The Art of the Personal Project: Lucas Foglia

The Art of the Personal Project is a crucial element to let potential buyers see how you think creatively on your own.  I am drawn to personal projects that have an interesting vision or that show something I have never seen before.  In this thread, I’ll include a link to each personal project with the artist statement so you can see more of the project. Please note: This thread is not affiliated with any company; I’m just featuring projects that I find.  Please DO NOT send me your work.  I do not take submissions.

 

Today’s featured artist: Lucas Foglia

Recently featured on NPR The Picture Show

Constant Bloom follows Painted Lady butterflies on the longest butterfly migration ever discovered, spanning Europe, Africa, and the Middle East. My photographs trace both the path of the butterflies and the people they encounter, offering an allegory for our delicate, interconnected, and resilient world.

   

To see more of this project, click here

Order Constant Bloom book

Exhibitions here

Instagram

Suzanne Sease is a creative consultant and former ad-agency senior art buyer. She works with both emerging and established photographers and illustrators to create cohesive, persuasive presentations that clients can’t resist.

Suzanne offers something rare: an insider’s perspective on how client’s source creative talent. Her deep understanding of the industry is underscored by her impressive resume: 11 years as senior art buyer at The Martin Agency, seven years as an art producer for Capital One, and stints with the art-buying department at Kaplan-Thaler and the creative department at Best Buy, where she applied her expertise to reviewing bids to see which were most likely to come in on budget. Over the years, Suzanne has worked with a wildly diverse range of clients, including Seiko, Wrangler, Bank One, AFLAC, and Clairol Herbal Essence. Now, as a consultant, she is equipped to problem-solve for her clients from an unusually dynamic point of view.

As a longtime member of the photo community, Suzanne is also dedicated to giving back. Through her Art of the Personal Project column on the popular website aphotoeditor.com, she highlights notable personal projects by well-known and up-and-coming photographers. The column offers these artists excellent exposure while reflecting Suzanne’s passion for powerful imagery.

Instagram

The Daily Edit – Climate Visuals: Alastair Johnstone-Hack

A school playground in the neighbourhood of the Belchatów coal-fired power plant. Kleszczow, Poland.  November 14th 2023.

Climate Visuals: Alastair Johnstone-Hack

Heidi: Archival and historical records play an important visual role in the future of accountability – who did what, when, and with what impact? What type of photography are you looking for to support these themes?
Alastair: Absolutely, and photography can bring this kind of accountability to life in ways that words and data can’t. At Climate Visuals we are predominantly working with photojournalistic imagery, prioritising photography that tells real stories and engages, educates and informs audiences. 

In the most obvious sense, photography can powerfully highlight what is going on, raising awareness and driving public concern. This could be in an immediate, more news focused context, or over a longer period of time. With the latter, the value really comes through in the power of images to show a change over time, to make clear what has happened, changed, been lost or damaged. Some of these changes may be visibly dramatic and obvious, but they could also be more discreet, happening at a scale or pace not immediately visible day to day. In both instances, photography can be a powerful tool in recording and archiving, and in highlighting and proving a reality. 

To maximize this potential for engaging audiences we are often looking for images that distill wider issues into tangible, relatable human-focused stories – what was the effect on a community? How did that community adapt to the changes? We’re also looking for images that go beyond overly familiar visual stereotypes and tell stories in new, compelling ways. We are now all familiar with images of polar bears clinging to melting ice, forest fires sweeping across hillsides, and smokestacks pumping out pollution into the air – and there’s no doubt that these photographs have powerfully contributed to the public image of climate change. But it is our responsibility as photographers and picture editors to build on this and seek new ways of telling these stories and to continue to develop how we visualize these issues. Think about how complex, intersecting issues can be distilled into tangible stories, how your audience might approach an issue and what kind of imagery they are likely to respond to. 

Photography has the potential to fulfill an evidentiary role and then go further, going beyond literal illustration to demonstrating to an audience why something matters. We are looking for photography that can do this – telling the stories of what is happening and then providing a compelling narrative for the viewer to engage with. 

Abandoned homes along the only road traversing Isle de Jean Charles. Home to the Band of Biloxi-Chitimacha-Choctaw Indians that have inhabited this narrow island since the 1830s. Located in the Terrebonne Parish, LA, the island and its residents have been in direct threat from hurricanes and sea level rise, which has led to a controversial resettlement project for the community. The increased and consistent threat of climate related events for the island has resulted in a majority of residents moving away, with only 5 families remaining on the island. February 8, 2020. Photo credit: Juan Diego Reyes / Climate Visuals

Proof of degradation, before and after comparisons and human rights angles come to mind, what else?
All of those themes are very important. I’d add highlighting the impacts of climatic changes both locally and globally, the inequality of how impacts are felt, and foregrounding any systemic issues at the heart of a story.

I’d also say that connecting all of these angles into a compelling narrative is an essential role for photography. From an editorial perspective, photography presents a powerful opportunity to knit all of these elements together, again coming back to the idea of helping audiences to engage with what is going on, why a story matters, why they should stop scrolling and engage in more detail, and why this subject deserves their concern. In distilling complex issues into tangible stories, photography can play a vital role in taking climate storytelling out of the abstract, humanising technical details and building a compelling, relatable sense of why stories matter. 

What examples came across your desk recently that felt powerful to you?
We recently worked on a project looking at the effects of air pollution on communities in Indonesia, Poland, South Africa and the UK. In South Africa, photographer Gulshan Khan made some great work with communities in the Highveld region, showing the serious health effects of air pollution in the area. These effects were part of the so-called Deadly Air Case, where the poor air quality over the Highveld Priority Area was deemed a breach of residents’ section 24(a) constitutional right to an environment that is not harmful to their health and well-being. These photographs, combining striking portraits of affected individuals with documentary images of daily life and compelling general views really tell the story of the effects on the local community.

Maria Nkosi* demonstrates how she uses a few times a week for her asthma at her home which is a street away from a mine in Clever, Witbank, Emalahleni, South Africa, on November 28, 2023. In 2021 the High Court in Pretoria confirmed a judgement in what was called the Deadly Air Case, that the poor air quality over the Highveld Priority Area is a breach of residents’ section 24(a) constitutional right to an environment that is not harmful to their health and well-being.  *not her real name. Photo credit: Gulshan Khan/Climate Visuals

Samuel Nkosi* walks through a plot of land next to a mine where he farms vegetables which he donates to the church in Witbank, Emalahleni, South Africa, on November 28, 2023. *not his real name. Photo credit: Gulshan Khan/Climate Visuals

A map of the Vosman area drawn by founder Vusi Mabaso hangs on the wall of the offices of Vukani Evironmental Movement (VEM) discuss the issue of informal miners called Zama-Zamas at their offices in Witbank, Emalahleni on November 28, 2023. VEM is a non profit organisation that was established in 2016, focused on environmental justice issues like Air Pollution, Climate Change and Energy, Water and Sanitation. Photo credit: Gulshan Khan / Climate Visuals

Similarly, in Indonesia, photographer Aji Styawan photographed taxi driver Istu Prayogi in Jakarta who was part of a group of residents of the city who filed a lawsuit relating to air pollution problems. In portraits and reportage of daily life, these images help to ground an expansive problem in real world, relatable stories.

Istu Prayogi (58) working as an online taxi driver, looking for passengers amid the traffic in Jakarta, Indonesia, on November 16, 2023. Every morning he coughs and spits out ripples of thick blood, affected by the air pollution. In 2016, Istu was diagnosed with respiratory problems, referred to as Acute Respiratory Infections (ARI). In August 2019, Prayogi as part of a group of 31 residents who are members of IBUKOTA (Capital) Coalition filed a citizen lawsuit to the Central Jakarta district court related to air pollution problems. They sued the President of Indonesia, the Minister of Health, the Minister of Transportation, Minister of Environment and Forestry, Governor of Jakarta Capital Special Region, West Java and Banten Province. One of their demands is regarding improving regulations for handling air pollution in Jakarta and its surroundings. Photo credit: Aji Styawan/Climate Visuals

Away from our work, I thought that Chris Donovan’s photography of St. John, New Brunswick, recently featured in the New York Times, was a standout example of the power of deeply reported visual storytelling to communicate complex, intersecting stories to an audience and I was really pleased to see the work given the space to tell the story in this way. 

Ewa Pisarzowska worked for over 25 years in the coal mines and salt extraction industry in Rybnik. She lost work during the pandemic and so did her partner, they soon could no longer afford to rent an apartment and for a few months lived at their friend’s place. Recently they rented a studio apartment with central heating, but without furniture. They struggle to pay for food or electricity. Ewa sometimes helps at the “Wspolny Stol” center, she looks for food, still edible but not for sale, in dustbins near big grocery stores. To save money on electricity and still know what is happening in the world she often uses TV as the only source of light in the house.  Rybnik, Silesia, Poland. December 14 2024. Photo credit: Kasia Strek / Climate Visuals

While photography could be a game-changer for climate litigation, there are real, structural, and even ethical barriers that prevent the kind of visual storytelling and documentation that would truly support justice-centered climate work. What do you see as the biggest barriers?
Firstly, time and money. Much of what Climate Visuals advocates for has detailed, in-depth, photographic storytelling at its heart, which as we all know is often expensive and time consuming to produce and all too often out of reach for many. Relatedly – display space. This kind of photojournalism needs to be afforded the space on publication to get into the detail and hold a narrative structure. Whilst there are outlets publishing fantastic, long-form and in-depth, visual reporting, the opportunities for this are only ever decreasing, whilst all the while the dominance of single-image distribution via social media grows. This is a challenging environment for the kind of imagery our evidence tells us audiences want to see. 

