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Making Technology Human - Case Study and Editorial Photography for CDW
Leading global photography production to bring complex technology stories to life
For more than a year, I led photography production for CDW’s multi-title editorial program: more than 130 shoots across the U.S., Europe and Asia for eight magazines, customer case studies, sponsorships and digital content. The work took us from hospital command centers and federal facilities to professional sports venues, schools and scientific research labs. Each assignment called for the right photographer, a clear creative approach, access to the right people and places, and imagery that made complex technology tangible.
My role combined creative leadership with operations. I shaped the visual approach for every story alongside the creative team, built a network of more than 70 photographers, managed the program’s art budget, and designed the production system the whole art team relied on.
A few of the places we went:
Tampa General Hospital, photographing the command center that coordinates care across the hospital.
The Chicago Bears, documenting the wireless network behind game day at the stadium.
Mayo Clinic, with nursing leadership in Rochester, Minnesota.
The World Trade Organization in Geneva, for an interview with one of its economic affairs officers.
Great American Ball Park, where the Cincinnati Reds' concessions run on real-time data.
The Work
I produced shoots in more than 100 cities across 38 states and Washington, D.C., plus Geneva, Milan and Singapore. For each one I found and hired the photographer, wrote the shot list, coordinated with the subject’s PR and IT teams, secured releases and site access, and edited the take for print, digital and social.
Making technology visual
Nearly every story centered on a real CDW customer, so they were almost always in the picture. The creative question was how to bring the technology into the frame with them, since technology on its own doesn’t always make for an exciting picture. Sometimes that meant documenting it in use on location, like a cart of student Chromebooks or a drone mid-flight. Other times it meant a conceptual shoot in the studio to illustrate an idea that doesn’t exist in physical form.
Producing at scale
Eight magazines, one producer
I ran photography for all eight magazines at once, on my own. At any moment I had shoots in planning for one issue, on location for another and in edit for a third, often a dozen or more in a single month. Every one had its own writer, editor, subject and deadline, and none of them could slip.
I kept it all moving with the system I built. Each story got a task in the Asana hub the moment it was assigned, with the shot list, location, subject contacts, fee and deadline in one place. Assignment briefs were generated, status updates reached editors and art directors without a meeting, and dashboards showed me at a glance which shoots needed attention that week. That left my time for the parts that needed special attention: finding the right photographer, preparing the subject and reviewing every edit.
Great photographers, anywhere
Over the year I hired more than 70 photographers, including some of the best-known names in editorial photography. Ackerman + Gruber, whose work has earned an Emmy and runs in National Geographic and The New Yorker, shot Mayo Clinic and the Minnesota Wild sponsorship. Stephen Voss, a Washington portrait photographer whose subjects have included Michelle Obama, covered many of our federal and public sector stories. Lynsey Weatherspoon, a Canon Explorer of Light published in The New York Times and Vanity Fair, photographed a high school technology center in Huntsville, Alabama. Gabriela Herman, author of the photo book The Kids, shot stories in Connecticut and Long Island. And Alessandro Grassani, a Sony World Photography Awards winner and New York Times contributor, shot for us in Milan.
The stories didn't stay in big cities. One week it was a shoot in Manhattan, the next it was a community hospital surrounded by corn fields in Nebraska. The bar didn't change with the zip code. I drew on 20 years of relationships with photographers across the country, and when a story landed somewhere I didn't know anyone, I went looking: portfolio by portfolio, until I found someone who could bring something special to the assignment, not just cover it.
Real people, not models
Many of our subjects were CIOs, nurses, teachers and IT directors who had never been photographed professionally. Before each shoot I talked with them and their communications teams about what to expect: how long it would take, what we'd shoot and why. I sent wardrobe guidance ahead of time, so everyone showed up camera-ready. I also stressed for every shoot that the experience would be enjoyable and collaborative, and hired photographers who I knew could put our subjects at ease.
