Denver photographers from DeCroce and other Denver photographers sometimes rework images from past years. Typically, what happens is that a client contacts us regarding a photograph they misplaced or ruined. The word “photograph” in 2016, can mean a digital file or a paper print. It could even reference an image in a publication, like this blog. But when a client calls for an archived photograph, it’s almost always a digital replacement they need. Of course, they know that we keep all past files (pictures) on several different drives in case a situation like this should arise. We retrieve the archived image or images and send them off via We-Transfer


But because we’re so particular, it’s not unusual for us to re-work the photograph before sending it. And not unlike the story “If You Give a Mouse a Cookie”. one event leads to another to another. And before the business side pulls in the reins, a morning has slipped away. We start by looking up the requested image in Lightroom archives. Once found, we decide to rework the finer details first in Lightroom – then in Photoshop. But to bring the original raw file back to life, we’ll need to hook up the the spent external hard-drive that contains the folder.


For a photographer, browsing through old folders of their work can be a time-sucking project. Its not unlike flipping through family pictures. A quick scan abruptly turns into a long peruse. Only to the pro-photographer, its their career and reputation being scrutinized. So reworking old favorite images is more than just enjoyable. It enhances the portfolio.

Folder titles can conjure memories of the beautiful photographic treasures inside. Other folder names immediately bring back memories of a particularly fun photo-shoot. The title of this folder “Model Portfolio for Maddie” was both – a delightful shoot and some truly prodigious work.  How in the world did I miss seeing this frame (the black and white Model-In-Pond) during my initial edit years ago?


This version of “Model-In-Pond” was originally overlooked. Although entirely similar, both versions are solid compositions in their own right. I like the expanse of space around the subject in this one.




The photo-shoot of Maddie started at her parents home near Park Hill  in Denver.

We worked for several hours creating a wide variety of images to be used in her modeling portfolio.

And then the storm hit.

As Colorado plains storms do, it moved through

quickly. But not before it dropped an inch of rain and marble sized hail. With Maddie’s

mom chauffeuring, we went out in search of a rainbow. We found instead, a giant

pond perfect for play and creative photography.

After the photo-shoot, Maddie signed with Elite Modeling and did get some gigs with

other Denver photographers and New York photographers.

The brainy beauty is now a student at Stanford.


Denver model photography

This version of “Model-In-Pond” was the frame that first grabbed the eye of our editors.

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by Edward DeCroce

Advertising Photographers – Commercial Photographers

 A subtle Difference



Denver commercial photographers and advertising photographers really do rock. 
Just a quick look through the internet reveals an incredibly vast number of well-crafted advertising and
commercial images created in Colorado. Ad agencies and marketing firms have no trouble finding capable talent behind the lens.
But what is a commercial photographer? And what separates commercial photographers from
advertising photographers or photojournalists? 
To answer these questions, it’s helpful to understand what connects them. Three categories of professional photographer
who do work for corporates and entities other than individuals are photojournalists, commercial photographers
and advertising photographers. Other photographers, like portrait and evert photographers, are retained by individuals.
Fine-art photographers could be commissioned by a corporation. But more commonly, fine-art photographers undertake projects
that inspire them alone. A fine artist’s intent is to deliver a message through their work that is unique to their own perspective.
They work alone with the hope of selling their work at a later time typically through a physical or cyber gallery.
Of course, there are a jillion subsections of photographer types – too many to mention them all here.
Industrial photographers, energy photographers, food photographers and interior/architectural photographers are all
kinds of commercial photographers. Their work is done for a larger entity like a business, corporation or publication.
A concert photographer could be a young photographer who hasn’t yet figured out how to make a living in the photo-world.
Or they could have a gig with Rolling Stone.
A professional photographer who photographs family portraits, pets, or private events for a living is typically not a
commercial photographer – at least not exclusively. This photographer is classified as a portrait photographer or an event photographer.
Depending on the assignment, an equine photographer who shoots for
“Horse Illustrated” magazine could be a photojournalist or they might be a commercial photographer.
They could even be a moonlighting jockey.


