Jason Lindsey Blog

UNFINISHED: A Short Film for America's 250th year.

I set out to photograph flags. I ended up photographing the country underneath them.

For fifteen years, everywhere I traveled, I photographed American flags. Not the ones flying crisp beside white picket fences. The torn ones. The faded ones taped inside store windows. The ones that told a more honest picture of America. Thousands of photographs, gathered from all over the country, and I'm still not done. I photographed three more the day after releasing this film. From all of them came UNFINISHED, a five-minute film made for the country's 250th year.

There are no faces in this film, and the narration adds depth to the story without taking sides. Just the flag, hanging over the ordinary places where we live, the witness to the distance between what the country promised itself and how it actually lives.

Most of us don't live up to our own ideals, but we keep striving toward them.  I didn't want to make something that tells people what to feel. I wanted to make something honest enough to hold two things at once: that the promise is real, and that we haven't kept it yet.

The job isn't done, and it was never finished.

What's left is ours to finish.

Watch and Read more about UNFINISHED

Eight frames per second is slow enough to feel like photographs in motion. That's exactly what I was after for Illinois State University's latest TV commercial. Here's the thinking that got me there.

You've directed several spots for ISU. What felt different about this one from the start?

We were following a single real student through her college journey: Grace, a theatre major at ISU. She loved taking photos of her life, so we leaned into that. We blended photos I created with her real photos, and the spot ends on a corkboard in her dorm room.  Some of the photos pinned to the board are from earlier scenes in the spot, and some are her actual photos.

This spot was deliberately not cinematic; that's a conscious choice most directors don't make. What was the thinking behind that?

It's not like a cinematic version would have looked horrible. This was just much looser framing and style. Things are less perfect and more real. I feel like with AI, Photoshop, filters, all of it, so many images and videos are becoming overproduced and don't feel real anymore.  For the selfies, I had Grace hold the camera and move it. I let go of a lot of control.

Where did the "social-first" aesthetic come from?

From studying TikTok. I noticed that I would scroll right past very cinematic-looking videos because I knew they would be ads.

Did working in this style change the way you approached things on set?

I had to do a lot of experimenting with frame rates and shooting techniques before I got to set, so I knew it would work once we got into the edit. What I found is that shooting a video camera at a slow frame rate (8 frames a second) gave me the most realistic playback on set.  We could see the choppy, made-of-stills feel right there on the monitor, and so could the client. If I had shot actual stills, there would have been no way to preview the effect or do playback until the edit. 

What kinds of details were important to get right for the spot to feel believable to students?

It started with the script being authentic to Grace's college experience. I also leaned heavily on the students in the spot to find out where they actually hung out, what they actually did, and who they did it with.  Grace also did the voiceover, so the spot follows her life, uses her photos, and speaks in her voice.

Where did the still photo style come from? 

From being a professional photographer for thirty years and loving how images look when I scroll through them quickly on the back of my camera.

How do you get a university to trust you when you're pitching something that looks less produced than what they're used to? 

We've been working together for almost five years, and they know I'm always pushing to make the best possible work to achieve their goals. I also worked as an art director for five years, and my degree is in graphic design, so I know I'm making these commercials for a reason, not just making art or being selfish and making it for my reel. 

I explained all my thinking and reasoning, and I did a few tests at my studio to show them what I wanted to do. They liked the idea. 

And honestly, the projects we create together just keep getting better as we learn from each other and trust each other more. 

Breaking Ice: The Making of Cracks in the Ice is a film about a question I couldn't answer. My son asked me what the world was going to look like because of climate change...and I didn't have the words. What I had was a camera, a studio, and a box of broken 19th-century glacier slides. The film follows what happened next.

Over the past year, Breaking Ice: The Making of Cracks in the Ice, has traveled further than I ever expected, to more than a dozen festivals across the US and Europe, two awards, nominations, and honorable mentions from Los Angeles to Paris. Best Environmental Film at the LA International Art Film Fest. Best Micro-Short at the Environmental Film & Screenplay Festival. Selected for the Communication Arts Photography Annual 2026. A nomination at Cannes Arts Film Fest. An honorable mention in Paris, as part of the United Nations International Year of Glaciers' Preservation.

