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Advertising photographers are visual storytellers who craft compelling images designed to sell products, services, or ideas. They blend artistic vision with strategic marketing goals, creating the iconic visuals that define brands and capture consumer attention. This role demands not just technical mastery of photography but also a keen understanding of market trends, client objectives, and the psychology of persuasion, offering a dynamic career path for creative professionals.
$41,010 USD
(Photographers, U.S. Bureau of Labor Statistics, May 2023)
Range: $25k - $90k+ USD (varies significantly by experience, specialization, and location)
3%
as fast as average (Photographers, U.S. Bureau of Labor Statistics, 2022-2032)
≈13
.4k openings annually (Photographers, U.S. Bureau of Labor Statistics, 2022-2032)
Postsecondary nondegree award or associate's degree in photography, though many enter with a bachelor's degree in photography or a related field, or through extensive portfolio-building and self-training.
An Advertising Photographer specializes in creating captivating and persuasive images specifically for commercial campaigns. Their primary objective is to produce visuals that not only look aesthetically pleasing but also effectively communicate a brand's message, evoke emotion, and ultimately drive consumer action.
Unlike a general commercial photographer who might cover a broader range of subjects, an advertising photographer is deeply embedded in the marketing and branding process. They work closely with creative directors and marketing teams, translating abstract marketing concepts into tangible, impactful photographs. This role requires a unique blend of artistic vision, technical mastery, and a keen understanding of consumer psychology and market trends, distinguishing them from fine art photographers who prioritize personal expression or photojournalists who focus on factual representation.
Advertising photographers work in dynamic environments that vary significantly from project to project. They often spend time in a professional studio, meticulously controlling lighting and backdrops for product or fashion shoots. However, many assignments involve on-location shoots, which could range from urban landscapes to natural settings, requiring adaptability to different conditions.
Collaboration is central to this role, as they work closely with creative teams, clients, stylists, and models. Schedules can be demanding and unpredictable, particularly during peak campaign periods, sometimes involving long hours or travel. While some editing might happen remotely, the core shooting work is hands-on and location-dependent, balancing creative freedom with strict commercial deadlines.
Advertising photographers regularly use high-end digital SLR (DSLR) and mirrorless cameras, often with specialized lenses and lighting kits including strobes, continuous lights, diffusers, and reflectors. For image manipulation and post-production, Adobe Photoshop, Lightroom, and Capture One are industry-standard software.
They also utilize various production tools such as tethering software for live viewing during shoots, color calibration devices, and project management software like Asana or Trello for coordinating shoots. Proficiency with studio equipment, grip gear, and knowledge of digital asset management systems are also essential for managing large volumes of photographic content.
Qualifications for an Advertising Photographer are highly specialized, emphasizing a blend of artistic vision, technical mastery, and business acumen. Unlike general photography, this role demands a keen understanding of branding, marketing objectives, and target audience psychology. Requirements vary significantly by seniority, with entry-level positions often focusing on technical proficiency and portfolio strength, while senior roles require extensive client management and creative direction experience.
Formal education, such as a Bachelor's degree in Photography, Fine Arts, or a related field, provides a strong theoretical and practical foundation, particularly in lighting, composition, and digital workflow. However, practical experience, demonstrated through a compelling portfolio, often carries more weight than a degree alone. Many successful advertising photographers are self-taught or come from assistant roles, building their skills and network organically. Certifications in specific software or equipment, while not mandatory, can signal expertise and efficiency.
The skill landscape for advertising photographers is constantly evolving, driven by new technologies and changing media consumption habits. Proficiency in video and motion graphics is increasingly vital, as is an understanding of social media platforms and their unique content requirements. The balance between breadth and depth of skills shifts; early in a career, a broad technical base is valuable, but specialization in areas like product photography, fashion, or automotive can lead to higher-value commissions. Misconceptions often include believing that expensive gear guarantees success; instead, artistic eye, problem-solving, and client collaboration are paramount.
Breaking into advertising photography involves diverse pathways, unlike traditional fields with fixed degree requirements. Some photographers enter through formal arts programs, while others build portfolios through self-study, workshops, and assisting established professionals. The timeline varies significantly: a complete beginner might need 2-3 years to build a strong portfolio and network, while a career changer with transferable skills or a related degree could transition in 1-1.5 years.