Captured for the city of Louisville, this image is one of my most popular commercial shots. Helicopter pilot Ben Porter, warned me not to “drop” anything out of the doorless helicopter so I harnessed two camera bodies close to my chest. One lens, a (25mm – 80mm zoom) was used for the aerial shots of the ground below. The other lens (a 10.5mm) was for me to capture the pilot in flight.


Fashion photographers and travel photographers probably deserve their own classification, especially when they
have a full-time gig with a magazine. Not unlike concert photography and street photography, these subjects might be taken on
by photographers looking to add to their own portfolio.
Stock photographers and aerial photographers have gone the way of Polaroid and Kodachrome – mostly.
Not long ago, an energetic photographer could make hay with pictures sold through stock. Every major city had at least one thriving
stock house where enterprising photographers sold transparencies. Per-image rates were adequate enough, that
hard working photographers could perpetuate their passion. They labeled themselves as “stock-photographers”.
Stock houses do exist today in the digital world. But low per-image rates and the abundance of instant on-line material,
paint a daunting horizon for the would-be stock photographer. Aerial photographers are being displaced by drones.
As recently as 2013, images (like the one posted here of a helicopter pilot) were commissioned to capable photographers who
specialized in aerial pictures. But cut-rate fees by drone operators lure potential aerial clients. As the resolution quality of
drone photography improves, traditional aerial photographers are left out.
Denver Photographers

Commercial photography for airport service firm G2-Secure. ….It was loud.

Commercial photography then, is the big umbrella category under which Advertising photography resides.
Few photographers follow a straight-arrow-career-path without dabbling in the myriad of other photography types. But more than
most others, commercial photographers and adverting advertising photographers tend to typecast themselves.
Size of budget and time of preparation are two distinguishing differences between commercial photography and advertising.
An ad-agency hopes to contract an advertising photographer far in advance of actual production shooting.
Whereas commercial photography projects tend to be more immediate. Its not uncommon for a commercial
photographer to be contacted a week before potential photo-shoot.
Commercial photographers commissioned by mid size firms are often contacted by a marketing strategist who
doubles as the art director. Photo-shoots can be as short as 1/2 day for something like a CEO portrait. Or they might span a week of
continual shooting. Commercial photography projects that involve field photography, executive portraits and
reportage-style business photojournalism might require six or seven days to complete.
Images captured in a commercial photo-shoot are used by the firm who retained the photographer to promote their own
product or service. Pricing for commercial photography engagements depends on usage. Images created for
publicity or internal-collateral-use command a smaller rate than those meant for external-collateral-usage or advertising use.
Publicity pictures are the kind that will be sent out in press packets to newspapers, magazines and on-line publications.
Internal-collateral-use images are used in in-house publications produced by the client who hired the photographer.
Brochures and newsletters created for employees are internal-collateral use.
External-collateral-use photographs are used in publications seen by the general public. Annual reports and
websites fall under this category.
Advertising-use imagery is that which will be used in publications not produced by the client – like magazines and websites.
All of this leaves out medical and legal photographers. But, some types of photographers should remain uncategorized, right?

This cute 1st grader was captured as part of an advertising photography project for the Denver International School for languages by Denver commercial photographers from DeCroce.

