Meet William Morton | Photographer (and Video Producer)

We had the good fortune of connecting with William Morton and we’ve shared our conversation below.

Hi William, what’s the most important lesson your business/career has taught you?
As a photographer, I work in a creative field. Creativity is highly subjective, and virtually impossible to quantify. The left side of my brain struggles with the lack of structure and process, so I’ve gradually come to examine the other aspects of my work in an effort to sustain it. I focus on the things that I can measure, and confirm, and prove — such as color accuracy, ROI, volume or output, social media response, and the like. Since I have evolved in to a focus primarily on corporate and marketing photography, aspects such as clicks, likes, and views become important to a client. For a business entity, ROI is always in the forefront. So I try to ensure that whatever I produce can show results for my client. A popular insight amongst creatives is that many great artists are obscure. Some who are considered to be the best in the industry are largely unknown, or at the very least under-appreciated. And others, who many argue may be “average” creators, are incredibly popular. That all seems to be a matter of branding and marketing. Even celebrities illustrate this concept, particularly on social media. So often marketing is the most important facet of a creative career. Which is why my more work pays more attention to marketability than to unique creativity.
If I were able to return to the beginning of my career I would unequivocally focus more on marketing. In my opinion it is the lifeblood of business.

Let’s talk shop? Tell us more about your career, what can you share with our community?
My photography career has greatly evolved over the years. I opened my first studio in 1991, creating boudoir photography in a small town in WA while I was in the US Navy. Upon being transferred to Southern California that boudoir business expanded to include glamour and modeling photography, the latter of which capitalized on the active entertainment industry. Acting and modeling headshots and model portfolios eventually allowed me to produce some commercial work, such as my first Yellow Pages ads and promotional posters for local businesses. (This initial commercial work is what led me to becoming an active ASMP member.) Markets started to shift in the late 90s and early 00s, and the Internet started to become important. So businesses (and even fellow creatives) began to need even more images. I gave up my studio for a few years to focus on teaching portrait and event photography, serving as the Photography Manager for a national franchise company. After that company went under (shortly after the ’08 collapse) I decided to put my career in my own hands again. Rather than relying on others to support myself, I reopened my own studio again. This time my focus was solely on corporate and commercial photography – with a side of studio rental to help cover the overhead costs of maintaining a studio space in a Southern California economy. Up to half of my business began to center around large corporate events, such as conventions and conferences. The balance was a mixture of commercial photography and corporate (headshots and executive portraits). Since 2009 I have been solely focused on creating the images needed for marketing – whether it’s the CEO or next year’s conference.
Moving to Dallas in 2015 we opened up a new commercial rental studio. This north Dallas facility served both still photographers and video production, and was the origin of not only a Super Bowl commercial but also widely seen commercial advertising projects. A number of well-known photographers and personalities worked in our studios, Although our building was sold a few years ago, Camera Ready Studios (CameraReadyStudios.com) still serves the industry from a new home near the Addison airport. And it has been greatly enhanced, with new production facilities catering more to the video production market.
My own photography business blossomed in the prolific Dallas market. 2019 proved to be the most successful year of my career, and I feel like I was finally thriving in my new home. Today I travel extensively for my work, from coast to coast. In the last year I’ve worked in Orlando and Spokane – pretty much as spread out across the country as one can get. Although I love to travel and create in new environments, I’ll always consider DFW to be my “home” market.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
My home away from home is certainly Camera Ready Studios, And much of my business was centered around my Farmers Branch community, so a number of my favorite restaurants are based in that area. Nuevo Leon Mex Mex restaurant and El Refran Mexican buffet are a couple that I look forward to supporting. Sightseeing opportunities must include the Farmers Branch Historical Park (where I’ve lead a few photo classes). And of course the Galleria Mall reconnects me with my teen years in my hometown mall. Heading downtown expands the opportunities exponentially. Photo-rich settings include Klyde Warren Park and of course Deep Ellum, both of which have served me well for photo classes. There are so many museums, from Dealy Plaza and the Old Red Museum to the Sixth Floor Museum. Once can’t miss the Perot Museum or the Dallas Museum of Art, and the Nasher Sculpture Center is a fan favorite. I’ve enjoyed the Texas Discover Gardens at Fair Park – oh, and Fair Park!
Food and beverage options are endless, although some change every few years. From III Forks and Ocean Prime in my north Dallas area to Pappas Bros and Knife in Dallas proper, you’ll find no shortage of fine dining options. Nightlife should really include the western experience at Gilley’s and music at The Pavilion (Toyota Music Factory), as well as classics like the House of Blues. I just don’t see how you can run out of things to do!

Who else deserves some credit and recognition?
Throughout my 30-year career I’ve believed in supporting others, whether it’s a similarly aligned business or a network of colleagues. There is strength in numbers! I’ve been an active member of the American Society of Media Photographers (ASMP.org) for well over 20 years, and a member of the Professional Photographers of America (PPA.com) for over 10 years. Both organizations are dedicated to supporting photographers, with the former focused on members whose work is primarily for publication (i.e. commercial) and the latter focused more on consumer photographers (i.e. portrait and wedding). Aside from numerous educational programs and benefits, both work to protect creators’ intellectual property. Both provide resources to support photographers’ *business* as well as growth of their art. And the networking, with colleagues nationwide, provides far more benefit than most would assume.

Website: https://MortonVisuals.com/

Instagram: https://instagram.com/mortonvisuals

Linkedin: https://linkedin.com/company/mortonvisuals

Twitter: https://twitter.com/mortonvisuals

Facebook: https://facebook.com/mortonvisuals

Youtube: https://youtube.com/@mortonvisuals

Other: Headshots in Dallas : https://headshotsindallas.com/