That last one still stops me. The film was selected as a finalist for Stories from the Cryosphere: Glaciers on the Edge; a UN-connected event that brings together scientists, filmmakers, and global audiences around one of the most urgent conversations of our time. To have this work (which started with a box of broken 19th-century glacier slides in my studio) end up on that stage, in that room, as part of that dialogue... that's the whole point of making it.

The photography series that preceded the film, Cracks in the Ice, has been part of that conversation too; exhibited at the Smithsonian's Art x Climate initiative, UN climate events in New York and Paris, and solo and group shows at the Lander Art Gallery and the Griffin Museum of Photography. Since the film's release, we've continued to pair the images and the film in pop-up exhibits alongside screenings. The work keeps finding new rooms to live in, and new people willing to sit with what it's asking.

I got into this work because I believed it mattered. Every screening, every exhibit, every person who walks away thinking differently about what we stand to lose, that's the impact. That's why I keep making it.

I photograph buildings the way most people shoot action sports: dynamic angles, aggressive compositions, perspectives that make you lean in.

The camera becomes a character in the story. As a licensed drone pilot, I'm obsessed with finding perspectives others miss and going beyond the obvious aerial to discover angles that don't exist at ground level. Wide-angle drama. Telephoto compression. Shallow depth that isolates what matters. The lensing creates depth, not just documentation. And light? I treat it like a film score, driving emotion, not just illuminating.

The goal: Make you feel the space, not just see it.

Your campus architecture deserves more than documentation. It deserves cinematic storytelling.

See more work!

Clients hire me because of creativity, getting the shot list, and more.

After 20 years of photographing everyone from patients to farmers to executives, I’ve learned this: when a project has multiple locations and a tight schedule, clients don’t want extra complications. They want someone who can handle it without making their day harder.

They want the photographer who shows up ready, solves problems quietly, and actually delivers above what was promised. 

The difference is preparation. When you've figured out how you're getting the shot before anyone steps on set, everything flows. You nail what's needed, then have room to explore. That's when the magic happens; when you're not stressed about basics, you can chase those unexpected moments happening off to the side.

Does creativity matter? Absolutely. But reliability? That's what gets you hired again.

Your portfolio gets you in the door. Your professionalism brings you back. And the shot that's captured beats the shot that's imagined every single time.

View my Portfolio!

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TIP:  Shoot the Safety First, Then Get Creative

Get the clean, well-lit, exactly-what-they-asked-for shot first. Then push it!  Try the weird angle, the dramatic light, the unexpected composition.

An email from a recent client made my entire day: "We love all the photos!! You capture people at their best, and the moments you capture are intimate and personal. We also really loved the campus photos; you made the campus look the best it's ever looked, and from spots that we have never shot before."

This is exactly the kind of feedback that keeps me excited about every campus. There's something addictive about wandering a university campus and suddenly spotting that perfect moment.  Maybe it's a student having a breakthrough in the lab, or discovering that one random stairwell where the light does something absolutely incredible at 3 PM on Tuesdays. I'm constantly amazed by how much story lives in those split-second interactions and forgotten architectural details that everyone walks past without really seeing.

Campuses always have more to offer than anyone realizes. When I get to explore with my camera, I'm constantly finding perspectives that surprise even the people who work there every day; angles that have been waiting to be noticed. The same goes for people. I discover them in candid moments between the official shots, when they're just living their campus life.  It's like being given permission to fall in love with a place all over again and seeing familiar spaces transform into something that makes people stop and say, "Wait, is that our school?"

That's when you know you've got it right.  When someone looks at your photos and says, "I can almost hear the conversations and feel the energy."

View my Education Portfolio!

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A Discovery Tip: Slow Down to See More

Walk your campus at different times of day. That hallway you pass every morning might transform into something magical at golden hour.

Most people experience their campus on autopilot, rushing between the same buildings at the same times without really looking around. But light changes everything.

