Brainstorming

Halsman extolls the virtues of brainstorming, a relatively new concept in 1961, pioneered by advertising agencies. Participants in a “brainstorm” are encouraged to voice even their silliest suggestions, with the thinking being that they will in turn inspire further suggestions. Halsman was on the fence about the usefulness of this practice, but says that although he has never participated in a large group brainstorm, he finds that he is more productive when he discusses a problem with someone.

“One reason is psychological,” he writes. “You are not alone, but you face someone who serves you as a sounding board, prods you and expects an answer. The second reason is physiological. Your system is stimulated by the challenge of the discussion.”

Halsman’s portraits of French actor Fernandel are a result of such a ‘prodding’ process. Having recognised the actor at a gallery, Halsman’s wife suggested he photograph him for a magazine. Halsman initially protested, thinking Fernandel was not well-known enough in America at that time, so his wife encouraged him to “make him known!” This then sparked the idea in the photographer to conceive of a photoshoot where he would ask the actor about how he is settling into America and he would reply with facial expressions.