Podcast Overview

Discovering Strategy Through the Lens of a Camera

It all started with a LinkedIn post. Edward Cotton, a veteran strategist and former Chief Strategy Officer at Butler, Shine, Stern & Partners, shared a story about legendary photographer Richard Avedon’s six-year journey through the American West. Avedon, who had been known for his studio portraits of celebrities and power figures, took his camera on the road to capture real, everyday people—coal miners, grifters, and prisoners. He stripped away the familiar landscapes of the West, leaving just the faces, each etched with the hardships of life.

Edward used this story to introduce his belief that photography is more than just a visual medium—it’s a powerful tool for shifting perceptions and uncovering emotional truths. He suggested that strategists should get out from behind their desks and start using photography to understand people and cultures more deeply.

The Linkedin post inspired Tom Christmann, our resident Found Content Evangelist and host of Lost In Found to call Edward and invite him to join the podcast to talk about his work and the Photography Bootcamp he now runs for strategists. In this episode, we explore how photography can transform strategic thinking and why capturing real-life moments leads to richer, more authentic storytelling. Edward challenges the traditional approach to strategy, where research is often reduced to spreadsheets and data points, by introducing photography as a form of emotional data. He believes that by using visuals to tell stories, strategists can present richer, more authentic insights that connect deeply with both clients and audiences.

Photography as Strategy: More Than Just Pictures

Edward’s passion for photography is not just about capturing moments, but about using it as a method for research. During our conversation, he shared how his photography boot camps for strategists teach them to think beyond numbers and look for emotional truths in the world around them. He explains that by going out into the world, capturing real-life moments, and documenting what they see, strategists can bring a new depth to their work that traditional research methods often miss.

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“Photography forces you to be present,” Edward notes, emphasizing the importance of getting out from behind the desk and into the real world. This idea of being present and actively observing the world around you is key to finding authentic insights that resonate with audiences in ways that standard research can’t.

The Visual Ethnography Approach

Edward draws parallels between photography and ethnography, stressing that the camera is not just a tool for creating visuals but for capturing cultural insights that traditional research overlooks. In his work, he’s used photography to document behaviors in settings ranging from political divergence in Germany to the behaviors of McDonald’s customers. 

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By incorporating photography into research, strategists can uncover patterns and stories that a written report may miss. “Most strategy today is derivative,” Edward says, “but when you bring in your own visuals and research, you can offer something truly unique.” This personal approach not only adds depth but gives strategists a chance to present research that stands out.

Why Slowing Down Matters

In a world that often prioritizes speed, Edward emphasizes the importance of slowing down. Photography, by its very nature, requires patience and attention to detail, which can lead to discovering insights that rushed work may overlook. Edward shares that by taking the time to observe and document, strategists can create richer, more meaningful campaigns that speak to their audience in authentic ways. 

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“Photography is about being present, and when you’re present, you see things differently,” Edward explains. This approach challenges the fast-paced nature of the industry and encourages marketers and creatives to take their time to develop deeper, more emotionally resonant strategies.

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A Catch+Release Case Study: Philadelphia Cream Cheese & GUT

If you’re looking for inspiration on how to use authentic Found Content in a way that can transform your strategy, look no further than the work Catch+Release did for Philadelphia Cream Cheese in partnership with Anselmo Ramos' GUT Agency. Their strategists began by searching social media to see how real people were using cream cheese in unexpected ways. And what they found was fascinating—people were putting cream cheese in their coffee instead of milk! This surprising insight became the basis for a creative campaign.

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The team partnered with an up-and-coming country star to create a song called “The Land of Cream Cheese,” and they licensed shots they found online to use in the accompanying music video-style commercial. This campaign is a perfect example of how real, Found Content can be the spark for a whole new creative direction—turning unexpected consumer behavior into a story that resonates with a wider audience.

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With Catch+Release, you can dive into the world of authentic content by tapping into our Creator Community, where you can begin your strategic research and uncover unique customer habits—just as GUT Agency did with Philadelphia Cream Cheese.