Stop Playing It Safe: Why Being Different Is Your Superpower in Commercial Photography

All images by the author. Location: Goblin Valley, Hanksville, Utah.

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I’ve been in this crazy game a long time, and I’m here to tell you something the industry doesn’t want you to hear: the status quo advice in commercial photography is kind of a snooze fest.

It’s safe, predictable, and—let’s be real—kinda boring.

I spent this past weekend looking at ideas coming from the status quo on YouTube, Instagram, “professional forums”, and some deep searches on Perplexity.

And, for the most part, it made me feel sorta sad. Not melancholy or forlorn, more like blue or, you know, downcast.

Because so much of it is the same.
So much of it misses the most important part… the YOU part.
Instagram ain’t gonna save you, brother.
Facebook is not your knight in shining armor, sister.

They are just platforms.

They are just tech-bro platforms.

In order to be truly successful, you gotta be you, and do it your way.

And now the truth.

You don’t have to follow the status quo.
You can break the rules, be unapologetically you, and still find success.

Here’s how to ditch the norms, shake things up, and make images that matter.

Get Weird with Your Technique

First things first: stop treating your camera like it’s a rulebook. Those “perfect” settings and “classic” lighting setups? They’re just suggestions, not stone carvings.

Years ago, I was on a gig shooting a product—a hard drive if I remember correctly, I think—and the client wanted that sterile, catalog-perfect look.

I could’ve played it safe and delivered only what they wanted, but I didn’t.

I cranked the shutter speed way down, dragged a light across the frame during a long exposure, and ended up with this streaky, dreamy shot that looked like nothing else on the market.

The client freaked—in a good way. That image sold more units than their whole safe-and-sane campaign combined.

So, mess around. Try funky camera settings, play with offbeat lighting, or go wild in post-production. Don’t just shoot reality—twist it.

Go abstract, get conceptual, let your images feel something instead of just showing it.

And composition? Forget the rule of thirds for a minute. (In fact, let it go completely.)

Tilt the frame, shoot from the floor, climb a ladder—whatever it takes to make someone stop scrolling and stare. Long exposures are old-school cool, too; use ‘em to blur motion or paint with light. The point is, your technique is your signature. Make it loud.

Representation That Actually Represents

Here’s where the industry’s been lazy: representation. Too many ads still look like they’re stuck in a 1950s fantasy—same faces, same bodies, same tired beauty standards.

That’s not the world we live in, and it’s not the world your clients live in either. Push back. Shoot real people—diverse, authentic, a tad unpolished. Ditch the airbrushed, frequency-separated perfection and show some stretch marks, some wrinkles, some humanity.

One of the reasons I left the fashion side was an ad that stuck with me. It was for wrinkle cream, and the model they hired was 24 years old.

Wrinkle cream for a 24-year-old. Imagine.

It was one of the hundreds of micro-bullshit garbage that I simply couldn't be a part of anymore. I have daughters, and the ‘fashion” industry seems to be hell bent on making them feel less.

Tell Stories That Hit Hard

Commercial and editorial photography today is about ideas. Stop settling for “nice” and start aiming for “damn, that’s deep.”

Build narratives that stick with people. I remember shooting a series for a local nonprofit—nothing fancy, just folks in their everyday lives. Instead of staging it, I leaned into the mess: kids running wild, laundry flapping, real chaos. We added some ironic captions poking fun at “picture-perfect” ads, and bam—it hit people square in the chest. They donated more because they felt it.

Mix commercial gigs with artistic guts; clients love work that’s got soul. And don’t shy away from satire—nothing cuts through the noise like a sly jab at the norm. You can do this with product, still-life, and most any kind of photography

Embrace the Messy, Beautiful Chaos of Change

But there is a challenge: none of this works if you’re scared to fail.

You’ve got to stay curious, open, fearless.

New tech? Play with it.
New ideas? Steal ‘em and make ‘em yours.
Mistakes? They’re gold—every screw-up’s a lesson.

I’ve screwed-up plenty of shots that taught me more than my wins ever did.

I tell all my students this truth: you learn more from your mistakes than your wins.

Collaborate. Often.

Team up with writers, designers, dancers, poets, filmmakers, weirdos—anyone who’s got a spark. Some of my best work came from bouncing ideas with people who didn’t even know f-stops from bus stops.

And lead the charge—show the industry what’s possible by doing it yourself. Be the change you’re sick of waiting for.

Your Move: Break the Mold

So, what’s it gonna be?

You can keep churning out safe, forgettable shots—or you can step up and own your weirdness.

I’m not saying trash everything you know; I’m saying bend it ‘til it fits you.

Here’s your homework: Pick one or two ideas from this rant and run with ‘em.

Maybe shoot a long-exposure portrait that’s all mood, no rules. Or find a subject the industry overlooks and make them the star. Try it this week. Screw up, laugh, try again. See what happens when you stop hiding and start creating.

The status quo’s had its day.

It’s your turn now. Grab that camera and show ‘em what you’ve got.

Do it your way…

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Image notes:
Goblin Valley is located near Hanksville, Utah, and is a unique geological destination known for its thousands of hoodoos, locally referred to as "goblins." These formations are mushroom-shaped rock pinnacles created by erosion-resistant layers atop softer sandstone. The park offers a variety of activities, including:

• Exploration: Visitors can freely wander through three main valleys without designated trails, allowing for a choose-your-own-adventure experience. We spent over three hours wandering in the main valley.

• Stargazing: Certified as an International Dark Sky Park, it provides exceptional nighttime views. Beautiful camping sites and well pave roads make shooting the sky so amazing and easy. But be prepared; this place is literally in the middle of no where. Make sure you have all you need.

• Photography: Both daytime and nighttime photography are popular due to the stark contrast of red rock formations against blue skies and starry nights. I plan to return for some late day/night time shooting this Fall.

I hope you enjoy this newsletter.

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Thanks again to those who are supporting me. I am very VERY grateful.

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