The Billboard Renaissance: VSCO’s Bold Move to Revive Print Photography
What if I told you that in an era dominated by fleeting Instagram Stories and AI-generated art, someone decided to bring back billboards as a canvas for photography? That’s exactly what VSCO is doing—and it’s more than just a nostalgia trip. The platform, known for its photography-meets-social-media vibe, is launching a competition to feature 50 photographers on billboards across all 50 U.S. states. Personally, I think this is a brilliant counterpoint to the digital overload we’re all drowning in. It’s a reminder that some art deserves to be larger than life—literally.
Why Billboards? Why Now?
Let’s be honest: billboards aren’t exactly the first thing that comes to mind when you think of modern photography. But that’s precisely what makes this initiative so intriguing. In a world where attention spans are measured in seconds, VSCO is betting on the power of stillness. The judges are looking for impactful images with strong narratives—the kind that make you pause, even in the middle of a traffic jam. What many people don’t realize is that billboards, despite their old-school reputation, are still one of the most democratic forms of art. They’re public, unskippable, and impossible to ignore.
The Local Twist
Here’s the kicker: each winning photographer will have their work displayed in their home state. From my perspective, this adds a layer of personal significance that’s often missing in digital showcases. Imagine driving past a billboard and seeing your own photograph staring back at you—it’s a moment of validation that no Instagram like can replicate. This hyper-local approach also raises a deeper question: Can art still feel personal in an age of globalized content?
AI, Short-Form Video, and the Photographer’s Dilemma
VSCO’s timing couldn’t be more strategic. Photographers today are sandwiched between AI tools that can generate images in seconds and a cultural shift toward bite-sized video content. What this really suggests is that platforms like VSCO are trying to carve out a space for intentional, deliberate art. By offering not just billboard exposure but also editorial features and licensing opportunities, they’re essentially saying, “We’ve got your back.” It’s a solid move, but it also highlights the precarious position of photographers in 2023.
The Open Call: What’s at Stake?
The competition is open to all genres—wildlife, portrait, documentary—as long as you’re over 18 and based in the U.S. But here’s the catch: if your image includes people, you’ll need a model release. It’s a small detail, but it speaks to the professionalism VSCO is aiming for. Submissions close on September 10, and winners will be notified on a rolling basis. One thing that immediately stands out is the lack of clarity on how long the billboards will stay up. Is it a week? A month? The ambiguity feels almost intentional, like a metaphor for the fleeting nature of art itself.
The Bigger Picture
If you take a step back and think about it, this isn’t just about 50 billboards. It’s about reclaiming physical space in a digital world. It’s about reminding us that art can still stop us in our tracks—literally, on the side of the road. What makes this particularly fascinating is how it challenges our assumptions about what’s relevant in art today. Billboards aren’t just for ads anymore; they’re for stories, for emotions, for moments that deserve to be blown up.
Final Thoughts
In my opinion, VSCO’s billboard project is more than a competition—it’s a statement. It’s a reminder that photography, at its core, is about connection. Whether you’re a seasoned pro or an amateur with a smartphone, this is your chance to make your mark—not just on a screen, but on the world. So, if you’re reading this, I’d say go for it. Submit those images. Who knows? Maybe your next selfie will be 10 feet tall and staring down a highway.
For more details, head to the event webpage. And if you’re curious about the gear that could take your photography to the next level, check out our reviews of the best medium format cameras. After all, in a world of pixels, sometimes you need something a little more tangible.
