Paul Weaver
Paul Weaver is a commercial photographer and videographer based in Miami, producing campaign work for brands including Garmin, Celsius, and Prada Beauty. He has spent more than a decade building a business in the health, wellness, and fitness space, handling both stills and motion from concept through delivery.
He is also the Director of Education at VSCO, where he leads The Freelance Photographer, the education platform he founded and which became part of VSCO in 2025. TFP began as a single in-person workshop, grew into a weekly webinar series, and became a membership program for photographers who wanted to build sustainable businesses rather than just stronger portfolios. In his role at VSCO, Paul develops business education for a global community of roughly 10 million photographers.
He also runs the TFP Accelerator, a coaching community for commercial photographers and videographers, working directly with them on positioning, portfolio building, pricing, pitching, and client experience. Much of what he teaches comes from the path he walked himself, moving out of wedding and portrait work and into commercial production.
Paul's teaching focuses on the parts of the business most photographers were never taught: how to price work properly, how to get in front of brand decision makers, and how to build income that does not disappear when the busy season ends.
From Brief to Brand-Ready: Shoot a Commercial Assignment | Paul Weaver
Attendees will receive a real client brief at the start and shoot to spec for the full session. This is not a demonstration; everyone leaves with imag
…Attendees will receive a real client brief at the start and shoot to spec for the full session. This is not a demonstration; everyone leaves with images they could put in front of a brand. Paul Weaver directs on the ground the way he would on a paid
…Attendees will receive a real client brief at the start and shoot to spec for the full session. This is not a demonstration; everyone leaves with images they could put in front of a brand. Paul Weaver directs on the ground the way he would on a paid commercial set, covering how to read a brief, build a shot list, and deliver what a client actually asked for. Attendees will learn how to translate a commercial brief into a shot list, how to art dir
…Attendees will receive a real client brief at the start and shoot to spec for the full session. This is not a demonstration; everyone leaves with images they could put in front of a brand. Paul Weaver directs on the ground the way he would on a paid commercial set, covering how to read a brief, build a shot list, and deliver what a client actually asked for. Attendees will learn how to translate a commercial brief into a shot list, how to art direct talent and product in an uncontrolled environment, what separates a portfolio image from a snapshot in a brand context, how to shoot for usage and layout, including negative space and crop options, and how to select and sequence the results for a commercial portfolio.
(This class requires pre-registration. Please purchase it with your WPPI pass or add it to your existing registration.)
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The Business & Marketing Summit
Great photography is only part of a successful business. Join Felicia Reed, Sandra Coan, Pye Jirsa, Ben Hartley, Paul Weaver, and Myrna Daramy for a f
…Great photography is only part of a successful business. Join Felicia Reed, Sandra Coan, Pye Jirsa, Ben Hartley, Paul Weaver, and Myrna Daramy for a full day focused on attracting the right clients, turning inquiries into bookings, and earning more f
…Great photography is only part of a successful business. Join Felicia Reed, Sandra Coan, Pye Jirsa, Ben Hartley, Paul Weaver, and Myrna Daramy for a full day focused on attracting the right clients, turning inquiries into bookings, and earning more from your work.
Learn strategies that work from experts who have built successful photography businesses and helped others do the same. Discover how to attract clients without paid ads, turn social con
…Great photography is only part of a successful business. Join Felicia Reed, Sandra Coan, Pye Jirsa, Ben Hartley, Paul Weaver, and Myrna Daramy for a full day focused on attracting the right clients, turning inquiries into bookings, and earning more from your work.
Learn strategies that work from experts who have built successful photography businesses and helped others do the same. Discover how to attract clients without paid ads, turn social content into qualified leads, and build a marketing process that drives bookings. Strengthen your sales process, price your services with confidence, and learn how to raise your rates while sustaining demand.
Whether you’re struggling to fill your calendar or ready to charge more and shoot less, you’ll leave with clear steps to put into action in your own business. Make your marketing count, turn more inquiries into clients, and build a business that rewards the work you put into it.
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Weddings to Commercial: Making the Leap Without Starting Over