight.
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Sam
this scout. It's a full day endeavor, right? Like you're talking 8 to 10 hours and you're meticulously thinking through every possible shot that you need for the one or 2 or 3 days that you have with the client. Correct.
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John Amatucci
So you're looking at ten hours? yes. Trying to do everything you can for all the assets they can use for, for all aspects.
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Sam
So, I'm going to make an assumption here, and I've been on a few shoots in my days. you're on day one or day two of shooting, and a product manager is like, oh, shoot, we need to capture this. Like, what kind of flexibility? And like, your agility and nimbleness in your role, do you have to have on when you're weather, right.
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Sam
Like weather might play a part of it? sometimes the machine, there's probably a various amount of different inner workings that you're dealing with. How do you go about that?
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John Amatucci
So we call pivoting. That are going to then we're going to move now east.
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John Amatucci
And so.
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Sam
And that can be a lot of work to this big equipment.
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John Amatucci
So we will hunt, we huddle usually a huddle with the art director. Okay. And talk with basically the grips that works with us that move the lights for us. And we'll just like, I guess, just kind of talk about this and figure out what we can do to the clients. shifting what they love it like we hadn't.
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John Amatucci
Maybe we had an idea.
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Sam
Shifting and pivoting. I love it.
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John Amatucci
The client night. So when I say to the client so agency your agency and we had a vision and now the product managers come in or someone else. Yeah. Like the company that represents them as now said, hey we we're we're bringing this up okay. We didn't have that. So we're like now we gotta pivot okay, okay. Let's let's figure this out.
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John Amatucci
Or maybe something doesn't work on machine. That's another thing that happens a lot. Like something just breaks down like.
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Sam
Oh my gosh.
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John Amatucci
You know, or the machine has missing.
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Sam
I know that has happened before anymore. So you got to be pretty fluid.
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John Amatucci
You got to be quick on your feet to move and then burn that time somewhere else where you can use it. So maybe, well, maybe there's some water fixing on the machine, or maybe that's too cloudy or it's starting to rain. So we pivot and do something else. But maybe we go inside and you've manufactured shots of people or something like that.
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John Amatucci
Or maybe if we can't do inside, maybe we're, we take a, like, breakfast or lunch, you know.
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Sam
Interesting. But if you can't.
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John Amatucci
Do that, you know, like I say, you just find other things you have to shoot and then forget the client changes the the process, and that happens, you know, just because we're we're on the same page. Yeah.
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Sam
Yeah.
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John Amatucci
We visualize what I see through camera because they, they don't know until they actually see it sometimes. And that happens. And so when they see it on the iPad or on the computer, you know, they're like, oh, well I was invisible. That's like, oh okay. Sorry. And we just re okay. Nice to do in a nice way. You can't do it.
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John Amatucci
You know, don't be looking out, roll your eyes or anything.
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Sam
No, no for sure. Absolutely.
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John Amatucci
You want to.
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Sam
Yeah. No, it's we're all human. It all happens. So, I received a really cool compliment the other day. Is, from a financial institution, or engaging them on a project and said, we really like your team. And one thing is, if you can make B2B sexy, we think there's a great opportunity that you can make our financial institution, you know, cool, trendy, etc. it really stuck with me.
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Sam
And as we prep for today, John, your job is to make B2B look sexy. So walk us through and maybe it's it's to our listeners of if you've got, 2 or 3 tips and tricks for B2B marketers and how they can, whether they use someone like you. I do talk to a lot of one, man or woman bands that are in charge of photography and videography and all of the marketing details of their company.
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Sam
What are some things that you do to make these machines just look badass
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John Amatucci
so the first thing. The most important thing is scouting out the background of where this B2B product is going to be. So, and then name a couple of these things, what one's inside? One is outside. So we use like, trim core, order, camouflage. You know, those things, we go out there, you text go, you want to look for the lighting's going to be you want to know where.
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John Amatucci
So sometimes you might have a 45 or side and then you're going to fill this, you know, strobe. You know, you got to get. And then you got to have a lower angle that makes it look larger. Or if it needs to be something that's going to be maybe it needs to be, a little more nimble where it's going to be tight spaces.
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John Amatucci
So you don't wanna make it look large. Yeah, yeah, the length of your lens. those are important things, but I think lighting is one of the main keys. And, giving a little grit helps.
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Sam
Love it.
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John Amatucci
now, if you're shooting, like,
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John Amatucci
It you see, condensers. Yeah. Like that. you know, sometimes. Cool. If you like a concrete wall. Cool. Give a little space back. So that's a little separation. And then, and then it's just accent real things. A logo is. And just make things. Give it, give it some, sexy, you know, shape the light.
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John Amatucci
And this amazing thing we did, we did switch to a U shape
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Sam
you make it sound easy. Lighting is hard. I've been on shoots. I mean, it's it's a very tedious process to get that down. Obviously you've been doing this for 20 years plus, and, you've got that down, but, it's a lot. He makes it sound really easy. It's it's a hell of a lot easier said than done.
