“Photography Isn’t Dying. It’s Never Mattered More,” Declares VSCO in National Campaign

VSCO takes a stand for photographers as AI reshapes the artistic business

SAN FRANCISCO, May 12, 2026 /PRNewswire/ — VSCO is taking a transparent place in advocating for the enduring worth of human-made pictures and the folks behind it. The U.S. brand campaign launches at a defining second for the business, when infinite photos could be simply generated and algorithms favor likes and tendencies over originality and craft.

The in-house marketing campaign insists that pictures has by no means mattered extra and that photographers are precisely what this second wants. Through daring visuals and a transparent standpoint, VSCO places a uncommon highlight on the physicality and artistic rigor behind the craft, putting each photographers and their pictures on the heart.

In a letter to photographers, VSCO’s CEO, Eric Wittman, underscores this message, stating “Your eye, the way you see the world, can’t be generated. It can’t be prompted. It’s irreplaceable.” Reaffirming VSCO’s longstanding dedication to photographers, Wittman provides, “We champion photographers. We always have and always will,” and descriptions the corporate’s imaginative and prescient: “That’s why VSCO is building a home for how photographers actually work. Tools that help you achieve your vision. Workflows that get out of your way. A community that keeps you connected to why you picked up a camera in the first place.”

Real Photographers at Work
At the guts of the marketing campaign are two photographers from the VSCO neighborhood, Jared Thomas Tapy and Ivana Cajina, which showcases them as collaborators, professionals, and topics. Known for his or her work throughout avenue, vogue and documentary pictures, the pair had been chosen for his or her distinct visible perspective and contributions to the artistic neighborhood. The photographers doc one another of their component, utilizing a mixture of digital, 35mm and medium format movie cameras to focus on the grit and adaptability all through a photographer’s course of. The studio setting deliberately presents a window into the occupation, from the composition and lighting to the movement and depth of working with fashions, and the precision of modifying.

The Home for Photographers
The marketing campaign displays one in every of many environments the place photographers do their finest work. It brings into focus the folks and workflows that VSCO is designing an entire pictures platform for.

The firm’s related system of merchandise are designed to empower photographers at each stage of their journey. And whereas VSCO celebrates photographers first, the platform is supportive of harnessing AI as a instrument for skilled empowerment.

A latest analysis report by the corporate on Photographers and AI revealed that 83% of photographers are utilizing AI to save lots of time on duties like modifying and group, permitting them to focus extra on creativity and what they get pleasure from most about pictures.

Connection, collaboration, and neighborhood 
The marketing campaign rolls out in May throughout related TV, paid media, social and digital out-of-home placements in main U.S. artistic hubs, together with Austin, Minneapolis, New York, Portland, San Francisco, and Seattle. Creator partnerships will amplify the marketing campaign and occasions will interact the pictures neighborhood world wide, kicking off at Web Summit Vancouver, adopted by photograph festivals, meetups and photograph walks.

As lead marquee companion and official sponsor of the fifteenth annual Photoville Festival, VSCO will current Portraits of Proximity, an exhibition that includes work from its members. The exhibition explores connection, collaboration, and neighborhood, whereas highlighting numerous views shaping up to date pictures. VSCO may also take part within the New York portfolio overview, sharing insights and profession recommendation to in the present day’s most gifted working photographers.

Learn extra about VSCO’s brand campaign here.

About VSCO:
VSCO, the Visual Supply Company, is an entire pictures platform—modifying instruments, portfolio websites, shopper workflows, and neighborhood—that helps photographers hone their craft, develop their community, and construct a pictures enterprise on their phrases. Whether they’re touchdown their first paid gig or rising a longtime observe, VSCO champions photographers at each stage of the journey. Our mission is straightforward: to shut the hole between the artistic life photographers need and the arrogance, instruments, and neighborhood they should make it actual.

VSCO—Where photographers flip professional. 

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SOURCE VSCO