Denver commercial photographers
Denver commercial photographers
Advertising photographers typically work with bigger budgets than do commercial photographers.
And they work closely with an art director including a team of creatives and gofers. Along with fine-art
photographers who create their own purpose, advertising photographers are considered to be
among the most accomplished. Much of their work is done is studio.
With bigger budgets and more time, a photographer creating images for an advertising
campaign implements ideas that are preconceived.
One of the biggest differences between advertising photography and commercial photography is humor.
It’s not that commercial photographers don’t like to evoke humor with their pictures.
One series of pictures I’ve been working on is “The Shirtless Executive”. These are normal
executives, male and female, who happen to be wearing no shirt under their suits.
The results seem humorous because the images challenge the stereotypical hackneyed nature of
executive portraits. Obtaining releases, however has not been easy.
Advertising photography projects, on the other hand, target humorous ideas from the outset. And the ad agencies have the
funds to pay models. While firms hiring commercial photographers typically have have exact expectations, advertising
photographers are encouraged to focus on mood, spirit and concept.
Denver Photography

Advertising photography of Veev Spirits was captured in Denver. Late day light and reflectors accentuated cool blue tones of the model’s shirt and the glass windows.

“A joke is a very serious thing,” Sir Winston Churchill is quoted as saying. 
For humor to be effective in advertising, producers trust that viewers possess a knowledge base sufficient enough to
connect the dots. The “Big Ad” television commercial for Carlton Draught pale lager is a perfect example.
Created by George Patterson and Partners (Young and Rubicam) of Melbourne Australia, The “Big Ad” is rife with satire.
Referencing historic Hollywood battle scenes like Braveheart, “Big Ad” producers, link dramatic visual footage with
Carl Orff’s emotional composition Carmina Burana – O Fortuna. And whether or not George Patterson and Partners overtly
intended it, The Big Ad conjures recollections of the scene “An Honest Prayer” from The Meaning of Life. The 1983
British satire, Monte Python’s – The Meaning of Life, is revered as one of film industry’s funniest.
Advertising photographers are magicians at communicating humor in a still image. And sometimes, a big part of the magic relies on
post-production art and manipulation (what we used to call “retouching”). Below are two groups of ads. What separates the two sets is
the amount of post-production used. At what point does a photograph become an illustration?
funny ads 2

In this group of humorous ads (not made by us) we see simple concepts made with little or no post-production retouching.


This selection of humor images by top national advertising photographers (not created by us) are photo-illustrations.

Photojournalists capture real-life events. Opposite from a advertising photo-illustrator, a photojournalist’s aim is purity.
They endeavor to tell an honest story with pictures. Changing real-life events to sell a picture or manipulating captured exposures
is taboo to professional or aspiring photojournalists.
Photojournalism is included in this discussion because commercial photographers sometimes incorporate the same techniques as
would a photojournalist. Commercial photographers cover corporate meetings and other discussions as a photojournalist in order to
create imagery that will showcase a client’s product or service in a realistic way.
Early photojournalism depicted of dead bodies during the American Civil War.

Early photojournalism depicted dead soldiers during the American Civil War.

A Glance at the History of Photojournalism.
Some of the first photojournalists were those who captured gruesome aftermath scenes
of battle during the American Civil War (1861-1865). And with these images, public
perception of  the nature of war was forever altered.
With the invention of the first 35mm (Leica) camera in 1925, photo-storytellers had a new
powerful tool to stealthily record images. World events during WWII and after were
delivered to living rooms and offices through magazines like Life  and Der Spiegel.
Wikipedia writes that the golden age of photojournalism is in decline. “The Golden Age of
Photojournalism ended in the 1970s when many photo-magazines ceased publication.
They found that they could not compete with other media for advertising revenue
to sustain their large circulations and high costs.”
In todays world, we rely on video productions to stay current with world events.
We “watch the news’ on a myriad of news television channels.  And we’ve become accustomed to moving photojournalism.
Videographers who cover news events are every bit as much a photojournalist as their traditional still-camera counterparts.
Broadcast journalism brings to life events in places that the viewer will never go – and with sound.
But the strengths of a single image to tell a story will always exist. A silent slice of time captured in a fraction of a second can forever
freeze events and expressions. A single frame image allows the viewer’s mind to go inside the moment. It evokes emotion.
These iconic representations of top photojournalism images have been well viewed over the years. The crowd picture is from Woodstock - 1969

Iconic examples of top photojournalism have been well viewed over the years. The crowd picture is from Woodstock – 1969

These famous representations from great photojournalists were obviously not done by us.

