Discover the Inspiring Journey of Lucy Schoenfeld in CanvasRebel Magazine

Today, we have the privilege of introducing you to Lucy Schoenfeld. We believe you’ll appreciate our discussion, which we’ve included below.

Lucy, we appreciate you taking the time to share your experiences with us today. Operating a business isn’t always glamorous, and most entrepreneurs we’ve spoken with have mentioned that on challenging days they sometimes contemplate how different life might have been if they simply had a conventional job, rather than facing all the responsibilities that come with running a business. Have you ever experienced that feeling?

As a business owner in the freelancing creative field, it’s certainly never dull. I feel incredibly fortunate and appreciative to engage in what I love, with clients who have faith in me and recognize the value I offer. However, just like any other profession, the range of good days to bad days is part of the creative work experience. Do I believe I would find the same joy in another field? Absolutely not (and believe me, I’ve attempted it). Similar to acting or any other passion-driven endeavor, there were instances where flexible part-time jobs supplemented my ability to tackle projects—and those were the times I would often go to bed wishing I could fully dedicate myself to photography.

I must say, I was raised with a distinctive viewpoint on creative entrepreneurship. With my father also being a commercial photographer, I never felt constrained in what I could accomplish with my business and, ultimately, how I experience my work life.
I spent my early years observing and aiding my father’s projects, witnessing how one can adapt and transform—and it seemed like the perfect job for someone with restless energy. One day we would be on a set constructing worlds for product photography, and the next, we’d find ourselves in a cataract surgical suite in Tanzania.

I believe the secret to being a content business owner lies in appreciating the opportunity to work on something you’re passionate about and allowing that to act as your daily guide.

Lucy, before we proceed to more questions of this nature, could you take a moment to update our readers on who you are and what you do?

I’m currently a freelance commercial photographer located in Salt Lake City, focusing on product photography, stop motion, and AI-driven imagery—but that’s certainly not where my journey commenced.
At first, I was captivated by architectural photography, and my debut architectural assignment was quite an adventure: I worked with a team of three photographers for a storage unit company, traveling across the U.S. to capture their properties for online usage. Across three summers, I managed to photograph over 800 properties in 25 states, and honestly, I would do it all over again without hesitation. The role was wild, exhausting, and demanded extensive logistical planning and travel for a 19-year-old, but these foundational experiences genuinely prepare emerging creatives for future achievements. After all, owning a creative business entails wearing a multitude of hats.

Although I was able to continue with the storage unit project in 2020, the COVID period of staying home prompted me to experiment—and ultimately, I made the decision to try my hand at still life photography. Essentially, I never stopped. I’m uncertain if it was a byproduct of the pandemic or simply being confined, but several of my quirkiest and most makeshift creations emerged during that period. My limited access to resources initially motivated me to delve deeply into Photoshop and ensure there was no editing challenge I couldn’t conquer—and I am grateful for that daily.

The essence of my work, my unique qualities, or my “attributes that define me,” can be summarized by trust and consistency. I like to believe my work possesses a distinctive touch, which is undoubtedly a significant factor that sets me apart. However, at the end of the day, how many remarkable photographers exist out there who are equally, if not more, deserving of the opportunities? What truly matters extends well beyond creating visually stunning and effective imagery. If you’re not nurturing client relationships, remaining true to your commitments, communicating transparently about adjustments, or having the courage to state when something isn’t feasible, then you’re doing both your work and your clients a disservice.

Ultimately, I take the most pride in my evolution as a creative. The ability to consistently reflect on your work, learn from it, and grow is crucial in this industry. It allows me to enhance each photoshoot beyond the last. Learning and adapting should be essential to every artist’s journey—something my father ingrained in me. You should continuously be moving toward where future opportunities lie. My passion for learning and adapting my techniques enables me to reach my ultimate ambition: crafting that image, that stop motion, that moment that captivates a client or follower, where the work resonates deeply.

Is there anything you believe non-creatives will find challenging to grasp about your creative path? Perhaps you could share some perspective – you never know who might gain from the insight.

Choosing a creative career, I’ve discovered, can frequently be perplexing and non-linear—not solely for yourself but also for those around you. The daily grind, the dedication demanded, and the particulars of “what you genuinely do” may not always resonate with your cousin who works in sales or your friend who practices law. Bills aren’t perpetually settled promptly, you might operate from 4 p.m. to 1 a.m., and what may seem like a delightful day of experimentation can actually morph into a frantic dash to fulfill a deadline (even if it entails glitter and ribbons).
The key takeaway here is that, at the conclusion of the day, when your head hits the pillow, it is you who must feel content with how you utilized your time. At times, the lack of comprehension from those around you and the challenges of managing your own business can heighten your imposter syndrome. Don’t allow it to!

In retrospect, are there any tools or resources you wish you had discovered sooner in your creative journey?

Unsurprisingly, there’s an abundance I wish I had learned earlier. My friend and I frequently discuss the notion of expanding your “luck surface area”—a phrase I believe was introduced by entrepreneur Jason Roberts. I like to encapsulate it as follows: the more opportunities you position yourself to access, the more opportunities will locate you.
A few years ago, I felt entirely adrift in my photography career direction. I was employed at a grocery store, witnessing the products and brands I adored—and would have cherished to work with—on the shelves. It seemed so, so removed from the existence I desired. At a certain point, I recognized that whatever I was engaged in clearly wasn’t drawing me nearer to my aspirations. I needed to adopt a bolder stance. Thus, I began reaching out via email to photographers I admired, hoping some of them might provide direction.
Ultimately, one of them responded. She was tremendously generous, offering advice, resources, and even agency contacts. Thanks to her mentorship, I secured a full-time position at Sircle Media, a Manhattan-based agency. I spent several years there crafting exciting content alongside a remarkably talented group of creatives, and my tenure there played a pivotal role in shaping my work and portfolio into its current state.
You—and the risks you’re prepared to undertake—constitute your most significant asset!

Contact Information:

Image Acknowledgments

Photography by Lucy Schoenfeld 2025