Sign up here to tune in to Magnum Photographers – Lua Ribeira, Olivia Arthur and Jonas Bendiksen – giving a unique insight into their personal approach to making commercial and editorial work over three days of online seminars. 

As advertisers explore new ways to communicate with consumers, they are hiring photographers who can apply their vision, style and ingenuity while creating advertising work. In this series of panel discussions, photographers will share the projects that landed them advertising assignments. They will describe how they created and delivered images in their own style that served their clients’ needs. Alongside the photographers, panelists will also include key figures from the creative and production side of commercial shoots who will describe, step by step, the planning of varied ad assignments for different media, and how they choose photographers. They will offer their advice on how photographers can use estimates, creative calls, treatments and pre-production meetings to earn a client’s trust and produce stress-free shoots.

Each seminar in this three part series will feature a 75 minute talk from one of the photographers and 45 minutes dedicated to audience questions.


In addition to this three part series, Magnum Photos has worked in partnership with Squarespace to create a further three seminars with Magnum Photographers Sabiha Çimen, William Keo and Jacob Aue Sobol. These additional seminars will revolve around the importance of your online presence and practical advice on how to improve it, as well as how to monetize with ecommerce and gallery placements. 



Tuesday 6th December 2022, 12.00 – 14.00 pm EST

Matching Photographer to Assignment – Jonas Bendiksen & Kaia Hemming 

  • The stages of production, from concept to creative call to choosing a photographer.
  • The key decision makers and how they evaluate photographers.
  • The creative call: What to listen for, what information you need, and how to use it.
  • Discerning the decision-maker’s goals, the target audience and the brand message, and how to present your ideas and creative solutions.
  • How ad agency creatives and producers find photographers.

Wednesday 7th December 2022, 12.00 – 14.00 pm EST

Meeting and Managing Client’s Needs and Expectation – Olivia Arthur & Kaduri Elyashar

  • The growing importance of in-house agencies, production companies, and digital-first agencies in hiring photographers.
  • How clients’ needs are changing.
  • How to prove your ideas and problem-solving skills to land assignments and earn clients’ trust. 
  •  What to research before meeting with a client—and why.
  • How to create successful treatments and estimates. 
  • Gathering the right team.

Thursday 8th December 2022, 12.00 – 14.00 pm EST

What Creatives Want from Photographers Now – Lua Ribeira, Jonathan Ferrari & William Simeone

  • Being the collaborator today’s clients want and need.
  • A creative director’s perspectives on communicating to varied audiences on different platforms
  • Applying your vision to meet a clients’ needs.
  • Changing expectations of clients and consumers, and new opportunities for photographers who can solve clients’ problems.
  • The changing nature of advertising, and how this impacts photographers.
  • The client-photographer relationship.


  • The event will take place on Zoom Video Webinar
  • The sessions with Jonas Bendiksen, Olivia Arthur and Lua Ribeira will last two hours
  • The sessions produced in partnership with Squarespace with Sabiha Çimen, William Keo and Jacob Aue Sobol will last one hour
  • The Magnum Learn team will be on hand to help with any difficulties joining the event
  • All participants will be encouraged to submit questions using the chat option
  • After the event all participants will receive a recording of each seminar which can be viewed for a month. 
  • If you are unable to attend any of the live sessions you will still receive a recording. 

About the speakers

Olivia Arthur is known for her in-depth photography examining people and their personal and cultural identities. Much of her work has illuminated the daily lives of women living in countries as varied as Saudi Arabia, India and across Europe. A more recent focus on large format portraiture has brought her work back to the UK. “For me, part of the power of still photography is the ambiguousness of pictures, the ability to give a hint about a scene or event without being too absolute,” says Arthur of her work.


Arthur was born in London and grew up in the UK. She studied mathematics at Oxford University and photojournalism at the London College of Printing. She began working as a photographer in 2003 after moving to Delhi and was based in India for two and a half years. In 2006, she left for Italy to take up a one-year residency with Fabrica, during which she began working on a series about women and cultural divides. Representation and the way we see ourselves are also areas of interest for Arthur. She explored these themes in her project In Private/Mumbai (2016-2018) about sexuality in India and through her ‘Portrait of a City’ commission about young people for Hull, City of Culture (2017).


Arthur’s work has been shown in publications including The New Yorker, Vogue and TIME magazine among others and selected commercial clients include British Airways, Capeb and BNP Paribas. She has received support from the Inge Morath Award, the National Media Museum, OjodePez-PhotoEspana Award for Human Values.


In 2010, she co-founded Fishbar, a publisher and space for photography in London, with Philipp Ebeling. Arthur continues to return to India and to work in London where she lives.


Arthur became a full member of Magnum Photos in 2013.


