VSCO Puts 50 Photographers, One From Every State, on Billboards Across the U.S.

Selected from more than 13,500 submissions, The Fifty represents every state and the distinct perspectives photographers have across America

SAN FRANCISCO, Sept. 29, 2026 /PRNewswire/ -- VSCO, the photography platform millions use to edit, build a portfolio and grow their businesses, today announced the first 25 photographers selected for The Fifty, a nationwide project recognizing working photographers across the United States. The project will ultimately put 50 photographers, one from every state, and their images on billboards or large-format out-of-home placements in their home states. The result is a celebration of the people, places and perspectives shaping photography across the country right now.

The photographers were selected through an open call that drew more than 13,500 submissions, the largest open call in the company's history. The selected work spans a range of styles, subjects and perspectives, representing photographers across genres, career stages and cultures from communities around the country.

"The Fifty started with a simple belief that people are building photography careers in every corner of the U.S., beyond the traditional creative hubs, and they deserve to be seen and celebrated," said Eric Wittman, CEO of VSCO. "As the world's biggest champion of photographers, we wanted to use the largest canvas we could find to put photographers front and center. By showcasing their work in their local communities, we're introducing more people to their unique perspectives while also creating more business opportunities for them."

"Having my work recognized by the same community where I first began sharing it feels like a particularly meaningful full-circle moment. I'm honored to see a photograph rooted in something so personal, ordinary, and meaningful to me become part of something much larger," said Minnesota-based photographer Madeline Janssen.

The first 25 photographers are being announced today, with the remaining 25 to be revealed in early November, giving each photographer and market ample attention as the billboards roll out across the country. The first billboards and large-format out-of-home placements began appearing this week, starting in Atlanta, Chicago and Seattle. Beginning October 16, the first 25 images will be showcased in New York City's Times Square on the iconic NYSE digital billboard. Additional installations will roll out across the country in waves over the coming months.

50 Ways of Seeing America

The collection of images in The Fifty reveals just how expansive photography in America is today. The photographers come from different places, disciplines and backgrounds. Some are established professionals whose work has appeared in museums, brand campaigns and major publications, while others are at the beginning of their careers. Together, their photographs move between art and documentary, portraiture and landscape, weddings and everyday life, capturing both the scale of the country and unique moments within it. The curation intentionally sought that range, alongside images with immediate visual impact and a clear point of view.

The photographs explore heritage and family traditions, loss and connection, identity and belonging. One photograph documents a wife's grief surrounded by hundreds of handwritten notes and the yellow daisies her late husband gave her every anniversary. Another celebrates Car Gals and the women who find identity, community and freedom through their relationships with classic cars. And another shares the tradition of Escaramuza, in which all-female precision horse-riding teams perform exacting maneuvers sidesaddle at high speed.

Elsewhere, photographers turn their lenses toward family rituals, contemporary Diné dance in the New Mexico landscape, Appalachian fall colors, American festivals and subcultures, and the extraordinary moments hiding inside ordinary life.

Together, The Fifty celebrates what photographers see.

"What stood out was not one style of photography, but the range of ways photographers are seeing their worlds right now," said Jon Feinstein, Lead Curator at VSCO. "We saw intimate portraits, documentary work, landscapes, elaborately staged photos and unexpected moments that could only have been made by someone paying close attention to the world around them. The Fifty gives those images and the photographers behind them, a bigger stage and an opportunity to be seen."

"I didn't have a traditional background in art, and for my work to resonate enough to be represented this way is honestly just really motivating for me as an individual. I hope that I can use this to continue to push others around me to follow their own instincts and create from a place of curiosity and honesty in their own craft," said Georgia-based photographer Zach Deloach.

Investing in the People Behind the Images

At a time when visual culture is becoming increasingly synthetic and ephemeral, The Fifty deliberately brings photography into the physical world, putting the work of 50 photographers larger than life in public spaces across the country.

Rather than using those billboards simply to advertise VSCO, VSCO is using them to elevate photographers.

The Fifty builds on VSCO's ongoing commitment to champion photographers by creating tangible visibility and opportunity in the communities where they live and work. It also carries forward VSCO's belief that photography matters more than ever and that the people behind the camera deserve recognition, support and tools built around how they work.

In addition to the large-format displays, each selected photographer receives an honorarium, a feature across VSCO's website and social channels, a year of VSCO Pro membership, a virtual portfolio review and access to a members-only workshop with The Freelance Photographer.

The First 25 Photographers

Explore The Fifty and follow the nationwide rollout at vsco.co/50. The first 25 photographers are:

About VSCO

VSCO, the Visual Supply Company, is a complete photography platform—editing tools, portfolio sites, client workflows and community—that helps photographers hone their craft, grow their network, and build a photography business on their terms. Whether they're landing their first paid gig or growing an established practice, VSCO champions photographers at every stage of the journey. Our mission is simple: to close the gap between the creative life photographers want and the confidence, tools and community they need to make it real.

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SOURCE VSCO