Clad in PPE, a Washington Communications Firm Makes Commercial Headshots More Human

Three PointNorth professionals walk and laugh along a waterfront path near the Interstate Bridge. Two wear white hard hats and high-visibility safety vests while holding clipboards, and one wears a dark winter coat and sunglasses.

Those ads for AI headshots really crack me up.

These people know they’re selling you a shitty product, that’s why they turn the comments off. But they’re also preying on a fundamental misunderstanding about human expression and art:

The technical execution, checking the boxes that read (Lighting) and (Pose) and (Framing) is less than 10% of what goes into a high quality photograph.

An image conveys EMOTION. The way the subject felt in the moment that photograph was made? You FEEL that looking at it. This is why Human Centric Media has invested time, money and energy into building a process that emphasizes rapport. A genuine platform for our subjects’ expression.

The best part of this set of commercial headshots for PointNorth, a woman and minority-owned communications consulting firm based in Vancouver, WA, is that their staff wasn’t afraid to show people that they HAVE FUN AT WORK.

Crazy! Right?

And these people tackle serious projects – we met at the north side of the Interstate Bridge, a vital thoroughfare for commuters, shoppers and anyone with a beau on the other side of the Columbia River.

PointNorth is part of the team overseeing the Interstate Bridge Replacement Program, a multi-year project to replace the aging bridge with a multi-modal, modernized solution.

The wind might have been blowing through their hair and Personal Protective Equipment might not be their go-to ‘out on the town’ outfit, but they made it all sing! You can see how genuinely they enjoy working with each other, how much they care about their community, and how much joy their lives contain.

Maybe you think I’m bloviating when I say that all this matters to a headshot. That’s okay! There are plenty of gig workers who will slap you against a gray backdrop and tell you to smile. Have at it.

But it’s such a wasted opportunity to tell a real story – something that captures people’s hearts and shows how naturally you shine. To be a real, connective human being.

People are DESPERATE to feel something real. It’s why the robots will only get us so far. And it’s why professionals like these, the thoughtful communicators at PointNorth, have been in business this long.

They’re not afraid to make you feel something.

Commercial Photography that Pops Hearts ✨

Point North

November 20, 2025

$1,800

Commercial

A Point North team member adjusts a white Point North hard hat while smiling at the camera. They wear a high-visibility safety vest over a beige jacket at the Interstate Bridge project site.

A Point North team member smiles broadly while standing on the Interstate Bridge walkway. They wear a light grey coat over a black top, leaning against the green bridge railing with the river in the background.

A Point North team member looking forward with a neutral expression under the Interstate Bridge. They wear a white Point North hard hat and a high-visibility safety vest over a grey knit sweater.

Three Point North professionals review a project brochure outdoors near the Interstate Bridge. Two wear white hard hats and safety vests while pointing toward the bridge, and one looks down at the document while wearing a winter coat.

A group of seven Point North team members stand together smiling for a portrait outdoors. They all wear white Point North hard hats, with several wearing high-visibility safety vests, posed in front of the green steel Interstate Bridge.

A Point North team member smiles with arms crossed while standing on the Interstate Bridge walkway. They wear a black blazer, a smart watch, and layered necklaces with the river and green bridge structure in the background.

A Point North team member stands with one hand on their hip, smiling forward under the Interstate Bridge. They wear a white Point North hard hat and a high-visibility safety vest over a dark green button-up shirt.

A Point North team member smiles broadly under the Interstate Bridge structure. They wear a white Point North hard hat and a high-visibility safety vest over a dark denim jacket.

A Point North team member smiles with arms crossed on the Interstate Bridge walkway. They wear a thick grey ribbed knit sweater and blue jeans, standing along the green bridge railing with the river behind them.

A Point North team member smiles brightly with one hand on their hip on the Interstate Bridge walkway. They wear a forest green blazer over an all-black outfit, leaning against the green bridge railing with the river in the background.

A Point North team member gestures with his hands during a candid conversation outdoors. He wears a white Point North hard hat, a green button-up shirt, and a high-visibility safety vest, holding a pen near the riverfront.

A Point North team member smiles while leaning against the green railing of the Interstate Bridge walkway. She wears a dark denim zip-up jacket and matching jeans, with the river and green steel bridge structure extending behind her.

A Point North team member poses with arms crossed under the Interstate Bridge. She wears a white Point North hard hat, a light grey winter coat, and a black top with a gold chain necklace.

A Point North team member smiles with arms crossed under the Interstate Bridge structure. She wears a white Point North hard hat, a black blazer over a dark grey button-up top, and layered necklaces.

Two Point North team members stand side-by-side smiling under the Interstate Bridge. Both wear white Point North hard hats—one in a black blazer and the other in a light grey coat.

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