That sterile-looking corridor at 9 AM might become warm and inviting when afternoon sun streams through the windows. The courtyard that feels empty during your morning coffee run could be buzzing with student life at lunch, or beautifully quiet at dusk.

Try breaking your routine once in a while. Take that meeting at a different time, walk the long way to your car, or simply pause in spaces you normally rush through. You'll start noticing architectural details, lighting moments, and student interactions that have been there all along, just waiting for someone to slow down enough to see them.

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Newsletter Throwbacks: Still Worth the Read

Our back catalog of campus photography insights, client stories, and those "aha!" moments that never get old.

Three People, One TV Spot, and a Whole Lot of Hats

Athletic Pulse and Collegiate Hustle

Most cameras hang back like wallflowers. Mine doesn’t.

I work in a style I call immersive camera. Rather than shooting from the sidelines, my lens moves like it belongs there.

It slips into the kitchen during dinner prep, weaving between the clatter of pots and the hum of conversation. It leans over shoulders during card games, catching the quiet smirks and knowing glances.

It edges closer when the stories turn good, when the laughter bursts, when the secrets start to spill.

My camera gets curious. It tilts like a friend leaning in, listens like someone who cares, knows when to step forward and when to fade back into the room.

And something happens when it does. People stop performing. They stop posing. They start forgetting the lens exists...until what’s left is real.

That’s the heart of immersive camera work. It doesn’t just record the moment, it lets you relive it.

Not from the sidelines, but from right inside the story.

View my Portfolio!

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Perspective Tip: How Kneepads Unlock Hidden Angles

The best shots don't always happen at eye level. Bend, stretch, twist, sway...use your whole body to change perspective.

Drop low to catch the world from a kid's view. Angle from the side to frame a secret smile. Shift your stance to turn an ordinary moment into something cinematic.

Your camera isn't static - so you shouldn't be either.

(Pro tip: I always wear kneepads. Yes, really! Because the best perspective is often six inches off the ground, and concrete floors don't forgive.)

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The Back Issues: Stories That Keep Getting Better

Playing catch-up? These past issues are still making the rounds for good reason.

From Creative Director to Photographer:  A Translator of Creative Visions

Outdoor Shoots?  Predictably Unpredictable.

I've lived both sides of the creative brief. Once, I was the art director parsing every detail. Now, I'm the photographer who speaks that language fluently.

When someone says "make it approachable yet aspirational," I don't panic—I translate. I've been in those marathon meetings, wrestling with the nuanced difference between creative concepts.

This isn't just empathy—it's hard-earned experience.

The line between "we'll figure it out on set" and creative magic? Proper pre-production. I arrive with shot lists, ideas, and backup plans for my backup plans.

When creative teams pivot, I see the bigger picture. I'm not waiting to speak—I'm connecting strategic goals with practical execution.

Memorable campaigns aren't created in silos. They emerge when unique perspectives converge and someone can translate between creative worlds.

I bring that translation service to every project—camera, experience, and occasional dad jokes included.

Because the best imagery happens when we're not just colleagues, but creative partners.

Ready to collaborate?

Let's talk.

View my Portfolio!

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Invaluable Tip: Three Words That Make or Break a Shoot

My secret weapon for great collaborations? Ask creative directors for EXACTLY three words that describe their brand. Not two. Not four. This little constraint sparks brilliant clarity - it's like distilling a brand strategy down to its essence.

These three words become our North Star throughout the shoot. When we're deciding between compositions or lighting approaches, we simply check: "Does this feel established but also approachable?" The debates become focused, and decisions clearer.

I've seen these three little words align entire teams in minutes, turning abstract concepts into actionable direction. Try it on your next project - you might be surprised how three simple words can transform creative collaboration. Just write them where everyone can see them and watch the magic happen.

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In Case You Missed It: Newsletter Gems Worth a Second Look

These classic issues deserve another read – you might catch something you missed the first time around!

Outdoor Shoots?  Predictably Unpredictable.

The Split-Second of Connection

Remember when film crews looked like small armies? 

I just wrapped a TV commercial for Illinois State University with exactly three people. Total.

This is how we work.