Interlinked with these three challenges is the appetite for a less literal, limited and illustrative role for photography in the coverage of climate change. As above, much of what our evidence base encourages becomes more possible when photography’s role in storytelling is not restricted to place-holder, generic images at the top of web articles and in social media thumbnails. Whilst digital platforms provide near limitless opportunities for complex and in depth visual storytelling formats, all too often comprehensive reporting is accompanied by generic, familiar imagery and the potential for compelling and engaging photography is missed. 

As a photography industry we need to continue to push for the expanded role that I’m sure we all believe images should fulfill. We need to seek evidence and rationale for this expanded role to build that justification – be it research evidence like at Climate Visuals, or case studies of high performing exemplary content through audience metrics. It is with these kinds of insights that you can build a case and achieve the necessary buy-in. 

Beyond those structural barriers, I would highlight a couple of other key issues, firstly the safety of participants. This must be at the heart of any considerations about visual coverage of climate litigation and include the full spectrum of potential image uses into the future. Appearing in imagery and being linked to litigation could bring with it significant personal and community risks for participants. Truly informed consent and frank, detailed and empathetic conversations including all available information with any potential participants is essential. Added to this is the ethics of using individual stories to represent wider, more systemic issues. This needs to be carefully considered on a case by case basis, and individuals and their stories need to be appropriately protected, for example with clear limitations on how, where and when imagery can be used. Ensuring that a diverse range of perspectives contributes to the visual coverage is also key. As commissioners and photographers we must collaborate with communities in telling their stories, seek to work with photographers connected to the stories, locations and contexts they are photographing and prioritise expanding the diversity of perspectives seen by audiences. Only by doing this can the full potential for engaging, empathetic and ethical, justice-centered climate visual storytelling be realised. 

Visual evidence-based imagery can serve as critical documentation in legal cases – how are you verifying these images are not manipulated?
Climate Visuals works to, and promotes, photojournalism industry best practice with regards to image manipulation. With commissioned work we are collaborating with trusted photographers who know, understand and actively represent the values and ethics that underpin our work. With submitted images we work with a set of submission guidelines that include standards for manipulation as well as ethical best practice. In addition to these safeguards we carry out verification checks on imagery through a mix of processes including OSINT analysis of content, scenes and locations, fact checking of details and caption information, and working with trusted local partners to confirm image and story details. 

We also prioritise accompanying images with detailed caption information and encourage its inclusion when images are used to ensure that further detail, context and nuance accompany the images.

The solar park located outside the village of Feldheim, Germany on February 21, 2023. The park produces  enough energy to meet the yearly electricity demands of approximately 600 households consisting of four individuals each. Feldheim is the first village in Germany to be completely self-sufficient in energy. With the help of wind energy, photovoltaics, biogas, biomass, a regulating power plant and a local heating network, the village covers its own needs. The large amounts of surplus energy generated in the process are fed into the public grid. Photo credit: Ingmar Björn Nolting / Climate Visuals

What role do you see photography playing within political activism to support the themes of climate change and justice?
Photography can play an important role in helping audiences understand and relate to complex issues. From performing an evidentiary role, recording and highlighting what is happening around our planet, to driving public concern and opinion, there’s a long history of photography playing a powerful role in the issues of climate change and justice. In our ever increasingly image-saturated world I still believe that photography has an essential role to play here, but I do think that the way in which it can play this has changed. I believe that the potential for single photojournalistic images to take on ‘iconic’ status and go on to represent whole issues is now greatly reduced, the volume of new imagery being produced and consumed, and the speed of its consumption, is just too great. Instead, photography’s power as a tool for in-depth, empathetic storytelling, across different platforms and use contexts, should be prioritised. In a highly competitive visual environment, compelling visual reporting presents an opportunity to capture audiences’ attention, inform and build understanding, concern and empathy. To do this however, photography’s role in telling stories of climate change and justice needs not to be restricted to pure illustration, but instead to have the scope and freedom to tell these stories in depth, from a diverse range of perspectives, and with adequate space on publication. Only then can photography fulfil its full potential to humanise complex issues and build empathy, ground stories in a reality that audiences can relate to, and build a weight of evidence behind concerns. 

I also think photography can play an important role in helping audiences to visualise a future. It can show how a situation could be improved, how a community elsewhere came together and solved a similar problem, and what opportunities could come were a cause to be fought. Photojournalism’s role in telling constructive stories shouldn’t be overlooked – we know from our research that images of climate change impacts are very emotionally powerful, but they can also overwhelm audiences. One way to combat this is to pair them with images highlighting tangible, relatable actions that audiences can take, or visual reporting that shines the light on ‘what happened next’ – it’s vitally important to record and show the devastating impacts of climate change, but don’t stop there, seek ways to demonstrate future potential through imagery too.

Firefighters are surrounded by a scorched landscape as they continue to work to tackle a large moorland wildfire in the Goyt Valley, near Buxton in the Peak District. Derbyshire, England. 3rd May 2025. The blaze caused extensive damage to vegetation in the area. Credit: Alastair Johnstone-Hack / Climate Visuals 

Rachel cycles her children to school on a cargo bike, through busy traffic, in Didsbury, Manchester, UK. 2nd February 2024. Photo credit: Mary Turner / Climate Visuals

How did you get involved in Climate Visuals and what are your core themes?
I came to Climate Visuals from my previous role as Deputy News Picture Editor of The Times and The Sunday Times newspapers in London. Before that I was an agency news photographer in south west England. I have long been a keen follower of the work Climate Visuals was doing to combine research insight with practical, usable guidance and resources, and jumped at the chance to get involved. 

At the heart of what we do is our evidence base – this underpins our guidance and the resources that we provide users. It is founded in an original piece of research looking at audience responses to different climate images and led to our 7 Climate Visuals Principles. Since then, we have continued to expand our understanding through further projects, including ones focussed on photographing the ocean and climate link, diversity in images of England’s green and natural spaces, best visual practice for working with those with, or who are from, Indigenous and forest communities of Central and South America, and guidance for photographing extreme heat.
Alongside our guidance resources we run an image library which contains thousands of images that exemplify our findings. Many of these are available through licences that allow for free non-profit, editorial and educational use – making compelling and engaging images of climate change available for those who often find them out of reach. You can browse the library here.

If a photographer wanted to submit images, are you centered around specific themes?
I’m always interested to hear from photographers and see any work people think we might be interested in. Our thematic focus depends on the specific projects that we are working on, but broadly I’m always excited to see images and stories that fulfil our guiding principles/evidence and tell new, compelling environment and climate stories. Whilst we aren’t always able to accept submissions, I am always seeking to expand our network and awareness of photographers working on climate and environment stories in case the opportunity arises for collaboration.  

How does the funding work and is there any assignments, or is this all submission based?
It depends on the project we’re working on – we work with a mix of commissioned assignments, such as with this project on air pollution, and submissions such as with our Ocean Visuals and Visualising Climate Change initiatives. For updates on what we are currently working on you can follow us on social media @climatevisuals.

The state of the photo industry survey

Photographers! It’s here! Click the link below to learn more about completing the @aphotoeditor and @hmphotoprof 2025 State of the Industry Survey!

We’re recruiting photographers to participate in a massive, state of the industry survey. Open to all professional photographers from all genres and markets. Please share with your colleagues and within your photo network. The more folks that participate, the more accurate the information.

Results to come in summer 2025.

Link to fill out the survey:

Click Here to take the survey

Research conducted by: Heather Morton, professor at Sheridan College heather.morton@sheridancollege.ca and Rob Haggart, PhotoFolio

This research has been reviewed and received ethics clearance by the Sheridan Research Ethics Board. SREB number: 2025-03-001-005

Approximate time to complete the survey: 12 minutes.

The Art of the Personal Project: Stanley Greenberg

The Art of the Personal Project is a crucial element to let potential buyers see how you think creatively on your own.  I am drawn to personal projects that have an interesting vision or that show something I have never seen before.  In this thread, I’ll include a link to each personal project with the artist statement so you can see more of the project. Please note: This thread is not affiliated with any company; I’m just featuring projects that I find.  Please DO NOT send me your work.  I do not take submissions.

Today’s featured artist: Stanley Greenberg

Waterworks, an exploration of New York City’s water supply and wastewater treatment systems, was originally published in 2003. This new and expanded edition is a complete reworking of the book, featuring 362 photographs, made between 1992 and 2024, and two new large, folded insert maps. Greenberg visited reservoirs, aqueducts, tunnels, gatehouses, water supply and sewer pumping stations, water tanks, wastewater treatment plants, stormwater retention facilities and maintenance covers throughout the watershed and around the city. The maps identify over 400 sites in the system, from upstate reservoirs to abandoned systems and tunnel shaft sites. In the late 1990s, Greenberg received unprecedented access to photograph the system, which made much of this work possible. After 9/11, all facilities were closed to the public. Since then, Greenberg has located hundreds of sites in plain view but largely unknown and unidentified; anonymous street furniture invisible to most people. The book and map — a field guide for anyone called to their own exploration — show a mostly underground and hidden system. The map is based on field investigations and historical documents and is designed by Greenberg and Larry Buchanan.

