We were lucky to catch up with Phillinda Roy recently and have shared our conversation below.
Phillinda, appreciate you joining us today. So, let’s start with trends – what are some of the largest or more impactful trends you are seeing in the industry?
As an advertising lifestyle photographer, I’ve noticed a significant shift towards authenticity and diversity in recent years. Clients are increasingly requesting images that capture genuine emotions and showcase real people from their audience’s demographics.
A recent shoot exemplifies this trend perfectly. The brand wanted minimal retouching, emphasizing natural, true-to-life imagery. We focused on perfecting framing and lighting on set to achieve the desired look straight from the camera. Most final selections were used without retouching, with only minor adjustments like removing background distractions or clothing tags.
To meet this demand for high-quality, authentic images, I’ve elevated my production values. I now work with seasoned agency models and collaborate team with experienced makeup artists, wardrobe stylists, hair stylists and assistants. This investment allows me to create compelling visuals that align with the industry’s evolving needs.
Diversity has become crucial in model selection, with clients actively seeking a range of ethnicities and body shapes. This push for representation enables us to create more relatable and inclusive visual narratives.
My core techniques have always centered on capturing genuine moments, so this shift aligns perfectly with my established approach. I’ve always preferred to get the shot right in-camera rather than relying on post-production. Now, I’m finding that clients increasingly value this authentic, minimally retouched style, which allows me to focus even more on creating genuine interactions and emotions during the shoot itself.
This trend towards authenticity and diversity in lifestyle photography represents a fundamental shift in how brands connect with their audiences. It challenges us as photographers to capture the beauty in reality and represent a wider range of human experiences in our work.
Phillinda, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
My journey into photography began in high school when I joined the journalism class and yearbook staff. It was there that I discovered my passion for capturing candid moments rather than posed shots. This interest deepened during my freshman year at university when I accompanied my roommate, a model, to a photo shoot. That experience opened my eyes to photography as a viable career path, leading me to pursue a Bachelor’s degree in photojournalism from The University of Texas at Austin.
After graduation, I quickly realized that advertising photography offered the best opportunity to make a living in this field. In 2013, I found my niche in advertising lifestyle photography, which perfectly blended my photojournalistic background with commercial demands.
Today, I specialize in creating authentic, emotive, and genuine lifestyle imagery for fashion brands and products. My services include ad campaigns, social media content creation, look books, website imagery, and promotional material. What sets me apart is my solid foundation in photography and lighting techniques, honed through my formal education, combined with my unique perspective as a African-American female photographer.
I pride myself on my honesty and integrity, which are reflected in my approach to client relationships. I’m always upfront about what can be achieved within a client’s budget and the brand’s intentions. This transparency, coupled with my technical skills, allows me to create the best possible experience for everyone involved in each project.
My clients are typically lifestyle brands looking for fresh, high-quality content for their online presence and various content channels. I solve their problems by delivering imagery that authentically represents their brand while engaging their target audience.
What I want potential clients and fans to know is that I’m not just a photographer – I’m a visual problem solver. My background in photojournalism gives me a unique eye for capturing genuine moments, while my advertising experience ensures that these moments align with brand messaging. I use my skills and perspective to create imagery that’s not only visually stunning but also strategically effective.
In this industry, it’s easy to get caught up in trends or gimmicks, but I’ve found that authenticity always wins. Whether I’m shooting a high-fashion campaign or creating content for social media, my goal is always the same: to capture real emotions and genuine interactions that resonate with viewers. This approach, combined with my technical expertise and commitment to client satisfaction, is what I believe truly sets my work apart in the world of advertising lifestyle photography.
What’s a lesson you had to unlearn and what’s the backstory?
One of the most significant lessons I had to unlearn early in my photography career was the belief that simply creating a great online presence and being a skilled photographer would automatically attract clients. I thought that if I built a beautiful website and showcased my best work, clients would find me and the jobs would start rolling in.
Reality hit when my inbox remained empty and my phone wasn’t ringing with new opportunities. It was a humbling experience that made me question my approach to building a photography business.
Realizing I needed to change my strategy, I reached out to other commercial photographers to understand how they were securing work. Their insights were eye-opening and led me to dive into books and online classes about the business side of photography.
