Eye Forward, Inc.

Eye Forward represents photographers and directors with bold, distinctive perspectives who work across all categories, from celebrity, entertainment, and fashion to lifestyle, travel, food, and still life. We love our artists and we love our clients, and we pride ourselves on being both a resource and a source of support for them, empowering them to create amazing work. Eye Forward was founded by Carol LeFlufy, who has deep roots in the photo world. She began her career as a commercial photographer before switching to the other side of the lens, working first as an assistant to iconic photographer Steven Meisel and eventually as studio manager for legendary portrait photographer Annie Leibovitz. Having absorbed invaluable insights on the production end of the business, Carol joined Art+Commerce founding partners Jim Moffat and Anne Kennedy as a producer and assistant agent. Before long, she was repping there full time, with a roster whose impressiveness—Mary Ellen Mark, Ellen von Unwerth, and Frank Ockenfels 3 were among her artists—was a testament to her own eye, dedication, and creativity. After many years at Art+Commerce in New York, during which she branched out into teaching at ICP and the Center for Photography in Woodstock, as well as actively collecting photography and photo books, Carol moved to Southern California. There, she established Eye Forward in 2004 and continued to pursue her passion for collecting photography and for teaching, including at Art Center College of Design in Pasadena. More than a decade later, her highly developed instincts as an agent have enabled Eye Forward to thrive in a competitive market. “The business has never been more dynamic and fluid,” notes Carol, “and I love the challenges of the new paradigm.”