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Sam
I I'll give you credit there, buddy. and.
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John Amatucci
Yeah, you're not.
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Sam
Perfect transition as we as we pivot and as we shift as you would say. talk to us about, you know, photo and video, you started off as a photographer, but you've got this, you know, this video background as well. How are you bringing that, that viewpoint to shoots? And how are you balancing your time to get what you need on the photography front, but also whether it's working with someone like Brandon, or do you yourself doing this on the video front?
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John Amatucci
I love shooting video. I love shooting stills. I want to start off with that. So I love seeing both. it is nice to just concentrate on one.
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Sam
Okay.
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John Amatucci
But sometimes in my role I have to play DP and stills commercial photographer. Yeah. And then in director as well. that.
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Sam
It's a lot. Yeah, that's a lot of hats.
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John Amatucci
so with that you have to have a video first video lighting and then you supplement was still light. So you might have to switch out your key. You can use video language sometimes as a mirrorless cameras. they don't always capture you get a little bit of blur. okay. Pixels kind of have mesh to them a little.
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Sam
Interesting.
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John Amatucci
You can see I look at this at 400%. So I'm always looking through each image, through each one to make sure I think sharp everything's good eyes, blinks whatever machine, thing. So I have a little bit of motion blur to it. Is this motion blur? It was intended that motion, but, but, so that that's the first thing you kind of do if you're trying to mix both lines.
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John Amatucci
But I play both roles, so sometimes, like, I'll just need to still role and then there'll be other DPS. I just shoot around him and then kind of help assist what they need.
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Sam
Okay.
00:15:35:09 - 00:15:43:22
John Amatucci
And then I'll just play just DP sometimes. And sometimes we'll have that's a you know they're still go. Yeah. And do their thing.
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Sam
what percentage of your year would you say you're on the road?
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John Amatucci
Yeah. 90%. Wow. And really, only the roads. It's up in the sky and flying everywhere.
00:15:55:12 - 00:16:05:20
Sam
Okay. Yeah, I figured, oh my goodness. So, we're we're talking you do some great things in the state of Oklahoma, but you're all over the country. Do you enjoy the travel?
00:16:05:20 - 00:16:10:04
John Amatucci
I enjoy the travel. I take that time, my space with my kids. Yeah. So it's just me.
00:16:10:04 - 00:16:13:16
Sam
Time off. Totally good. Good reflection time.
00:16:13:18 - 00:16:40:04
John Amatucci
but, it is it's harder. It is. It's sometimes it's nice to just. When you're local, you can just shoot, come home, drop it off for sure, kids, and just start your life. You go and then get back in the car, do your thing. Totally. But when you are, you know, when you are out of town, the toughest thing and you know, the you travel and I mean everyday when you guys are traveling, you know how it is you travel scout or you traveling and you scout and it's like you don't really realize it, but you probably end up like.
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Sam
Oh my.
00:16:40:15 - 00:17:03:13
John Amatucci
Gosh. Yeah, go out to dinner with yeah, yeah for sure. Start at 6 a.m. and then you wrap like say a six and then you go out, eat, charge batteries, getting yourself and yeah, yeah. Like doing everything as well for you. We can go in those aspects as well that, that I mean and then you do it all over again shoe and then go out to dinner and it's just kind of like a rental buddy.
00:17:03:17 - 00:17:07:03
Sam
Oh my gosh buddy. Yeah. No, totally. There are long days at all.
00:17:07:05 - 00:17:09:23
John Amatucci
You just. Yeah. It's on you back on.
00:17:09:23 - 00:17:18:22
Sam
But obviously you're you have the mental wherewithal of you got to go and perform and do a great job. And that's that's what you're there to do. And I mean that's that's a lot man.
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John Amatucci
And me guys. It's my little vitamin that I take.
00:17:26:19 - 00:17:45:02
Sam
On right there. Done. That's great. Okay, before we wrap, I've got one more question for you. last week on our podcast, Rupe and I kind of give at gave a, current state of artificial intelligence AI in the last year. John, you know, it's funny, I look at this script today. Is it a threat to John as a photographer?
00:17:45:04 - 00:18:07:05
Sam
we talk about as an agency how we don't view it as a threat, but it's, helps us with a lot of efficiencies and makes us just more efficient as an agency's smarter and, just all sorts of different resourceful aspects of AI. What's your viewpoint? Just in the sense of photography and videography and what you do every day, and also what AI tools are you implementing?
00:18:07:07 - 00:18:12:20
Sam
from an editing standpoint and just going about your daily life and, and the role of John, I'm a touchy.
00:18:12:20 - 00:18:25:07
John Amatucci
So the new saying in 2024 is, we used to say Photoshop in Photoshop. Yeah. Now we say let's I love that.
00:18:25:09 - 00:18:26:08
Sam
Okay, cool.
00:18:26:08 - 00:18:30:15
John Amatucci
you know, it is the, I would say TV kill the radio star.