Entry strategies differ by location and client type. Major advertising hubs like New York, Los Angeles, and London offer more opportunities but have higher competition. Smaller markets might have fewer roles but allow for quicker portfolio development through local businesses. Working with startups or smaller agencies can provide early experience that larger corporations or agencies might require as a prerequisite. Many aspiring advertising photographers initially work as assistants to gain on-set experience and make industry connections, which is a crucial non-traditional entry point.
A common misconception is that expensive gear guarantees success; instead, a strong artistic vision, technical proficiency, and a compelling portfolio are paramount. The hiring landscape values a diverse, high-quality portfolio showcasing commercial viability more than a specific degree. Networking and building genuine relationships within the advertising and creative industries are essential, as many opportunities arise through referrals. Overcoming barriers like initial lack of commercial experience requires proactively creating spec work that mimics real advertising campaigns, demonstrating your ability to meet client briefs.
Becoming an Advertising Photographer involves a blend of artistic skill and business acumen, with diverse educational pathways supporting career entry. Formal degree programs, such as a Bachelor of Fine Arts (BFA) in Photography or a Bachelor's in Commercial Photography, typically span four years and can cost between $40,000 and $150,000+. These programs offer a deep dive into photographic theory, lighting, composition, and digital post-production, often including business and marketing courses relevant to the industry. Graduates from these programs benefit from structured learning, peer critique, and networking opportunities, which are highly valued by larger advertising agencies and studios seeking a comprehensive foundation.
Alternatively, intensive photography bootcamps or specialized workshops, often lasting 3 to 12 months, focus on practical, industry-specific skills like studio lighting, product photography, and client communication. These programs typically range from $5,000 to $20,000. Online courses and self-study, leveraging platforms like CreativeLive or YouTube, offer flexible learning at a lower cost, from free to a few hundred dollars per course. While self-study requires significant self-discipline, it allows individuals to tailor their learning to specific niches within advertising photography, such as food, fashion, or automotive.
Regardless of the chosen path, practical experience through internships, assisting established photographers, and building a strong portfolio is crucial. Employers prioritize a strong visual portfolio demonstrating technical proficiency, creative vision, and an understanding of commercial objectives over any single credential. Continuous learning is essential due to evolving technology and trends in digital imaging and marketing. Industry associations like the American Society of Media Photographers (ASMP) offer resources and professional development. The most successful Advertising Photographers combine formal or informal education with relentless practical application and a keen understanding of marketing principles.
Compensation for an Advertising Photographer varies significantly due to several factors. Geographic location plays a crucial role; major advertising hubs like New York City, Los Angeles, and London offer higher rates due to concentrated demand and higher cost of living. Conversely, smaller markets may have lower rates but also less competition.
Experience, specialization, and a strong portfolio directly impact earning potential. Photographers specializing in high-demand niches, such as luxury brands, automotive, or complex CGI integration, often command premium fees. Total compensation extends beyond project fees, often including usage rights (licensing fees for images), equipment rental, post-production charges, and travel allowances.
Negotiation leverage comes from a unique artistic style, proven track record of successful campaigns, and strong client relationships. Establishing clear contracts for usage rights and revisions maximizes income. While remote work is possible for some aspects like pre-production and post-production, on-location shooting remains essential, limiting full geographic arbitrage.
Company size also matters; large advertising agencies or in-house creative departments may offer stable salaries and benefits, whereas freelancers rely on project-based income. International markets present diverse pay scales, though US dollar figures often serve as a benchmark for high-value commercial photography.
| Level | US Median | US Average |
|---|---|---|
| Junior Advertising Photographer | $50k USD | $55k USD |
| Advertising Photographer | $78k USD | $85k USD |
| Senior Advertising Photographer | $115k USD | $125k USD |
| Lead Advertising Photographer | $150k USD | $160k USD |
| Creative Director (Photography) | $190k USD | $200k USD |
The job market for Advertising Photographers is dynamic, driven by the continuous need for compelling visual content across digital and traditional platforms. While traditional print advertising has declined, the explosion of e-commerce, social media marketing, and digital campaigns has created new avenues for visual storytelling. Demand remains high for photographers who can produce high-quality, brand-consistent imagery.
