“We wanted to use the largest canvas we could find to put photographers front and center” – 25 artists just got their photos displayed on billboards across the US

VSCO, the photography and social media platform, has unveiled the first 25 photographers participating in The Fifty, an initiative to showcase 50 images from 50 diverse professional artists across billboards and large-format out-of-home placements throughout the United States. The announcement was made by VSCO CEO Eric Wittman, who emphasized the importance of spotlighting photographers from all corners of the country, not just the traditional creative hubs.

Constance Jaeggi O Connor, a photographer based in Colorado, contributed a documentary shot of Escaramuza, a female-led equestrian performance deeply rooted in Mexican-American identity. Another featured image comes from Axel Molina, a photographer from Utah, who captured a cinematic frame of a motocross rider. Additionally, Weston McGhee, a photographer from Idaho, presented a powerful monochrome dance scene in his submission.

The judges for The Fifty were on the lookout for impactful frames that would "stop you in your tracks." Joana Meurkens, a New York-based photographer, submitted an image of the Statue of Liberty that garnered particular praise from VSCO's Lead Curator, Jon Feinstein. Feinstein noted that Meurkens' photograph managed to present a fresh perspective on the iconic landmark, despite its frequent portrayal.

The first batch of The Fifty will be displayed on billboards in Washington (Seattle), Illinois (Chicago), Georgia (Atlanta), and New York (NYC) over the next month. VSCO plans to roll out the remaining 25 images in early November. All 25 images from the initial selection can currently be viewed on the official event webpage.