Laretta Houston does it all.
As a Los Angeles-based professional photographer, director, and a Canon Explorer of Light, Lexar Elite Team member Laretta Houston specializes in advertising, commercial, and fashion photography. With a career spanning more than 21 years, she’s discovered that her job is more than just art and creativity. Logistics and administration is just as important.
After all, how’s anything going to get done?
In the high-stakes world of fashion and commercial advertising, the journey from a living room photoshoot to a Times Square billboard production can feel like a lifetime. For Houston, a path was paved through a relentless commitment to both the high-concept art and the necessary logistics that define professional success.
The Art of Success
Many aspiring photographers focus solely on the aesthetic of their work. But Houston has learned that the shutter click is only half the battle. “My job is part art and creative,” Houston explains. “The other part, an equal part, is logistics and business.”
The balance between art and business is what separates an amateur from a commercial powerhouse. When she’s on set for clients like MAC Cosmetics or Dancing with the Stars, Houston is a director covering multiple duties: managing the tech, assistants, and the lighting equipment.
The logistics of a shoot involve everything from ensuring the Point of Sale (POS) shots are framed correctly to managing the technical metadata that large corporations require. Her commitment to this professionalism is what ensures repeat clients. If you can handle the business side, the art has room to breathe.
The Key to a Long Career
Houston’s portfolio is a master class in range and versatility. She moves seamlessly from the nostalgic feel of hard-contrast shadows in outdoor shoots to the clinical, polished perfection required for high-end beauty campaigns.
A recurring theme in her work is “shooting clean.” By presenting images that are both close to the final version, and require minimal post-production, she demonstrates to brands that her work is “ad-ready”. She often shows clients images that help them easily envision their branding.
By focusing on the lighting and composition elements within a shoot, Houston is able to create a clean shot. By creating an image that’s simple and effective, you give yourself an easier post-production workflow while meeting the client’s needs.
“I wanted to show clients that anybody can leverage this photo and make it an incredibly compelling ad,” explains Houston. “I wanted to show it’s possible to hire me to do your advertising commercial shoots and get this type of high-level of photography.”
Fortunately, her versatility isn’t limited to the studio.
In 2024, Houston traveled to Palm Springs to shoot the launch of the Canon EOS R1, capturing bikes and cars in the dirt. Whether it’s the grit of a desert retreat or the high-fashion canvas of models like Winnie Harlow, Houston’s ability to adapt to the environment and her client’s needs is her professional superpower.
Do It Yourself
Houston hasn’t forgotten her roots or the resourcefulness required to survive in a creative field.
“I do makeup, hair, and the photography,” says Houston. “I do it all if I need to. Sometimes we don’t have a team available, so sometimes we have to do it ourselves.”
Houston keeps a hungry attitude to ensure her creativity and drive never stops, regardless of the budget. Although incredible gear is important, the vision behind the lens is what matters most. It’s this drive that eventually led her to New York City, not just as a visitor, but as a featured artist.
“I’ve always wanted to have the opportunity to go to New York and look up and see my own work in Times Square,” she says. “That was a big accomplishment for me.”
The Professional Workflow
A crucial element to Houston’s success is developing a workflow that does the job for her and her clients. Beauty and commercial photography require a level of precision where every pixel matters. In her eyes, the post-shoot process is just as critical as the shoot itself.
Over the years and throughout her projects, Houston has found a four-step framework to help her maintain a professional standard:
- Protect the Pixels: This starts with using high-quality media, like a Lexar® Professional GOLD CFexpress™ 4.0 Type B Card, and ensuring data integrity from the moment the card leaves the camera.
- Ingest and Backup: Redundancy is non-negotiable. In the commercial world, losing a file isn’t just a mistake; it’s a breach of contract.
- Cull and Rate: Speed is essential. Quickly identify “hero” shots and move the project forward.
- Deliver Like a Brand: The final hand-off should be seamless. The delivery of images should reflect the same level of polish as the images themselves.
Finding a Balance
Laretta Houston is a testament to the fact that there are no shortcuts to the top. Success in a creative field requires a blend of risk-taking, social media savvy, and a solid business foundation.
By balancing clean commercial viability with raw, soulful creative expression, Houston has carved out a spot as one of the most influential photographers of her generation. She proves that whether you are shooting in a living room with a single gel or on a commercial set with two assistants and a digital tech, the goal remains the same: Create work that viewers want to be a part of.
Thanks to a carefully curated presence on Instagram, Houston was discovered by Tyra Banks, and in 2019, Houston became the first black woman to shoot for Sports Illustrated. That taught Houston that Instagram is a great extension for her work, and a great way to put creations out there for the world to find.
Houston wants to show clients that it’s possible to get high-end results with the right person for the job. But it’s just as important to put yourself out there for people to find your work.
As Houston continues to push the direction of fashion and advertising, her workflow serves as an inspiration for the next generation of photographers to protect their pixels, own their creativity, and always be ready to say yes to unexpected opportunities.
