(CNN) Taking pictures of famous landmarks is like writing a thank-you letter or ironing a shirt. You're sorta obligated to do it, and everyone does it more or less the same way. So when someone figures out a unique style of getting the job done, people notice. That's what happened when Londoner Rich McCor began adorning pictures of British landmarks with whimsical paper cutouts and posting the results online.
Then he got a lesson on the impact of "viral" when Britain's "Daily Mail" publicized some of his photos.
"I went from 5,000 followers on Instagram to about 60,000 in a week," McCor tells CNN.
According to McCor, Lonely Planet contacted him and sponsored part of a trip around Europe to put his artistic touch on monuments in Paris, Stockholm, Copenhagen and other cities.