Logistics behind every frame
Hospitals, schools, federal agencies and international organizations don't let a photographer walk in. Each shoot meant coordinating security clearances, releases, site access and patient or student privacy, often with a subject who had a one-hour window between meetings. I ran virtual scouts with subjects and photographers before most shoots, walking the space by video call or reviewing location photos, so we arrived knowing where the light was, what could and couldn't be shown, and how many setups the schedule allowed. I planned around all of it so the photographer could focus on the pictures.
Behind the scenes
A program this size runs on systems, so I built one. I designed the creative workflow from scratch in Asana: a photo production hub that tracked every image across every issue, about 2,300 tasks in all, from assignment to shoot date, model releases, credits, licensing and final placement. Zapier and SharePoint integrations moved files and updates between teams automatically, which cut billing and reporting time by 75%. I trained the art directors and editors on how to use it, so everyone could see where every image stood without chasing anyone down.
Every shoot got a quality rating, so I always knew which photographers to call back in each market. I also managed the overall art budget for the program: photography, stock licensing and illustration commissions. When custom photography wasn't the right fit, I licensed stock from sources like Getty Images and cleared handout images supplied by the companies we covered, and I tracked the budget for the illustrations our art directors commissioned, so every issue came in on budget.
The role of AI
Editorial photography of real people is not a place for generative AI. The CIOs, nurses and teachers in these stories are real, and readers need to trust that what they see is real too. Every person in our pictures was photographed where they actually work, at home, or in studios.
Behind the scenes is where AI earned its place. I built an automated assignment brief that pulled everything a photographer needed straight from Asana: fee, shot list, location, onsite contact and schedule. The automation handled the details, and I handled the judgment. With so many moving parts, I reviewed and tailored every brief before it went out, adding the context specific to each shoot.
I also used AI to write the scripts that connected the platforms CDW relied on for reporting and budgeting, including an automated integration between Asana and SharePoint built in Zapier. The result was less time on paperwork and more time on making great pictures.
A team effort
Great pictures start long before anyone picks up a camera. For every shoot, the managing editors and art directors at Manifest and I brainstormed about what story we were trying to tell, which location would tell it best, and whether the pictures should be documentary or conceptual. Then the art directors brought the shoots to life, with layouts and digital designs that let the photography shine. It was a pleasure to see the work come together every quarter, and I'm grateful to have made it with them.
Visit Detroit - Custom Content Hub
Behind the Scenes: Bringing Detroit to Life Through Local Eyes
When AFAR asked me to photo edit their "Travel to Be Moved" custom content program for Visit Detroit, I was excited to dive in. Instead of a typical destination guide, we were showcasing Detroit through the eyes of three locals who actually live and work there.
The Vision
The project featured three Detroit personalities:
Tiff Massey, an artist with a solo exhibition at the Detroit Institute of Arts
Javier Bardauil, a James Beard Award-nominated chef who moved from Buenos Aires to open his restaurants in Detroit
Ty Farris, a rapper and record label owner who's been part of Detroit's music scene for nearly 30 years
We created six articles total: three profiles and three itinerary pieces that would help travelers experience Detroit like locals do.
The Photography Challenge
As photo editor, I coordinated shoots with photographer Sylvia Jarrus across Detroit, covering locations like Tiff's studio and the Detroit Institute of Arts, Javier's restaurants Barda and Puma, and music venues like El Club and Mom's Spaghetti where Ty's story comes to life.
The Technical Side
Working within AFAR's and Visit Detroit’s brand guidelines meant every image needed to be bright and experiential, showing people actually engaging with Detroit's culture rather than empty tourist shots. Hero images had to work in panoramic crops for social media, while supporting photos needed to show diverse locations: restaurants, cultural sites, hotels, and architecture.
I created detailed shot recommendations for Sylvia to make sure we captured authentic moments that would inspire people to visit, from the flaming saganaki at Pegasus Taverna to the art installations at The Shepherd gallery.
The Result
We delivered 58 edited photos covering 24 different Detroit locations that Visit Detroit licensed for their channels, plus a dedicated hub on AFAR.com. The final selection included everything from intimate restaurant shots at places like Cannelle and Lady of the House to cultural destinations like the Belle Isle Conservatory and vibrant venues like Spot Lite.