Future growth will be influenced by technological advancements. The integration of AI in image generation and editing, alongside advancements in virtual production and CGI, requires photographers to adapt their skill sets. Those who embrace hybrid approaches, combining traditional photography with digital artistry and 3D rendering, will find increased opportunities. Specializations in areas like product photography for e-commerce, lifestyle content for social media, and immersive visual experiences are particularly promising.
The market leans competitive, with a strong emphasis on a distinctive portfolio and business acumen. While the supply of photographers is ample, there is a consistent demand for those who can deliver unique creative vision and meet commercial objectives. Geographic hotspots continue to be major metropolitan areas with strong advertising and media industries. However, remote collaboration tools allow for some projects to be managed from anywhere, fostering a more distributed talent pool.
The profession is somewhat cyclical, tied to overall economic health and advertising budgets, but the digital transformation ensures a baseline demand. Photographers must continuously evolve their technical skills, creative vision, and understanding of marketing trends to remain relevant and competitive in this ever-changing landscape.
Career progression for an Advertising Photographer involves a blend of technical mastery, creative vision, and business acumen. Photographers often begin by assisting or taking on smaller commercial projects, gradually building a portfolio that demonstrates their unique style and versatility. Advancement is not always linear; it frequently involves a distinction between remaining an individual contributor (IC) who specializes in a niche or pursuing a management track that leads to creative direction.
Performance, the ability to consistently deliver high-quality, impactful imagery, significantly influences advancement speed. Specialization in areas like product, fashion, or lifestyle photography can carve out distinct career paths, while adaptability across genres broadens opportunities. Company size also plays a role; larger agencies may offer structured progression, whereas smaller studios or freelance work demand more entrepreneurial drive. Economic conditions and industry trends, such as the rise of digital content or AI, constantly reshape the landscape and influence demand for specific photographic skills.
Lateral movement is common, with photographers transitioning between agency work, in-house brand teams, or establishing their own studios. Networking within the advertising industry, cultivating relationships with art directors and clients, and seeking mentorship are crucial for gaining visibility and securing larger projects. Industry reputation, often built through award-winning work and consistent client satisfaction, opens doors to higher-profile campaigns. Continuous learning, embracing new technologies, and understanding evolving client needs are vital for sustained growth and the potential to pivot into related fields like videography or content strategy.
Assists senior photographers on set, handling equipment, lighting setup, and basic image organization. Takes on smaller, less complex commercial assignments with direct supervision. Decisions are primarily execution-focused, ensuring technical requirements are met. Impact is on supporting larger projects and delivering specific, well-defined photographic assets.
Develop foundational technical skills, including lighting, composition, and post-production software. Assist senior photographers to learn on-set dynamics and client interaction. Build a diverse portfolio of entry-level commercial work. Focus on understanding client briefs and executing specific instructions accurately.
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View examplesAdvertising photographers capture images for marketing and branding across diverse global markets. Their skills are in high demand internationally, especially in commercial hubs like London, New York, Tokyo, and Dubai, where advertising industries thrive. Cultural nuances influence visual styles, and regulations vary by country. Professionals seek international work for diverse portfolios and higher-profile campaigns. No single global certification exists, but a strong portfolio and professional network are universally crucial.
Salary ranges for advertising photographers vary significantly by region and experience. In North America, particularly the US, a mid-career advertising photographer earns between $60,000 and $120,000 USD annually. Top-tier professionals managing large campaigns can exceed $200,000 USD. In Europe, salaries range from €40,000 to €80,000 in countries like Germany and France, while the UK sees £45,000 to £90,000. These figures reflect a higher cost of living in major cities.
Asia-Pacific markets like Australia offer AUD 55,000 to AUD 100,000. Japan's advertising photographers might earn ¥4,000,000 to ¥8,000,000, which is approximately $27,000 to $54,000 USD, reflecting a lower purchasing power for goods and services compared to the US. Latin America sees a wider range, typically $20,000 to $50,000 USD in countries like Brazil, where the cost of living is lower.
Salary structures also differ. European contracts often include more vacation time and comprehensive health benefits. North American compensation might feature higher base pay but fewer guaranteed benefits. Tax implications vary widely; for example, Nordic countries have higher income taxes but offer robust social services. Experience directly impacts compensation globally; a photographer with a decade of international campaign experience commands significantly higher fees than a recent graduate.
