Joe McNally has done it all—or at least it seems that way. His portfolio includes images made in more than 70 countries, coverage of four Olympics, five cover stories for National Geographic, seven covers for LIFE magazine, countless high-profile ad campaigns, two assignments that involved being suspended from the top of the world’s tallest building, images entered into the official record at the U.S. Library of Congress, and so many other career landmarks.
A quintessential “pro’s pro,” McNally prides himself on his versatility and, dare we say it, his generalist tendencies. He has built an enviable career by specializing in generalizing, an increasingly rare and surprisingly valuable approach in today’s hyper-specialized photography marketplace.
BUILDING BLOCKS
Early in his career, McNally was a press photographer for newspapers and wire services before he eventually graduated to magazine work. He credits this time as instrumental to his professional development, as well as his evolution into one of today’s preeminent commercial photographers. He applies the vital skills he gained during that time to the wide range of commercial projects he manages today, including:
Adaptability. Working for wire services and newspapers necessitates covering a wide range of subjects, from sports to politics to spot news. Photographers need to adapt to different situations and find visual solutions quickly.
Speed and decisiveness. The high-pressure, deadline-driven nature of press photography teaches photographers to work quickly and decisively. It’s important to anticipate moments and then react to deliver high-quality photographs under tight time constraints.
Relationship-building. To capture intimate, behind-the-scenes images, press photographers need to gain the trust of their subjects en route to building strong, collaborative relationships.
Embracing the unpredictable. Covering news and events means being comfortable with the unknown and prepared to adapt with a moment’s notice.
Work ethic. Approached with the right attitude, the long hours, physical demands, and relentless pace of press photography cultivate a tireless work ethic that can help photographers push through challenges and find creative solutions.
EDITORIAL TO COMMERCIAL
Unfortunately, the gradual decline of editorial photography and the stagnation of magazine day rates have led many former press photographers into other pursuits. McNally was no exception. “You can always look back on your career where you zigged and you should have zagged,” he says. “I probably rode the editorial horse too long before I transitioned into commercial work, which started to come to me in bits and pieces.”
But the editorial skill set helped smooth the transition, as did years of building strong relationships with media clients, high-profile subjects, and photo industry contacts. Known for his problem-solving process and his ability to manage large-scale photographic productions, McNally found himself earning more substantial commercial jobs from clients in everything from health care to aerospace. “Editorial work would always be a core part of my work, but expanding into commercial photography helped provide the financial stability to continue pursuing the kind of visual storytelling that really inspires me,” he recalls.
VERSATILITY AS STRENGTH
“The photography industry has changed very dramatically, and today’s photographers have to respond to those changes,” says McNally. “One of the most notable differences is the business has become very siloed.” The silos have led to a new era of hyper-specialization, especially in fields where photographers can interact with a national or global marketplace. But amid all that specialization, McNally has remained an ardent generalist.
That approach is intentional, and feeds into his enduring curiosity and passion for telling a variety of stories. It can be challenging at times—especially when trying to stand out in a marketplace that often favors photographers in a particular niche. “However, my approach has been to lean into my versatility as a strength,” says McNally. “I’ve built a reputation over the years as a photographer who can handle a wide range of subject matter and production demands.”
McNally highlights these generalist tendencies as a key part of his value proposition. His website, marketing materials, and conversations with potential clients all emphasize his ability to tackle complex, multi-faceted assignments that may require a diverse skill set. “Clients know that when they hire me, they’re getting someone who can problem-solve on the fly, adapt to new situations, and still deliver quality results,” he says.
This versatility, combined with decades of experience on varied projects, lends McNally a unique perspective that he says clients appreciate. And that unique perspective, more than any subject-matter specialization, is what defines a photographer and helps them stand out, he says. “Ultimately, my advice to other generalist photographers would be to own your versatility, highlight your diverse experience, and demonstrate your ability to tackle complex challenges,” he says. “In a world of increasing specialization, there’s still room for those of us who can wear many hats.”
McNally recommends that photographers follow a few guidelines on their path to versatility:
Identify what truly inspires you visually and emotionally. Find the subjects, genres, or approaches that you’re genuinely passionate about. Your differentiator can be your passion for certain subjects.
Diversify your skill set and income streams. Don’t rely on a single client or one type of photography to pay the bills. As stabilizing as consistent work from one “cash cow” client can feel, it can pigeonhole you and leave you exposed if things change. Instead, explore a wide range of photographic opportunities.
Develop strong writing and presentation skills. Your ability to articulate your vision and sell yourself to potential clients is crucial. Sometimes, you need more than images to do that, so good communication skills are critical.
Take risks and invest in personal projects. These can help you build a distinctive portfolio and establish your reputation for being able to pull off projects in different genres.
Stay curious and keep learning. Study the work of other photographers, past and present, to continually evolve your craft. Try new techniques, experiment, and study new methods. Always be learning.
The biggest challenges photographers face today are the sheer volume of competition and the difficulty of monetizing their work in a world that’s flooded with imagery, according to McNally. But those who are willing to adapt and think entrepreneurially will find success. “The fundamentals of great photography—the ability to tell compelling stories, connect with subjects, and create impactful images—will always be in demand,” he says. “The key is finding innovative ways to apply those skills in a rapidly changing industry.”
Jeff Kent is editor-at-large.
