How I Choose My Personal Work Projects and Subjects

Before I ever pick up my camera for a personal project, I ask myself one question: What’s the purpose of this work?

Sometimes, it’s just for me. No marketing plan. No social strategy. No intention to book future clients or license images. Just a spark, an idea that quietly tugs at me until I give it room to breathe. That was the heart behind my “Horses That Built Me” series. It wasn’t strategic. It was personal. And that kind of work? It feeds my soul in a way nothing else does.

Other times, my personal work comes from a more outward-facing place. It’s not about growing my portfolio, it’s about giving back. Maybe there’s a retired horse I know who deserves to be honored. Maybe there’s a family walking through something heavy who wouldn’t otherwise be able to afford a session. These are the kinds of projects that remind me why I picked up a camera in the first place.

And then, yes, there’s the practical side of personal work. The kind that’s unpaid now but planted with the hope of growth later. This might be a session that fills a gap in my portfolio or adds fresh material to my stock image library. If I’ve had several inquiries for a specific look or a type of horse I haven’t photographed yet, I’ll create that work intentionally. I’m thinking about what future clients might want to see or what brands are consistently asking for.

That’s the beauty of personal work, it doesn’t have to fit in a box. Some projects nourish my creativity. Some serve others. Some are quietly strategic. And many sit somewhere in between.

Once I know the why, I move to the who. Choosing the right subject matters. I’m looking for alignment, to find someone who connects with the vision and trusts the process. I want the horse to be meaningful. The setting to feel intentional. I want the story to matter.

So whether I’m chasing a bucket list idea, gifting a session to someone I admire, or building a shoot around a future business goal, every piece of personal work starts with clarity and ends with intention.

You can see more about my thoughts behind Unpaid Work here.

Kirstie Jones

fine art equine photographer

A lifetime horse enthusiast, the Texas-based equine photographer has experienced first-hand the immeasurable bond between a horse and a girl. She strives to capture that special relationship for each and every client.