These famous representations from great photojournalists were obviously not done by us.


Commercial photographers hired to update a corporate library of professional images use photojournalism to tell a story.

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Professional Photographers Get Businesses More Business



Hire professional photographers. Thats the answer for businesses who are looking for new clients and new action. New superior photography entices new business. The best professional photographers are the ones who charge the most! Everyone knows that. And professional photography could well make competitors irrelevant. Inferior photography on the other hand, can push potential new clients to look elsewhere.

Professional photographers will capture images of business meetings, executive/CEO portraits, details and interactive photojournalism. Selected photographs will then be enhanced by professional photographers to be used in annual reports, advertising brochures and online presence. Updating corporate libraries of professional photography is at least as important as staying current with website design. Old pictures on a new website just look like a Band-Aid on a scab. Whereas exceptional photography will distinguish any presentation – even out-of-date web design. Brilliant imagery highlights personnel. And professional photographers create images that honor the existing client base.

When hiring professional photographers, business marketing strategists and ad agency art directors, would do well to create a checklist of potential images. And for the professional photographer to do their best work, its important to understand the usage of each item on the checklist. Knowing how and where a photograph will be used, is imperative for a photographer to do their best work.

Here’s an example list for a hypothetical construction company to guide professional corporate photographers. This particular library of corporate images would be accomplished over three or four days of professional photography photo-shoots. So when Bob Builder’s Construction hires Eddie’s Exposures to create new pictures, the list might look something like this:

  • Professional photographs captured during meeting in boardroom. Horizontal format. To be used as large banner images on website.
  • Action photography at job site (preferably done in late afternoon light). Vertical or square format. To be used as cover of annual report.
  • Job site reportage style photography of workers. Any format. To be used for interior pages of annual report and for website.
  • Interactive professional portraits and head-shots of executives. Horizontal format with environment. To be used on website and press releases.
  • CEO portrait both full length and head & shoulders. Horizontal format with environment plus vertical elegant portrait. These will be used on websites, annual reports and for press releases. Create a wide variety of interesting portraits as well as interactive photojournalistic style images that depict interaction with team.
  • Get detail and close up pictures (tools, workers hands, and very tight faces). We may also like silhouettes and sunsets. Any format.  These will be used on websites, annual reports and for press releases.
  • Team group shots: We’ll want you to compose interesting group-shot portraits both in the office and on job sites. It would be cool to schedule one of the on-site group shots very late into the eventing at dusk. horizontal format. To be used for interior pages of annual report and for website.

Professional photographers create business advertising

This corporate meeting photograph was done in the boardroom of Petrie Partners in Denver Colorado.                    ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………I just want more space in here>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>DeCroce Photography>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>.>

  • To see more examples of corporate photography please check out our main website DeCroce Photography. Categories for corporate and business professional photography include:
  • Commercial and Advertising Photography

  • CEO and Executive Portrait Photography
  • Business Group Photography
  • Industrial Photography
  • Corporate Head-Shot Photography

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Over the years, I’ve had the pleasure to do portrait photography for hundreds of women entrepreneurs, attorneys, CEOs, writers, judges and artists. This post is part of a series representing photography of executive women, artists and women entrepreneurs.


The portrait photography photo-shoot on location for mystery writer Betta Ferrendelli could not have gone more smoothly. With a crystal blue-sky Colorado afternoon, an engaged and enthusiastic client and a location that resembles a photographers playground, I knew it would be fun. It was.


Betta and I had discussed several location options before choosing the Federal Courthouse in Denver Colorado. Now, I didn’t realize it, but the courthouse had  tightened regulations on using the space for photography. Luckily, we had enough time to makes these dynamic portrait photographs before the guard shooed us off. We finished our photo-shoot at a steel and glass location I had discovered while doing executive and CEO portraits.

