Hiring a Commercial Photographer: What Art Buyers Really Look For

Hiring a Commercial Photographer: What Art Directors Really Look For

by William Lulow

When it comes to hiring creative talent — especially photographers — art directors and buyers have a lot to consider. In most cases, they’re not just looking for talent; they’re looking for reliability, consistency, and the ability to deliver on deadline. I have had many consistent clients over my 40 year career in this business. They have continued to use my services because I know the business well enough to provide the above qualities to every assignment I photograph. 

What Art Directors & Art Buyers Want to See

These days, most art directors want to see work that’s directly relevant to their project. If they’re producing an ad or editorial with a specific style, they’re not likely to take a chance on a photographer whose portfolio doesn’t match that look.

That’s why a photographer’s website is so critical. When someone scans your homepage, they should immediately see examples that match the kind of work they’re hiring for. Your site should:

• Show exactly the kind of images you’re best at creating.

• Include enough samples to demonstrate you’ve done that work successfully — and repeatedly.

• Communicate your personality and professionalism, not just your pictures.

Remember, many clients also search locally for convenience. A professional, easy-to-navigate website that feels trustworthy can make all the difference when they’re comparing you to someone else nearby.

The Importance of a Proven Track Record

Art directors need to know a photographer can produce the right results, on time, without drama. No one wants to gamble with an “untested” talent on a big-budget shoot.

There are plenty of stories about photographers who were brilliant but difficult to work with. That kind of personality can turn a smooth production into a nightmare. Being talented isn’t enough — being collaborative, adaptable, and easy to work with is just as important.

In my own experience, understanding production schedules, client expectations, and even team dynamics has helped every project run more smoothly. A photographer must be able to translate an art director’s concept into reality, not fight against it.

Personality Matters

This is something I often used to tell wedding clients, but it applies just as well to commercial work: the photographer’s personality matters almost as much as their portfolio.

No one wants to spend a day of shooting with someone who’s impossible to deal with, no matter how talented they are. I’ve seen art directors who hired “big-name” photographers only to find themselves stressed and sidelined as the talent took over the creative direction.

One story that comes to mind involves a Bloomingdale’s art director, many years ago, who hired the famous French photographer Guy Bourdin. Bourdin wouldn’t show any images until the project was complete. He was paid handsomely, but I’m sure the art director was a nervous wreck until the job was finished!

How Art Directors Choose

Most art directors will start by identifying a few photographers whose work fits their needs. They’ll review websites, look at portfolios, and often reach out to gauge personality and communication style.

Since everything’s online now, your digital presence replaces the old portfolio book. Make sure your site not only shows what you can do visually, but also gives visitors a sense of who you are and what it’s like to work with you.

Budgets and Professionalism

Let’s not forget budgets. A one-day commercial shoot can easily cost tens of thousands of dollars, depending on where and how the final images will be used. For that kind of investment, art buyers need to feel confident that you:

• Have the skills and experience to get the job done.

• Have the resources and crew to manage production smoothly.

• Know how to collaborate professionally with clients and teams.

Your website should reflect that level of professionalism. It should be well-designed, visually strong, and informative. Include at least one or two notable images or projects — recognizable brands, products, or personalities — to build credibility.

The Bottom Line

At the end of the day, art directors and buyers want to work with photographers they can trust — professionals who consistently deliver great images, on time, and without headaches.

As creative talent, our job is to make the art director look good. Because, paraphrasing the immortal words of Vidal Sassoon:

“If they look good, we look good.”