It’s been a strange dance over the past few years. I have almost felt as if I were two photographers. First, a commercial photographer that shoots commissioned work. Second, a photographer that documented coffee culture, directed music videos and short films under the umbrella of Americano Mondays.
Then something changed, and all of the sudden - almost of my editorial and commercial clients started asking me to shoot in my “coffee style” for campaigns ranging from Google, Wells Fargo, Kahlua, Live Nation, and many others. I was even in consideration for a Twitter campaign a while back, and the first sentence in their email to me was, “We love Americano Mondays, can you shoot something like that for us?” Uhm...yeah! Sadly I didn’t get the job, but it was a reminder that I was on the right path. Even though it was not a path that I ever foresaw myself going. Especially not when I moved to Los Angeles in August of 2010.
It’s been a freakin process - and just like everything else in this photo world - it’s changing on the daily. That said, I can - with certainty - say that I am still doing my thing as a commercial photographer because of Americano Mondays. I stopped waiting for people to hire me to create and I hired myself. In that process, I built up a brand and a large body of work, ranging from live music videos, short films, photo essays, and interviews - and now I’m being asked to produce similar work for my commercial clients.
I wish I would have embraced this change faster. Thankfully I got over that, and over the next few weeks/months I’ll be sharing some new work that I’m proud of, and hope will lead to some new client work - as well as making some changes to my commercial site to better reflect my style.
So, if you’re a client or brand that’s reading this (hello), please feel free to reach out - I’d love to freakin rock out some beautiful images with you.