I started my creative journey in design, as the fusion of type and imagery on the page fascinated me. Day after day, I began the arduous task of learning the craft. Then I needed images for my work, so I started taking photos. This process repeated over the years and I worked hard to teach myself a range of skills to become self-reliant. That "DIY" spirit of getting my hands dirty in all aspects of the creative process carries with me to this day.
I started out by capturing pure visceral moments in great light, but now the story drives what I film. I strive for that feeling when the images and sound come together just right. It requires hard work and many late late late late nights but when it all comes together it's all worth it.
I have found that no matter what creative challenge I embark on imagery is key. As compelling photography makes you stare and wonder. Telling a story without words. As I evolve my visual style, a new goal is to capture the connection to a place not just the beauty of a landscape or a moment of action.
Drop the ego. You don't know it all, so you need to team up. It takes time to find your tribe of trusted collaborators, but once you do ideas flourish, problems get solved, and the work gets elevated in unexpected ways. Plus after a successful project, it is more fun to share a beer and celebrate with others than sip alone.
My goal is to make brands relevant to people’s lives and give them more significant roles rather than just providing things to buy. It seems simple, but it takes time, patience, and many arguments discussions. I spent a decade at Yeti Cycles, helping to re-establish the brand and create a visual identity through films, photography, interactive sites, print, and so on. What I found is to be successful you can’t let fear guide your decisions. Be bold. Be authentic.