We believe that our industry is filled with good-intentioned, progressive thinkers. 
F COLLECTIVE offers a simple way to bring these good intentions to life.

F Collective is an initiative that asks brands + their agencies to pledge to present a female photographer option on each job, with a goal of increasing gender diversity in advertising photography.

sometime circa early 2017 ...

We found ourselves inspired by the change created by the Free the Bid initiative to include a female director in each bid for a tv spot. Such a simple idea, such a huge impact: its first year, BBDO and CP+B reported as much as a 400% increase in jobs directed by women.

We reached out to Free the Bid to congratulate them + ask if their initiative could include still photographers as well as motion directors. They said that they didn't have the resources to do so, but strongly encouraged us to begin one.

So, a little bit over a year later, here we go ...


sometime circa early 2018 ...

Our belief is that, due to our current social + political climate, change is happening. And it's happening fast! The idea that change around diversity + inclusiveness will happen 'in time' has been pushed aside for more immediacy in the way we live; it's a time when we are increasingly seeing our beliefs + ideals line up with what is happening in the outside world.

It's a wacky time, but it's an incredibly exciting time, presenting us with amazing opportunity.

Right now, approximately 90% of commercial photography is created by men, 10% by women. Our goal is to have women represented in advertising photography as we exist in the population, approximately 50%.

Do you believe in equality? Most likely you do. Do you want to do something to engender it today? Okay then, good news, we've got an idea for you ... Take the pledge + you're creating big change in the world! 


about the pledge ...

If you are an Ad Agency

You are pledging to present the work of at least one woman as an option on each job you present to clients or triple-bid. From there, you recommend to your client the creative that you think is best for the job, woman or man.


If you are a Brand

You are pledging to ask your ad agencies + content producers for 
one bid from a female photographer on every job.

Take the pledge.

 All people deserve the opportunity to express themselves + to earn a living. 

Women are 50% of our population; by taking this pledge, you are valuing what women add to our world + our cultural conversation. Thank you.