Hey, I’m Frederik.
I spent 17 years in digital marketing, helping startups and global brands grow their audiences. Then I picked up a camera.
I wasn’t a great photographer when I started — most of my photos were bad. But I was curious to use my marketing skills for this new hobby. And every now and then, I made one picture that worked.
All I wanted was for that one photograph to be seen by the one person who would appreciate it.
Fast forward — my work has been exhibited in museums, featured on National Geographic, and I’ve shot campaigns for Facebook, Burger King, and Coca-Cola.
Not because I was the most talented, but because I learned how to get my work seen.
That’s what most photographers struggle with.
Most marketing courses aren’t made for photographers.
They’re too broad, too generic, and don’t speak to the reality of building a career with images.
Underexposed is different.
It’s my own playbook — the exact steps and insights I’ve used to grow my exposure as a photographer. And I keep updating it as I find new ways to get my work seen.
This isn’t theory. It’s a practical marketing, photographers can actually use.
What you’ll learn
How to grow an audience that actually cares about your work
How to use SEO so people can find your photography on Google
How to be mentioned on ChatGPT and LLMs, when people ask for your kind of photography
How to make social media work without feeling fake or gimmicky
How to find and pitch editors, curators, and brands so they reply
How to turn your portfolio into something that gets opportunities
What you get
Course access
Short video lessons — clear and to the point
Downloadable checklists, templates, and cheatsheets
Assignments that push you to put it into practice
Community access (Course + Community plan only)
Work, spare, and grow with other photographers
Private community for questions and feedback
Monthly live Q&A sessions with me
Underexposed is a course and community dedicated to helping you, as a photographer, to get the exposure you work deserves.
Be seen, as a photographer
Pick your path
course + community $449
Option One
Get the full course plus access to the private community.
Complete access to all course modules and resources
Join monthly live Q&A sessions to get your questions answered directly
Connect with other photographers inside the community space
Take part in challenges that keep you consistent and growing
Learn together, share feedback, and build connections with peers
This option is for photographers who want the content and the accountability, interaction, and ongoing support of a group.
Course only
$299
Option Two
Get lifetime access to the complete course.
All modules, lessons, and resources included
Learn at your own pace, on your own schedule
Perfect if you just want the course content without community extras
This option is for photographers who prefer to learn solo but still want the full training.
Get Instant access to the full Underexposed course plus a 1-year pass to the private community. Learn at your own pace and join peers for live workshops, Q&As, and networking.
This gives you access to the course
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Yes. Underexposed is for anyone who wants their work to be seen—whether you’re a pro trying to book clients, an artist seeking exhibitions, or a hobbyist who wants recognition beyond Instagram likes.
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Not at all. Many photographers in the course start from zero. The strategies work whether you’re unknown or already have a small audience but want to grow into real visibility.
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That’s fine. Underexposed doesn’t push you to dance on TikTok. You’ll learn how to use SEO, website optimisation, and journalist outreach—along with social platforms if you want them.
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If you’ve ever thought:
“My work is good, but nobody sees it.”
“I don’t know how to get clients or editors to notice me.”
“Marketing feels overwhelming, and I just want a clear path.”
Then yes—this course is for you.
What people are saying
“Your advice was spot-on.”
— Mike Krieger, Instagram co-founder