00:18:30:17 - 00:18:32:12
Sam
Yeah, yeah, I use
00:18:32:12 - 00:18:36:07
Sam
great song, by the way. Claude, you know that song? All right.
00:18:36:07 - 00:18:51:01
John Amatucci
some of the other programs I think a lot of people are kind of using. And then it's a tool again. that tool. Yeah, you've got Midjourney, you've got, free pick. Okay. what I've been using it for right now, it's called reimagine.
00:18:51:04 - 00:18:52:04
Sam
Okay.
00:18:52:06 - 00:18:58:18
John Amatucci
so you take a photograph that you have and you can take it in a family photo, and we should do this. Actually, we should. After this.
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Sam
Deal.
00:18:59:12 - 00:19:17:03
John Amatucci
We going to take a family photo? Sam, I'm going to say reimagine, you know, literally me. Imagine what your face similar to what you look like, but a whole new family. Oh, it's a picture. And you want a high resolution. You just drop it in there, reimagine, and we'll do a high res photo of a different family.
00:19:17:05 - 00:19:39:18
John Amatucci
So, just that past. I don't even know how that works. So I guess it works for stock photography. Yeah, for those little things. So it's really killing, the stock photography. Interesting. I think it's helpful. video but voiceover so guys, in your B2B stuff, you can use your voiceover totally. Man. Voice this is what I mean.
00:19:40:22 - 00:20:00:13
Sam
That's pretty good I like that I do use that voiceover. No dude. But but absolutely. So this is this is great to hear just in the sense of I like that you use the word tools, right. It's a tool to make your life better and easier and more efficient. You're in no way you're you're still cruisin and grooving and doing your normal John Armitage photo thing.
00:20:00:13 - 00:20:01:18
Sam
Right? Awesome.
00:20:01:19 - 00:20:03:00
John Amatucci
Every day. All day.
00:20:03:02 - 00:20:04:01
Sam
I love that.
00:20:04:03 - 00:20:29:00
John Amatucci
Yeah. The thing is, with right now with AI, you know, you have your Photoshop tools and those work. And like for example, let me just kind of explain. So one time I had to redo some whole site like a big dumpster. Okay. Cleaned up pretty good. Did a good job that I have. Like you said, you get someone that yawns in the background and you're focused on this tribal thing that I've been shooting and we do lips, we do mouth.
00:20:29:00 - 00:20:31:17
John Amatucci
And it's like, like this woman. Yeah.
00:20:31:19 - 00:20:33:22
Sam
Right now. Yeah. It doesn't match.
00:20:34:00 - 00:20:56:00
John Amatucci
You kind of yell at it sometimes like you do Siri, you know, I'm doing. And if you like Hannah, you know, you can just watch your eyes and excited and. And then sometimes it doesn't know is. Yeah I know it's a dice. You know, you don't ever get to hit. Yeah. Seven or.
00:20:56:00 - 00:21:02:21
Sam
11. Yeah. Totally. Dude. Interesting. So you're you're always tinkering with it. I mean, and just in post edits etc..
00:21:03:01 - 00:21:19:03
John Amatucci
So I'm using it. Yes. For some sense of the retouch. Oh the cutouts, great skies, all that. It's good. Okay. It's you know, it's right now it's still in its toddler stage right now. And if you keep feeding it like when it gets to a teenager, it's going to be pretty buff and strong. And when it gets to an adult, I think I'll be scared in my industry for sure.
00:21:19:06 - 00:21:35:02
Sam
Yeah, okay. No that's a that's interesting. Well, here's the deal, John. we've been working with you for 20 years. We love you. Our clients are very happy with you. Obviously you 20 beautiful years. Very, very beautiful years. and I'd encourage you. What is your website?
00:21:35:04 - 00:21:37:07
John Amatucci
Oh, my website is amateur photography, dot.
00:21:37:09 - 00:21:58:11
Sam
Amateur photography.com and are right up on our landing page. We will absolutely link to that website. And whether it's John, whether it's your team, take a look at his, portfolio, take a look at what he brings to the table. He just brings such an awesome eye and just a different viewpoint, where most companies and most agencies just don't have that fresh perspective.
00:21:58:11 - 00:22:21:01
Sam
So, John, it's always fun working with you. I love that, this is your first podcast. We have a little, tradition here at the agency this year. John gets a, I'm a guest on the Little Talks podcast. Got your size here, buddy. So that's, for you to take it on the road, but a little short, medium, and, we appreciate it, dude, for our listeners, thank you so much.
00:22:21:01 - 00:22:27:14
Sam
You all have a wonderful Labor Day and, we will catch you next week as we prepare for all things inbound. We'll see you then.
00:22:27:16 - 00:22:29:22
John Amatucci
Thank you. Bob.
00:22:29:22 - 00:22:42:05
Brenda
And that's a wrap. We hope you've enjoyed our little chat and found ways to grow your own marketing strategies. Remember to subscribe wherever you listen to podcasts and follow us on social media at Littlefield Agency.