 

To see more of this project, click here

Instagram

To purchase Waterworks, click here

Suzanne Sease is a creative consultant and former ad-agency senior art buyer. She works with both emerging and established photographers and illustrators to create cohesive, persuasive presentations that clients can’t resist.

Suzanne offers something rare: an insider’s perspective on how client’s source creative talent. Her deep understanding of the industry is underscored by her impressive resume: 11 years as senior art buyer at The Martin Agency, seven years as an art producer for Capital One, and stints with the art-buying department at Kaplan-Thaler and the creative department at Best Buy, where she applied her expertise to reviewing bids to see which were most likely to come in on budget. Over the years, Suzanne has worked with a wildly diverse range of clients, including Seiko, Wrangler, Bank One, AFLAC, and Clairol Herbal Essence. Now, as a consultant, she is equipped to problem-solve for her clients from an unusually dynamic point of view.

As a longtime member of the photo community, Suzanne is also dedicated to giving back. Through her Art of the Personal Project column on the popular website aphotoeditor.com, she highlights notable personal projects by well-known and up-and-coming photographers. The column offers these artists excellent exposure while reflecting Suzanne’s passion for powerful imagery.

Instagram

The Photo Hustle – There Is No Magic Formula

This is an excerpt from The Photo Hustle by Karen Williams Buy your copy here: https://store.mangopublishinggroup.com/products/the-photo-hustle-1

Screenshot

If you picked up this book, I’m betting you love photography enough to pursue a career in it, but you have no idea where to start. That’s where I come in. I want to be the resource and mentor I never had, so you don’t have to learn the hard way. I’ll be sharing the insider secrets of the photography industry that they don’t teach you in school. Because combining your passion for photography with a career can get a little messy. Being a great photographer is only half the battle. To thrive in this industry, you need to be a savvy entrepreneur, too. And that’s why I took it upon myself to fill in this much-needed gap. Instead of hoping things will change, it’s time we take control of our careers—and I’m here to help you do just that. This book will equip you with everything you need to know for a successful photography career. But you have to show up and put in the work.

The photo hustle is real. These days, it’s not enough to have talent. You have to know the industry—and it’s a tough one to break into. Most photography schools and workshops don’t teach you how to run a successful business. Rather, they focus on the latest gear and techniques. They’ll teach you about posing, directing clients, composition, and lighting. They’ll show you all the pretty editing tricks and how to set up a shot.

But actual business skills? That stuff rarely gets taught in the photography world. Marketing and branding? Not in most curricula. Sales and pricing strategies? I don’t think so. Client experience and retention? Doubtful. Financial planning and management? I’m not seeing it. Most photographers are expected to figure it out on their own, often through trial and error. But in reality, most photographers were never prepared for the “photo hustle” that exists on the flip side of their passion… I know I wasn’t.

Listen, I know you have the passion. I know you’ve dedicated your time to your craft. And I know you’re ready to get out there and share it with the world. Yes, photography is a tough road. But if you stick it out, get up when you get knocked down, and keep going, you can succeed. Keep pushing, keep creating, and keep capturing life through your lens. The world is waiting to see your visual eye.

There is no magic formula for making it in photography. If you’re hoping for a perfect path to success from Point A to Point B, I’m sorry to be the one to break it to you—it just doesn’t exist. No two photographers fall into success in the same way.

“I’ve done everything right, but nothing is working. How do I get in?”

It’s a question I get almost daily, but this time it came from a friend—let’s call her Michelle—over coffee. Michelle, an incredibly gifted photographer, had been struggling. Two years out of photography school, and she hadn’t landed her dream gigs…or anything close to them. Instead, she was building a business photographing families and pets. She was good—damn good—but it wasn’t her dream. Like so many photographers I talk to every day, Michelle had talent and drive, but couldn’t break into the industry. So, what gives?

I told Michelle what I tell all photographers: the industry has secrets they don’t want you to know. No matter how good you are or how many boxes you check, breaking in is tough. And if you don’t know what I’m going to share with you on these pages, then your chances of getting in are just as slim. Some photographers make it by luck, some hustle, and some are “discovered.” But believe me, there’s no perfect path, no magic formula—just straight talent and lots (and lots) of hustle.

When I was studying for my BFA, my dream was to shoot the cover of Rolling Stone magazine. That dream was shaken when, in September 2023, the president and founder Jan Wenner dismissed Black and female artists as not “articulate enough” for his book The Masters, a collection of interviews with rock’s greatest.2 His words hit hard, sparking the same frustration I felt following the George Floyd tragedy and the hollow promises made in light of his death. After fifteen years in the industry, I had become accustomed to being one of the few Black people on set, and I began to question why so many talented, hard-working photographers of all kinds were being sidelined. The answer is simple: the industry keeps a lot of information locked away. And I had become a part of the industry-wide gatekeeping that I hated so much. This book is the product of my determination to change that.

Spoiler alert: I’m not a professional photographer—I’m the person behind the scenes, hiring photographers, shaping art direction, and building brand stories big and small. I’m living my dream as a photo editor. Over the last fifteen years, I’ve had the opportunity to work for WIRED, Southern Living, Netflix, AARP, MasterClass, Square, and San Francisco Magazine. But the journey wasn’t easy—I faced a ton of job rejections that nearly shattered my confidence. But I refused to let them break me down—I chose not to let others dictate my worth or my future in the field. So, I took matters into my own hands and hustled hard for years. I even changed jobs fourteen times in sixteen years, transforming each of my setbacks into an opportunity to learn, grow, and improve my craft. My journey of hustle and hard work led me to where I am today. I even founded my company, Black Visual Queen, to change the industry and help photographers like you find their path to success in this highly gate-kept arena, where opportunities are often so elusive.

First, a word of warning: this is a tough industry, and brand photography isn’t for everyone. The road to that dream is a long one, paved with hustle, hard work, and lots (and lots) of rejection. But since you’re reading this book, I’m willing to bet that knowing this doesn’t deter you. You’re one of the photographers who have the determination to work with prestigious, big-name clients, and you’re not ready to throw in the towel on your dream just yet. If this is you, then listen up, because I’m going to teach you everything you need to know about the photo hustle—and how to get in. The photo industry is not just reserved for the elite; it’s for anyone willing to do the work. All you need is a little tenacity, talent (which you have), and the tips and tricks I’m going to spill in this book.

Through the years, I’ve seen top photographers ready to quit, exhausted by fierce competition and overwhelmed by technology. Many don’t know how to market themselves. So, if you’re frustrated by rejections, ghosting, or “we’ll keep your name on file” responses, just keep going. Keep hustling, keep honing your craft. The challenges are real, but don’t let them extinguish your passion. Embrace your uniqueness, stay motivated, and don’t fall into the comparison trap. Photography is rewarding, and the world is waiting to see your unique perspective.

In the following pages, you’ll learn everything photography school didn’t teach you and all the industry secrets the insiders don’t share. This is the book I wish I’d had back when I was starting out in photography: the tell-all (well, maybe not all—I’ve signed a lot of non-disclosure agreements!) about the photography biz, especially for editorial and brand work.

The book is split into two parts. Part 1 covers how to get in the room—in other words, how to break into the industry, how to pitch, how to market yourself, handle finances, and land the gig. We’ll be diving into your “why” as a photographer because knowing that helps you make the next right decision.

Part 2 explains what to do once you’re hired—how to navigate estimates, contracts, agents, photoshoot etiquette, avoid the dreaded blacklist (yes, it’s real), and how to redeem yourself if you find yourself on it.

Consider this book your trusted mentor. I want this to be the book you reach for when you land the gig and have no idea what an estimate looks like or what to watch out for in a contract. I want you to take this everywhere with you. Carry it in your purse. Stow it in your camera bag. Use it as a resource to help you navigate the tough business side of photography. By the end, I want you to feel encouraged, equipped, and confident to build the successful photography career you’ve always dreamed of.

Ready to find your “magic formula?” Let’s dive in.

The Art of the Personal Project: Howard Schatz

The Art of the Personal Project is a crucial element to let potential buyers see how you think creatively on your own.  I am drawn to personal projects that have an interesting vision or that show something I have never seen before.  In this thread, I’ll include a link to each personal project with the artist statement so you can see more of the project. Please note: This thread is not affiliated with any company; I’m just featuring projects that I find.  Please DO NOT send me your work.  I do not take submissions.

Today’s featured artist:  Howard Schatz

Dancers In The Museum

 I worked for three days making photographs of the innumerable spaces and galleries at The Metropolitan Museum of Art in New York City, using my imagination to “picture” what it would look like with ballerinas in the various spaces.

In my studio, working with two dancers from The American Ballet Theater, Camila Ferrera and Betsy McBride, as well as a fashion stylist, Nikko Kefalas, hair stylist, Anike Rabiu, and make-up artist, Magdalena Major, I made images that would “fit” in the Museum’s spaces.

