Who's Who: Jeff Noble

Jeff Noble is a commercial photographer who helps everyday people celebrate life. His keen eye, infectious sense of humor and delirious passion for practicing his craft all work together magically to capture unforgettable images of individuals of all ages and from all walks of life, doing what they do best … just being themselves.

When did you first know you wanted to be a photographer?

I fell in love with the B&W printing process in high school. Both film and printing are magic.

Being able to see an image come up in the development tray is amazing. As the field has advanced over the decades, that “magic” is still there for me.

You’re inspired by who or what?

Richard Avedon and Irving Penn were always the most inspirational to me. More contemporary artists like Michael Kenna and Matthew Rolston took the B&W process to new levels. I’m very humbled by their careers, and the body’s-of-work that they produced throughout their careers.

I’m also inspired by the talent that my agent, Robert Bacall, has in is roster. To be in that kind of company is not only inspiring, but it’s very humbling.

How has the pandemic affected you?

While Phoenix, Arizona is a very large city, it ranks very low in terms of advertising dollars spent. Hence, creatives that you seek-out through your marketing efforts, are stuck in their homes. Pitching, promoting, and prospecting your local marketplace becomes more difficult … if you are not already a resource to those prospective buyers. We tend to lean on social media for our outreach, and that becomes a glorified modern-day cold call. The chances of a new prospect hiring you during this pandemic becomes vaster, if you are not a proven commodity.

What is your take on the future of advertising?

I think that coming out of the pandemic has the potential of becoming huge. While I’m not sure where the overall economy is right now, the future feels wide open. I have created a side-bar business – www.photocooperative.com – which is a grass-roots photo promotional site. It’s a nice alternative to the big websites, which are not cheap … and offers its’ members a nice alternative to leaning on just social media for their individual marketing efforts. I’m also sending out 10,000 emails a month via Agency Access, designed to promote both my photography business – www.jeffnoblephoto.com – and the Photo cooperative website. I’ve never forgotten the power of print advertising either. I’ve participated in all of the national books from the past, and now I’ve committed to Lurzer’s Archive for their great following, and reputation.

So … I feel that the advertising industry is potentially going to thrive soon. Advertisers are going to lean on originality, uniqueness, and hopefully new content to continue to pursue their competitive edge. Photography holds a powerful influence on the things that define the ideal of being unique. Advertising is a legitimate artform, and it holds a gigantic responsibility to the marketplace that it is displayed.

A run-down of the most fulfilling campaign you worked on?

I did a great project for a healthcare system, several years ago, in the San Francisco area … El Camino Health. This great brand trusted my portrait skills to promote itself in the very competitive marketplace of the Silicon Valley area. We produced ads, outdoor, and promotional advertising that directly branded El Camino Health as a serious competitor to Stanford Health Care.

We also have done a great campaign locally, promoting and creating awareness to the overall water conservation issues that plague the Arizona desert, and specifically, the City of Phoenix’s management and responsibilities to our community. The images varied from panoramic views of our sophisticated canal system, to still life’s involving tightly cropped “water-drips,” fragile plant life, and graphic illustrations that bring-home the idea of water conservation.

Which do you prefer, still or motion?

I prefer stills. My motion responsibilities are growing, and through those experiences, I’m learning the importance of sound management, and story-telling. Motion is a must for a still photographers’ portfolio. You start out slow with it, and learn that it’s virtually impossible to produce great motion without a small team of professionals.

Instagram or Facebook or…?

I prefer the personal vulnerabilities of Facebook. While I have Instagram pages for my entities, it’s a lot of work to maintain, and can become very frustrating if you solely rely on social media for your outreach.

What would your ideal job be or consist of?

The dream job is to shoot “real people” and hero’s to society. Being able to shoot and humanize someone that stands out to society for doing the “little things” is a big dream to me. Corona Virus therapies have been created and administered by such hero’s. Teachers, nurses, and doctors are individuals that do their work seamlessly, and typically don’t seek-out exposure. The ability to humanize a subject isn’t always the easiest thing to do. However, when something like that is packaged to the general population through the media (print and interactive), it shows all of us that it’s the little things, and people, that really matter … not movie stars, athletes, or social media Influencers.

Twitter handle: @noble_pictures

Instagram: #jeffnoblepictures #photocooperative