There’s always a need to interpret a scene in an elevated manner. The more photographers that I work with, the more the difference between an amateur “Instagrammer” and a professional photographer becomes clear. What a professional photographer does is see beauty where no one else can see it. That’s what a brand can leverage. Oftentimes a brand will say, “I want a similar thing to what so and so is doing,” and a lot of this is regurgitative. It takes great minds to build a unique way of a brand speaking through pure imagery.