This process of unlearning and relearning was challenging, particularly because it involved overcoming the fear of rejection. I had to step out of my comfort zone and actively pursue clients rather than waiting for them to come to me.
Looking back, I’d advise my younger self and other emerging photographers not to take it personally if people don’t immediately find or hire you after seeing your work. Building a successful photography business is about more than just creating great images – it’s about networking, marketing, and actively seeking out opportunities.
This experience taught me that in the world of commercial photography, talent is just one piece of the puzzle. Equally important are business acumen, networking skills, and the ability to market yourself effectively. It’s a lesson that has significantly impacted my career, leading to more consistent work and better client relationships.
Unlearning this misconception was a crucial step in my professional growth. It opened my eyes to the multifaceted nature of running a successful photography business and has made me more adaptable and proactive in my approach to finding and securing work.
How about pivoting – can you share the story of a time you’ve had to pivot?
A significant pivot in my photography career came during the COVID-19 pandemic when everything was shut down. This unexpected pause provided an opportunity for reflection and growth that ultimately transformed my approach to commercial photography.
During this time, I participated in several online portfolio reviews through American Photographic Artists, connecting with Ad Agency Creative Directors and Art Producers. Their feedback was consistent and eye-opening: while my photography skills were solid, my work lacked the production value they were looking for when hiring photographers.
This feedback could have been discouraging, but I chose to see it as an opportunity for growth. One reviewer, in particular, offered practical tips on how to elevate my portfolio. It was an epiphany moment – I realized that to land my dream clients, I needed to significantly enhance the production quality of my work.
To navigate this change, I took a strategic step that proved to be transformative. In 2014, I invested in attending a styled photo shoot. While most styled shoots cater to B2C photographers, which wasn’t my niche, this experience was invaluable. It gave me a clear understanding of what I needed to do to elevate my own portfolio shoots and align them with the expectations of high-end commercial clients.
The outcome of this pivot was remarkable. By implementing what I learned and enhancing the production value of my work, I managed to land a photo shoot with a $50,000 budget – a significant leap from where I was before.
Looking back, the most valuable lesson from this experience is the importance of seeking and embracing honest, professional feedback. Portfolio reviews from potential clients or industry professionals are crucial. They provide a truthful, industry-relevant perspective on your work that friends and family, no matter how well-intentioned, simply can’t offer.
This experience taught me that in the world of commercial photography, continuous improvement and adaptation are key. It’s not just about taking great photos; it’s about understanding and meeting the evolving needs of the industry. For other photographers and creative professionals, I’d emphasize the importance of seeking out constructive criticism, being open to change, and being willing to invest in your growth – even if it means stepping out of your comfort zone.
Contact Info:
- Website: https://www.phillindaroy.com
- Instagram: https://www.instagram.com/phillindaroyphotography
- Linkedin: https://www.linkedin.com/in/phillinda
Image Credits
Personal Photo: Me/Phillinda Roy
Image 1
Me/Phillinda Roy, Allea Storm & Chloe Perry-Pelletier
Image 2
Talent | Zaire Bennet
Makeup Artist | Erik Torppe
Hair Stylist | Terri Corelle
Wardrobe Stylist | Kathy Friend
Image 3
Talent | Julyana Soares
Makeup Artist | Anna Monge
Hair Stylist | Terri Corelle
Wardrobe Stylist | Kathy Friend
Image 4
Talent | Shani Resnick, Katelyn Gray, Allea Storm
Makeup Artist | Anna Monge
Hair Stylist | Terri Corelle
Wardrobe Stylist | Kathy Friend
Image 5
Talent | Amanda Dill
Makeup Artist | Erik Torppe
Hair Stylist | Terri Corelle
Wardrobe Stylist | Kathy Friend
Image 6
Talent | Jemma Currie, Tim Adam, Zaire Bennett
Wardrobe Stylist | Kathy Friend
Makeup Artist | Erik Torppe
Hair Stylist | Terri Corelle
Image 7
Talent | Lulet Ayalew, Amelia Zerbe, Zaire Bennett
Hair Stylist | Terri Corelle
Wardrobe Stylist | Kathy Friend
Makeup Artist | Erik Torppe