What an art buyer wants to see in your book.

Q: WHAT DOES AN ART BUYER WANT TO SEE IN AN ADVERTISING PHOTOGRAPHER’S PORTFOLIO? I MAINLY SHOOT PEOPLE IN AND OUT OF THE STUDIO.

A: It’s hard to say but I’ll tell you what I’ve learned in meetings with art buyers and art directors.

You want to show work that’s within the style of the art buyer/art director who you’re meeting with. If much of their agency’s work is highly processed and incorporates a lot of slick production, then your book needs to swing in that direction. If they tend to have more of an editorial feel, then you would want your book to swing in that direction. It’s not always cut and dry though.

A large agency can have several clients that have varied styles, so show what comes most ...

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