Rangefinder
WPPI
THE PORTRAIT SYSTEM
PHOTOPLUS
THE PORTRAIT Masters
The Wedding School
Media Opportunities
With native ads, brands can reach Photo X’s highly-engaged audience of visual creators with tailored stories or a longer campaign that fit in seamlessly with our brilliant editorial and express their message directly. Each of our platforms serves a unique segment of photographers and filmmakers, allowing brands to choose when and where their content joins the conversation.
We help brands through our network of media outlets, education platforms, and virtual and live events, strategically engage with our unique audience and meet your marketing goals.
CONTACT US
CONTACT US
LET's CONNECT
Native Ad
“We're not just telling stories; we can really have the opportunity to impact somebody's self-worth."
Petronella Lugemwa’s exuberant portraits celebrate the beauty of our differences
S.T.E.P, Photo X’s social targeting extension program, provides our partners with direct access to our community through a bespoke social media campaign that leverages Photo X’s first-party data to generate custom audience segments based on each brand’s ideal consumer. PhotoX then connects brands to those segments directly through Facebook and Instagram ads to ensure targeted, impactful engagement.
S.T.E.P.
For brands with a lot to say, Photo X offers exclusive standalone emails that give them unmatched control over their message to our most engaged audience. Brands can reach visual creators with a crafted message touting their latest product, service, event, or video. Start a conversation with our community.
Custom Email
Transform your brand’s message into a captivating story with a custom video crafted by our creatives. Photo X collaborates with brands to produce executive Q&As, unboxings, tours, tutorials, and testimonials that align seamlessly with our editorial while creating maximum impact for partner brands.
Custom Video
Want to make an even bigger splash? Photo X will work with your brand to craft a utterly unique custom campaign that engages a targeted audience, creates unforgettable impact, and generates data and insights to power your brand into the stratosphere. Work with our network of diverse creatives to produce innovative work that speaks fluently to visual creators.
Total Custom
Photo X’s editorial newsletters are a direct line to our most loyal audience. With newsletters covering new products, wedding photography, upcoming experiences, and more, there are organic opportunities to integrate our partners. Exclusive banner ad placements, logo inclusion, product showcases, and special announcements are just a few ways for brands to bring their story to our community of visual creators.
Newsletter
Banner ads are the perfect way for brands to align their story with our buzzy editorial in an ideal environment. With Photo X’s trusted relationship with our audience, data and insights generated across our ecosystem, and deep advertising experience, our team helps brands design banner ads that produce memorable branding, better design, and maximum engagement.
Banner Ads
Headshot © Kat Harris Photography
Media Opportunities
The Wedding School
THE PORTRAIT Masters
THE PORTRAIT SYSTEM
PHOTOPLUS
WPPI
Rangefinder
We help brands through our network of media outlets, education platforms, and virtual and live events, strategically engage with our unique audience and meet your marketing goals.
LET's CONNECT
CONTACT US
photographer spotlight
|
Looking through the wedding photographs by New York-based Petronella Lugemwa and her team is a window into two unions: the marriage of two people and of their heritages. That’s because Lugemwa is known for serving clients of multicultural, interracial, mixed-race and interfaith backgrounds. Among Petronella Photography’s many commissions are a Kenyan, German and Jewish wedding; a traditional Yoruba and Urhobo wedding; and a Haitian and Jamaican wedding.
Lugemwa herself was born in Uganda and raised in Zimbabwe and Birmingham, Alabama, and she found the cultural transition hard.
Total Campaign Reach: 3.7 million
Editorial Pageviews: 26,000
Banner Ad Impressions: ~3 million
Facebook/Instagram Impressions: 292,000
Emails Reach: 539,000
PhotoPlus Expo: 19,000 attendees
Film Premiere: 500 Attendees
Intimate Workshop: 150 Attendees
Photo Walks: 300 Attendees
Gideon Mendel illuminated the marginalized communities who are most impacted by environmental change.
Commissioned PHOTO BY Gideon Mendel
Dana Scruggs paid homage to the iconic fashion photographer Herb Ritts in an elegant series celebrating Black beauty.
Commissioned PHOTO BY DANA SCRUGGS
Petronella Lugemwa put out calls through Craigslist to find women of color who feel unrepresented in media imagery, then made joyful portraits of them.
Commissioned PHOTO BY Petronella Lugemwa
Photo Bombs:
Fujifilm also sponsored “Photo Bombs” at WPPI, with surprise push notifications sent out to random WPPI attendees to give them the opportunity to take part in a photo walk on their own with a Fujifilm ambassador, model, and tech—and the opportunity to win a GFX bundle.
Rise and Shine:
Fujifilm sponsored “Rise and Shine” at WPPI Conference & Expo in Las Vegas, surprising 10 winning photographers with a GFX camera kit and all-day photo walk. Two of those photographers went on to be featured in Rf’s 30 Rising Stars.
All Photos © Petronella Lugemwa
— Petronella Lugemwa
“My statement
with my work is
that I believe your cultural heritage
is beautiful”
“As a teenager who was trying to figure out who I was in this new place, my parents were like, ‘Hold fast to your Ugandan heritage.’ But in Alabama…people were skeptical; people were racist,” she recalled. “So I figured out how to make others feel comfortable by shedding the parts of myself that made other people uncomfortable.”
Now, she says, “I'm always looking for opportunities to really celebrate others, knowing that how I feel is not an isolated thing that's just specific to me.”
When Photo X, parent group to Rangefinder, and Fujifilm asked Lugemwa to participate in “The Legacy Project,” a joint campaign between the two brands that in part, commissioned photographers to pursue personal work they were passionate about, Lugemwa was eager to get started.
“Anytime someone says, ‘We want you to do something, and there are no bounds. Go do what's in your heart; go do something which inspires you, that’s very exciting,” she said, particularly when she is accustomed to working within the structures of wedding photography.
So, in keeping in line with her practice, Lugemwa set out to make portraits that celebrate vastly different cultural backgrounds, particularly women who don’t feel represented in major media. She put out calls through Craigslist, looking for “all ethnicities, ages, shapes, backgrounds, sizes, religions,” she explained.
“We're always bombarded with what you should look like and feel like,” she said. “And so I just wanted to bring together a bunch of different women—I had no idea who would show up.”
In the end, she photographed 10 different women—almost exclusively women of color—of all different ages, backgrounds and body types, in a series of ebullient individual portraits. She took group shots as well, showing them as a vibrant community, standing close and holding hands and touching arms with a sense of ease as if they’d known each other for years.
“I fully understand the power of what I get to do as a photographer,” she said about the shoot. “We're not just telling stories; we can really have the opportunity to impact someone's self worth and their narrative about themselves by taking a photo and really seeing them for who they are.”
Since then, Lugemwa has become both a Rangefinder Rising Star and a Fujifilm Creator and Ambassador, forming long-lasting bonds with both brands.
“During the Black Lives Matter movement and everything that was going on, I wanted to be very intentional about the brands that I aligned myself with,” she said of her decision to become an ambassador.
“Being part of that community was really, really helpful for me in 2020, when it was difficult and we weren't shooting [due to the pandemic]... It was really like a family and continues to be a family.”
She credits both brands for commissioning the formative shoot that would go on to greatly impact her practice and her career.
“I'm so grateful for Photo X and Fujifilm—for all the people behind the scenes who never get credit, but…provide the support to really [allow me to] speak my voice and speak my truth," she said.
Visit bypetronella.com to learn more about Petronella Lugemwa and read more Rangefinder content at rangefinderonline.com.
Our Work
newsletter