Jonas Bendiksen’s sharply evocative images explore themes of community, faith and identity with unsparing honesty. He has made major bodies of work all over the world, at the same time as he always also photographs the daily rhythms of life at home. As well as many critically acclaimed long-form projects he has also produced significant work for many commercial and editorial clients.


Bendiksen was born in Norway in 1977. He began his career at the age of 19 as an intern at Magnum’s London office, before leaving for Russia to pursue his own work as a photojournalist. Throughout the several years he spent there, Bendiksen photographed stories from the fringes of the former Soviet Union, a project that was published as the book Satellites (2006). His most recent book The Last Testament from 2017 told the story of seven men who all claimed to be the biblical Messiah returned to earth.


His editorial clients include magazines such as National Geographic, Stern, TIME, Newsweek, The Sunday Times Magazine, The Guardian Weekend. On the commercial side, he has done projects for HSBC, Canon, FUJI, BCG, Red Bull and Land Rover.


Bendiksen became a nominee of Magnum Photos in 2004 and a member in 2008. He lives with his wife and three children outside Oslo, Norway.

Kaduri Elyashar is a israelien born creative director. He has been working in cinema, fashion and art industries for more than 30 years.

Jonathan Ferrari was born in Lugano, Switzerland, he was raised bilingual, multicultural, in a free environment. Early on, this resourceful upbringing conditioned his eye for image, exposing him to a varied mixture of influences, languages, and cultures. It has allowed him to embrace new contexts, think critically, and develop freely, outside the confines.

He worked for Paris Photo in 1998, opened an art gallery 5EME ETAGE in an apartment in Paris in 1999, co-founded the photography agency ARTLIST in Paris in 2006 and New York in 2011. After that, he launched a vintage furniture gallery MODERNARIUM in Los Angeles in 2014, and he started to work as a creative freelance.

In 2018 he moved back to Europe and start to work for AMI Paris as Image Director and finally has been promoted as Art Director in 2021.

Kaia Hemming is currently the Director of Art Production at Y&R New York (VMLY&R) leading a team of producers across North America. She previously worked at JWT, McCann, and Hudson Rouge. She has produced award-winning work for clients including MasterCard, Pfizer, Lincoln Motor Company, Verizon, Smirnoff, Royal Caribbean, Rolex, Microsoft, and Johnson & Johnson. Kaia regularly participates in conferences and panel discussions, serves as a mentor for Asians in Advertising, judges photography competitions, guest lectures photography students, and reviews portfolios. A proud graduate of the University of Minnesota, Kaia studied photography and art history. She also spent time working for photography non-profit organizations in development and marketing before moving into advertising. When not in the office or on production, you can find Kaia hanging out with her family, cooking, running, and exploring with her three rescue dogs.

Lua Ribeira’s practice is characterized by its collaborative nature, extensive research and an immersive approach to her subject matter. She is interested in using the photographic medium as a means to create encounters that establish relationships and question structural separations between people.

Ribeira was born in 1986, in Galicia, northern Spain. She graduated in Graphic Design at BAU School of Design, Barcelona in 2011, and earned a first-class honours in a BA in Documentary Photography from the University of South Wales in 2016. Since graduating, she has continued her academic engagement as a guest lecturer at various universities, including the University of Westminster, University of the West of England, and Complutense University of Madrid.

Ribeira’s work has received several awards and honors, including the Firecracker Grant for Women in Photography, and the Jerwood/Photoworks award. Her work has been published in book form by Fishbar, London in 2017,  features in the publication Firecrackers: Female Photographer Now published by Thames and Hudson in 2017, in and Raw View Magazine‘s, “Women looking at Women” in 2016. Her work has been exhibited internationally in both solo and group shows in venues including Impressions Gallery, Bradford, Ffotogallery Cardiff, Belfast Exposed gallery, Beijing International Photography Biennale, and many more.

Other publications Ribeira’s work has been featured in include British Journal of Photography, Paper Journal, Refinery 21, AnOther, and Tate magazine. Selected commercial clients include Chanel, Carla Lopez handbags, Birmingham Botanical Gardens, and Wire Magazine.

She joined Magnum photos as a nominee in 2018.

William Simeone was born in Italy in 1995. He graduated in Publishing and Journalism at London College of Communication in 2017. He started his career in photography at Webber Represents before moving to fashion agency Katy Barker. He joined Magnum Photos earlier this year where he is now working as a project manager in commercial and partnerships.

Holly Stuart Hughes is an independent editor and writer. The former editor-in-chief of PDN (Photo District News), she has organized panels and lectured on artists’ rights and the business of photography around the U.S., and served as a portfolio reviewer at several photo festivals. A graduate of Yale, she has written on photography and media for, The Telegraph, Multichannel News, Taschen Books, American Photographic Artists, Magnum Photos, Carlton Publishing, and Blouin ArtInfo Media.

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