International remote work for advertising photographers is limited, as the core work involves on-site shoots requiring physical presence. However, pre-production planning, post-production editing, client communication, and digital asset management can be done remotely. This allows for collaboration with international clients or teams from a home base.
Legal and tax implications are complex when working across borders, often requiring local tax registration even for remote services. Time zone differences pose challenges for real-time collaboration with international clients. Digital nomad visas in countries like Portugal or Estonia offer pathways for independent photographers to live and work remotely for foreign clients.
Some advertising agencies hire photographers on a project-by-project basis, allowing for more location independence. Remote work can affect salary expectations, as clients might seek to pay local rates rather than rates from higher-cost regions. Platforms like Upwork or Behance facilitate international client acquisition, but securing large advertising campaigns typically requires direct networking and on-site presence.
Advertising photographers considering international work typically apply for skilled worker visas or business visas for short-term projects. Popular destinations include the US (O-1 visa for extraordinary ability), Canada (Express Entry for skilled trades), and the UK (Skilled Worker visa). Requirements often include a strong portfolio, letters of recommendation, and evidence of significant professional achievements.
Education credential recognition is less critical than practical experience and a robust professional network. Professional licensing is generally not required for photographers, but business registration might be. Visa timelines vary from a few weeks to several months, depending on the country and visa type. Application processes involve extensive documentation and interviews.
Pathways to permanent residency are possible through long-term skilled worker programs, but this requires sustained employment or significant investment. Language requirements usually apply to general immigration, not specifically for photography, but proficiency helps with client communication. Family visas are available for dependents, tied to the primary applicant's visa status.
Understanding the current market realities for advertising photographers is crucial for career longevity. The landscape has evolved rapidly since 2023, shaped by post-pandemic shifts in consumer behavior and the accelerating impact of AI technologies. Broader economic factors, such as inflation and marketing budget adjustments, directly influence project availability and compensation.
Market conditions vary significantly based on a photographer's experience level, geographic location, and the size of the agencies or brands they target. Entry-level opportunities are more competitive, while established professionals with niche specializations find more consistent work. This analysis provides an honest assessment of current hiring trends, challenges, and strategic opportunities within this dynamic field.
Advertising photographers face intense competition, particularly at entry levels, due to market saturation and accessible equipment. Economic uncertainty often leads to reduced marketing budgets, impacting project volume and rates. Furthermore, the rapid adoption of AI image generation tools creates pressure, requiring photographers to demonstrate unique value beyond basic image creation. Securing consistent, high-paying projects demands significant networking and a strong portfolio.
Despite challenges, significant opportunities exist for advertising photographers who adapt strategically. Strong demand persists for photographers specializing in authentic, narrative-driven lifestyle imagery, particularly for health, wellness, and outdoor brands. Food and beverage photography, especially for high-end restaurants and packaged goods, also remains a robust niche. Brands value photographers who can create genuine human connections through their visuals.
Emerging opportunities lie in integrating AI tools into workflows, not as a replacement, but as an enhancement. Photographers who use AI for concept generation, mood boarding, or post-production efficiencies can offer more competitive services. Developing expertise in 3D rendering and CGI integration for product visualization also provides a distinct competitive edge, blending traditional photography with digital artistry.
Focusing on underserved markets, such as B2B advertising or niche industries like industrial design and specialized medical equipment, can yield consistent work. Building a strong personal brand, showcasing a unique artistic voice, and demonstrating strong project management skills are paramount. Networking within advertising agencies and collaborating with stylists, art directors, and videographers opens doors to larger, more complex projects. Investing in skills that emphasize human creativity and complex production value will position photographers for success.
The market for advertising photographers in 2025 shows a significant shift towards digital-first content and integrated media campaigns. Brands increasingly seek photographers who can deliver not just still images but also short-form video, GIFs, and assets optimized for social media platforms. Demand for traditional print advertising photography has declined, while e-commerce and direct-to-consumer brand content remains robust.
Generative AI tools now influence client expectations, with some brands exploring AI for basic product shots or conceptual mock-ups. This pushes photographers to specialize in high-concept, authentic, or technically complex shoots that AI cannot replicate, such as lifestyle, experiential, or large-scale production photography. Clients prioritize unique artistic vision and the ability to direct talent and manage complex sets over simple technical proficiency.
