Clifton Prescod Talks Role Of Photography In Entertainment Media and Navigating The Creative Process In The Digital Era
Meet the creative behind the lens of your favorite shows.
When it comes what makes a show, film, or special, there are multiple roles that contribute to the product we receive as viewers. One of the roles that people often aren’t aware of who make a large contribution to production is the photographers. They’re behind the key art and marketing campaigns of some of our favorite television shows and I got to speak with one of the best in the game.
Clifton Prescod is an Emmy and NAACP award winning photographer who’s worked with both networks and streamers such as Netflix, NBC/Universal, Starz, and Warner Brothers just to name a few from his long-standing resume. The New Jersey photographer’s work has been seen in fan favorite shows such as YOU, Bel-Air, Wild N Out, and comedy specials for veteran acts like Kat Williams.
As someone unfamiliar with the photography side of the industry, I was educated during our conversation when I spoke with him over Zoom. Many on the outside underestimate the role of photographers on any set. Not many know the difference between key art (visuals captured for representation of a project) and unit work (images captured for promotion) and how those two differentiate in their contribution to the marketing and publicity of these shows.
When discussing his creative process, he provides the perspective of not just someone who has long term experience in the field but who has embraced the role of leader when it comes to capturing the creative vision for said projects. “The creativity for me has switched over to how am I creative as a leader. Being a leader on set, managing my team, managing the team at the network, managing the talent on set. And there’s a creative way to go about that on set as well.”
Maintaining that level of leadership on multiple levels requires built communication and trust from both talent and the studio. Prescod highlights consistent communication and open honesty when establishing relationships with networks. He values the building of individual relationships, from the bookers for project photography to the talent in front of his camera on set. He notes that constant reassurance not only establishes trust but also maintains a healthy environment to execute the job. “I’m always re-assuring them like “hey I got your back. We’re gonna do this together and we’re gonna do this well and this project will be a success. That re-assurance you have to constantly give them; the people that are charge or the people that are responsible for hiring photographers. For me, that’s how I got my name out.”
When asked about meeting the demands of streamers in this current climate of the streaming era, Prescod spoke on the creative liberty streamers have expanded for photographers while also developing techniques and strategy to successfully execute finding the moment that tells the story of the project. “Streaming services has really given photographers an opportunity to be storytellers as well. But because of that demand where these images will live on the app and multiple different platforms, it’s forced photographers to be a bit more strategic and creative when it comes to their approach.” When discussing the social media side of key artwork and unit work, he embraces it as social media has expanded the reach of images taken by photographers. He had the realization after sitting in on a virtual panel during the pandemic where he listened to five of the most highly regarding photographers in the industry.
“If I want to be known as a photographer and increase my social presence as well as my professional value and social value, I had to do my part and use the tool of social media to get my name out there.” He elaborates further on utilizing the opportunities that come from being attached to large projects to establish and/or amplify the individual reach as photographers. “When you’re on these big projects, it’s an honor and a privilege to be attached to it. So I’m not just going to let that moment go to waste. I’m utilizing every tool I have at my hand to be able to make sure people understand the origin of it.”
The advice or guidance he would give to up-and-coming photographers wanting to get into the business was to have genuine networking and being of value to those around you. He spoke about using those same goals and intention while working his first TV photography job at Wild N Out. With it being his first project, he made it his mission to making sure he gave people his card and phone number while also obtain different individuals information while he was working. “In two weeks, my whole life changed. I went from having just family and friends in my phone to then it was like “Yeah this is Riza from Wu Tang, this is Rick Ross, they want their photos, reach out to them.” Having that intentional plan when you are able to have such opportunity goes a long way when it comes to long-term goals. He also encourages young photographers to expand outside of genres and pursue different interests while they’re young until you find what medium draws you toward it more. He likens it to becoming a doctor, learning the basics in college and focusing on the concentration courses as you advance in your career.
When I asked about what project he wants to check off his bucket list, Denzel Washington is at the top. Whether it’s shooting for a secret project or capturing stills during his upcoming Broadway run in Othello, Prescod would not pass up the opportunity to work with Mr. Washington. “I cannot miss another moment to work with icon Black entertainers and actors and for me, Denzel is that one for me.” He went onto speak about how the current generations of talent are shifting positions and should be in community together to continue to pass down traditions that previous generations have. “It’s so imperative that we’re embraced by the older generation and that we learn from them because history has to be passed down, tradition has to be passed down. And I feel like I can just learn while working for and with him.” When our legends pass on or retire, their legacies continue in the generations they inspired during their careers. That legacy stretches beyond their individual career lane and extends into so many highways full of dreamers.
You can check out Clifton’s past work on his website below: