" A picture is worth 10 thousand words"

Fred R. Barnard, of Printers' Ink, 10 March 1927

What is it ?

Commercial and Advertising Photographs are used for promotional purposes rather than preserving a memory or telling a story as in fine art photography and photojournalism. The difference between commercial and advertising photography is focus and technique.


Commercial photographs of buildings, models, merchandise, artefacts and landscapes that are used for promotional purposes in books, reports, advertisements and catalogs, for example. Commercial photographs typically are used entirely in the retail and wholesale sectors and in sales materials or for promotional efforts. In commercial photography, the entire photo shoot is devoted to the product being photographed. The lighting, styling and background generally are somewhat neutral so as not to detract from the product being promoted.

The world of advertising photography is broader than the narrower array of techniques used in commercial photography. The advertising photographer uses a wide variety of photographs to sell not only products but lifestyles, concepts and ideas. The advertising photographer has greater creative freedom to interpret how products, services, lifestyles and ideas can be presented photographically. Advertising photographers are often experts at marketing, layout, business management and sales trends. An estimated 80 percent of all advertising campaigns use photography, as of 2017, according to Goldprints.com.

How we work ?

The earlier we enter the project, the better. This way, we can advise your art director about technical challenges, limitations of the concept, costs of production and also get a very good understanding of the brief in order to execute it. If your project is smaller and you need consultancy on how to create the concept, what are the latest trends, our team of experts can help you. In a nutshell, there are three common ways in which we can work:

1. Work alongside your creative team from the beginning of the project;

2. Execute the brief you provide us with (while offering consultancy on the technical and artistic challenges)

3. Create the concept from scratch together with you, involving our Creative Department in order to provide you with the best possible concept for your product or service.