Freelance and project-based work dominates, with fewer full-time staff positions. Rates vary widely; experienced photographers with specialized niches (e.g., automotive, food styling, luxury fashion) command higher fees, while generalists face downward pressure. Major metropolitan areas like New York, Los Angeles, and London remain hubs for large-scale advertising productions, yet remote collaboration tools allow some photographers to work for distant clients. However, on-location shoots still necessitate physical presence. Seasonal peaks often align with product launches, holiday campaigns, and fashion cycles.
The field of advertising photography is undergoing significant transformation, driven by rapid technological advancements and evolving consumer behaviors. New specialization opportunities are continuously emerging, requiring photographers to adapt and acquire forward-looking skills. Positioning oneself early in these nascent areas offers substantial career advantages, including premium compensation and accelerated professional growth in 2025 and beyond.
While established specializations remain viable, emerging fields often command higher demand due to a scarcity of skilled professionals. These cutting-edge areas, often at the intersection of photography, AI, and immersive technologies, are poised to become mainstream within the next 3-5 years, creating a significant influx of job opportunities. Strategic investment in these emerging skills can differentiate a photographer in a competitive market.
Pursuing emerging specializations involves a balance of risk and reward. Early adopters face the challenge of undefined best practices and evolving tools, but they also gain a competitive edge and shape the future of the industry. This proactive approach allows photographers to lead rather than follow, securing a stronger foothold in the next generation of advertising.
This specialization focuses on creating photographic assets specifically for AI-driven generative models and virtual environments. Advertising photographers will be tasked with capturing highly specific, metadata-rich image datasets to train AI for realistic product placements, virtual showrooms, and synthetic media creation. This involves understanding data labeling, diverse lighting conditions, and precise object representation for machine learning applications.
As virtual and augmented reality platforms become central to advertising, photographers are needed to create immersive visual content. This includes producing high-resolution 360-degree product photography, volumetric captures of models and products, and interactive photographic experiences that allow consumers to explore products in virtual spaces. This goes beyond traditional still photography to create a sense of presence and interactivity for advertising campaigns.
Sustainability and ethical production are increasingly important to brands and consumers. This specialization involves photographing products and campaigns with a strong emphasis on eco-friendly practices, sustainable materials, and ethical supply chains. Photographers will need to showcase brand commitments to environmental responsibility, often involving on-location shoots at sustainable farms, factories, or highlighting recycled materials, conveying authenticity and transparency.
The rise of the metaverse and digital ownership necessitates a new form of advertising photography for NFTs (Non-Fungible Tokens) and digital collectibles. This specialization focuses on creating high-fidelity, visually compelling photographic representations of digital assets, or physical items that will be tokenized. It requires understanding digital asset display, blockchain aesthetics, and how to create scarcity and value through visual presentation in a digital-first context.
Advertising is increasingly personalized, driven by data analytics and consumer segmentation. This specialization involves creating diverse photographic libraries tailored for dynamic content delivery, where images are swapped based on user demographics, past behavior, or real-time context. Photographers must produce a wide range of variations for a single product or campaign, understanding how different visual cues resonate with specific target audiences.
Understanding both the advantages and challenges of a career is crucial before committing to a specific path. A career as an Advertising Photographer, like any profession, offers distinct benefits alongside unique hurdles. Experiences can vary significantly based on the specific agency or client, the industry sector, and an individual's specialization within advertising photography, such as product, fashion, or lifestyle. Additionally, the pros and cons may shift at different stages of a career, from building a portfolio as a newcomer to managing a established studio. What one person considers a challenge, another might see as an exciting opportunity, depending on their personality and professional priorities. This assessment provides an honest, balanced perspective to help set realistic expectations.
Advertising Photographers face unique challenges balancing creative vision with client commercial objectives. This section addresses the most pressing questions about breaking into this competitive field, from building a compelling portfolio to navigating client expectations and securing consistent work.
Becoming an Advertising Photographer typically requires 1-3 years of dedicated effort to build a strong portfolio and network. This includes mastering technical skills, developing a distinctive style, assisting established photographers, and creating spec work that aligns with advertising aesthetics. Many start by assisting for a year or two to gain on-set experience before striking out on their own.
