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Meet Carol LeFlufy of Eye Forward in Hollywood

Today we’d like to introduce you to Carol LeFlufy.

Thanks for sharing your story with us Carol. So, let’s start at the beginning and we can move on from there.
I was born and raised in Vancouver, Canada. My father was an architect whose hobby was photography, so it was no surprise when I started taking pictures in my early teens. The hobby became a profession and I earned a living in Canada as a photographer for seven years before moving to New York City in the early 1980’s.

I worked as Annie Leibovitz’s studio manager for three years and was then invited to join Art + Commerce as an assistant agent to the original partners. Art + Commerce represented Annie as well as Steven Meisel and Robert Mapplethorpe at this time and grew to represent over twenty photographers.

Over my fifteen years with Art + Commerce, she represented Richard Burbridge, Mary Ellen Mark, Perry Ogden, Frank Ockenfels, Taryn Simon, Ellen von Unwerth and Max Vadukul. In addition to becoming the president of the company, she helped the company develop Anthology their stock and licensing division.

I moved to Los Angeles in 2004 and opened the successful photography agency Eye Forward and is now representing The Ingalls, Sam Jones, Spencer Lowell, Bella Newman, Dewey Nicks, Perry Ogden, and Frank Ockenfels.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
I think one of the biggest challenges has been keeping up with the new technologies as well as the effect that digital has had in the media industry. Clients can use imagery and motion to get to their target audience in a host of new ways. We as agents represent our talent and have to now work harder with our clients to solve budget and content challenges.

Another challenge is that there are so many more photographers and or directors so the market is a lot more competitive. I believe the business is expanding not getting smaller but you have to be able to see all the new possibilities.

Please tell us about Eye Forward.
We represent and manage photographer/director’s careers.

If you had to go back in time and start over, would you have done anything differently?
There were a few artists – photographer/directors that I wished I had taken on to work with and or pursued to represent.

Contact Info:

  • Address: 6311 Romaine Street
  • Website:
  • Phone: 3234627950
  • Email:
  • Instagram: eyeforwardinc

Image Credit:
Alexandra Gibbs

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