Check it out at: https://www.afar.com/magazine/the-afar-insiders-guide-to-detroit
Explore Charleston - Tourism Board Art Direction and Shoot Production
Photos by Peter Frank Edwards for Explore Charleston’s website, advertising and social media.
Looking for visual content production for tourism and destination marketing? I help tourism boards, DMOs, and travel brands create compelling visual stories through:
Tourism board image research & licensing
Visual strategy for destinations
Multi-platform content production
Large-scale photo research
Buff Strickland Zine - How We Live Volume II
One of my favorite things is working with photographers over the course of many years. Buff and I first did a print promo together in 2015. This fall, we worked on a Volume II of her How We Live zine. The zine is designed by https://beckyplante.com/ and beautifully printed by Paper Chase Press.
Tourism Board Photo Research & Visual Content Production | Visit California Case Study
Tourism Board Visual Content Production: Visit California
When AFAR partnered with Visit California to create their luxury travel guide, they needed expert visual content production and photo research across 500+ destinations. Here's how we delivered.
Challenge
Source premium imagery showcasing unexpected luxury experiences
Cover 500+ points of interest statewide
Secure rights and releases for multi-platform usage
Meet tight production timeline for print and digital deliverables
Strategy: a comprehensive visual research approach
Curated network of California photographers, featuring Amanda Friedman's iconic poppy field cover
Direct partnerships with regional tourism boards including Visit Palm Springs, Visit Anaheim
Luxury hotel and restaurant image libraries
Destination marketing organizations' content hubs
Process
Created detailed shot list targeting unique luxury moments
Established streamlined licensing workflow across multiple stakeholders
Managed complex rights acquisition for print/digital usage
Results
Delivered premium wire-bound sourcebook
Created immersive digital experience
Exceeded client visual quality expectations
Established efficient process for large-scale tourism projects
The bonus:
Appreciating the beauty of the images alongside the playful and fun illustrations of the amazing Libby VanderPloeg!
Looking for visual content production for tourism and destination marketing? I help tourism boards, DMOs, and travel brands create compelling visual stories through:
Tourism board image research & licensing
Visual strategy for destinations
Multi-platform content production
Large-scale photo research
Kate Benson
Kate Benson is a New Hampshire-based product, lifestyle, and fashion photographer with an elegant style that feels fresh and modern while giving a nod to timeless beauty. We updated her website to showcase the variety of client work she’s produced and tell the story of the kind of work she is passionate about.
Texas Tribune Festival
I’ve had the pleasure of working with the Texas Tribune Festival since 2016. Of course, Covid really put a damper on large scale events like TribFest, so I appreciate the event even more now that it’s back in full force.
For the 2022 festival, I focused on producing all of the sponsorship and marketing-related photography coverage, managing the budget, scheduling and photo assignments for the team of photographers and photo editors.
See more of the photos, including those produced by the editorial team.
FHI 360 and Centers for Disease Control and Prevention
DC-based photographer Rebecca Drobis was awarded a contract by FHI 360 to create a custom image library for the CDC to use for its diabetes prevention campaigns. CDC realized that traditional stock photography just wasn’t connecting with their users, and wanted to focus on real people talent and situations that would resonate.
I served as the project’s creative director. My priority was ensuring that the CDC’s missions and goals were furthered through Rebecca’s photography.
I reviewed CDC focus group findings, brand guidelines, and other marketing documentation in order to arrive at a list of key themes the photos should touch on.
We approached the project in phases over the course of 14 months, collaborating on what locations, talent, and situations would help the CDC achieve its goals. I created mood boards to help hone the creative direction, and once that was finalized, I created shot lists with location, art and talent direction.
Rebecca and her rock star producer Nancy Swenton took the months of prep and turned into shoot day magic, creating relatable, authentic imagery.
Kate Medley
Kate Medley is a fantastic, North Carolina-based documentary storyteller and filmmaker. Her work is focused on social justice, the environment, agriculture, and life in the South. We worked together to revamp her website to feature the kind of work that she is most passionate about doing.
