Concept-Driven Commercial Photography with Joel Grimes

light, shoot, & edit commercial work.

Day 1
  • 22 video lessons
  • 10 hours and 5 minutes of class content
  • Streaming access on desktop and mobile browsers
  • 100% satisfaction guarantee

This course is part of the Joel Grimes Bundle.

Commercial photography isn’t about mastering complex lighting ratios or obscure retouching techniques. Successful commercial photography hinges upon your ability to turn your creative vision into a polished product. In this class, commercial photographer Joel Grimes will teach you how to think of your photography as an artistic process, not a mathematical equation.

Joel, a commercial photographer with more than 25 years’ experience working for top advertising agencies, will reveal his signature lighting, shooting, editing, and marketing methods. Joel will teach you to trust your artistic instincts by demonstrating how he conceptualizes two different photo shoots: an edgy athletic portrait, and a commercial beauty shoot. Joel will also walk you through how to identify the right lighting to attain your desired result.

After transforming the way you think about conceptualizing, lighting, and shooting, Joel will unveil his creative compositing techniques and tips and tricks for retouching skin. By the end of this two-day workshop, you will have a tried-and-true playbook for creating works of photographic art that dazzle commercial clients.

Course Instructor

Joel Grimes

Joel Grimes

In 1984 Joel Grimes graduated from the University of Arizona with a BFA in Photography and soon established a commercial studio working out of Denver Colorado.

Concept-Driven Commercial Photography with Joel Grimes is rated 5.0 stars by 31 students

  • Shengyuan H. Jun 28, 2020

    LOVE HIS ART!!

  • Michael H. May 22, 2019

    Phenomenal. Five-star!

  • frank P. Feb 12, 2019

    a master teacher and photographer and very humble. I highly recommend this course.

  • Rajiv C. Jan 11, 2019

    Excellent. First off, he is very down to earth. His lectures at the end, on marketing, are valuable. I have spent years in marketing, but have never been great at marketing myself. So, this set of talks was extremely valuable His three light technique is deceptively simple. The way that Joel uses the lights to get edgy and soft portraits, is brilliant. I like his skin softening technique. Really good stuff. This is a tutorial I highly recommend

  • Patricia H. Dec 12, 2018

    Loved this class! Joel's style of teaching is relaxed, but very informative. Great content. This class has inspired me to get out there and keep moving forward!

  • Elizabeth B. Sep 4, 2018

    THIS IS AN ABSOLUTELY FANTASTIC CLASS!!! JOEL IS A FANTASTIC TEACHER! I OWN SEVERAL CLASSES; I WOULD HAVE TO SAY THIS IS PROBABLY THE BEST!

  • Preston J. Oct 1, 2017

    Awesome in every way - content, presentation, and production values.

  • Jacky W. Jun 21, 2017

    Really Really Really Inspiring!!!

  • Brandon D . Mar 30, 2017

    Great class and I have even had the opportunity afterwards to meet Joel in person and watch him teach. I used what he taught and could not believe the results I got the first time ever! The most difficult and time-consuming part is cutting out the subject in Photoshop, but I am sure this is something you just have to practice at a lot. There are plugins out there such as Topaz Remask that might make it easier though. Overall, if you want to achieve a moody commercial look for your portraits, especially high school seniors like I am, then this is the class for you!

  • Nick D. Feb 22, 2017

    This is a great class. When I watch a class I don't really want to know what I CAN do, I can figure that out for myself. What I'm interested in is seeing what YOU do, and then I can take what I want from that. Joel shows us what HE does, how HE does things, and I can see that, pick up some new techniques and maybe use them, maybe not use them. But Joel doesn't tell me what to do, he just show me what he does. And I love that. Thanks!

  • Xavier W. Jan 1, 2017

    Fantastic!! He is so down to earth and humble. His work is unique an exceptional and he shares his techniques, experience, tricks, and best of all his life stories that took him to where he is now. One of the best instructors in CL. I love how he checks the ego at the door and just shares his art and techniques with us. I definitely recommend this course and I was lucky enough to get it at a great discounted price but it is worth its regular price imho.

  • D. Jun 24, 2016

    I am a big fan of Joel Grimes work and this video helped me. My photography is Photoshop driven and Mr. Grimes has open given me more tools to in finding backgrounds and compositing models in to them.

  • B. Jun 24, 2016

    Joel opened my eyes to a whole new method of lighting my in studio fine art photography. One of my big challenges has always been matching lighting and perspective in my Photoshop composites. This course has gone a long ways for giving me new easier to use tools. I am particularly inamoured with his twin giant umbrellas and wraparound lighting.

  • Raymund K. Jun 24, 2016

    Joel Grimes brings photography of an upper echelon down to the levels of everybody else. His explanation of his thought process and workflow is great to build confidence in both new photographers as well as experienced pros.

  • Kent S. Jun 1, 2016

    Joel brings some interesting concepts to the table even for veteran photographers. Always great to see a different point of view!

  • Carli C. May 18, 2016

    This is excellent work. Joel takes an artist's approach. He balances his vision with a sense of responsibility to the client, and a pragmatic view of why he's creating his images.

  • Dagmar W. Mar 7, 2015

    He's my new favorite instructor, there are many CL instructors I really like but the second I watched and heard him I bought the course, love his style, love his knowledge and the way he conveys it. His way of Frequency separation is fantastic and pretty precise and takes care of a lot of flaws. Learned lots! Thanks Joel! Thank heavens I am not color blind ;)

  • ~. Feb 13, 2015

    Great sessions the business side has been really eye opening........Joel has instilled me with a I can do it mindset....Thanks

  • Barry C . Oct 23, 2014

    Joel's approach to teaching is outstanding. Very simple and thorough at the same time. His approach has change the way I do my composite portraits. If you have a chance to go to one of his live seminars do it.

  • D. Jul 29, 2014

    I really enjoyed the course. Awesome to see a photographer who is so open about sharing techniques and experiences. I'd like to see more courses based on commercial photography.

  • G. Jun 19, 2014

    I'm so glad I bought this course! Joel is very good at explaining what he does. I feel very inspired and excited to try his technique.

  • Araceli B. Apr 9, 2014

    Joel makes it easy to follow when it comes to editing and shooting. He is a wonderful teacher and very easy to learn from. I enjoyed the photoshop techniques he taught as well as his approach to lighting. My favorite part is his advice on business it's very motivating and inspirational. I thoroughly enjoyed this course!

  • Scott S. Dec 17, 2013

    Overall, Joel is a great teacher. I purchased this class because I'm needing to do some commercial compositing. He takes sequentially through his process in an easy to follow way. This video is definitely worth it if you want to be inspired by his look and utilize it into your own art.

  • Virginia Y. Dec 14, 2013

    Joel is a great narrator! And also a really open-minded t-e-a-c-h-e-r. It was my pleasure! It's great how he can build confidence in people all around the world, just through your platform! THANK YOU!

  • Jerry J. Dec 13, 2013

    WOW! What a tremendous workshop! I have received so much from this workshop. I learned so much about using frontal and side lighting to give drama to an image, and then some powerful techniques in Raw and Photoshop for enhancing those images to create that edgy effect that Joel Grimes is known for. He presented some key principles for entering the field of commercial photography and maintaining success in the business of photography in general. There were many powerful quotes that added color to his presentation. A couple that were significant to me were :"Hard work will outperform talent any day of the week" and "In life, success is not reserved for the brillant, but for those who have the fortitude to overcome adversity." This entire workshop was both inspirational and effective in skill-building! Creativelive hit a Grandslam with this one! JLew

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