We found ourselves inspired by the change created by the Free the Work 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 Work 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, here we go ...

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

If you're an Ad Agency, Creative, Art Buyer or Brand, thank you so much for being here + considering more women for your projects!

You can simply bookmark the F Collective site + use our search bar to find photographers by speciality or location. You can also sign up for a free Visura account to create a collection of your favorite F Collective advertising photographers + also be introduced to new photographers who work in different genres.