Using Spec Work To Land New Photography Clients
While road tripping down the Pacific Coast Highway, just north of Santa Cruz, CA, I asked Kristin Riegel if she would be open modeling for a spec shoot for Blundstone while we stopped at Sharkfin Cove for sunset. She looked at me with a smile, “I’m ugly right now, but of course I will.” For the past three years, Kristin has always been there for me and the building of my career. For this, I am forever grateful ❤️
Pulling into the dirt parking we get our first glimpse of the Sharkfin Island in the middle of the cove. My mind was blown, people were swarming the area, and Kristin was looking a bit hesitant to be in front of the camera. Yet, she pulled herself up by her Blundstone straps and was a perfect model.
Kristin playfully posing for a photograph at sharkfin cove. Photo by Dalton Johnson, go follow him on Instagram
With three shot ideas, we headed for the most simple to the most challenging.
First Look: An overlook of the cove similar to a stereotypical influencer style shot that showcased the boots.
Second Look: The above shot.
Final Look: A playful feel showcased by cartwheel on the beach during blue hour.
SNAP. SNAP. SNAP.
If you know anyone at Blundstone USA, I’d appreciate you forwarding this post to them. I’ve connected with a few people but have never had the opportunity to share the images with them. Thanks 🙏
What is Spec Work in Photography?
Speculative work—commonly known as "spec work"—in photography refers to creating images for a project without a guaranteed payment or client commitment upfront. It’s essentially a pitch: a photographer shoots and delivers work in the hopes of impressing a brand or potential client enough to earn a future paid opportunity. Spec work can take the form of mock advertising campaigns, lifestyle shoots showcasing a product, or travel and outdoor content created as if it were commissioned by a specific company.
What is Spec Work Used For?
Photographers often use spec work to build portfolios that attract their ideal clients. For example, if you want to work with outdoor gear companies, you might photograph your own backpacking trip and frame the images in a way that aligns with the brand's visual identity. Spec work demonstrates your ability to tell compelling visual stories, understand branding, and create commercial-quality content.
Brands sometimes use spec work to vet photographers, especially in competitive fields like product, fashion, or adventure travel photography. It gives them a low-risk way to gauge your style, professionalism, and whether your work aligns with their brand. However, it's important to be cautious—some companies try to take advantage of photographers by using spec work without paying. Make sure to watermark or limit resolution unless usage is clearly agreed upon.
How to Land Photography Clients Using Spec Work
Create with Purpose: Don’t just shoot random subjects. Choose brands you admire and design a shoot that mirrors their aesthetic and target audience. Research their style guides, colors, and tone. Make your spec shoot feel like it belongs on their website or Instagram feed.
Pitch Strategically: Once you’ve created strong spec work, pitch it to the brand with a short email or message. Highlight how your work aligns with their mission, include a few thumbnail images or a link to a polished portfolio, and suggest how you can add value on future campaigns.
Post and Tag: Share your spec images on social media and tag the brands. Use relevant hashtags and write captions that tell a story or highlight how the product was used. Brands often notice and reach out if your content fits their vibe.
Be Professional: Treat spec work like a paid gig. Show up with quality, creativity, and consistency. If a brand sees you’re serious and skilled, they’re more likely to hire you when the next campaign rolls around.