Even before we met, Betta and I hit it off on the phone as we discussed the logistics of the portrait photo session. Betta has written for heath magazines and knew as much as I do about the kind of prosthetic legs like my 12 year old son wears. Throughout the course of our shoot, we talked about health, careers, and aging. We even waded into taboo subjects like religion and politics briefly.

Betta Rerrendelli is author of the award-winning Samantha Church Mystery Series, featuring reporter Samantha Church. The first book in the series, The Friday Edition, was published in 2012 and the second book, Revenge is Sweet, followed in 2013. The third book in the series published in January 2015, Dead Wrong, earned a 5-star review from Readers’ Favorite Reviewer Melinda Hills. The fourth in the series, Cold Case File No. 95-2159, is a work in progress. Look for publication on Amazon next year. Be sure to check out her website



This black and white portrait photography of mystery writer Betta Ferrendelli is her favorite from the photo-shoot. And mine.

This long shot of author Betta Ferrendelli is perfect for a book cover, isn

This long shot of author Betta Ferrendelli is perfect for a book cover, isn’t is?


Contemplative wide-shot of professional writer

Contemplative wide-shot of professional writer.

I love this strong portrait of a woman mystery writer.

I love this strong portrait of a woman mystery writer.


Dynamic close-up head-shot of author Betta Ferrendelli.








Something has gone wrong with my main website. The website DECROCEPHOTOGRAPHY.COM has become invisible to Google, Bing, Yahoo and the other search engines.

Up until recently, SEO searches showed photographs from my main website. For example, Google-searches, using keywords like “corporate photographer” or “Denver photographers” or “executive portraits” or “portrait photography” displayed many DeCroce images originating from the main site Suddenly, in 2016, all images coming from DECROCEPHOTOGRAPHY.COM disappeared from the search engines. The only images that show up now are the ones that have been posted on the DeCroce blog-site or published elsewhere. In fact, a direct search for the main domain name DECROCEPHOTOGRAPHY.COM shows only one image from the “review” tab..

Communications with agents from Google as well as from website host LIVEBOOKS.COM have been exhausted. The issue is now several months old and jamming new business. Keyword searches are still showing newly posted images from this website – DECROCEBLOG.COM even though no images are being shown on the search engines originating from the 15 year old site DECROCEPHOTOGRAPHY.COM.



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Denver photographers from DeCroce photography captured corporate reportage style photography for the Seattle based NexTec Group. This was a fun two day photo-shoot. The intent was to create dynamic executive portraits, uncommon business group compositions and reportage style corporate photography during one of their meetings. What many people still call “candid business photography” is illustrated in this post.

NexTec Group is a leading business solutions provider, delivering comprehensive job costing and distribution management solutions targeted to the unique needs of their clients. With more than 20 years of experience, they work to address the industry challenges.




Denver photographers capture corporate reportage photography for The NexTec Group based in Seattle

Corporate reportage photography for The NexTec Group based in Seattle.

Denver photographers capture business meeting detail imagery.

Denver photographers capture business meeting detail imagery.

Business executive photography meeting for NexTec group was captured by Denver photographers at their national meeting in Denver

Business executive photography meeting for NexTec group was captured at their national meeting in Denver



People photographers who are based in Denver have always faced the dual task of fulfilling their current clients visions one the one hand, while still attracting new clients. As  Denver people photographers who have been fortunate to glean new work from past clients’ recommendations, we didn’t have to do much marketing. New business has come our way as a result of favorable accolades from the people I photographed. But a percentage of new work always comes from individuals and businesses who are less familiar with my work and the longstanding reputation of DeCroce – Denver people photographers. In the old days, business relied on printed publications. In the world of the internet, we try to get noticed by search engines.

Corporate reportage photography for The NexTec Group based in Seattle was captured by Denver Photographers.

Corporate reportage photography for The NexTec Group based in Seattle. The NexTec group contacted me and other Denver Photographers to photograph executive portraits, business group photography and corporate reportage style photography.

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