 

 

To see more of this project, click here

Instagram

Suzanne Sease is a creative consultant and former ad-agency senior art buyer. She works with both emerging and established photographers and illustrators to create cohesive, persuasive presentations that clients can’t resist. Suzanne offers something rare: an insider’s perspective on how client’s source creative talent. Her deep understanding of the industry is underscored by her impressive resume: 11 years as senior art buyer at The Martin Agency, seven years as an art producer for Capital One, and stints with the art-buying department at Kaplan-Thaler and the creative department at Best Buy, where she applied her expertise to reviewing bids to see which were most likely to come in on budget. Over the years, Suzanne has worked with a wildly diverse range of clients, including Seiko, Wrangler, Bank One, AFLAC, and Clairol Herbal Essence. Now, as a consultant, she is equipped to problem-solve for her clients from an unusually dynamic point of view.

As a longtime member of the photo community, Suzanne is also dedicated to giving back. Through her Art of the Personal Project column on the popular website aphotoeditor.com, she highlights notable personal projects by well-known and up-and-coming photographers. The column offers these artists excellent exposure while reflecting Suzanne’s passion for powerful imagery.

Instagram

The Art of the Personal Project: Greg Latza

The Art of the Personal Project is a crucial element to let potential buyers see how you think creatively on your own.  I am drawn to personal projects that have an interesting vision or that show something I have never seen before.  In this thread, I’ll include a link to each personal project with the artist statement so you can see more of the project. Please note: This thread is not affiliated with any company; I’m just featuring projects that I find.  Please DO NOT send me your work.  I do not take submissions.

 

Today’s featured artist:  Greg Latza

Throughout my 27 years of freelancing, I’ve constantly needed book projects to maintain my sanity.

Back in October 1999, my talented editor/designer/wife Jodi and I ambitiously published my first photography book, Back on the Farm. It was self-funded and wholly terrifying…but also thrilling. We printed 4,000 copies and I figured that if we could sell them all within 10 years, the book would be a success.

Two months later, the book had sold out and a new side business was born.

Over the next ten years, we published seven more photography books about various South Dakota subjects, including a children’s book written by Jodi, and books about the Missouri River, small towns and World War 2 veterans.

After that furious decade of publishing, our three busy kids needed more of our time and the books took a backseat. But it didn’t take long to realize that these book projects had been my main creative outlet. The freedom that book photography offered was something I sorely missed as my stable of advertising clients grew and my assignment work squeezed out any spare time for book projects.

I’d been photographing western South Dakota for my fine art catalog for years, and I always knew that another book was hiding among those images. I assembled the bones of the book during the pandemic and shot the remaining 60% of the photos between 2020 and 2024.

We published West River in October 2024. The book is a tribute to ranching families and the amazing landscape they inhabit, as well as a few other uniquely western South Dakota tidbits. The title is derived from how the Missouri River splits the state into halves, known by residents as East River and West River.

We are planning to publish East River in late 2027, and it will be an equal-sized companion piece to West River.

With these new book projects to work on, most of my sanity has returned! They’ve been great fun to plan and execute, and in turn I believe these personal projects make my corporate work better

****************

West River

Clothbound hardcover

12”x11”

264 pages

178 color and B&W photographs

$50 cover price

Available on my website at www.greglatza.com

*********

Greg Latza is a freelance photographer based in Sioux Falls, South Dakota. The majority of his work is for agricultural, industrial and energy clients, most notably Tractor Supply Company and Kubota.

To see more of this project, click here

Instagram

Suzanne Sease is a creative consultant and former ad-agency senior art buyer. She works with both emerging and established photographers and illustrators to create cohesive, persuasive presentations that clients can’t resist.

Suzanne offers something rare: an insider’s perspective on how client’s source creative talent. Her deep understanding of the industry is underscored by her impressive resume: 11 years as senior art buyer at The Martin Agency, seven years as an art producer for Capital One, and stints with the art-buying department at Kaplan-Thaler and the creative department at Best Buy, where she applied her expertise to reviewing bids to see which were most likely to come in on budget. Over the years, Suzanne has worked with a wildly diverse range of clients, including Seiko, Wrangler, Bank One, AFLAC, and Clairol Herbal Essence. Now, as a consultant, she is equipped to problem-solve for her clients from an unusually dynamic point of view.

As a longtime member of the photo community, Suzanne is also dedicated to giving back. Through her Art of the Personal Project column on the popular website aphotoeditor.com, she highlights notable personal projects by well-known and up-and-coming photographers. The column offers these artists excellent exposure while reflecting Suzanne’s passion for powerful imagery.

Instagram

The Art of the Personal Project: Scott Lowden

The Art of the Personal Project is a crucial element to let potential buyers see how you think creatively on your own.  I am drawn to personal projects that have an interesting vision or that show something I have never seen before.  In this thread, I’ll include a link to each personal project with the artist statement so you can see more of the project. Please note: This thread is not affiliated with any company; I’m just featuring projects that I find.  Please DO NOT send me your work.  I do not take submissions.

Today’s featured artist:  Scott Lowden

Terra Nostra is an exploration of place, memory, and the invisible threads that connect us to spaces we inhabit. Photographed intuitively, the images embrace imperfection. Long exposures, soft focus, and alternative lenses let light and atmosphere shape each frame, softening sharp edges in favor of emotion and mood. These photographs prioritize feeling over documentation—a visual sense of how a place lingers in memory and spirit.

This project resurfaced during five years spent with my father during his illness. Places like Kimmel Lookout in Pennsylvania became meditative spaces as I made photographs to help process the emotions of witnessing a loved one’s decline. Through these experiences, this series became a bridge between personal story and a broader connection to place.

Terra Nostra invites viewers to step into the spirit of these spaces, to sense the echoes of the past and the presence of what endures.

To see more of this project, click here

Instagram

Suzanne Sease is a creative consultant and former ad-agency senior art buyer. She works with both emerging and established photographers and illustrators to create cohesive, persuasive presentations that clients can’t resist.

Suzanne offers something rare: an insider’s perspective on how client’s source creative talent. Her deep understanding of the industry is underscored by her impressive resume: 11 years as senior art buyer at The Martin Agency, seven years as an art producer for Capital One, and stints with the art-buying department at Kaplan-Thaler and the creative department at Best Buy, where she applied her expertise to reviewing bids to see which were most likely to come in on budget. Over the years, Suzanne has worked with a wildly diverse range of clients, including Seiko, Wrangler, Bank One, AFLAC, and Clairol Herbal Essence. Now, as a consultant, she is equipped to problem-solve for her clients from an unusually dynamic point of view.

As a longtime member of the photo community, Suzanne is also dedicated to giving back. Through her Art of the Personal Project column on the popular website aphotoeditor.com, she highlights notable personal projects by well-known and up-and-coming photographers. The column offers these artists excellent exposure while reflecting Suzanne’s passion for powerful imagery.

Instagram

The Daily Edit – Aidan Klimenko talks about “wins” or “successes” stemming from work personal




Aidan Klimenko


Heidi: Your work has an impressive range – it would be hard to categorize. You mentioned your work asks questions. What questions you thinking about in your recent personal work.
Aidan: I’ve always been drawn to photography because Ive seen it as an access point to the world. A license to ask, to look, and to learn. Sometimes I find answers, but most often I just find more questions. With this current work that Im making while in grad school, Im taking my interest in landscape—an interest thats been fostered in objectively beautiful places like Antarctica, the Amazon, and Patagonia—and applying it to the contemporary urban, corporate, and residential environments of Los Angeles.
The questions that Im finding myself thinking about while I walk around and photograph stem from my personal experience of moving to a big city for the first time after years spent living on the road, mostly outside in nature. LA is bizarre and layered. Its a mix of so many things without really having a centralized, defined identity. And its home to a lot of this American obsession with concrete, stucco, and bright colored walls that Ive been finding myself interested in using as elements to question our relationship with this environment weve built and surrounded ourselves with. Im using this time in school to learn about creating work that provides space for the viewer to have their own relationship with the images—space to ask their own questions instead of making images that are limited by the answers they provide.

It’s interesting, you’re challenging what a wall is – using that typology to question the meaning of a barrier or confining something. Is this an act of resistance in your mind?
Yes, I think so. Or, at least it started out that way. When I first started walking around Los Angeles, it was easy to make work that directly contrasted the open air, natural landscapes that most would think of when they consider the term landscape”. The images came easily, but quickly felt cliche. Somehow singular and predictable in their general pessimism. Its easy to focus on the strictly negative–especially here in LA. Its a dirty city with a massive unhoused population contrasted with insane wealth, all in and around and on top of itself. To treat it only as one thing—whether grimy or glamorous—would be a very narrow point of view. There are so many aspects to LA, and as I continued to walk and to photograph, I began to find myself interested in the complexity of these layers and in how theyre represented in the community architecture of subways, storefronts, traffic markings, and yes, walls. So much of it is colorful and built to look nice, but ultimately to direct or deter us in one way or another. Not meant to be comfortable. Liminal in nature. Youre allowed here, but only to a certain capacity and not for very long.

And then, layered onto these surfaces of glossy colorful paint or polished steel are traces left—markings, scribbles, covered graffiti or hand prints that show a back and forth that is sometimes violent and other times subtle. Visual responses to this landscape, or in resistance to it.

