Meet the jury

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

I found my way into retouching through my brother. Whilst he was studying photography at college he came across image compositions and showed them to me. I'm three years younger but already had some Photoshop knowledge from reskinning social media pages and game forums. I saw duplicate people in the same image and I was hooked!

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

I've been in the industry professionally now for ten years. I'm now a freelance senior retoucher.

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

Working within a large agency. Just being able to communicate, pick up and transfer briefs between a large team.

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

The message really hit home with me. Retouchers are the unsung heroes in most scenarios. We fly below the radar - not because we want to, but because there's a stigma around telling people that images have been retouched to a higher standard. It feels like people still think retouching is in the same place it was 20 years ago - heavily airbrushed skin, tiny waists and overly edited lies. It's not. It's about perfecting the vision of the creative director, complementing the photographer's craft, and just completing an image.

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

The excitement and the pressure. The excitement that the campaign will be seen by more eyes, but with that comes the pressure to do the brief justice.

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

Notes, briefs and previous conversations.

When working at scale, how do you make sure nothing is missed?

Actions and a detailed QC. Automating layer structures and taking time to reflect on the brief, then revisiting each image to make sure I've hit all of the marks.

Retouching is just one skill. Beyond technical ability, what really determines whether someone builds a sustainable career?

Communication I've found to be key. Be yourself, be brave, have those upfront conversations about being in the loop from the get go. Your experience can make a project that edge better than if you're not in the room when planning.

What do you think this industry needs more of right now?

Right now a lot of people believe the industry isn't stable. I hope I'm right in saying - it is. There's a lot of talk of "AI can produce this shoot without the 50k budget" - but this is just people on LinkedIn with a Pixar style caricature. I believe our craft, genuine photography, will remain in place for years to come. People want to see real life, they don't want to buy into something that isn't what they'll receive. So I think we need unity - championing each step of a creative process.

What is one insight you wish more retouchers understood early in their career?

Layer structure helps. A lot.

A final note from us

Sam's perspective is a refreshing one - clear-eyed about where the industry is headed, but firmly optimistic about the value of real craft. His belief that unity and visibility are what this community needs most right now aligns closely with why Retoucher of the Year exists in the first place. We're glad to have someone who gets it on the panel.

We are very happy to welcome Sam Dean as a member of the jury for Retoucher of the Year.

About Sam Dean

Country: United Kingdom

Years in the Industry: 10+

Primary Specialization: Product and Lifestyle Retouching

Main Expertise: Interior Imagery, Model, Product, Blender 3D

Website: samdean.uk

Instagram: @sammdean.psd

LinkedIn: linkedin.com/in/sam-dean