Meet Jack Cook | Architectural Photographer

We had the good fortune of connecting with Jack Cook and we’ve shared our conversation below.

Hi Jack, why did you decide to pursue a creative path?
For me, becoming an architectural photographer was an evolution that brought me back to my creative roots. Growing up, my dream was to become a Hollywood filmmaker. It was a pursuit I took seriously, and it led me to receiving a degree in film production from New York University.

Shortly after college, I moved to Los Angeles but was quickly disenchanted by the Hollywood studio system. Ultimately, I decided to move back to the east coast and settled into a career in marketing. I spent close to two decades in the corporate world, working for several large companies, including Discovery Channel and Marriott International.

None of these work experiences satisfied my creative drive but in the journey of life, learning what doesn’t make you happy can be just as valuable in helping shape your career. For example, I discovered working in teams to be frustrating, primarily because your contributions are often not clearly visible, both to yourself and to your colleagues. The most important lesson I learned is that when I work, I need to create something that is tangible and can be appreciated by others.

And that need is what led me to eventually leave the corporate world and pursue photography full time. Having complete ownership of your successes is extremely gratifying, even if it means there will be failures along the way!

What should our readers know about your business?
My architectural photography business is based in South Florida. Although it’s an extremely competitive market to be in, I chose this area because of its thriving construction, uniqueness in architectural styles and of course the warm weather! Above all, what makes South Florida stand out from other markets is its proximity to the ocean which creates exciting visual opportunities that photographers crave.

It was certainly not easy establishing myself in this market, especially when you consider South Florida attracts many of the best architectural photographers in the country! Nevertheless, I’ve been able to build a respectable footprint by leveraging the following tactics:

– In the beginning I offered my services for free. The key is to be selective and approach companies whose work you feel will help improve your portfolio. If I have one piece of advice for architectural photographers just starting out, it’s this: don’t spend money on marketing. Instead focus on making an amazing portfolio. If your work is good, you will get noticed.

– I didn’t limit myself geographically. I have been able to build my client base in markets outside of South Florida, including Naples, Orlando and Tampa. If your work is good, clients will cover your travel and hotel expenses.

– I adapt my photographic style to my client needs. Some interior designers like images that are dark and moody, while other commercial entities, such as hotels and restaurants prefer bright, colorful images. Learning to be flexible with your shooting and post-processing techniques takes time but will pay off in the long run.

– Lastly, I continue to learn! I regularly consume content on social media to stay abreast of the latest architectural photography trends and techniques

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Though I live in Fort Lauderdale, I still make the effort to spend time in Miami which is great source of inspiration for creative artists like myself. I’ve never been much of a shopper, but I love hanging out in the Miami Design District. The Brickell City Center is highly recommended as well. If you’re looking for amazing views, you’ll love the rooftops at Watr 1 Hotel and East Hotel. And if you’re a foodie, be sure to check out all of the restaurants on Lincoln Road.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
There are many architectural photographers that I admire, but I would remiss not to give a shoutout to Mike Kelley, who is widely considered one of the most influential architectural photographers in the U.S. He has made several excellent online tutorials on both the technique and business of architectural photography. Watching these tutorials was a life changing event and instilled a belief in me that I could actually make a living as a full time architectural photographer.

Website: jackcookphoto.com

Instagram: www.instagram.com/jackcook_photo/