Its been a fun exercise to shift from relying on obviously compelling subject matter (like penguins in Antarctica or secluded communities in Greenland) to make compelling images. I miss spending my time in nature, and Im sure thats seeping into my work. But this has been a very rewarding chapter thats leading me in a direction that Im finding quite engaging.

Rather than responding to a market need and losing control of your photographic voice, you are staying true to your development.
Hey, Im trying! Your best work will always be the stuff youre passionate about. Ive always believed that leaning into finding and establishing your own voice as an artist will eventually lead to an identity thats more uniquely yours rather than a style that looks like everyone elses following whatever the latest trend. And on top of that the work that is the most fun to make often is the often strongest. Good things come from good work so I try to stay true to making work that inspires me.

Im still very much on this path of finding my visual identity and am constantly reminding myself to prioritize making work that gets me excited. But doing this is easier said than done, especially when you depend on your artistry for income. In my 20s, my answer was to live in my truck. By not needing to keep up with rising rent costs I was able to pursue projects that I resonated with rather than having to sacrifice my vision to pay bills. But I recognized this as somewhat temporary solution—despite lasting 7 years on the road without paying rent!—and not likely a sustainable long term path that would lead to the things that I wanted for adult-me, like a stable family lifestyle. Now that Im in LA, married and starting a family, things have changed and that discipline of staying true to the work that inspires you is much more difficult. LA is an expensive city and my continued path of finding my place within its working professional photography scene has not been a direct one or particularly easy. But its led me to some interesting places—some of which have resonated in surprising ways, like commercial fashion and architecture and others not as much. Ive tried to remember that its hard to know whether or not you like something without ever trying it. There are lessons to be learned in even the most unexpected places and on the most unpleasant of jobs.

How do you exercise discipline and fight the temptation of trends?
Im as tempted by trends as anyone and Im happy to experiment with new ideas and see what sticks. I take with me whatever I think I can use to get closer to my evolving identity and leave the rest behind.


How does fashion and architecture interplay in your images, does one inform the other?
Im curious about what connects us, both across continents and within our communities. My work has always touched on environment, sometime on a personal or cultural level and sometimes in more remote, abstract ways. But even when Im in the middle of nowhere Im thinking about how we are affected by these places and how we in turn affect them. Fashion reflects how we present ourselves to one another socially—how we choose to either fit into a social environment or stick out from it. One of the many threads that connect us” if thats not too on-the-nose. And I think architecture deals with how we as a society choose to interact with our physical environment. The building materials we use, the colors we choose, the space we give ourselves (or dont) reflects so much about our societal values, our place in the world and our relationship to it. The work Im making in school is architectural and while it doesnt directly feature people (yet) it is still very much about people.


Your Antarctica work is a sharp contrast to your state fair work in both tools and approach. Tell us about the approach for each.
Both my Antarctica and State Fair work are ongoing projects and contrast each other (and themselves) as they are both unfinished collections of images made over the span of a few years and a few different developmental stages in my photographic path. Ive had the privilege of having visited Antarctica a handful of times since 2019, and each time I go down Ive experimented with different viewpoints and perspectives. This often manifests in a variety of obsessions with different cameras and the aesthetics that each camera system provides. From grainy black and white 35mm to color 4×5 film to digital medium format… who knows where Ill be in my journey of endless experimentation the next time I get the opportunity to get back down there.

As far as the State Fair goes, my wifes family runs a chocolate chip cookie company at the Minnesota State Fair. I was never a big state fair goer growing up but since it now looks like Ill now be going every year to bake cookies until the end of my days, I figured Id better make some images along the way. I started with my 4×5 over my shoulder finding quieter moments amidst the dusty chaos of fried food and farm animals. The 4×5 is an ice breaker. People are curious about it and much more willing to have their photo taken than when I carry a more normal” looking camera. But after starting back at school I was tasked with trying something completely different. Give up control. So I decided to lean into the chaos, ditch the tripod, shoot digital, play with flash, and shoot from the hip (maybe glancing at the cameras fold-out screen, maybe not). Ive recently been combining the 4×5 images with the digital in editorial pitch-deck PDFs with the thought that it shows the breadth of my technical skills while covering a single event.

After commercial and editorial success, here you are back with creating more personal work – asking more questions – what are you hopes for pushing the personal body of work?
Ive written like 10 different responses to this question and still dont know if Im any closer to being able to answer it. Ive been pushing into the commercial and editorial worlds and Ive certainly had wins here and there but I have by no means found any sure-footedness in either. While I continue to pursue financial stability I keep coming back to the mindset that I mentioned above: make the work that makes me feel something, at any cost, because that will be my strongest work. All the wins” or successes” Ive had seem to have stemmed from work that Ive made solely because Im passionate about it. Personal work.

However, when I was last in South America making Autopista Autopsia, I wasnt quite able to find the creative flow that Ive heard other artists talk about. I was pushing my personal work in a new direction but I was having a hard time knowing how to get there. Listening to interviews and reading about the making of projects and books that Ive always looked to for inspiration, I would hear stories about how one image would effortlessly lead to the next or about how good it felt to be making the work that artist was making. I, on the other hand, was feeling blocked up and I didnt know how to move past feeling like I was forcing the work. On top of it all, I didnt feel like I had the right community to turn to for constructive criticism. For too long, I was using social media as the only arena for showing personal work and getting feedback.

I needed help rethinking my creative process and reestablishing my relationship to the medium altogether.

The pursuit of a MFA in photography will absolutely not provide a road-map to success in the commercial world. In fact, if anything, its sure to steer me in a completely different direction all together. Though I do think it will bring me closer to creating work that points me towards the core of my artistic identity. And the stronger the personal work that I can put out into the world the more likely itll lead to that next win”.

I won’t ask you about your truck, when was the last time you heard from the previous owners?
The truck! The previous owners are a Swiss couple who are currently living out of their van somewhere in Europe. We follow each other on Instagram and I drop them a line every few month with photos or with mechanical questions about this or that as all the manuals they left me are in German. Its a very wholesome relationship that I hope to have with whoever I pass the truck along to, someday, maybe.

The Art of the Personal Project: Ann Hermes

The Art of the Personal Project is a crucial element to let potential buyers see how you think creatively on your own.  I am drawn to personal projects that have an interesting vision or that show something I have never seen before.  In this thread, I’ll include a link to each personal project with the artist statement so you can see more of the project. Please note: This thread is not affiliated with any company; I’m just featuring projects that I find.  Please DO NOT send me your work.  I do not take submissions.

 

Today’s featured artist:  Ann Hermes

For the past six years I’ve photographed local newsrooms from Alaska to Florida, documenting the dedicated but dwindling local news landscape. As a photographer with over 15 years of experience in newsrooms, I have a great deal of respect for the institutions that bring small communities the news.

An average of two newspapers shut down every week. In the wake of these closures many communities become news deserts. In their place is an information landscape of nationalized, and increasingly partisan, news that is ripe for misinformation. Studies now show that local government spending goes up, voter participation declines and cities often lose their bond rating after the loss of a local newspaper. Local Newsrooms needs to convey these insidious and largely unseen impacts.

With a growing catalog of images, video and interviews, I’m working to create a visual story of regional and national relevance. I plan to display some of this work in small town libraries, and similar spaces to make local newsrooms more visible in their neighborhoods. My goal is to use this work to engage communities in the search of and support for trusted local news while at the same time raising the importance of this issue to a national audience that may not have fully realized what has already been lost, and what is at stake.

The Conway Daily Sun newspaper morgue in Conway, New Hampshire on April 21, 2023. The free newspaper was founded in 1989. The printing press connected to the newsroom ceased printing in 2023.
From left, digital community engagement journalist, James Rinker grabs a laptop as education and environment reporter, Jamie Browder, public safety and criminal reporter, Christopher Cartwright, and visual journalist, Hannah Schroeder move desks in The Keene Sentinel newsroom on February 19, 2024 in Keene, New Hampshire.  © Ann Hermes 2024
Printing press operator, Cameron Blum, runs the printing press for an edition of The Keene Sentinel on February 19, 2024 in Keene, New Hampshire. The Keene Sentinel has one of only a few printing presses in operation in New Hampshire.  © Ann Hermes 2024

The Conway Daily Sun newspaper morgue in Conway, New Hampshire on April 21, 2023. The free newspaper was founded in 1989. The printing press connected to the newsroom ceased printing in 2023.

Clippings of bird photos line the walls of the printing press room at The Keene Sentinel on February 19, 2024 in Keene, New Hampshire. The printing press operators started the bird gallery. “That’s what we run. Every day there’s a bird picture. It started out as a joke, but now it’s an art project,” says Brian Ahern, who has operated the printing press for The Keene Sentinel for over 30 years.  © Ann Hermes 2024
Rick Clark, Keene Sentinel copy editor, looks through microfilm of the newspaper in the newsroom in Keene, New Hampshire on January 8, 2024. The paper was founded in 1799 as The New Hampshire Sentinel and an independently owned publication that runs six days a week.
Broken newspaper bins sit in the parking lot of The Auburn Journal on July 10, 2023 in Auburn, California, northeast of Sacramento. The newspaper was founded in 1872 and is owned by Gold Country Media. The Auburn Journal covers Placer County, near two news desert counties.