Texas Book Festival, 2022
I got to work with the rock star photo crew for the Texas Book Festival again. Everyone was so happy to be IN PERSON and enjoying the beautiful, fall weather. Thanks to Bob and Janis Daemmrich for having me be their photo editor and to the amazing photographers: Laura Skelding, Stephen Spillman, and Bob Daemmrich.
Here are a few of my favorite photos from the weekend.
Attendees pose on Congress Ave / Laura Skelding
Xelena González / Stephen Spillman
Volunteers / Stephen Spillman
Sandra Cisneros / Bob Daemmrich
Jacques Pépin / Laura Skelding
Texas Writer Award boots / Bob Daemmrich
Beautiful weather and good eats / Bob Daemmrich
Chef Chris Scott / Laura Skelding
Rabia Chaudry poses with a fan / Laura Skelding
Capitol rotunda / Bob Daemmrich
Omar Epps / Laura Skelding
Capitol / Stephen Spillman
Aaron Dougherty
Aaron Dougherty is a Dallas-based interiors and architectural photographer. The spaces he photographs are so beautiful, and he lights them with the most gorgeous, luxurious light. His attention to detail and collaborative working style make him a favorite of designers, developers, and showrooms.
Jasmine Anwer
Jasmine Anwer is a Dallas-based interiors, food and product photographer. Her work has a bold, graphic sensibility and was a joy to curate.
Melanie Grizzel
Melanie Grizzel is an Austin, Texas-based portrait, travel, and food photographer. Her work has a sophisticated but approachable approach, and she makes the people she photographs feel comfortable and confident.
Big Weekend Calendar, 2023
Hard to believe it’s been over 10 years since I joined the Big Weekend Calendar team as their photo editor. The 2023 edition was a joy to produce. From vintage clothes shopping in Austin’s North Loop neighborhood to hot rods and chihuahuas, this year’s calendar had something for everyone.
Here are a few of my favorite photos.
Kim Raff
I’m excited to share Salt Lake City-based Kim Raff’s updated website. Kim is a frequent contributor to The Washington Post and The New York Times.
Ilana Panich-Linsman
Ilana recently launched her new website, featuring a variety of her commissioned work as well as personal projects. Visit at ilanapl.com. Ilana is based in Austin, Texas and works with clients around the world, frequently collaborating with the New York Times and Netflix’s hit show, Queer Eye. Follow her on instagram for all the latest!
Rebecca Drobis
Always a pleasure to collaborate with DC-based Rebecca Drobis. Rebecca creates image libraries, custom stock, and marketing imagery for healthcare, education, agriculture and public sector clients. I especially enjoyed editing her ongoing Farmer Girls project. Visit her site at rebeccadrobis.com.
Big Weekend Calendar, 2022
One of my favorite annual projects is the fun, quirky, and always visually delightful Big Weekend Calendar. This year we licensed and commissioned photography from some of my favorite Austin photographers, including Thomas Meredith, Bee Creek Photography, Lori Gola, and Kenny Braun, among others.
Dell Technologies, Fall 2020
Photo production and editing for the most recent issue of Dell’s magazine, Realize.
We produced these shoots in March, right the country started to lock down due to Covid-19. Seems like so long ago!
A Robot to Fix Us All
Photographer: Jeff Wilson
Location: University of Texas
Chief Digital Officer Jen Felch
Photographer: Bryan Kuntz
Shot on location at Dell Headquarters in Round Rock, Texas
Photo Research and Licensing
Photo by Maggie Steber/VII/Redux
Endangered Wildlife Trust
DUSTIN CHAMBERS/The New York Times/Redux
Kate Benson
I recently had the pleasure of working with Kate Benson, a commercial photographer based in the Boston area. She also travels frequently to shoot in New York City, Miami, Dallas and Charleston. Her new site is full of sparkle (in the form of jewelry and dishware), bright and poppy product photography, and warm and inviting fashion work.
Kate’s work has been featured in magazines such as InStyle Magazine, Food & Wine, The New York Observer, BBC, Luxe Interiors, Allure, Vanity Fair, Vogue, Cosmopolitan, and more.
Check out her website at katebenson.com
