How to guide this kid?

Maybe consider looking at RIT. They have a number of specialties in photography and imaging, some of which seem more commercial. They offer merit money based on SAT score level so you can see the likely award levels.

http://cias.rit.edu/schools/photographic-arts-sciences

Rochester has a lot of expertise in photography due to the long history with Kodak and George Eastman. It’s not the prettiest school, but academically, it has a lot to offer.