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Instagram is a “thing” now apparently, and I like to examine the weird ways that it has shaped the careers of professional photographers and the people who hire them.
In the 90’s and early aughts, George Lange was a credit that you would come across with an almost alarming regularity.
As he is quick to note, his views of and passion for the Instagram platform are his own thoughts and not necessarily those of the billion dollar Facebook acquisition­­ which is why they are all the more interesting.
GL: Creative Shop is the top creative group involved in paid campaigns at Facebook and Instagram. He says, “I’m not into talking about ideas, I’m into making stuff.” He’s really into dreaming big, and he fires up his team to do that. I have this meeting with him and he said we’re definitely going to work together, and I go down to the street on Broadway, and I just look up at the sky, and I think my career has been based on three things: talent, confidence, and how big you can dream. I hadn’t spoken to Jon in about 15 years, and he now has about 4000 people reporting to him. I ran the very first creative meeting with Creative Shop and IBM; it was this interesting role where I was on both sides.
Derek Scott and Spencer Mandell at Creative Shop took the discovery work I had done and came up with a campaign that involved projections. They hired an illustrator who does really graphic work, and they had him build the illustrations in layers so when we projected on the subjects we were actually playing with the layers and moving them around so we could control everything. TBS: When you speak to photographers, how do you suggest they integrate Instagram into their careers?
Many brands right now think that creating content on Instagram is the way that kids in high school are creating content, which is just going out with a phone and snapping..
AboutA Photo Editor (APE) is edited by Rob Haggart, the former Director of Photography for Men's Journal and Outside Magazine.
So when a photographer from the 90’s heyday called me and related that he was working for Instagram’s in-house agency, I had to listen. With a regular staple of magazines (EW, Fortune, Teen People, all the Conde titles) who hired him to shoot covers and big portfolios, George had a foot in editorial, a foot in Hollywood and yet another foot in advertising.
He ditched New York and LA for Boulder Colorado, got married, embraced digital photography with gusto (he never liked film!) and worked on collaborations that might have seemed borderline insane (He’s Glenn Beck’s favorite photographer!).

So when a brand buys a paid campaign as opposed to (doing their own) organic campaign, they get access to Creative Shop to figure out how best to tell stories on these platforms. I’m in a place where I can think about how the creative will best communicate the story of a brand. Generally, when you’re a freelance photographer, and you’re out of town you say, “Oh I’m in town for this meeting and that meeting.
Secondly, it’s a very intimate medium and you should feel like you are talking to your best friend. They are not screaming, they are not trying to talk to a stadium full of people.
He’s the VP in charge of advertising, social, corporate messaging, branding, the whole thing. Generally, you’re hired by an agency, and they say here’s the creative and you hand in your work, you wash your hands and walk away. Honestly, if you look at the places in the world that are doing the most for mankind, IBM is way up there. If you just tap into the story that’s there and really appreciate it, it’s better than anything you can make up and more powerful. It’s a powerful opportunity for great photography and really smart people to tell really good stories that have gotten lost before this platform existed.
While he was constantly on the prowl for the latest gear and welcomed new technology, nothing quite prepared him for the sweeping changes in the industry and how they would alter his career. An incurable optimist, George’s mantra “the Work leads to the Work” carried him through some moments and eventually lead him into the offices of Instagram, where they basically made up a job for him… but not necessarily as a photographer.
But the opportunity to meet Mark (head of Creative Shop) who I’d heard a lot about was enough to plan a trip there.
I called him, and mentioned that I have this gig with Instagram, and he said “come see me right away.” He gave me an hour at the first meeting and then we had lunch for 2 hours up in Armonk at their corporate headquarters. I was involved at the earliest stages of coming up with ideas fort the IBM paid campaign on Instagram. They’re making our lives last longer, they’re making our brains work so much more efficiently and better.

Where it’s going is that really good photography and really smart people telling really good stories are going to be required.
At Creative Shop, they’re really encouraging their clients to spend the money on great photography, high production values, and well considered campaigns – which is great news for both image makers and story tellers. Rather than saying, “This is what GE did, and this is what Hermes did with their great (Instagram) feeds, I would rather go into the meeting after doing my research and say “these are stories that are happening at your company everyday that I think are really powerful.’ We’re not showing scraps of other campaigns, we’re showing them their DNA and what makes them different, special.
And it’s a way of communicating that’s really powerful if you understand it, and if you use it like that. I want to see how you are living your life differently, and I’m inspired by that, and that’s what I think Instagram’s about. They’re just super smart people that are given this privilege to work and think really big for long periods of time working on big problems.
I think we were able to highlight some of these researchers in a more soulful way than they have been seen before.
They called, and said, “the reason we’re giving (the book) out is because, what you talk about in this book, we’re trying to communicate with brands. I believe that everyone wakes up craving connection… And if you appreciate that these are human beings trying to be amazing every day, then a whole other thing happens. It was amazing to meet them and to start exploring how to tell their stories visually and on Instagram in particular.
You don’t have any choice but to embrace change… and you stick to your guns, and you believe in who you are, and when things turn the corner and opportunities arise, it’s just exciting.

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