Why Working for Free Might Be the Smartest Business Move You’ll Ever Make (If You Do It Right)

This is a spec shoot I did for the athletic brand Under Armour. This “free” spec shoot has led to work with Nike.

Every photographer has heard the advice: “Never work for free—it devalues your craft.” And sure, on the surface, it seems like sound advice. After all, we’re constantly told that if you work for free once, clients will expect it forever.

But here’s the truth no one talks about: I built my career by working for free.
Yep. Free work—when done strategically—can be the best thing you do for your business. I’m not talking about letting clients take advantage of you or doing random gigs without purpose. I’m talking about spec work, TFP (trade for portfolio) shoots, and personal projects that showcase your creative vision and attract high-paying clients.

The key is knowing when and why to work for free so that the payoff isn’t exposure—it’s a career you can be proud of.

1. Free Work Should Be an Investment, Not a Charity

Think of working for free like planting seeds. You’re not just giving away your time—you’re strategically investing itto grow something bigger. But just like any investment, you need to be smart about where you plant your seeds.

When Free Work Makes Sense:

• To build a portfolio that reflects your ideal clients and projects.
  If you want to shoot high-end fashion campaigns, but your portfolio is full of family portraits, you’ll never get the job. Spec shoots allow you to create the kind of work that attracts the clients you want.

• To break into a new industry or niche.
  Let’s say you want to move from weddings to commercial product photography. You’re not going to land a major campaign without first showing you can handle product shoots. A free or self-directed project can bridge that gap.

• To connect with key players in your target industry.
  Strategic TFP collaborations with models, stylists, or brands can get you on the radar of the people who matter. Just be sure you’re choosing collaborators who can elevate your work and help you grow.

When Free Work Is a Waste of Time:

• When the client promises “exposure” as the only reward. (Exposure isn’t a currency—don’t fall for it.)

• When the project doesn’t align with your career goals or add value to your portfolio.

• When the client has the budget to pay but is simply trying to get free work. (Know the difference between an opportunity and exploitation.)

Pro Tip: Ask yourself, “If this project leads to nothing, will I still be proud of the work I created?” If the answer is yes, it’s a good investment.

2. Use Free Work to Fill Gaps in Your Portfolio

Your portfolio isn’t just a collection of your best photos—it’s a marketing tool that tells potential clients exactly what you can do for them. If you don’t have the right images to communicate your value, you’ll struggle to land high-paying gigs. That’s where free work comes in.

Strategic Portfolio-Building Tips:

• Identify the gaps: What types of images are missing from your portfolio that you know your dream clients want to see? If you want to shoot food photography, do you have any styled food shoots that showcase your lighting and composition skills?

• Create spec projects that fill those gaps: Don’t wait for clients to give you permission—go out and create the work you want to be hired for. Set up a personal project, collaborate with a local restaurant, or create a studio setup at home.

Pro Tip: Make sure every spec shoot aligns with your target industry and style. Don’t just shoot something trendy—shoot what will get you hired.

3. Collaborate Wisely: Choose Partners Who Elevate Your Work

When working for free, the team you collaborate with can make or break the project. Choose partners who bring value to the table, whether it’s models who match the aesthetic you’re aiming for, stylists with creative vision, or brands with credibility.

How to Choose the Right Collaborators:

• Work with models and stylists who match your dream clients’ vision. If you’re aiming to shoot luxury fashion, don’t collaborate with models who don’t fit that aesthetic.

• Partner with up-and-coming brands or creatives. Just like you’re building your portfolio, they’re building theirs. Find collaborators who are hungry to create great work.

• Ensure the collaboration is mutually beneficial. Everyone involved should be getting something valuable out of the project, whether it’s portfolio pieces, networking, or skill-building.

4. Use Personal Projects to Showcase Your Vision and Creativity

Personal projects are your chance to shine without client restrictions. They’re where you can take risks, push creative boundaries, and create the kind of work that sets you apart from other photographers. Some of the best photographers in the world—think Annie Leibovitz or Mario Testino—developed iconic styles through personal projects.

Why Personal Projects Matter:

• They show clients what you’re capable of when you have creative freedom.

• They help you develop a signature style that can make you more recognizable and desirable in your industry.

• They attract clients who want YOUR vision. High-paying clients don’t want a photographer who just takes orders—they want someone who can contribute creative ideas and elevate their brand.

5. Free Work Should Lead to Something Tangible

Here’s the catch with working for free: It’s only worth it if it leads to something concrete. That could be portfolio pieces, new clients, or valuable connections. But if you’re not getting tangible results, it’s time to rethink your strategy.

How to Ensure Free Work Pays Off:

• Set clear goals before you say yes: Are you doing this for portfolio building, networking, or creative exploration? If you can’t identify a clear benefit, don’t do it.

• Document the process: Behind-the-scenes content can be just as valuable as the final photos. Share the process on social media to attract attention.

• Follow up: If you’re collaborating with a brand or creative team, follow up after the shoot to see if they can recommend you to others or share your work.

6. Know When to Transition From Free to Paid Work

At some point, free work needs to turn into paying gigs. The goal of working for free is to build enough credibility and visibility that clients are willing to invest in your services.

Here’s how to make the transition:

• Leverage your portfolio: Once you have the right images, update your website and showcase the work that will attract your ideal clients.

• Ask collaborators for testimonials or referrals: If you did an amazing job, ask them to refer you to their network.

• Know your worth: When clients approach you based on your portfolio, confidently present your pricing and licensing terms. If they’ve seen what you can do for free, they’ll know you’re worth the investment.