To see more of this project, click here

Instagram

APE contributor Suzanne Sease currently works as a consultant for photographers and illustrators around the world.  She has been involved in the photography and illustration advertising and in-house corporate industry for decades.  After establishing the art-buying department at The Martin Agency, then working for Kaplan-Thaler, Capital One, Best Buy and numerous smaller agencies and companies, she decided to be a consultant in 1999.  Follow her on Instagram

Pricing & Negotiating: Expanding Usage For A Non-Profit Healthcare Client

By Andrew Souders, Wonderful Machine

Each month, we explain a recent cost estimate, contract, or purchase order in the form of a Pricing & Negotiating article. By redacting the names of the photographer and the client, we can share useful information that would otherwise be confidential. You can read more about our Image Licensing service on the Consulting Services page of our website.

Concept: Additional licensing for previously shot conference images, including a new set of selects
Licensing:
Publicity and Collateral use of the original 25 images for an additional 3 years, and Publicity and Collateral use of 7 additional images for 5 years
Photographer:
Corporate and Portraiture photographer
Client:
U.S. non-profit healthcare organization
Agency: Healthcare communications agency representing the client

A photographer partnered with me to help navigate an image licensing expansion for a recent conference shoot. The client, a non-profit healthcare organization working through a major healthcare communications agency, wanted to expand usage rights for a set of images and license additional selects from the previously photographed event.

Client Request

The original license covered a batch of 25 images from the conference shoot for use on digital, social, conference, and internal platforms – terms that generally fall under what we define as Publicity and Collateral use. The client had previously agreed to $6,900 in creative/licensing fees for this usage, granted for a period of 2 years.

As the client sought to extend the usage of these original images and license new selects from the shoot for a longer timeframe, we also identified an opportunity to improve clarity in the licensing terms. The original agreement did not include a definitions clause for the stated usage categories, and the terms digital, social, conference, and internal felt somewhat open to interpretation.

To address this, we recommended that the photographer adopt clearer and more standardized usage definitions. We updated the language in the new agreement to reflect our recommended terms and included a Definitions section, helping both parties better understand and align on how the images could be used.

The client specifically requested pricing for:

  • Extended Usage for the Original 25 Images: The client wanted to extend the current usage of the 25 images for an additional 3 years.
  • Unlimited Usage for the Original 25 Images: The client was also interested in pricing for unlimited, perpetual usage rights for the original 25 images.
  • New Selects: The client wanted to license additional selects from the conference shoot, requesting them for various usage periods: 2 years, 5 years, and unlimited use in perpetuity.

Proposed Options for Original 25 Images

Keeping the previously agreed-upon fees in mind, we wanted to propose a solution that expanded on the original licensing agreement to meet the client’s needs while ensuring proper compensation for the photographer. To navigate the negotiation, I worked closely with both the photographer and the agency client to craft a pricing structure that was fair and competitive. Here’s the expanded licensing structure we proposed:

Extending Usage for Original 25 Images

We proposed two options for extending the usage of the original 25 images:

  • Publicity and Collateral use for an additional 3 years: This extension would cover the same usage platforms (originally defined as digital, social, conference, and internal use) for an additional 3 years.
  • Additional Fees: $4,500 total.

This fee was calculated as a fair percentage of the original licensing cost, considering the multi-year extension and the added value.

  • Unlimited use of up to 25 images in perpetuity: This option offered the client perpetual, unlimited use of the original 25 images.
  • Additional Fees: $10,500 total.

Given that unlimited use provides value over an indefinite period, I suggested we propose a fee 2-5 times the original annual fee, offering a flat rate to ensure the photographer’s compensation for indefinite usage.

Proposed Options for Additional Selects

Pricing for Additional Selects from the Conference Shoot

For the new selects, we offered the following usage options and fees:

  • Publicity and Collateral Use for 2 Years
  • Fee: $325 per image (plus any additional retouching).

This price was based on the original per-image licensing cost, slightly increased to reflect the extended usage.

  • Publicity and Collateral Use for 5 Years
  • Fee: $650 per image (plus any additional retouching).

We scaled the price for the 5-year usage based on a multiple of the 2-year option, maintaining a competitive yet fair fee.

  • Unlimited Use in Perpetuity
  • Fee: $1,200 per image (plus any additional retouching).

The price for perpetual use was designed to reflect the value of indefinite usage rights, with a tiered discount offered for multiple images to make the offer more attractive to the client.

Proposed Pricing for Additional Selects with Unlimited Use

To accommodate the client’s interest in licensing additional images with unlimited usage, we proposed a discounted bundle for licensing 15 additional images with unlimited use in perpetuity. The proposed package rate was $12,750, or $850 per image. This offered a significant discount compared to the single image rate of $1,200 per image, encouraging the client to license more images at a reduced rate.

The Outcome

After the negotiations, the final terms and costs were agreed upon:

  • $4,500: Publicity and Collateral use of the original 25 images for an additional 3 years.
  • $4,550: Publicity and Collateral use of 7 additional images for 5 years, including basic color correction with delivery of the selects.

Grand Total: $9,050 for the extended image usage duration and additional selects.

The client was able to extend the original licensing agreement for the desired period while also licensing the new selects for an extended term. The photographer was fairly compensated for the additional usage and new images, while the client secured the expanded usage they needed.

Takeaways

Clear, well-defined pricing structures simplified the negotiations while ensuring the creative work was properly valued. By offering flexible licensing options such as time-limited extensions, perpetual use, and multi-image bundles, the photographer met the client’s needs without compromising on value. This transparent approach gave the client control over the decision-making process and allowed them to make informed choices within their budget, encouraged larger purchases, and fostered a fair, collaborative process to meet their needs. Ultimately, it strengthened the working relationship and demonstrated how thoughtful image license pricing can benefit both sides.

Follow our Consultants @wonderful_at_work.

The Art of the Personal Project: Clemens Ascher

The Art of the Personal Project is a crucial element to let potential buyers see how you think creatively on your own.  I am drawn to personal projects that have an interesting vision or that show something I have never seen before.  In this thread, I’ll include a link to each personal project with the artist statement so you can see more of the project. Please note: This thread is not affiliated with any company; I’m just featuring projects that I find.  Please DO NOT send me your work.  I do not take submissions.

 

Today’s featured artist:  Clemens Ascher

 

“Teatro Ridicolo – A Farce in 28 Collages”

The title already says a lot about the project.

My initial basic idea was to stage a play as a photo and collage series.

In terms of content the series is a funky journey through the topics of our times to the outer edges of our collective cultural memory.

Mainly it is a homage to the theatre itself.

However, it has no stringent plot. I try to create constellations and relations between figures, in each image, that are full of tension and contradiction but don’t make a concrete statement – the plot is meant to arise in the viewer’s mind.

In response to recent developments, I embraced an analog approach. I’ve created stages like compositions with aquarelle paintings and populated them with illustrious figures related to each other through collage, like marionettes playing on a theatrical stage.

I draw my inspirations from across art history and various cultural influences. From the theatre, painting, photography and collage art throughout the centuries.

To see more of this project, click here

Instagram

APE contributor Suzanne Sease currently works as a consultant for photographers and illustrators around the world.  She has been involved in the photography and illustration advertising and in-house corporate industry for decades.  After establishing the art-buying department at The Martin Agency, then working for Kaplan-Thaler, Capital One, Best Buy and numerous smaller agencies and companies, she decided to be a consultant in 1999.  Follow her on Instagram

The Daily Edit – Perrin James


Patagonia Spring25 Catalog

Photographer: Perrin James
Freediver: Kimi Werner
Photo Editor: Jenning Steger

Heidi: This stunning cover image intersects magic, nature, and those who respect her. – tell us the backstory around how you and Kimi met this moment?
Perrin: Kimi and I were invited on a bit of a reunion trip with our good friend Edmund Jin, We had all traveled extensively for a few years together and we wanted to revisit some of our adventures. We were about 100 miles from the mouth of Isle Magdaleña. Every year there’s a sardine run that is usually met with striped marlin as the main predatory fish. But this year was a transitional year from El Niño to La Niña, and the ocean seemed to have exploded with a few different types of baitfish and millions of mahi mahi. We swam playfully into the bait balls until that mahi fish crashed into us. At one point a bull mahi caught me right below the eye and now I have the cool little scar to show from that one. Kimi was filling her spearfishing cup and preparing to bring back a bunch of Mahi for Buddy and Turk. I swam over and asked if could shoot this particular baitball. It was a different type of mackerel. This vortex of fish was just so beautifully formed. She swam up through the bait and came out with two fish one in each hand. We laughed so hard I think I drank some saltwater.

How many covers have you two collaborated on?
Perrin: This is our second Patagonia cover. I think we’ve gotten close to 15 though in the outdoor space, it’s been a beautiful journey of creating, and ocean time.

Patagonia Cover, 2016


BTS of their first Patagonia cover, published in 2016

Nature reigns supreme as the ultimate producer. How do you know when you got the image and not overstay your welcome?
Perrin: For this particular situation I think the bait fish were actually incredibly happy to have us. The moment we would swim away the ongoing feeding frenzy would continue. I feel that with my dive buddies and best friends we have language underwater that really doesn’t rely on speaking. it’s mostly hand gestures and facial expressions and occasional underwater grouper calls (a grunting noise that can be heard underwater. As soon as I shot this image I broke the silence communication and just yelled WE GOT IT.

