Ep 144: How to get paid to shoot what you love with special guest Christina Force

We interview Christina Force, a New Zealand based photo-consultant who works with photographers and agents worldwide. We chat to her about what it really takes to make a great portfolio that will get you the work you want – and much more.

Gina and Valerie love bringing this podcast to you.

Hope you enjoy the podcast.

Sign up to the newsletter for great tips and free Lightroom presets.

Join the dynamic Gold Membership in our Community which delivers monthly tutorials, live mastermind and lots of behind the scenes videos into the creative process.  

#ginachallenge #authentic

Click play to listen to the podcast or find it on iTunes here. If you don’t use iTunes you can get the feed here, or listen to us on Stitcher radio.

Show notes

Christina Force

Above: Christina Force (Image supplied)

Ex-photo rep and production company founder, Christina Force is a New Zealand based photo-consultant who works with photographers and agents worldwide. Her online mentoring programmes help photographers anywhere rediscover their passion and promote their best work to targeted clients.

Christina has been a guest speaker at many AIPA conferences and seminars, in addition to The New Zealand Contemporary Photography Association, NZIPP, Axis Ad School, Unitec, Whitecliffe College of Art, CACT Sydney and The New York Academy of Film. She has been an International Photo Award judge since 2011, and has been interviewed for various publications including Capture Magazine, D Foto, The Photographer’s Mail, Pro Photographer, Better Photography, Campaign Brief Australia, and Agency Access.

Christina’s mission is to help serious photographers get paid to shoot what they love, and she specialises in sharing her 30 years of experience working with ad industry creatives around the globe.

Key Achievements:

  • Founder of The Collective Force, the first photographers agency in New Zealand. http://www.collectiveforce.co.nz/ , winning global assignments for previously unknown New Zealand photographers for 17 years.
  • Founder and owner of Our Production Team in New Zealand & Australia (OPTNZ), the first full service dedicated stills production company in New Zealand working for top shooters and agents from around the world. http://www.ourproductionteam.com/
  • The first photo consultant in New Zealand (started 5 years ago), now working with photographers globally
  • Founder and chairperson of the NZ Agents and Producers Association
  • Founder & reviewer at CA Plus, a folio review programme run in Asia in 2013
  • AIPA member and speaker
  • Columnist for The Photographers Mail
  • Guest speaker and lecturer at photography events and institutions.
  • International Photography Awards Lucie Foundation judge (since 2011), plus many others

The New York Academy of Film (USA).
CA+ (Hong Kong)
Canon Australia (Sun Studios)
Image Nation Photo conference 2011, 2013, 2015 (NZ)
Raffles school of Design (NZ)
Unitec (NZ)
CATC design School (Australia)
ACMP (Sydney & Melbourne)
Media Design School (NZ)
Whitecliff College of Art (NZ)
Vivid Sydney (upcoming June 11th)

Interviewed for:
Agency Access (USA)
Capture Magazine, (Australia)
D Foto Magazine (NZ)
The Photographer’s Mail (NZ)
Pro Photographer (NZ)
Better Photography (Australia)
Campaign Brief (Australia)
Ad Media (NZ)
The Solo Project (USA)
ASMP magazine (USA)

Social Media:

Facebook: https://www.facebook.com/christina.force
Twitter: https://twitter.com/Christina_Force
Pinterest: https://nz.pinterest.com/stinaforce/
Instagram: stina_force
Linked In: linkedin.com/in/christina-force-5421849

Sophie Ebrard on how she became a photographer https://www.youtube.com/watch?v=VkPsVxq9flw&t=92s

Jim Carrey on how he visualised his success: https://youtu.be/I0XGdBZrqk8

Chef’s table: The trailer for a beautifully filmed series about the top chefs (who actually are creative people just like photographers) and their journey there. I use this often as a reference for how to tell a story, and also how being authentic and unique is the answer to creative success. https://www.youtube.com/watch?v=qKqj85oo2wI

Dr Tererai Trent on reaching your dream: https://www.youtube.com/watch?v=x1m9lx-d87c Incredible speaker I’ve heard and met.

The Gaddie pitch – how to explain what you do in just 4 steps: https://www.youtube.com/watch?v=juR49xtSj68&t=20s (applicable to photographers too)


The War of Art – Stephen Pressfield

My life on the road – Gloria Steinem

Essentialism – Greg McKeown

Thrive – Arianna Huffington (good for women)

Ted talks:

Simon Sinek – Start with Why: https://www.youtube.com/watch?v=u4ZoJKF_VuA&t=31s

The art of being yourself: https://www.youtube.com/watch?v=veEQQ-N9xWU

Probably loads more but can’t think of any right now!


‘If you lack the iron and the fuzz to take control of your own life, if you insist on leaving your fate to the Gods, then the Gods will repay your weakness by having a grin or two at your expense. Should you fail to pilot your own ship, don’t be surprised and what inappropriate dock you find yourself docked.’ -Tom Robbins (Jitterbug Perfume)

‘Give a man a fire & he’s warm for a day- set a man on fire and he’s warm for the rest of his life’ -Terry Pratchett

‘It is better to light a candle than curse the darkness ‘ -Eleanor Roosevelt

Photographers that inspire Christina

Loving Danny Eastwood’s work. This series is divine: http://www.dannyeastwood.com/discard/

Another amazing Sydney photographer http://www.billyplummer.com/

Nadav Kander: https://www.instagram.com/nadavkander/

Love this Instagram feed: https://www.instagram.com/andrewmaccoll/

Great series: http://www.simonharsent.com/the-beautiful-game/

Inspiring series (Skype thought so too) http://johnclang.com/being-together-2

Nicky’s personal series went viral and the response caught her by surprise. It’s really gorgeous. http://www.nikiboonphotos.com/ Very Sally Mann.

I adore this series Sydney photographer Toby Burrows shot https://vogueliving.wordpress.com/2013/07/04/toby-burrowss-soliloquy-opens-at-black-eye-gallery-sydney/

Just a few of the many personal projects my clients have created:







Wrap up

  • Being authentic
  • Showing your best work
  • Importance of personal projects

Key takeaways

  • Define your best work
  • Define your direction
  • Define your purpose and values
  • Define your clients
  • Refine your website
  • Create a world
  • ‘Warm up’ your clients
  • Stay in touch
  • Special offer for podcast listeners

Christina has a special discount on her folio blitz sessions

She’s offering a power blitz session (review of your work) for NZ$550 instead of NZ$950


You can also just go to the link from my website: http://christinaforce.net/editing/image-blitz/

To book they hit the green button and use the promo code: podcast
(to get the $400 discount.)

Finally, this offer will be available for a month, but you can choose any date to do it, so if you want to do the blitz in September for example, that’s fine – you can select your preferred date on Christina’s calendar, but just need to book and pay in the next month.

#ginachallenge #authentic

How to direct and pose like a pro

About Gina

About Gina

Gina Milicia is one of the most widely known and respected photographers in Australia. She is the master of capturing that ‘magical moment’... READ MORE

instagram Instagram