Here's how it broke down: I wore about seven hats (director, DP, drone operator, editor, sound designer, colorist... I lost count). Talia and Ian? They split everything else between them – both pulling double duty as 

1st AC plus gaffer/grip, with Talia also producing and handling digital tech while Ian spotted for the drone.

Two Track Road – our production company – shepherded Illinois State's project from script to screen.

Production? Check. 

Post? Check. 

Final :30 and :15 spots delivered? Double check. 

All with our mighty crew of three.

Here's what I've learned from taking this same small-crew approach on projects from Wyoming to Georgia, Canada to Argentina to name a few: lean teams aren't just about budgets. They're about agility. When you're not managing a 40-person circus, you can pivot on a dime.

See better light over there? We're already moving. 

Weather shifts? New plan in 30 seconds. 

Student has a brilliant idea? Let's try it.

The magic happens in those unscripted moments – the ones you catch because you're nimble enough to chase them.

It's the energy I bring to every project: move fast, stay curious, and never let logistics overshadow creativity.  Sometimes the best stories come from the smallest teams.

Curious about what three people and a camera can create? 

Let's chat.

View my Education Portfolio!

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Field Tip: The Art of Creative Problem-Solving (or Why Duct Tape Isn't Always the Answer)

When you're working with three people instead of thirty, problems don't come with a department to solve them. No calling in the specialty crew when you ARE the specialty crew.

So here's what I've learned: every limitation is just a creative challenge in disguise.

The secret? Stay loose, think sideways, and remember that some of the best shots in cinema history happened because something went "wrong."

When your entire crew fits in one car, you develop a superpower: turning constraints into creative gold.

Oh, and always pack extra batteries. 

Creativity is great, but some problems really do need duct tape.

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Newsletter Reruns: Even Better the Second Time Around

Our newsletter remix collection: same great content, fresh new perspective, double the fun!

Athletic Pulse and Collegiate Hustle

When One Degree Creates Infinite Possibilities

Gray Day with our Lighting

Gray Day with no Lighting

Outdoor photography often comes with surprises. Clouds might roll in unexpectedly. Shadows stretch in ways that weren’t planned. And sometimes, the much-anticipated "golden hour" simply never arrives.

But unpredictability doesn’t have to define the outcome. The magic lies in creating a light that feels authentic yet aspirational. A light that captures attention without overwhelming the scene, one that’s bright, but never harsh.

It starts with embracing what’s already there. Whether it’s soft sunlight breaking through or heavy gray skies overhead, there’s always a foundation. From there, carefully controlled, portable battery lighting can enhance what nature provides, creating an effect that feels seamless—like sunlight peeking out just at the perfect moment, even if it never really does.

Lighting shapes how an image feels. It’s the difference between a flat, lifeless scene and one that’s striking and unforgettable. Even when the weather doesn’t cooperate—overcast skies, muted afternoons, or shifting shadows—intentional lighting makes all the difference.

Because lighting is more than just a technical tool. It evokes emotion, transforms the ordinary into something aspirational, and helps every detail stand out in just the right way. The result could be the same location, the same subjects—but with the right use of light, the image feels alive, warm, and full of life.

It’s not about waiting on perfect conditions. It’s about creating a moment that feels iconic, no matter what the day brings. Every scene deserves that touch of brilliance, even when nature doesn’t provide it.

View My Portfolio!

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Timing Tips : Dance with the Light   (but have a backup plan)

1. Think of Light as Your Emotional Soundtrack Just like music can drive the emotion in a film, so can lighting. Before your shoot, consider what feeling you want your images to evoke. Is it warmth and intimacy? Drama and tension? Let this emotional goal guide your lighting decisions rather than just technical correctness.

2. Pack Portable Lighting Even on "Sunny" Days We have a powerful battery pack light kit that allows us to mimic the sun and create whatever light we need even if it is overcast. Weather forecasts are notoriously unreliable. Having portable lights means you're never at the mercy of cloud cover or unexpected weather shifts.

