From Self-Taught to Studio Owner: A Chat with Commercial Photographer Theresa Regan

We recently had the pleasure of sitting down with Theresa Regan, a Philadelphia-based freelance commercial photographer who has been capturing stunning images for over a decade. Theresa's journey is a fascinating blend of self-discovery, strategic learning, and a passion for visual storytelling.

An Unconventional Start to a Creative Career

Theresa's path to photography began unexpectedly. Growing up outside Northeast Philly, she was classically trained in art for years but found herself disliking her high school art teacher. This led her to transition from traditional art to the camera, teaching herself photography after saving up for an Olympus camera, inspired by photographers she followed on Tumblr.

She then pursued photojournalism at Temple University, primarily to assure her parents, knowing she didn't intend to follow a journalism route. After graduating, she took a year off from photography before diving into full-time freelance work.

Her big break came as a manager at a co-working/shooting photo studio, a role that proved instrumental in shaping her career. At just 23, she mopped floors and collected rent, but more importantly, she met and worked with about ten different photographers who were already established in the commercial space. These photographers, including names like N. Hoving, Colin Linton, and Steve Bole, took her under their wing, hiring her as an assistant. This hands-on experience taught her about lighting, equipment, and client interaction, providing an invaluable learning experience.

The Lure of Commercial Photography

Theresa's immersion in a studio filled with commercial photographers naturally steered her towards that niche. She found she enjoyed the creativity and working with brands and businesses, a direction that felt right from the beginning.

Today, her work primarily consists of branding, headshots, and product photography, along with many events. She also does some weddings as a second shooter. While she's currently doing a lot of headshots, she notes that the type of work she does "ebbs and flows" year to year, and she's looking to do more product work in the future.

Navigating the Business Side: Pricing and Marketing

One of the hardest aspects of commercial photography, Theresa admits, is pricing. She's still learning and often consults with trusted colleagues to ensure she's not underselling or overselling herself. Generally, she prefers a blanket day rate that includes usage, but for product photography, she charges per retouched image. For lifestyle and environmental branding shoots, she typically includes Lightroom edits and doesn't cap the number of images.

Interestingly, Theresa has been incredibly fortunate that her business thrives almost entirely on word-of-mouth and referrals. Clients often see her frequent social media posts and reach out or refer friends. Despite her busy schedule, she does make time for spec work and test shoots to build her portfolio, collaborating with models and makeup artists, and even photographing products from her own subscription boxes.

The Decision for a Dedicated Studio Space

Theresa's journey to her own studio in East Falls, right near where she lives, was a gradual one. Over the years, she's utilized other photographers' spaces, from her initial managerial role to shooting at a friend's studio. There was a period where she didn't have a dedicated home studio but made it work by traveling to clients.

However, she always wanted the option for clients to come to her, finding it less intrusive and more convenient than setting up in their homes or businesses. She found a perfectly sized space in Sherman Mills that she envisioned using for smaller-scale shoots, especially product photography. With encouragement from her mom, her "biggest cheerleader," she decided to commit for a year, and it has proven to be well worth it.

A Minimalist Approach to Gear and Team

While she has all the necessary gear and knows how to use it, Theresa isn't a "techy person" focused on specs and numbers. She prioritizes making things look good. She primarily uses strobes, especially in the studio where she might use two or three, but she keeps her sets minimal. When on location, she often uses just one strobe to provide control and a crisp look, supplementing natural light.

For her typical shoots, Theresa generally works on her own, carting her gear with bungee cords. While she's open to bringing on college students or assistants when possible, many of her smaller shoots are a solo effort.

Memorable Moments and Future Goals

When asked about monumental shoots, Theresa recalls QVC as her first "big name" client, where she did behind-the-scenes and portrait work. More recently, working with Terrain (part of the Urban Outfitters family) has been exciting, allowing her to do product and lifestyle staging for their design team.

Looking ahead to 2025, Theresa aims to re-focus on product photography, utilize her studio space more, work with more models, and try tabletop product shots. She also plans to actively market herself more, perhaps through sponsored ads and even exploring video.

Wisdom for Aspiring Photographers

Theresa offered three key pieces of advice for those starting out:

1. Don't assume you know everything fresh out of college; learning is a continuous journey.

2. Don't be afraid to value your work, understanding your worth.

3. Try everything for free if it builds your book, but learn quickly what you enjoy and what you don't. (She learned quickly that family and baby photography wasn't for her!). As a bonus, she emphasizes the importance of finding a mentor—someone you can comfortably ask questions about setup, gear, or pricing.

Where Inspiration Strikes

Theresa finds inspiration by observing what other photographers are doing, not to copy, but to creatively manipulate ideas and explore similar techniques. She's also a "sucker for cool packaging," often saving products with great designs to shoot later, turning them into work for her portfolio. Her preferred products to shoot are beauty items and jewelry, especially loving the macro details and playing with diamonds.

Theresa's journey is a testament to the power of hands-on learning, networking, and a persistent drive to create. Her story reminds us that sometimes, the most valuable lessons come from scrubbing floors and watching masters at work, rather than just from a textbook. Her career, much like a well-composed photograph, reveals layers of dedication and evolving artistry.