A Detroit area ad agency has put out a call for photographers to shoot car beauty shots on spec. Latcha + Associates of Farmington Hills, Michigan has distributed an electronic brochure called "Shoot a Sample" that tells photographers they can "assist in collaborating and evolving the style of a major automotive brand!"

That brand happens to be Lincoln, and the fine print informs photographers that "by participating in this exploratory project, you are agreeing to do so without reimbursement from Latcha or Lincoln."

If Latcha likes your sample, you might become eligible to bid for actual jobs. "We will create a talent pool of those who hit the mark," the brochure says.

It's a new and brazen approach. Normally agencies invite photographers to bid for jobs on the basis of what creative directors and art buyers see in the photographers' portfolios. It's a time-honored method that's fair and efficient. What Latcha offers is a test of desperation. And when the bidding starts, they know they'll be negotiating with a pool of photographers who are willing to work for free.

This entry was posted on Thursday, August 19th, 2010 at 6:34 pm ET by David Walker and is filed under Advertising.