How did this photo come across your desk at Patgonia and ultimately make it as the coveted cover placement?
Jenning: I received a text from Kimi post dive saying she and Perrin shot some on point Patagonia photos that she thought I would love. It was a few weeks by the time Perrin got home from Mexico and sent me the submission. Its always a treat when we receive Perrin photos as he is a remarkable underwater photographer and we love all things Kimi. I renmbember excitingly downloading his photo folder, after a quick glance I knew what they (Kimi, Perrin + Mother Nature) managed to create + capture was something special. I shared my top selects with the Patagonia Journal (catalog) team who shared the same thoughts I did that the image set was solid and captured the essence of Patagonia photography. My department manager Heidi Volpe helped secure the coveted journal cover. I emailed Perrin + Kimi and told them to keep the photo on ice for us, since the journal is print the lead times are longer but I was jockeying for some prime real-estate for the bait ball story + images and to please be patient as I pushed photo thru the process to image final.

What does nature tell you about women in the water?
Perrin: Women have a special place in the ocean. It’s always interesting the way whales and other cetaceans or even predatory fish that would typically be shy, always seem to swim directly up women in the ocean.

What cues do you tap into when searching for a potential location to free dive?
There are a number of factors that play into looking for a new freedive spot. I think the biggest one is the underwater architecture of that location and how the tide affects that location. It’s also seasonal just as surf follows the seasons, so do fish. Everything is timing ( at least for the best spots).

Once you find the spot, what does your prep look like?
I like to let people go first and watch the drift. Then work with the captain on how we can improve the angle of the current or the distance from the pinnacle or point of interest. If the current is fast you need a greater distance to breathe up enough before your dive.

How does your creativity differ in these two worlds: immersion in the ocean vs terra firma?
Oh I really do my best to do everything in the ocean or around it. I’m not very good at being on dry land for too long.

Photo: Nick Kelly


All black and white photos: Katharine Kollman


Photo: Geoff Coombs
After so many years in the water, what are the most drastic changes you’ve seen, what can everyday people think about or what behaviors can we change to avoid further ocean impact?

I always think about the saying (well you should have seen it in my day). that is usually coming from much older people. I feel that I watched it change drastically from a kid till now and again once I started traveling oceans and revisiting places only a few years later.

Single use plastic is an easy one but also just being conscious of the type of fish you are consuming and where it came from or more importantly how it was caught.
The ocean faces challenges that are almost without borders however. I think there needs to be more attention addressing factory fishing and the global fishing fleets that are quite literally emptying the oceans.

You’ve contributed to several films around the ocean as a healer, how did you expand as a creative after working on those two projects?
I think my style of work has always leaned towards the darker more mysterious parts of the ocean showing beauty in the shadows and unknown. After working on Learning to Drown and Daughter of the Sea I think the importance of telling these types of stories was just amplified. The ocean helped me through the darkest parts of my life and I hope it can help others as well.

What ocean-based projects are you working on now?
We are just going into post production on the story of my friend Vaimiti, Its kinda a surf story but highlighting the cultural similarities and hardships that Hawaiians and Tahitians share through colonization and loss of identity and culture.

The next project is a Freedivers journey through a traumatic brain injury.

The Art of the Personal Project: Gustav Schmiege

The Art of the Personal Project is a crucial element to let potential buyers see how you think creatively on your own.  I am drawn to personal projects that have an interesting vision or that show something I have never seen before.  In this thread, I’ll include a link to each personal project with the artist statement so you can see more of the project. Please note: This thread is not affiliated with any company; I’m just featuring projects that I find.  Please DO NOT send me your work.  I do not take submissions.

Today’s featured artist:  Gustav Schmiege

Working with Jan Barboglio in Mexico was an incredible experience that allowed me to capture the soul of her artistry through my photography, both still and motion. I focused on the rich textures, aged patinas, and intricate details that make her handcrafted ironwork so unique. The warmth of Mexico’s landscapes and historic architecture provided the perfect backdrop, enhancing the timeless beauty of her designs. I aimed to tell a story—one of tradition, craftsmanship, and the deep cultural heritage that inspires her work.

  

To see more of this project, click here

Jan Barboglio

Instagram

APE contributor Suzanne Sease currently works as a consultant for photographers and illustrators around the world.  She has been involved in the photography and illustration advertising and in-house corporate industry for decades.  After establishing the art-buying department at The Martin Agency, then working for Kaplan-Thaler, Capital One, Best Buy and numerous smaller agencies and companies, she decided to be a consultant in 1999.  Follow her on Instagram

Pricing & Negotiating: Restaurant and Retail Images for a Design Firm

By Bryan Sheffield, Wonderful Machine

Each month, we pick one of our recent estimates to write about in a Pricing & Negotiating article. Redacting the names of the photographer and client allows us to share valuable and educational information that would otherwise be confidential.

Concept: Portfolio content photography of an architecture and interior design firm’s recently completed restaurant & retail spaces within an airport
Licensing: Collateral and Publicity use of up to 15 images in perpetuity
Photographer: Architecture & Interiors specialist
Client: Large retail space architecture and interior design firm

Summary

I recently helped one of our NYC photographers build an estimate for a good-sized architecture and interior design firm. The firm requested an estimate for photography to document 4 of their soon-to-be-finished spaces within a NYC area airport terminal. The final use of the photography would primarily be web collateral within the firm’s website, publicity efforts, as well as submissions to a few notable design award competitions. When we first began speaking with the client, they let us know that the completion date was about 3 weeks out. Moreover, they informed us that the photographs needed to be taken at night because the restaurants and shops would be open the following day.

The client was very specific with their shot list needs. They would, however, rely on the photographer to accomplish this list in an artistic manner. They also let us know that they would need the final images within 2 days of the shoot date in order to meet their award submission dates. The client would arrange all special permissions for the photographer, crew, and equipment access to the spaces due to our need to work after the airport terminal had closed. We also knew that although our client designed these 4 spaces, they would all be owned and operated by other brands. With this in mind, we attempted to upsell and inquired whether the brands or proprietors might be interested in use of the final work. These potential clients, however, were not interested.

Here is the estimate:

I added a “Client Provisions” note to describe what the client was to provide. For this project, the client would provide locations, all location access and coordination, all location styling and cleaning, all employee/staff coordination, crew meals and craft services.

Fees

I put the Photographer’s fees at $6,500 for the shoot, and licensing of up to 15 images. We understand that the NYC market is very competitive and there are many other photographers in the area that could accomplish this job. The saturated market (unfortunately) put downward pressure on the photographer’s fees. We felt that $6,500 was a fair and competitive fee based on the metropolitan area, client, and the use of up to 15 images. The client offered a budget of “between $10,000-13,000” for the project. Based on the rush retouching fees needed we felt comfortable coming in roughly $1,100 above that.

Crew

We added a First Assistant/Digital Tech at $650/day to help with lighting and camera equipment management, and computer/file management while the photographer was shooting. These fees were consistent with the crew rates on the photographer’s past projects of this nature.

Equipment

We included $750 for camera, lighting, and grip rentals. The photographer brought their own cameras, lenses, and simple lighting. We added $450 for the digital tech workstation rental laptop, cables, etc.

Misc.

We included $240 for insurance coverage. We then added $250 for the anticipated taxis/car services to get to and from the airport, additional meals, and other miscellaneous expenses.

Post-Production

We added $500 for the photographer to perform an initial edit of all the content and delivery to the client. We also included rush retouching rates of $225/hr for an estimated 2 hours per image.

Results

The photographer was awarded the project and the shoot was a success. During the shoot, there were quite a few issues as several of the locations were not totally finished. In order to accomplish some of the wider images, the photographer needed to have their camera placed in a location not closed to the public. Due to this factor, a good amount of additional retouching was needed on the images, which was approved by the client.

Follow our Consultants @wonderful_at_work.

The Art of the Personal Project: Stefan Falke

The Art of the Personal Project is a crucial element to let potential buyers see how you think creatively on your own.  I am drawn to personal projects that have an interesting vision or that show something I have never seen before.  In this thread, I’ll include a link to each personal project with the artist statement so you can see more of the project. Please note: This thread is not affiliated with any company; I’m just featuring projects that I find.  Please DO NOT send me your work.  I do not take submissions.

Today’s featured artist:  Stefan Falke

Moko Jumbies

“Dragon” Glen de Souza founded the Dragon Keylemanjahro

School of Art & Culture in Cocorite, a suburb of Port of Spain, the capital of Trinidad and Tobago in 1986. The main purpose of the school is to keep children off the streets and away from drugs. Searching for artistic activities to engage them in, he rediscovered the art of stilt-walking, a tradition known in West Africa as the Moko Jumbies, protectors of the villages and participants in religious ceremonies. The art was brought to Trinidad by the slave trade but was forgotten soon after. Dragon Glen De Souza can be credited with bringing this tradition back to Trinidad and Tobago in a large-scale fashion. Today his school has over 100 members from age 4 and up. The stilts are made by Dragon and his students and can be as high as 12-15 feet. The children show their artistic talents mostly at the annual Carnival (celebrated in Trinidad and Tobago on February 12 and 13), which today is unthinkable without the presence of the Moko Jumbies. A “band” can have up to 80 children on stilts and they have won many of the prestigious prizes and trophies that are awarded by the National Carnival Commission. Designers like Peter Minshall, Brian Mac Farlane and Laura Anderson Barbata create dazzling costumes for the school which are admired by thousands of spectators. Besides stilt-walking the children learn the limbo dance, drumming, fire blowing (often all done on stilts) and how to ride unicycles. Between 1997 and 2004 New York City based photographer Stefan Falke took countless trips to Trinidad and Tobago to work on this essay which resulted in the book “MOKO JUMBIES:

The Dancing Spirits of Trinidad”, published by Pointed Leaf Press.

