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PHOTOGRAPHY: A Stock Giant Cultivates an Assignment Boutique
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Getty Images has launched Orchard, a boutique assignment photography agency that offers two branches of service: Orchard Artist Representation for projects driven by a specific photographic style or approach; and Orchard Global Assignment for projects driven by location. This expansion of its photo assignment business "is a result of growing customer demand for streamlined customization"; since 2004, volume in Getty's assignment category has more than doubled, explains Orchard director of marketing and strategy Matthew Goodrich. The Global Assignment service caters to multiple-city photo shoots, event coverage, corporate and environmental portraits and other location-driven needs, with a choice of hundreds of photographers worldwide, along with crews, studios and local experts. Orchard Artist Representation, with offices in New York, London, Munich and Paris, works with a roster of emerging and established talent, including the four photographers whose work is seen in this PDF: 1) personal work by Sabine Pigalle, 2) a Chris Floyd portrait of actress Olivia Wilde, shot for Flaunt last year, 3) personal work by Per-Anders Pettersson, and 4) a Simon Ladefoged commission for a Danish travel agency. See OrchardRepresents.com for more.