Adventure photography sits at the thrilling intersection of exploration, storytelling, and visual art. It’s about more than snapping “pretty” landscapes—it’s about capturing moments of human endeavor, raw emotion, and the awe-inspiring power of nature. If you’ve ever dreamed of turning your passion for the outdoors into a fulfilling freelance career, this starter guide comes from The Adventure Photographer’s Playbook and will show you exactly how to get started, grow your reputation, and land the work you want as an adventure photographer.

Surfing Mavericks in Half Moon Bay. Photograph by Dalton Johnson, follow him on Instagram

1. Build a Body of Work

“If you build it, they will come… kinda.”

Your journey begins with physical proof (your photographs) and social proof (how you share them). Clients need to see that you can consistently produce images that tell compelling stories in real-world adventure settings.

Define Your Niche.
Adventure photography spans mountaineering, rock climbing, kayaking, trail running, and beyond. Start by choosing the activities you know best or feel most drawn to—this focus will give your work cohesion and help you stand out.
Create a Portfolio.
In the past, photographers carried printed books; today, your digital portfolio is king. Showcase 15–20 of your strongest shots on a clean, mobile‑friendly website. Organize images by activity or location to help potential clients quickly grasp your style and expertise.
Leverage Personal Projects.
Don’t wait for paid assignments: plan your own adventures. Spend weekends exploring local canyons, sunrise hikes, or surf sessions—and document them with intention. These self‑initiated shoots build skills, confidence, and a portfolio you can pitch to brands and publications.
Use The Adventure Photographer’s Playbook.
This eBook (available at https://dalton-johnson.com/prints/the-adventure-photographers-playbook) is packed with step‑by‑step exercises for honing your craft. From scouting locations to planning shot lists and mastering gear prep, the Playbook guides you through every facet of creating a standout body of work.

Heading into the mountains for a backpacking trip. Photograph by Dalton Johnson, follow him on Instagram

2. Market Yourself

“Market yourself, market yourself, market yourself!”

Photography is half art, half business. You can take breathtaking images, but without marketing savvy, your work may never find an audience—or paying clients.

Craft a Compelling Brand.
Choose a memorable business name (often your own), design a simple logo, and develop a consistent visual aesthetic across your website, social media, and email signature. Your brand should reflect the adventurous spirit you capture in your images.
Optimize Your Online Presence.
- Website SEO: Use keywords like “adventure photographer [your region],” “outdoor photography,” or “action sports photography” in page titles, headings, and image alt text.
- Social Media: Post regularly on Instagram, TikTok, and Facebook. Share a mix of polished shots, behind‑the‑scenes stories, and short “day in the field” videos. Engage with followers by asking questions (“Which angle do you like best for this waterfall shot?”) and responding to comments.
Leverage Email Marketing.
Build an email list of fellow adventurers, potential clients, and industry contacts. Send monthly newsletters featuring your latest work, upcoming workshops, or gear reviews. The Playbook walks you through setting up Mailchimp (or similar) and drafting compelling email content that drives inquiries.
Network with Purpose.
Attend local climbing gym socials, outdoor meetups, or photography workshops. Offer to collaborate on community events or guest‑blog for adventure travel sites. Every person you meet is a potential referral.

Topping out Nutcracker in Yosemite National Park. Photograph by Dalton Johnson, follow him on Instagram

3. Land the Work You Want

“It’s more about who you know and less about how good you are with your camera.”

Technical skill opens the door—but relationships and reliability win the contract.