A formal degree is not strictly necessary, but strong practical skills and a compelling portfolio are essential. Many successful advertising photographers are self-taught or come from art school backgrounds. Demonstrating a unique visual style, technical proficiency, and understanding of commercial briefs through your work is far more important than a specific academic credential.
Initial income can be inconsistent, but experienced Advertising Photographers can earn significant fees per project, ranging from a few thousand dollars for smaller campaigns to tens of thousands for major national or international campaigns. Factors like your reputation, client roster, and the complexity of the shoot greatly influence your earning potential. Building consistent income takes time and strong business acumen.
Work-life balance can be challenging due to demanding client deadlines, travel, and the need to constantly market yourself. Shoots often require long hours, sometimes over multiple days, and post-production can extend the workday. However, the flexibility of freelance work allows some control over your schedule, balancing intense periods with quieter times for personal projects or rest.
Building a portfolio specifically for advertising means showcasing your ability to tell a story or sell a product/concept. Include a diverse range of high-quality images that demonstrate lighting control, composition, and understanding of commercial aesthetics. Create 'spec' ads for imaginary brands to show you can meet a brief, and highlight any commercial work, even if it's for smaller local businesses.
The field is competitive, but demand for high-quality visual content remains strong across various platforms. Success depends on your unique vision, adaptability to new trends (like video or CGI integration), and strong business skills. Specializing in niche areas like product, fashion, or lifestyle advertising can help carve out a distinct market position and improve job security.
Networking is crucial. Attend industry events, join professional photography associations, and connect with art directors, creative directors, and ad agency producers. Assisting established advertising photographers provides invaluable on-set experience and introduces you to key industry players. Regularly update your online portfolio and actively promote your work through targeted outreach.
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Assess your readinessIndependently manages and executes commercial photography projects from concept to delivery. Collaborates directly with art directors and clients to interpret briefs and achieve creative objectives. Makes independent decisions on photographic approach, equipment, and post-production. Delivers complete photographic campaigns, directly impacting brand messaging and visual identity.
Refine advanced lighting techniques and develop a distinctive photographic style. Strengthen problem-solving skills for complex shooting scenarios. Improve client communication and presentation abilities. Begin to manage project timelines and budgets for individual assignments. Expand networking within the advertising community.
Leads significant advertising campaigns, often involving multiple shoots, locations, or complex logistical coordination. Provides creative leadership and strategic direction for photographic elements of a campaign. Makes critical decisions regarding visual strategy, talent selection, and overall project execution. Influences the creative direction of major campaigns and contributes to new business pitches.
Master complex visual storytelling and conceptual development. Provide creative input and solutions beyond the brief. Mentor junior photographers and contribute to team development. Develop strong negotiation and business management skills for larger contracts. Begin to build a reputation for specialized expertise or a unique aesthetic.
Oversees multiple photography projects simultaneously, ensuring creative consistency and quality across client accounts. Manages and mentors a team of photographers, providing guidance on technical and creative challenges. Collaborates with agency leadership on strategic planning and resource allocation. Has significant decision-making authority over creative output and team performance. Directly shapes the visual output of the agency or studio, impacting client retention and new revenue generation.
Develop advanced leadership and team management skills. Cultivate a strong understanding of market trends, consumer behavior, and brand strategy. Focus on winning new business and fostering long-term client relationships. Contribute to the studio's or agency's overall creative vision and business growth. Engage in industry thought leadership and speaking opportunities.
Provides overall creative vision and strategic direction for all photographic and visual content within an agency or brand. Manages a department of photographers, art directors, and stylists, fostering a culture of creative excellence. Makes high-level decisions regarding creative strategy, talent acquisition, and brand visual identity. Responsible for the aesthetic and conceptual integrity of all visual output, directly impacting client satisfaction, brand equity, and agency reputation.
Master strategic creative planning and cross-disciplinary collaboration. Develop executive-level presentation and negotiation skills. Focus on innovation, identifying emerging visual trends and technologies. Cultivate strong leadership skills to inspire and manage large creative teams. Drive thought leadership within the industry and represent the agency's creative vision externally.
Learn from experienced Advertising Photographers who are actively working in the field. See their roles, skills, and insights.
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Professional Photographer and Photo Editor with 20 years of experience in the industry.
Creative graphic designer and photographer with a strong work ethic.
