Art director and teacher
You pick a photographer for the magic they bring to an idea.
You have to crop everything down to concentrate the viewer's mind. The more extraneous stuff there is, the more you lose sight of the idea.
You see a picture in tension with words. The whole image is like two live electric cables: one is the picture, one is the words. The viewer grasps the cables, creating an electric shock and sparks in their head.