Ben Lowy, the award-winning photojournalist known for his strong editorial images taken in war zones recently launched a new Squarespace website for his commercial work, differentiating his two distinct brands while keeping his photographic aesthetic intact. Lowy, who is one of those extremely prolific photographers, is able to create dynamic commercial work that appears as sensitive as his journalistic work, but for clients like Exxon, The Olympics, Dasani and Sports Illustrated Swimsuit. While he says he’s always going back to his “fighting work and violence in America” projects, his photographic ideology is inextricably linked with storytelling, whether for commercial or editorial interests. We asked him a few questions about launching the new site.
Why was it important for you to distinguish your corporate/commercial work on a separate website?
“After a decade working in the editorial world, I realized that it was really hard to mix two distinct markets. The subject matter and aesthetic of my editorial site was completely different from what I wanted to show in my commercial site and we couldn’t quite reconcile the two. As a photographer who made my name covering conflict, I found that some of the content of my work was inappropriate in a commercial context and even made potential commercial clients wary. I also started getting a lot of comments from art buyers who thought that I would be really serious and brooding because they had this preconceived idea of who I was after viewing my editorial work. I wanted to introduce myself and my personality more into the commercial site.”