Oct 5

Oct 5 Michelle Norris | Co-Owner, Photographer + Art Director, Tropico Photo

Michelle makes up one half of Tropico Photo, a creative team specializing in advertising and editorial photography. As co-owner, photographer and art director, she wears many hats—from client interfacing, creative concepting and set design, to sketches, project bids, social media and website curation, etc. Boasting a lifelong love of “loud art, colorful clothes, and bright hues” and having work with clients like Target, Bitch Magazine and The New York Times under her belt, Michelle is living out her dreams in the creative, fulfilling biz she founded with her husband—and she’s just getting started.

The Basics:

Hometown: I consider Savannah, GA my hometown because I went to high school there
Current city: Atlanta, Georgia
Alma mater: University of Georgia
Degree: B.F.A., Photography
Very first job: I worked at a diner when I was 15, but my first job out of college was as an assistant to the photographer and general amazing artist, Rinne Allen
Hustle: Photographer + Art Director, Tropico Photo; Fashion Woman at @michellenorrisphoto

The Interests:

Babe you admire and why?
Tyler McGillivary. She’s currently my favorite designer and I’m blown away by her innovative takes on fashion and beautiful aesthetic language.

What’s your favorite thing about living in Atlanta?
The food is really great and there have been a lot of food pop-ups recently that make it really fun to try out new places.

An artist you’ve been obsessed with lately?
Miranda Makaroff, always.

A woman (past or present) who you’d love to sit down and share a drink with?
Emily Noyes Vanderpoel, because I think she’s a color theory genius.

What is one skill you’d love to master?
Does French count?

The Hustle:

Tell us about your hustle.

As co-owner, photographer and art director for Tropico Photo — a creative photography team that specializes in advertising and editorial photography — I interface with clients via email, and work on creative concepting, set design, and sketches for upcoming projects. I also bid on incoming jobs, create content for my Instagram, and upkeep Tropico’s website and Instagram.

What inspired you to turn your passion into a profession and pursue a career in photography?

Originally my major in college was journalism, but I knew that wasn’t the major for me almost immediately (in my Intro to Journalism class). That’s when I decided to take some photography classes and try out art school. All around, I was so much more excited about making that work. I really had no idea how I would make a career as an artist or photographer, but I’m really glad that I found advertising, because it lets me make a living doing what I love.

When were you first introduced to photography?

I’ve been interested in photography and generally documenting the world around me since I was in middle school. In high school, I took a dark room photo class and loved it.

In a few words, how would you describe your style? What inspires it, and how has it evolved over time?

My style is bold, colorful, and eclectic. I’m inspired by art, fashion, other photography, flowers—honestly everything around me. My style has definitely been honed and refined over time, but I’ve loved loud art, colorful clothes, and bright hues my whole life.

How has being a woman impacted your professional experiences? What can we collectively do to support and empower women in your industry today?

I feel like I have a unique outlook because my husband, Forrest, is my business partner, so I get to see both sides. I think there is self-doubt that I have to distance myself from in order to be a better negotiator, and to project the confidence I need to have to get what I deserve. It’s easy to be underestimated by men in our field, and it’s helpful to see the complete confidence that Forrest has going into things, and realize that I deserve to have that, too.

Specifically, how has being a woman of color impacted your professional experience? What can we do to create more supportive and inclusive work environments inside and outside of your industry?

I’ve actually experienced a lot of inclusivity in the past few years and feel like the ad industry is excited to welcome in other voices at this point, whether it realized they were needed or not. I think being a mentor to women of color in whatever industry you are in is a really helpful way to build confidence and let them know that they belong there.

Do you find that you can express your own creative style while collaborating with other brands? How do you ensure that you achieve the client's vision while still maintaining your own artistic style and values?

Everything is a collaborative balancing act. One of the best things that we did was establish our look and feel early on, and make sure it was consistent across our work. Because of that, clients come to us for what we love to make and in general are wanting that style in the work. We try to be flexible when it makes sense, but we also know when to say no and let them know if we feel that the quality of the work is at stake. There are always compromises, but that can make the final product even more exciting, and help give us a new outlook on our work.

What advice would you give to those trying to take photography from a hobby to a career?

Forrest and I both made our way into advertising through assisting. He was a photo assistant and I was a stylist assistant. It gave us a chance to see how the industry functioned, learn skills that we would take into starting our own business, and network with people that we now work with on a regular basis. I would definitely recommend assisting someone that you admire or getting a foot in the door however you can. Also, save money so that you have a few months (or more) ready for when you make the jump.

What brand(s) or artist(s) are currently on your dream list to collaborate with?

Honestly we are so open to seeing what comes along. For a long time we said Target, but now we’ve worked with them a couple of times, so… onward and upward!

How have your past professional and academic experiences and lessons prepared you for the work you do today? How have they not prepared you?

My program in college was fine art-focused, which I loved. I learned a lot about what makes images beautiful, about the artistry of combining colors and visualizing compositions, and the technical aspects of photography. I feel like we learned almost nothing about the business side. I wish there had been classes on taxes, bidding on projects, invoicing, the merits of having an agent, etc.

What’s one thing you’re proud to have accomplished in your career thus far?

Getting to work for Target, getting the cover of Bitch Magazine, and shooting for the New York Times were all a big deal. It's hard to choose, because I’m really just excited to be working in the field that I am. To have watched the universe hand me things I’ve asked for—it’s all something I’m very proud of.

Who are some women in your field that you look to for inspiration?

Savana Ogburn, Adrienne Raquel, Miranda Makaroff, Tekla Evelina Severin, Keli Anne MacCluskey

Career and/or life advice for other babes?

As cheesy as it sounds, believe in yourself and go forward with confidence into whatever you’re doing. You deserve it! Also, reach out to other women in your industry for help and support.

Connect with Michelle:

Tropico Photo IG / Personal IG / Email

This interview has been condensed and edited.

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