Living by Your Vision – How to Combine Artistic Practice with Commercial Assignments

In this digital seminar, we explore the relationship between photographers and agencies – today and in the future. You will receive concrete tools to navigate between artistic work, commercial assignments, and a rapidly changing image market.

In the first part of the seminar, we meet Lina Andersson, creative director and founder of the advertising agency Garbergs, who will discuss how the advertising industry is changing and what this means for collaboration with photographers. Which competencies and roles will be in demand going forward? And how can the photographer’s human vision and experience create value in an era of AI-generated images?

In the second part, we meet Carl Ander, a photographer with experience in both artistic and commercial work. How does one maintain passion, expression, and artistic integrity when working on assignment? And how can one create a professional practice where the different parts strengthen each other?

The seminar concludes with a Q&A where you will have the opportunity to ask questions and discuss your own experiences and challenges.

The seminar is a collaboration with Media Evolution and is one of two events during autumn 2026 focusing on strengthening photographers and image creators in Region Skåne.

During the seminar, you will learn about

• How agencies and clients reason when hiring a photographer
• Which competencies, qualities, and working methods are often sought after
• What unites artistic and commercial photography – and what distinguishes the processes
• How to approach artistic integrity in commercial assignments
• Fundamental perspectives on fees, contracts, and image rights
• Arguments for the photographer’s value in relation to AI-generated images
• A trend analysis on how the photographic field may develop in the coming years

To participate, please register via the link below:

REGISTRATION

Participants

Lina Andersson

For more than a decade, Lina Andersson, as founder and co-owner, ran the advertising agency Garbergs Malmö. An award-winning agency with a strong position in Malmö’s agency landscape. After ten years as an entrepreneur, Lina chose to leave Garbergs to pursue a freelance career as an Art Director. In addition to Lina’s work as an Art Director, she also runs the accessory brand Lite Kalabalik together with Malin Wikerberg. She has also been an influencer since 2009 via blog and Instagram and is currently one of the profiles featured on Femina.

Carl Ander

Carl Ander (b. 1991) is a photographer based in Gothenburg who works with commercial assignments and artistic projects for books and exhibitions. His work has been published in Die Zeit, The New York Times, La Repubblica, and The Atlantic, among others, and he has exhibited in Tokyo, Los Angeles, Oslo, and throughout Italy. He has published two monographs, Constructs (Heavy Books, 2020) and Static Motion (LL’Editions, 2025).