Visualize, plan, create, execute, have fun. This is the process Zach DeSart applies to projects for clients ranging from HGTV to Esquire to United Airlines. I like to create a nice and easy environment when I'm shooting. All the prep work has been done, everyone has their job to do. Now we just have some fun, crack some jokes and create some great imagery. The expressions you get from people are all about that moment when you're engaged with your subject. That authenticity is really valuable, I like to think of it as positive awkwardness. Kind of like when someone snorts like a pig after the punch line... you know it was funny.