3. Shoot a Gray Day with Golden Intent

Our lighting feels golden and natural while creating an optimistic and energetic feeling. Don't see overcast conditions as a limitation—view them as a blank canvas. With the right supplemental lighting, you can create the warmth and directional quality of golden hour under even the most challenging conditions.  Remember, authenticity doesn't mean settling for whatever light nature provides—it means creating light that feels natural while elevating the emotional impact of your images.

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First Time Reader? Discover our Newsletter Collection

We've pulled together a selection of previous issues that showcase what we're all about:

The Split-Second of Connection

My Approach?  Whatever It Takes

No filters. No fakery. Just pure, unscripted campus energy.

We don't stage moments. We capture them. Mid-game intensity. Mid-club challenge. Mid-team triumph.

Your college experience isn't in a brochure. It's in these moments. These locker room connections. These intramural heartbeats.

Join our storytelling journey. Amplify your campus narrative. Together, we'll inspire!

View more Education Work!

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Capture Tip: Hearing Beyond the Huddle

Sound-Driven Sports Shooting

Athletic environments have distinctive sound signatures that can guide your visual storytelling. The rhythmic squeak of basketball shoes, the echo of a diving board, the collective inhale before a free throw—these auditory cues can alert you to decisive moments before they're visible.

Try this: During your next indoor sports event, close your eyes for 2-3 minutes and just listen. Identify the sonic patterns that precede key moments. Then use these audio cues as anticipatory triggers for your shooting, letting your ear guide your eye for more instinctive timing.

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Buried in Emails and Missed Our Latest? Catch Up Right Here.

A highlight reel from our inbox – these past editions are worth a second look: 

When Science Meets Art:  A Photographer's Journey

When One Degree Creates Infinite Possibilities

Did you know people form first impressions from images in just a fraction of a second?

That tiny window means every portrait needs to communicate something real. The difference between a forgettable photo and one that lingers in memory often comes down to capturing those unscripted "in-between moments" – the thoughtful pause, the spontaneous laugh, the curious glance.

These split-second authentic reactions form deeper connections than any perfectly posed portrait. It's like the difference between hearing a memorized speech versus overhearing a heartfelt conversation.

While lighting setups are fun to play with, what's really interesting is creating the kind of comfortable chaos where authentic moments thrive. It's like being an emotion translator — understanding both the nervous energy of someone in front of the camera and the creative vision behind the shoot.

In a world where authenticity cuts through the noise, portraits that capture genuine emotion stand out like a beacon.  It's that "I recognize that feeling" moment that creates true connection between image and viewer.  The difference isn't always dramatic, but it's always meaningful.

Those genuine human expressions are what make people pause, relate, and remember the story being told.

View my Portrait Portfolio!

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Embrace the Awkward: Why Those First 5 Minutes Matter

The first five minutes of any portrait session are typically awkward – it's normal human response to being photographed.

Instead of stopping to reset when you sense discomfort, keep shooting continuously. Maintain conversation while working to build momentum and help your subject forget about the camera. Often the most authentic expressions happen precisely when someone transitions from self-conscious to comfortable.

Trust the process – that magical transition point where self-consciousness falls away and genuine presence emerges is worth pushing through those initial uncomfortable moments.

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Oops, Did You Miss These? Newsletter Flashbacks

Our newsletters never expire! Browse through previous editions that are still fresh with ideas and inspiration.

My Approach?  Whatever It Takes!

Behind the Lens:  One Shoot, All the Things for Rinnai

Ever notice how scientists look backward to see forward?

That paradox sparked two of my favorite personal projects. When my son Björn asked about climate change, I couldn't give him the clarity he craved – none of us can, really. His question inspired "Reflecting Forward," where portraits blur behind reflections, mirroring how we glimpse our uncertain future through fragments of the past.

Reflecting Forward

Then came "Cracks in the Ice." I collected vintage glass slides of glaciers and, well, smashed them. Each shattered piece became a metaphor for our planet's fragility. Who knew destruction could be so beautiful?

Cracks In the Ice

This is where I find my sweet spot – that place where data becomes poetry, where research transforms into visual stories. Maybe it helps that I'm married to a PhD scientist (best research consultant ever!). Whether I'm documenting "mussel grubbers" in rivers (yes, that's a real job!) or bringing cutting-edge university research to life, I'm drawn to the humanity behind discovery.

