My creative journey started in design, as the combination 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 taught myself a range of skills to become self-reliant. As I begin to specialize more and collab, what I learned then carries with me and informs my work.
I started out by capturing pure visceral moments in great light, but now the story drives what I film. It requires hard work and many late late late late nights, but when the images and sound come together just right — it's all worth it.
I have found that no matter what creative challenge I embark on, high-quality imagery is critical. As compelling photography makes you stare and wonder. 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.
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 beyond just providing things to buy. 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. You can’t let fear guide your decisions. Be bold. Be authentic.