Why Photographers Who Can Help Art Direct Are in Demand

November 8, 2016

By Holly Stuart Hughes

© Brinson + Banks

Brinson + Banks were hired to highlight Garnier’s sponsorship of several music festivals, including Coachella and Bonaroo, for web and social media.

In a highly competitive market, commercial photographers need to do more than provide nice photos. They are increasingly called upon to act as art directors on advertising assignments—by contributing ideas for the images that should go into a campaign. “I think the value of the photographer has shifted a bit, to where you have to be a full-fledged partner in...

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