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Iceland Air raised eyebrows with an uncommon job advert this week. The airline is searching for a photographer for a particular project, nevertheless it would not need to see your portfolio. On the opposite, it is in search of a “really bad photographer” who should have “no photography skills”.
Those who’ve been on images programs in Iceland to excellent their advantageous artwork panorama sport might have wept a tear. But, other than the problem that the airline may battle to seek out somebody with no expertise of taking photographs as of late, its technique really makes a whole lot of sense in 2026 (see our decide of the very best digicam telephones should you’re pondering of making use of).
Iceland Air’s intention is to indicate that its residence nation is so stunning that even photographs taken by somebody “bad at framing, not familiar with composition” will look nice. But the intelligent marketing campaign additionally faucets right into a development that is seen social media transferring away from aesthetic ‘perfection’.
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That sounded a bit rich when Meta has been part of the expansion of generative AI, even introducing AI influencers on Instagram. But brands have been leaning into the trend, whether it’s a reaction to AI or an attempt to capture the taste of Gen Z and the spontaneity of TikTok and Snapchat
Iceland’s a popular destination for landscape photographers, and Instagram is full of sublime shots of the country’s black-sand beaches, towering basalt columns and geothermal hot springs. Perfectly framed long exposures taken with ND and CPL filters, painstakingly edited in Photoshop to remove any litter, footprint or a branch that doesn’t look quite neat enough.
Such photos could notch up thousands of likes, but algorithms began rewarding homogeneity. Tents under the Milky Way, feet dangling over cliffs or lone figures dressed in bright jackets staring into the distance have been replicated thousands of times. Iceland Air probably doesn’t need more of them.
There was also a sense that landscapes were becoming a commodity. We saw scenes of people queuing up to take identical photo of an iconic landmark from the same angle rather than capturing a moment or an emotion. Maybe Iceland Air is on to something and it’s time for even good photographers to try to become bad photographers again and to seek raw experience rather than polished perfection.
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