Collaborating with Professional Artists for Original Content - CCO Talks with Thomas Hawk
Renowned photographer Thomas Hawk
speaks to CCO magazine about how
brands can work with artists to generate
authentic content, and why some
companies manage to flub it.
All photos courtesy of Thomas Hawk
Thomas Hawk's hauntingly
beautiful—and often gritty—photography
is admired across the world. He calls himself
a “photography factory” and aims to capture
one million photos before he dies. Among
his favorites are images of American cities,
particularly those in various states of decay.
“I think people will want to go back in the future
and remember a different type of America; a
place that was unique to their time frame.”
ut to say Hawk is revered for his art is only
partially true. He’s also an avid blogger
about a wide range of issues, including new
media, technology, creative commons and
With a massive fan base across Flickr and G+
(in particular over 6.5 million followers), Hawk
is also sought out by brands to photograph
events and locations, and share images with
Too few companies seek
out visual artists-- be they
photographers, painters, graffiti artists,
documentarians, or cartoonists—to help
tell a powerful, authentic and shareable
story. Thomas Hawk’s brand collaborations
illustrate a powerful model for companies
to work alongside talented artists, to the
benefit of both artist and brand.
“It's super easy to go down a page
and +1 ten photos. It takes a bit
longer to read an article and decide
if you want to +1 it. Imagery appeals
to our desire to see and share
beautiful and interesting things.” –
Some recent examples of
JBL [the premium speaker and audio
company] sponsored the music festival
Coachella last year, and offered Hawk paid
travel expenses and a press pass.
Dell asked Hawk to fly out and shoot the
Austin City Limits Music Festival. Explains
Hawk, “I wouldn’t have had that level of access
without their corporate sponsorship.”
The Cosmopolitan Hotel in Las Vegas
invited Hawk to photograph the luxury hotel
before it opened. “How often do you get to
shoot a completely empty multi-million dollar
Advice from(and shouldn't)Hawk:
How brands should
Don't ask an artist
to shill your work.
Purely promotional collaborations won’t be
of interest to established artists, says Hawk.
Instead, offer access—be it to a music
festival, a new city, or an off-limits location.
I've had a lot of inquiries over the
years to shoot specific commercial
things, and I'm not interested in
that so I've turned down almost
all of that work. I really want to
shoot what I want to shoot.–
- Thomas Hawk
A great collaboration
benefits brand and artist.
When the Cosmopolitan Hotel in Las
Vegas asked Hawk to photograph on
location before it opened to the public,
Hawk jumped at the chance to capture
the massive, empty casino. The result:
Hundreds of beautiful and unusual images
flooding social media leading up to the
Hawk says to think beyond music
festivals and events. For example,
Virgin America offered Hawk travel
expenses paid to Toronto. The
result: Stunning photos of Toronto
that both Virgin and Hawk are
proud to share.
Build long-term relationships.
The best way to understand what an individual artist may be willing to do is
to get to know them. Cold requests may be viewed with skepticism.
Explains Hawk, "Scott Monty at Ford has built relationships with
a lot of artists, so when you get an email from him with a request,
iT's a very friendly and welcome email."
Thomas Hawk was originally featured in the
February 2014 issue of Chief Content Officer
magazine. To read the full story or subscribe
to CCO, visit the CCO website .
To view Thomas Hawk’s incredible portfolio of over
90,000 photographs, visit his Flickr page.