VSCO is turning 50 photographers’ images into public art across the US

VSCO is selecting one photographer from every state to have their work licensed for use on public billboards across the country. The campaign, called The Fifty, is a free open call for VSCO members with submissions running through September 10, 2026.

To enter, photographers simply post an image to VSCO using the hashtag #TheFifty with a hashtag for your state, such as #Kansas. There should also be a short caption, and you’ll need to add your state to your bio in the app. VSCO suggests submitting three to five images, especially if they are part of a series. It says it’s looking for “strong, impactful images with a story that extends beyond the frame” and wants to see photographs that prompt people to slow down and look closer. 

The brand says it will curate selections from submissions and compensate the 50 chosen photographers, though exact compensation details have not been publicly specified. Each selected image will appear on a billboard in the photographer’s home state. It also says that selected images may also be showcased through editorial features, curation and licensing opportunities, giving even more exposure to photographers and helping them grow their careers. 

The campaign fits a pattern VSCO has been building for the past several years of actively spotlighting the work of creatives who share images on its app. The company has made a point of surfacing and celebrating that work through editorial features, curated in-app showcases and now physical placements. It also acquired a freelance mentorship platform in 2025 to expand career support for photographers, and The Fifty extends that same direction into public space, fitting VSCO‘s mission of helping creators grow and be seen.

For the millions of US-based photographers already using VSCO, the barrier to entry is low: you’ll need a VSCO account (the free version works), then post a photo, add the hashtags and your state to your bio, and submit before September 10. For those outside of the US, VSCO says opportunities will be coming in the near future.