From photographing World War II veterans to building a career in longevity and celebrity photography, Tom Sanders has carved out a unique niche in the industry. In this episode of f/22, Tom shares the story of how a college assignment led to two published books, long-term client relationships, and a thriving photography business.

📌 In this interview you’ll learn: 

• How a chance encounter with a WWII veteran shaped Tom’s career path
• Why finding a niche can be the most powerful move for a photographer
• Practical marketing strategies for freelancers that actually work
• Why today’s photographers should also be filmmakers
• How personal projects can lead directly to paid opportunities

Whether you’re just starting out or looking to grow your photography business, Tom’s story is packed with inspiration and actionable advice.

00:00 — Intro & Tom’s background

00:55 — Family history: Ernest Hemingway portrait & photography roots

03:02 — First WWII veteran portrait & impact of the project

05:00 — Moving to LA & building a portfolio through veterans

06:14 — The importance of personal projects

07:20 — First big client: Belmont Village & published book

08:10 — Celebrity photography in LA & early big breaks

09:42 — Finding a niche: longevity photography

12:28 — Teaching at Savannah College of Art and Design

13:06 — How photographers actually get consistent work

15:14 — Why photographers today must also be filmmakers

16:23 — Practical marketing: social, ads, cold calls, and promos

20:03 — Email strategy & building client lists

22:03 — Networking, keeping in touch, and the snowball effect

23:05 — Creating personal work to attract clients

25:14 — Balancing business ownership & creativity

26:56 — Money transparency & client work breakdown

28:20 — Why LinkedIn is Tom’s most powerful tool

31:25 — Advice for young photographers starting out

33:11 — Why every photographer should shoot motion

35:07 — Renting your own equipment back to clients

35:49 — Where to find Tom’s work

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