Andrew Friendly
Q What do you do?
“I’m a fashion photographer specializing in commercial advertising for clothings brands and editorial spreads for magazines.”
I prefer to photograph subjects in natural environments, using rich colors and textures of the world to capture moments with subjects that feel organic yet bold. When working in the studio, dazzling light design becomes my guide. Through years of experience I'm capable of creating soft natural sets as well as moody high-contrast scenes.
Q What steps did you take to get to where you are now?
I began my artistic practice as a documentary photographer, making pictures of friends and artists while making my way through film school at USC. During my senior year I began testing with models from the different agencies around the LA area, building my fashion portfolio. Soon, I started to receive offers from international publications asking me to shoot high-profile models and actors for their magazines. That lead to getting noticed by independent clothing brands looking to elevate their marketing aesthetics.
Q How do you stand out in your field?
I have a unique ability to connect with my subjects in order to pull the best moments from them. I insist on my sets being open-collaboration environments where all contributors feel comfortable making artistic suggestions and decisions. I encourage my subjects to fall into the location and become one with it - to be themselves - rather than striking rigid and contrived poses. In addition to my technical photographic practice, I'm very fun and easy to work with. I'm confident in creating my own original and unique concept for a shoot as well as collaborating with clients to capture their specific vision.
Q What are you working on right now?
Alongside my commercial and editorial commissions, I'm currently working on a personal project that is an intimate study on mental health. "Breakdown" is comprised of portraits, landscapes and still lifes.
Q What’s your style?
I think my style is defined by authenticity. Art that is made from the heart. I love the edgy, imperfect, messy parts of life as well as rich and colorful moments that evoke joy and play. A couple of years ago a brand specializing in loafers approached me for a shoot and I got to bring to life a concept I had been toying with forever. This lead to me photographing my friend surfing in loafers and I remember thinking, "It doesn't get better than this.
Q Out of all your slashies, which one do you wish you could do more often?
I wish I could focus more on my networking and outreach.
Q What is frustrating you right now?
Networking and outreach! I'm very confident in my ability to create stunning powerful photographs for brands and other clients. I just need more time to sending out the emails and being identified.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
I would have them handle all the outreach, emailing and pitching for me so I could solely focus on my craft.
Q What do you wish you could have told yourself, when, and why?
Four years ago I would have told myself to start meeting with other creatives as much as possible! Get to know the stylists, makeup/hair artists, set designers, creative directors working in LA because they will all become your peers.
Q If you could talk to an expert to gain more insight on something, what would it be about?
How do I monetize my artistic practice?
Q What kind of opportunities/projects are you looking for?
I'm primarily looking to shoot for fashion brands (ad campaigns, look books, social media, e comm), but I'm to shooting for anyone who needs a photographer to capture still images for their product or business.
Q Describe your ideal job/client/collaboration.
Shooting for a clothing brand (on location or in a studio) that has a strong aesthetic point of view, knows what they want, but also encourage me to incorporate my own style to the project. Ideally the client has enough of a budget to hire a team of collaborators (hair and makeup, set/props design, photo assistant etc.).
Q What is your rate?
My rate varies from job to job. I have a starting rate for established brands/clients and one for more independent ventures that are still starting out. Email me to find out more!
Q How should someone approach you about working together?
Email me - andrew@friendly-films.com to start the conversation!
Q Who is a creative you admire?
Natalie Ocampo - a talented stylist in the LA area who is so fun to work with!
Q Oh! and… how do you stay creative?
Look inward.
This member profile was originally published in August 2023