Meet the Jury

How did you find your way into retouching, and what has kept you in it?

Before I decided to put all my effort into retouching I was working full time at a printing company and on the side I was working as a part-time photographer. Slowly but surely I started to understand that retouching is where I actually thrive.

I have continued because I love the craft. I am still excited for every new project and cannot wait to bring the original vision of the images to life. Retouching involves a lot of problem solving and I am still to this day fascinated by what you can accomplish in the retouching phase of a project - whether that is a difficult composition or just setting a tone on a set of images that is just right for the project at hand.

How long have you been working in the industry, and what phase of your career are you in now?

I have been in various parts of the industry for over ten years and been working as a full-time freelance retoucher for over six years. Now I am in the phase when I feel established and confident in my role as a senior retoucher.

What kinds of projects or environments have shaped your standards the most?

As a freelance retoucher I have gotten to work with a wide range of clients, everything from high-end fashion brands to local food communities. I have also had the opportunity to work beside and follow senior retouchers when I was just taking my first steps as a retoucher. They all helped me to shape my standards and adapt my workflow to the expectations in each specific field.

What made you want to be part of the Retoucher of the Year jury?

When you work as a retoucher you have a big responsibility. You are the one that gets to bring the vision of the images to life. That said, the retoucher is working behind the scenes and not that often highlighted. Retoucher of the Year is the first contest that I've come across that actually wants to lift up the craft of retouching and retouchers. That feels very special, and I am honoured to be a part of the jury.

When working on major campaigns compared to smaller projects, what truly changes?

Major campaigns often have clear guidelines and a ready-set vision of what the end product should look like. There are bigger teams that you are a part of, and that means that communication needs to run smoothly through the whole process. They really put your skills, attention to detail, and workflow to the test - in the best ways.

Smaller projects may not have as big a budget but they have an essential part in my career. I love a book project, doing a set of images for the local food community, or doing a pro bono project for a charity. It is a way for me to use my skills for something I truly value.

When you open a new file, what do you look at first before touching anything?

Before I do anything on a new file I look through the brief and moodboard. Then I look over the set of images as a whole and start thinking about look and feel. After that I start looking at the technical parts - is there enough information everywhere, or too much? Then I get to work.

Beyond technical ability, what really determines whether someone builds a sustainable career?

It is not only about the technical ability - you have to have that, but you also have to have an eye for imagery and what works for that specific image. Other than that you have to be a person that people actually want to work with and feel that they can trust.

A final note from us

Mareike is exactly the kind of voice this jury needs - someone who has thought deeply not just about the craft itself, but about the business, the ethics, and the future of retouching. Her insistence on mastery before market entry, and her clear-eyed view of what AI can and cannot do, bring a rigour and strategic perspective that will serve this competition well.

We are very glad to welcome Mareike Keicher as a member of the jury for Retoucher of the Year.

About Astrid Lindroos

Country: Finland

Years in the Industry: 10+

Primary Specialization: Lifestyle, Product, Editorial

Main Expertise: Beauty, Product, Overall Look, Editorial, Campaigns, Brand Imaging, Book Projects

Website: astridlindroos.com

Instagram: @lindroosastrid.retouch

LinkedIn: linkedin.com/in/astrid-lindroos