The images were in the official selection of the photo-journalism festival Visa Pour L’image in Perpignan, France, in 2004. This is the first time they’re exhibited in New York.

Between 1997 and 2004 New York City based photographer

Stefan Falke took countless trips to Trinidad and Tobago to work on this essay which resulted in the book “MOKO JUMBIES: The Dancing Spirits of Trinidad”, published by Pointed Leaf Press. The images were in the official selection of the photo-journalism festival Visa Pour L’image in Perpignan, France, in 2004 and at Deutsches Haus at NYU in New York in 2018.

Stefan Falke is a German born photographer who lives in New York City and works for international magazines, film studios and corporate clients. He has published four books: “MOKO JUMBIES: The Dancing Spirits of Trinidad“, about a stilt walking school in Trinidad, and “LA FRONTERA: Artists along the US-Mexican Border“, for which he photographed 200 artists on both sides of the entire 2000 miles long US-Mexico border to document the vibrant cultural activities in that region. His last two books, “Keep Going New York !!” and “Reflecting New York” where self-published on Blurb.com.

To see more of this project, click here

Interview

Instagram

APE contributor Suzanne Sease currently works as a consultant for photographers and illustrators around the world.  She has been involved in the photography and illustration advertising and in-house corporate industry for decades.  After establishing the art-buying department at The

Pricing & Negotiating: Food/Drink Product Photography For A Holiday Campaign

By Andrew Souders, Wonderful Machine

Each month, we explain a recent cost estimate, contract, or purchase order in the form of a Pricing & Negotiating article. By redacting the names of the photographer and the client, we can share useful information that would otherwise be confidential. You can read more about our Pricing & Negotiating services on the Consulting Services page of our website.

Concept: Product Photography for a Holiday Campaign in collaboration with a celebrity
Licensing: Publicity and Collateral use of 4 still photos and 1 animated GIF for 1 year
Photographer: Still Life/Product and Food/Drink specialist
Client: Sparkling beverage brand

Summary

I recently worked with a photographer to develop an estimate for a holiday-themed product photoshoot for a well-known beverage brand’s collaboration with a high-profile celebrity. The project involved creating still life images of a holiday table centerpiece featuring the client’s product alongside the celebrity’s co-branded food item. We considered the various creative needs, including product shots and lifestyle setups where hands would interact with the product.

The deliverables included up to four high-resolution still photos and one animated GIF intended for digital PR, social media, and the client’s website, with a one-year global license. The shots were primarily designed for web use, however, there was also the possibility of some print use.

Fees

The client provided a shot list outlining key visuals and requested Publicity and Collateral licensing for one year of global use. The creative and licensing fee was set at $5,500 for producing the still images and animated GIF, which we felt was in line with the single shoot day and somewhat limited use. Additionally, we added a pre-production day to help with coordination, studio setup, and creative planning, at a cost of $750.

Crew

Though the project’s production requirements were relatively simple, we decided to include the photographer’s preferred assistant to ensure everything ran smoothly. This covered the assistant’s day rates for both the prep/set build day and the shoot day, with a rate of $500 per day, bringing the total to $1,000 for two days.

Styling

The creative brief emphasized the importance of some festive styling for the tablescape, which would serve as the backdrop for the products. The photographer took on the basic prop styling, and we included $250 for 5 hours of prop sourcing and $800 to purchase props and décor items. We also brought in a food stylist for two days to ensure the products looked their best on camera. The food stylist was responsible for sourcing supplemental ingredients and food items to complement the products, so we budgeted $2,000 for two days of prep and styling work.

Casting and Talent

The brief called for a hand model to interact with the products in several shots, so we budgeted $360 for the hand model’s session, which included a $300 half-day rate and a 20% agency fee. The model’s usage fee for one year of global publicity and collateral use was budgeted at $1,200.

Locations

The photographer had a local studio they worked with regularly, so we included one rental day for the set build and one for the shoot. The studio rental was budgeted at $500 per day, bringing the total to $1,000 for both days.

Equipment

While the photographer was able to provide most of the necessary gear, we included a supplemental budget of $750 for any extra equipment rentals and their kit of cameras, lenses, lighting, grip, and a workstation.

Meals

We allocated $300 to provide light meals for the crew on the shoot day, ensuring everyone had breakfast and lunch.

Miscellaneous

We included a $250 budget for miscellaneous expenses to cover any potential additional costs, such as parking and mileage.

Post-production

For post-production, we allocated $600 for retouching four images, with each image receiving up to one hour of work at $150 per image. Additionally, we allocated $500 for editing a 15-30-second animated GIF to complement the still images.

Results

The photographer was awarded the project, and the shoot is slated to commence before the holidays!

Follow our Consultants @wonderful_at_work.

Pricing & Negotiating: Leadership Headshots And Environmental Portraits For A Grocery Retailer

Andrew Souders. Wonderful Machine

Each month, we explain a recent cost estimate, contract, or purchase order in the form of a Pricing & Negotiating article. By redacting the names of the photographer and the client, we can share useful information that would otherwise be confidential. You can read more about our Building Estimates service on the Consulting Services page of our website.

Concept: Executive Headshots and Environmental Portraits
Licensing: Perpetual Publicity and Collateral use of 7 images
Photographer: Portrait and Lifestyle Specialist
Client: National Grocery Store Chain

Summary

I recently collaborated with a photographer to develop an estimate for a corporate portraiture photoshoot for a US-based grocery retailer. The project’s goal was to capture the authenticity, approachability, and leadership of the company’s Chairman/CEO and President/Vice-CEO.

We planned for the shoot to take place in a single day at a store location in the Southwestern US. The client would plan to coordinate the schedule to minimize disruption to store operations and, at the same time, allow the photographer to accomplish everything they needed to.

Deliverables included 4 high-resolution headshots and 3 environmental portraits, all licensed for perpetual publicity and collateral use. They intended for these visuals to enhance the company’s marketing materials, reinforce its brand ethos, and connect with its customer base on a more personal level.

Fees

The client’s brief outlined a need for Publicity and Collateral use for the imagery, which informed the pricing structure. We determined that perpetual usage rights were appropriate for this particular project.

  • Perpetual usage relates to the duration the client can use the images. Perpetual usage means the client can use the images indefinitely. But, the usage is still confined to the agreed-upon media (in this case, publicity and collateral).
  • Unlimited usage, on the other hand, implies no restrictions on the type of media placement, often making it broader usage for things like paid advertising.

Why Perpetual Usage?

  • Leadership portraits don’t stay relevant forever. Executives update their photos every few years, so setting a time limit on usage would likely expire after the images are already outdated.
  • It simplifies things for both the client and the photographer. No need to track expiration dates or negotiate renewals for images that won’t be used long-term anyway.
  • It encourages repeat business. Even with perpetual rights, occasional leadership changes (just in the age and look of the person, or who’s in the actual role itself) mean new photos will be needed. Making the process easy builds goodwill and increases the chance they’ll return to the same photographer.
  • The intended use is long-term but not commercial. Since these images are for PR and internal branding (not paid advertising), perpetual licensing makes sense — it’s a one-time cost for the client, with not much downside for the photographer.

The creative and licensing fee was set at $3,500, a rate reflecting the project’s somewhat smaller scope balanced with the longevity of the usage rights. We also included a tech/scout day, priced at $500, to allow the photographer to familiarize themselves with the location and refine logistical details.

Crew

We included a first assistant at $500/day, with an added 25% payroll fee, bringing the total to $625 for the shoot day. Given the shoot needs, the inclusion of the photographer’s trusted first assistant to handle equipment setup, lighting adjustments, and management of digital workflows was of great importance.

Styling

We allocated $875 for a men’s groomer/hair and makeup stylist to be present on shoot day. This role would also include light wardrobe adjustments, providing the professional polish necessary for high-quality headshots and portraits.

Equipment

We allocated a conservative budget of $250 to cover any supplemental equipment needs. The photographer owned most of the required equipment, but additional backdrops were necessary to achieve the desired aesthetic for the headshots.

Misc.

To cover incidental costs such as meals, parking, and mileage, we included a budget of $200. We noted these expenses were to be billed at cost to provide flexibility while maintaining transparency.

Post-Production

We budgeted $300 for the initial edit and client review, hosted on a web gallery. We allocated an additional $700 for retouching seven selected images, priced at $100 per image to include up to one hour of retouching work each. This process ensured each image met the client’s expectations and upheld the brand’s standards.

Results

The photographer was awarded the project, and the shoot was scheduled to take place within the following weeks!

Follow our Consultants @wonderful_at_work.