How To Curate Body of Work in Photography With Creative Director Rob Fieldhouse & Sef McCullough

Rob Fieldhouse, a British creative director, discusses his journey from Chelsea Art School, where he studied design for communication, to running his own advertising agency in the US. He highlights the importance of understanding communication from a brand perspective, emphasizing how core skills in visual graphic design and typography remain crucial even as advertising evolves with technology. His work primarily involves collaborating with photographers for commercial campaigns.

Rob explains that for commercial work, the process always begins with the brand and a specific brief, leading to a visual concept. He advises photographers to understand 'brand profiles', which define a brand's mission, vision, values, products, personality, positioning, and target consumers. He suggests finding and studying sample brand profiles, available through various industry resources, to grasp the mindset of how brands are defined and communicate.

Photographers should select two to three brands they admire and want to work with, focusing on those that align with their personal interests and have some cohesion. By immersing themselves in these brands' worlds, photographers can develop a portfolio that speaks their language, showing an understanding of their aesthetic and messaging. The goal is to demonstrate how one can offer new ways for brands to communicate with their consumers.

Rob addresses the concept of 'ethical stealing' in photography, encouraging it as a way to learn and develop one's style. He explains that referencing and experimenting with techniques from other successful photographers can lead to personal evolution. While aiming to understand and recreate moods or technical aspects, a photographer's unique expression will naturally emerge due to inherent variables in their creative process. This approach is beneficial for building a portfolio, but original insights are expected when working directly for a brand.

Rob emphasizes the importance of strategic portfolio curation. While consistency is vital, a photographer should also include a few 'unexpected' images that show boldness and creative exploration. He advises distinguishing between building a versatile body of work and aiming for highly specific, established brands. It's smarter to target a range of brands—from a large aspirational one to local businesses—to showcase adaptability and a broader understanding of client needs.

Photographers should organize their online presence in layers. The main website should feature professional, consistent work that directly addresses target clients' needs. Instagram can be used for more experimental work, behind-the-scenes (BTS) content, and showcasing personal inspirations. BTS shots offer crucial insights into a photographer's work style and collaboration skills, which is a major factor for creative directors when shortlisting candidates.

To get their first brand job, photographers need to actively participate in the industry conversation. This includes attending local creative meetups, joining industry organizations like Addy Awards chapters, and networking with agencies. When reaching out, communication should be respectful of time, starting with concise, specific questions that leverage the creative director's expertise, rather than making large demands. Starting local and understanding the nuances of smaller brands can build valuable experience.