Mark Hanauer

Ted Catanzaro

Michal Czerwonka

Rebecca Cabbage

Carla Richmond Coffing

Gregg Segal

20 Over Twenty

Chess Design website
Chess Design Instagram

 

What made you want to form this collective?
In my day-to-day practice as an editorial art director and photo editor I began to see huge changes in how photography was being used, and compensated.

On the one side, I see the Directors of Marketing and Communication that I work with scrambling for “content” (what we used to call pictures!) With more and more traffic going to sophisticated websites and social media platforms there is an endless need for digital imagery to “feed the beast.” Websites need to be updated often. And social media platforms need to be fed daily. Consequently, these marketing directors jobs get harder and harder. Not only are they scrambling for content, it has to be on brand, high quality and compelling.

I thought we could help.

Meanwhile, all the great editorial photographers that I work with every day are generally getting less work and being paid less for it too. They didn’t forget how to take great pictures! It just became okay to ask for images for free or for smaller fees, with more usage. It’s the constant drip drip of imagery being devalued. In a world where everyone is shooting daily, why not use your iPhone picture instead. It’s “good enough.” And it’s free. I don’t think it’s okay to diminish the value of people’s work. You wouldn’t ask your lawyer to cut his fees because there are lots of other law firms. For the magazines I work with they understand that we don’t have to pay a fortune, but we have to pay fairly for a days work. And, in return, they get stellar work, shot by professionals, and delivered in such a way that they can use it across all platforms.

These trends inspired me to develop a new agency to meet this need. It’s called 20overTwenty.com (like 20/20 — perfect vision.)

I saw a way to merge all these industry sea changes, making it easier for the clients, and create more work for the creatives. We developed a hybrid business model that includes me as art director, working with clients to best tell their stories. I will help them conceptualize and plan the shoots they need over the course of time, and they can build it into their budget. Plus, the clients get the full talent and resources of all our photographers. Between the six photographers we can shoot nearly anything. Most importantly, this takes the pressure off the marketing clients — they’ll get great photos, specific to their needs, and over time build a library of evergreen images for print, web, app and social media. It’s a win-win.

How did you decide what markets to focus on?
I want us to work with clients and causes that are meaningful. In my mind that’s academic and cultural institutions, and nonprofits — museums, schools, good causes, really anyone who needs content and is working towards good, not evil. These entities typically have decent marketing budgets, and working for universities all these years I know how to get a lot of mileage out of editorial photo fees! We’ll make work that we are proud of, collaborate with smart people, and pay the rent too. Besides, we’re never going to compete with the agencies, and wouldn’t want the headaches.

What were the key factors in choosing your line up of photographers?
Simple answer: Grownups. No drama. Great talent. Basically, photographers I’ve worked with for years, who I know will show up on time, and be professional with the clients and subjects. Also each of them has their own aesthetic. I spent a ton of time thinking about the mix. I wanted us to be able to be able handle any assignment without compromising. And, by the way, that also means video shoots too. And copywriting. And animation. And anything else the clients might need. In a rapidly changing industry we need to stay flexible.

Our out-of-the-gate lineup is Mark Hanauer, Rebecca Cabage, Gregg Segal, Carla Richmond Coffing, Ted Catanzaro and Mikal Czerwonka. When you look at the site you’ll see the depth and range of their work — plus passion, intelligence and creativity.

How does someone get in touch with you to be a part of it?
For now, as a start-up, we have plenty of great talent. But hopefully in the future we’ll need more of everything — photographers in all the major cities, and in a perfect world, experience with cutting-edge new media too.

If you’re a Director of Marketing and Communication you can contact us at 20overTwenty@gmail.com

Where do you see this project in 5 years?
We’ll all be on the beach drinking rum cocktails, making art projects out of shells… when we’re not too sunburned or hungover!