Reflecting on my conversation with photographer William Hereford, I'm struck by the themes of authenticity, simplicity, and creative integrity that wove through our dialogue. William is not your typical photographer; he's someone who's spent his career crafting images that don't merely capture beauty, but rather communicate a deeper story. His thoughtful insights challenged my assumptions about brand imagery, creative briefs, and the looming shadow of AI.
Early in our talk, William made a compelling argument against the common advertising practice of hiring professional models. At first, this struck me as counterintuitive—models, stylists, and elaborate sets are often considered essential to elevating a brand’s image. Yet, William explained how this pursuit of polished perfection frequently backfires. Brands, especially younger or emerging ones, often exhaust their entire marketing budgets on a single, overproduced shoot. The result? Imagery that feels sterile, disconnected from real life, and ultimately unauthentic.
Instead, William advocates for a more minimalist approach—start simply with a genuine person using the product authentically, in real surroundings. It’s an approach that not only fosters relatable content but also ensures sustainability and flexibility in marketing budgets. Reflecting on my own experiences at Cobble Hill, I realize how true this is; the strongest brands we've partnered with often convey genuine human connection over carefully constructed scenes.
Our conversation then shifted toward creative briefs. Having spent years in advertising, I resonate deeply with William’s frustration around receiving briefs that simply say, "shoot whatever inspires you." From a client's perspective, that freedom might feel like trust, but to a creative professional, it's often paralyzing, particularly when conditions aren't ideal. William pointed out that specificity—clarity in expectations about lighting, angles, mood, and composition—is far more beneficial. Great briefs aren’t restrictive; they're empowering. They allow the creative professional to deliver precisely what the brand needs without second-guessing or wasted effort.
This discussion prompted me to reevaluate how we create briefs at Cobble Hill. Are we clear enough? Do we inadvertently make assumptions about the creative's understanding? William’s insights offered a valuable reminder to ensure that clarity and directness underpin every brief we create moving forward.
But perhaps the most provocative part of our dialogue revolved around artificial intelligence and its role in photography. William offered an unexpected perspective—while many creatives fear AI-generated images replacing human-made photography, William sees the real threat as subtler and already pervasive: AI-enhanced photography. He described scenarios where younger marketers take mediocre images and transform them into near-perfect photographs through AI enhancement tools, effectively blurring the line between reality and artifice.
This practice, William argues, threatens the trustworthiness of imagery itself. The very essence of photography as a truthful document of reality is at risk when every photograph can be effortlessly polished to perfection. His example of hotel photography resonated deeply with me—how often do we arrive at destinations only to feel the jarring disconnect between online images and reality? AI enhancement might seem harmless, even beneficial from a marketing standpoint, but it ultimately erodes consumer trust and brand authenticity.
William's solution is refreshingly human-centered: a return to intentional, authentic photography, perhaps even embracing older processes like film, which naturally resist digital manipulation. It was a powerful call for creatives and brands alike to prioritize honesty and realism, particularly in an era increasingly saturated by artificially perfected content.
Finally, William's reflections on fatherhood brought an emotional resonance to our discussion. Becoming a parent reshaped his priorities, anchoring his creative work in a deeper search for meaning. It was a touching reminder that creativity is not isolated from personal growth but deeply intertwined with it.
In retrospect, our conversation affirmed my belief that successful brand storytelling hinges on authenticity, intentionality, and thoughtful simplicity. Whether discussing the pitfalls of overproduced campaigns, the necessity of precise creative briefs, or the ethical questions posed by AI, William consistently championed a mindful and genuine approach to creativity.
Leaving our conversation, I found myself inspired to embrace these principles more deeply in my own work. The future may be increasingly digital and artificially enhanced, but as William articulated beautifully, the strongest brands—and the most compelling images—will always be those rooted firmly in genuine human experience.