Today we’d like to introduce you to Ethan Wardman
Hi Ethan, so excited to have you with us today. What can you tell us about your story?
If you had told me a few years ago that I’d be running a successful photography business, specializing in architectural and design photography, I’m not sure I would’ve believed you. But looking back, every step—from my first camera to now—feels like it was leading me to this exact moment.
I started out in real estate photography, and while I was grateful for the work, I knew something was missing. Realtors needed quick, simple images to sell houses, but I was drawn to the details—the way light moved through a space, the textures, the intentionality of a design. I realized I wasn’t just interested in taking pictures of properties; I wanted to capture the vision behind them.
Over time, I started working with architects, interior designers, and builders, and that’s when everything clicked. These professionals weren’t just looking for photos—they needed images that reflected the months (or years) of work that went into their projects. They needed magazine-quality photography that told the story of their designs, something that could help them win clients, get published, and showcase their work in the way it truly deserved.
So I made the decision to step away from real estate photography entirely—a move I’ll officially complete by July 2025—to focus exclusively on architectural and design photography. This transition wasn’t just about business; it was about aligning my work with my passion for craftsmanship, storytelling, and the art of controlled lighting.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Making the transition from real estate photography to high-end architectural work wasn’t easy. For one, the approach is completely different. With real estate, the goal is to shoot fast and get as many listings as possible. But with architecture and design, every shot is intentional. I had to retrain my eye, refine my technique, and become even more obsessive about lighting, composition, and post-processing.
I also had to reposition my business. I had built a strong network of realtor clients, but that wasn’t the audience I wanted to serve anymore. Shifting my branding, messaging, and content to attract architects, builders, and designers was a challenge—but the right move.
Another big shift was pricing and client expectations. High-end clients don’t just want great images; they want someone who understands their work, who can light a space with precision, and who can bring out the best in their designs. I had to level up every part of my process—from pre-shoot planning to how I present final deliverables—to ensure I was providing not just photos, but a true asset for their business.
These lessons pushed me to differentiate myself in ways that make my work stand out today.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
When I step into a space, I don’t just see walls, furniture, or lighting—I see the months, sometimes years, of work that my clients have poured into it. The vision, the craftsmanship, the tiny decisions that no one notices but make all the difference. I see all of it, and I take it personally. That’s why my job isn’t just to “take photos.” It’s to make sure my clients’ work gets the recognition it deserves.
Most people don’t realize how much light influences the way we experience a space. It’s not just about visibility—it’s about mood, texture, and depth. While HDR and natural light have their place, I believe in having total control when needed. That’s why I use a technique I call Flash Pianoing—a meticulous process where I move the light throughout a space, section by section, to create a composite image that perfectly represents the space as it should be seen.
Why does this matter? Because every material—whether it’s the warmth of natural wood, the sleekness of polished concrete, or the softness of custom upholstery—deserves to be seen exactly as the designer intended. I don’t just capture a space; I sculpt it with light.
I can’t walk into a room without fixing something. A chair slightly out of line? I adjust it. A reflection where there shouldn’t be one? I shift my angle. A curtain that needs just the right amount of movement? I tweak it until it’s perfect. These aren’t minor details—they’re the difference between an image that looks professional and one that makes someone stop scrolling and say, “Wow.”
The architects, designers, and builders I work with pour their entire careers into mastering their craft. My job is to respect that by making sure every image I deliver reflects the true artistry of their work.
What are your plans for the future?
This transition into full-time architectural and design photography is just the beginning. I want to continue working with top-tier architects, designers, and builders, helping them elevate their brands through high-end visuals.
A few things I’m excited about in the near future:
Expanding My Reach – Right now, I primarily work in Fort Worth, Texas, but I’m looking to take on projects in Dallas, Austin, and beyond for larger, more high-profile builds.
Pushing the Limits of Lighting & Composition – I want to refine my process even further, experimenting with complex lighting setups that mimic natural light in a way that feels effortless.
Getting My Clients Published More – Many of my clients want to see their work in industry-leading magazines, and I’m making that a core focus of my services—creating images that are submission-ready for top publications.
Educating Other Photographers (Eventually) – While my focus right now is on serving clients, I know there are a lot of photographers out there who want to transition from real estate photography to high-end architectural work. Down the road, I’d love to develop a system to help them do exactly that.
Contact Info:
- Website: https://ethanwardman.com
- Instagram: https://instagram.com/maxsoncollective
Image Credits
Profile Photo: Laynie Grace Photography
All Other Photos: Ethan Wardman Photography