Pitch Strategically.
Research publications, gear brands, tour operators, and non‑profits aligned with adventure travel. Customize each pitch: reference a recent article they published, explain how your images address their audience’s interests, and include three relevant portfolio samples. The Playbook provides pitch templates and subject‑line best practices that get your emails opened.
Understand Client Needs.
Before quoting a job, ask questions: What’s the intended use (web, print, social)? How many images are required? What are the deadlines? This ensures your quote covers your time, travel, and post‑production work—and helps you avoid scope creep.
Negotiate Fairly.
Set day rates and usage fees based on market standards (e.g., $500–$1,000/day for editorial, $1,000–$2,000/day for commercial work, plus licensing). The Playbook’s rate guidelines and contract templates will help you feel confident asking for—and receiving—what you’re worth.
Deliver Excellence and Build Trust.
Show up on time, communicate proactively, and deliver your images ahead of schedule. A reputation for reliability and quality will lead to repeat work and referrals. Always ask happy clients for testimonials and permission to feature their projects in your portfolio.

Road tripping in a Rivian for an editorial project. Photograph by Dalton Johnson, follow him on Instagram

4. Repeat—and Evolve

“After a few years in this industry, you’ll realize the cyclical nature of freelance photography. The key is to stay in it and keep growing.”

Review Your Progress Quarterly.
Look back at your completed projects: Which landed you the most income? Which were most creatively fulfilling? Use these insights to refine your niche and marketing efforts.
Expand Your Skill Set.
As you grow, consider branching into aerial drone work, underwater photography, or video storytelling. The Playbook includes tutorials and gear checklists for expanding into these complementary fields.
Invest in Education and Community.
Attend conferences (like Outdoor Retailer or Photo Plus Expo), enroll in online workshops, and join professional associations (e.g., the North American Nature Photography Association). Staying connected ensures you remain inspired, informed about industry trends, and continually improving.
Plan the Next Level of Adventure.
Set ambitious goals: cover a multi‑week mountaineering expedition, partner with a major outdoor brand, or publish a photo book. Write these goals into your annual plan and use the Playbook’s actionable worksheets to break them into monthly and weekly tasks.

Kristin giving a final look at the waves before heading home. Photograph by Dalton Johnson, follow him on Instagram

Why The Adventure Photographer’s Playbook Is Your Essential Companion

Whether you’re just picking up your first camera or transitioning from hobbyist to paid professional, The Adventure Photographer’s Playbook distills decades of field experience into a concise, actionable guide. Inside you’ll find:

Fundamentals: There is so much to learn and most are not willing to share the business fundamentals for adventure photography. So, I broke it down for you all!
Building a Portfolio: If you don’t have a body of work, nobody can hire you. I break down different methods for you to build a portfolio you are stoked to share.
Marketing Strategy: Proven methods for consistent outreach so you get noticed and stop caring about vanity metrics.
Pricing and Selling: A pricing guide for your next production and all the details that go into an adventure photography project.
Reflection Questions: Questions at the end of each chapter to make you think about the next move in your career.

Get your copy today at
https://dalton-johnson.com/prints/the-adventure-photographers-playbook
and transform your adventure photography passion into a sustainable, inspiring freelance career.

Not all road trips are created equal and heading to Baja is a special one, especially with a camera. Photograph by Dalton Johnson, follow him on Instagram

Final Thoughts

Adventure photography demands more than technical expertise—it requires curiosity, resilience, and a willingness to embrace discomfort in pursuit of the perfect shot. By building a thoughtful body of work, marketing yourself with clarity and consistency, and nurturing client relationships, you’ll carve a path to the assignments—and the adventures—of your dreams.

Embrace each step as part of your own adventure, and let the Playbook be your trusted guide along the way. The world is waiting for your story—grab your camera, chase the horizon, and capture the extraordinary.

Start your journey to become an adventure photographer today:

The Adventure Photographer's Playbook

$10.00

The Adventure Photographer’s Playbook is an e-book created by full-time photographer Dalton Johnson to help new photographers go from nothing to booked in the adventure photography space.

This adventure photography e-book goes over the business and what “making it” as a photographer in the outdoor space requires. Covering topics such as pricing, marketing, building a body of work, reflection questions, and everything you need to know to make a career out of adventure photography.

Updated: June 2025