The term fine art is used broadly in photography. I do not use it to make a portrait sound more important, but to describe where the work is intended to go.
In a commercial commission, an image usually serves another purpose: selling a product, presenting a company or supporting a profile. In my portrait work, the image itself is the destination.
The commission is personal
That does not mean making work without considering the client. A Greycard Commission begins with the person, the dog or the bond someone wants to make visible.
My role is to turn that into an image that does not depend on a campaign, a trend or a specific use.
The work should stand on its own
A portrait should also work away from a website or social media. That is why, during the selection, I already consider what the image could become as a print: how large it can be, how much space it needs and which finish suits it.
A physical piece is not compulsory, but it is the standard by which I judge the image.
No package, but guidance
You are not buying a fixed number of photographs or an hour of camera time. We first make the portrait and then decide which form makes sense.
That is what fine-art portrait photography means within Greycard: attention to the image from capture to placement.