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Advertising photography is the most demanding sub-genre of commercial photography. While the final image is always a reflection of the advertising photographer’s vision, it’s also a reflection of the art director’s vision. And the client’s demands. And the brand’s DNA. And many other variables.
In my opinion, there’s one very important distinction between advertising photography and every other kind of photography discipline.
In my opinion, there’s one very important distinction between advertising photography and every other kind of photography discipline. Art, by definition, is open to interpretation.
If two different people walk away from a fine art photograph or a painting or a sculpture with two different emotional interpretations, that’s okay. In fact, it’s great. But if two different people walk away from an advertising photograph with different interpretations, it’s a failure. Because advertising photography is all about solving a problem for the product in a clear and simple way.
Great advertising photographers often have a distinctive style and a signature look.
Great advertising photographers often have a distinctive style and a signature look. I’ve become world-renowned for – and written several best-selling books about – my signature lighting techniques.
But that doesn’t mean I rely on formulas and cookie-cutter solutions. Every advertising problem is different. Therefore, every solution requires its own well-thought-out approach.
Advertising Photography requires me to
Be collaborative.
Be collaborative.
With advertising, a lot of people have skin in the game. Sometimes people’s careers and reputations and brand's life rely on the success or failure of a campaign. So as the advertising photographer, it’s important to remember I’m simply one member of a team. Even though creative freedom is essential, there’s no place for egos in this field.
Be a problem solver.
Be a problem solver.
One plus one has to equal three. What does that mean? When the image is combined with the product, they must say something magical and fresh that is so much more than the sum of the two parts.
Be ahead of the curve.
Be ahead of the curve.
Consumers don’t respond to images and messages they’ve seen before. Great advertising photographers have to be brave, go out on a limb and bring something new to the table. It’s not enough to just execute the art director’s vision. I have to add to it. Bring it to life. All while injecting my own creative vision into the finished product.
Michael Grecco

That’s my approach to advertising photography. If you like what you’ve read – and the images you’ve seen – let’s collaborate and solve some problems together.

 

Contact me to discuss advertising photography for your brand or business.