In Focus Vol. 2 No. 11

Bringing Wildlife to Life in Large-Format

Software entrepreneur Brian Hampton is building another successful business in photography using large-format printing as a valuable differentiator.

At the corporate headquarters of Cleo Communications near Rockford, Ill., the lobby, hallways, and other open wall spaces showcase the globe-hopping work of a local photographer.

The large-format inkjet prints provide a unique pop and panache not usually seen in this type of environment, and make a positive impression on visiting customers and vendors. The corporate decor at Cleo Communications is also an important live venue for the artist to display his work and build positive word-of-mouth buzz about his photography to other business owners and entrepreneurs.

The photographer whose work adorns Cleo Communications is also the company’s CEO. Over the past few years Brian Hampton has been steadily making the transition from full-time businessman to photographer.

“I've decided to work less at my day job, and more with photography. I've worked hard to develop a good management team, and turn more of the responsibilities over to them,” explains Hampton.

The additional time is especially crucial since Hampton’s specialty is wildlife photography taken in the far-flung corners of the world, mostly in Africa. Hampton and his wife are soon to embark on their fourth trip in 18 months to the continent.

Hampton’s ability to travel far and wide to capture exotic wildlife in action is one of the key ingredients to the success of his photography business. Hampton says that any business should work on and develop entry barriers to potential competition. Being able to travel extensively is one of Hampton’s competitive advantages. Another one is large-format printing.

Seeing is Believing

“It's all about making the sale,” says Hampton, “and the absolute necessary ingredient of the sale is that someone has to see the product in the flesh. You can't put up a website and expect that people will beat a path to your door based on what they see there.”

Moreover, says Hampton, there should be a story behind each image. As he puts it, people enjoy photography in part because they’re able to live vicariously through the photographer’s experiences.

“Having a story about the image makes a huge difference in how emotionally attached someone becomes to that image. Wildlife photography presents a lot of opportunities for storytelling. With every shot, I can remember exactly what I was feeling at the time,” says Hampton.

That’s one of the reasons why large-format inkjet printing was such an obvious choice for Hampton when he immersed himself in photography again after a fairly significant hiatus in the software development world.

“People like to see detail in the printed images, and that’s what I strive for. I usually print on LexJet Sunset Photo eSatin Paper because it shows a lot of detail, and it’s more durable than other glossy papers,” says Hampton.

Hampton has four Epson printers – a 4000, 4800, 9600, and a 9800 – with Epson’s new 11880 on its way. Hampton sees the 64-in. wide printer as another barrier to entry for potential competitors, plus it will help meet the aesthetic requirements necessary for corporate, retail, and consumer spaces.

“The CEOs I interact with like big images for their facilities, and there’s usually a budget available for the right image, whether it’s for the boardroom, conference room, or lobby of the business,” says Hampton. “The wider printer helps me meet another niche market, and when people see large, beautiful prints in an environment like that, it allows them to envision what something similar would look like in their business or home.”

Color-Correct Tools

Hampton ensures color and image quality with the use of the ImagePrint RIP, which he says is indispensible in his printing process. This is especially important for Hampton since much of his photography is being rendered at 44 in. x 60 in. and larger.

“I’m in the software business, so I have a great appreciation for software,” he says. “But I really didn’t know the difference ImagePrint would make in my printing until I tried it. From a technical standpoint, I know the RIP is accurately and mathematically translating the color space from my camera to my Epson printer. It takes a lot of guesswork and mystery out of the process.”

The clarity and resulting impact of Hampton’s large-format prints have been instrumental in his marketing efforts, effectively spreading the word and getting his work placed in restaurants, offices, custom homes, and art galleries.

Hampton’s photography is the culmination of earlier experiences, both as a child and as a young father in his early 20s, before building his own businesses precluded him from spending much time on his photography.

Hampton spent summers on his grandparents’ farm, where he cultivated a keen interest in wildlife and pastoral open spaces. Later, he developed and printed his own photos in a modest black-and-white photo lab out of his home. The two interests – photography and wildlife – would meet again. About four years ago, says Hampton, “The digital age re-energized my interest in photography.”

Hampton immediately bought the best cameras he could find, and started doing his own printing right away. He currently shoots with a Canon 1Ds Mark II and has a Mark III on order.

Most of his wildlife photography is captured with a 600mm lens since it’s not a good idea to get too close to a mother and her cubs, or a moose who’d like to trample through the same path you took to get the shot.

Hampton says there have been a few close calls here and there, such as the giant moose that got too close for comfort, but by and large the biggest challenge is simply in getting the right shot at the right time.

“I get up before dawn and shoot until the light is gone every day for three weeks,” says Hampton about his photo excursions. “The true secret is to buy the best possible equipment you can afford, place yourself in the best possible spot, and take thousands of shots. You may be in the perfect place to get a great shot, but you may not get the perfect light and vice-versa, but every once in awhile it all comes together.”