Science storytelling isn't about cold facts. It's about wonder, collaboration, and finding beauty in the questions we ask. That's the energy I bring to every university project – from biology labs to business innovation centers.

Curious about bringing your research to life?

Let's talk science and art.

View more in my Education Portfolio!

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Insider Tip: How to Get Authentic Shots of University Researchers

Here's a secret for your next faculty photoshoot: don't shoot scientists like you would models. Throw away the stiff poses and formal setups—unless you enjoy that "deer caught in lab lights" expression.

Instead, get them talking about their research first. Their eyes light up, their hands start moving, and suddenly you're not photographing a subject – you're capturing passion in action. This pre-shoot conversation is when I capture my best candids.

Need a technical trick? Position them in their natural habitat (lab, field site, even gloriously cluttered office) and use a longer lens to compress the space. It creates a focused portrait while keeping the environment as context. Bonus: you'll stay safely out of range when the chemistry professor gets excited with the beakers.

Remember: Your goal isn't just headshots – it's visual storytelling about the discoveries happening at your university. And maybe, just maybe, making tweed look cool again.

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Want to binge-read our newsletters? Start with these page-turners:

Dip your toes into our content with these standout newsletters from previous editions.

When One Degree Creates Infinite Possibilities

Behind the Scenes:  University Shoots Unfiltered

A good day's work leaves evidence – sawdust, sweat, or in my case, memory cards full of honest moments.

If that means I'm lying in mud to get the perfect angle of a carpenter's hands as they plane century-old wood, so be it! I've swum with sharks, hung off cliffs, and stayed out in downpours for hours. Why? Because the real magic happens in what I call "the moment before the moment"—that split second when people forget I'm there and just do what they do best.

It's not the grease under fingernails or the calluses thick as leather—though my camera loves those details—it's what they represent. That mechanic's blackened fingertips? That's a record of problems solved. The framer's palm, permanently molded to fit his hammer? That's dedication you can't fake.

These are the values the "salt of the earth" folks I grew up with instilled in me. Because working with your hands isn't just a way to make a living—it's a way of living with character. And man, does that make for some killer photographs.

Let's celebrate the folks who shower AFTER work, not before.

View my WORK Portfolio!

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Job Site Tips: Document the Dedication

1. Get Low, Get Close

The most compelling shots of people working with their hands often come from getting down to the level of the work itself. Don't be afraid to lie on the ground or squeeze into tight spaces to capture the perspective that tells the real story.

2. Embrace the Dust

Don't clean your lens too quickly when working in dusty environments. Sometimes that bit of sawdust or metal shaving catching the light adds authenticity you can't manufacture.

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Looking for More? Dive Into Our Newsletter Archive

Ready to go down the newsletter rabbit hole? Here's where the adventure begins:

When One Degree Creates Infinite Possibilities

Behind the Lens:  One Shoot, All the Things for Rinnai

College cracked open my creative world like a vibrant paint can spilling across a gray landscape. The seeds of my photographic journey emerged in these moments of unexpected inspiration. Growing up in a community of hard workers, I was starved for artistic expression until higher education became my breakthrough.

As the first in my family to grab that coveted degree, my journey was about breaking new ground. Surrounded by factory workers – including my parents – I honored their grit while dreaming of something different. College wasn't just education; it was my personal revolution.

Graphic design showed me I could turn creativity into a career, blending imagination with structure. My work as a student photojournalist was even more transformative, connecting me to stories and cultures I'd never imagined. Suddenly, photography wasn't just an art – it was my passport to understanding the world.

In our dynamic world, higher education does more than prepare careers – it builds lifelong learners and critical thinkers. Its true magic lies in opening unexpected doors and revealing uncharted possibilities that reshape how we see ourselves and the world around us.

Let's collaborate and keep this incredible journey going!

Check out my Education Portfolio!

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A Narrative Tip: Intersecting Ideas

Cross-Departmental Visual Dialogues

The most distinctive universities create unexpected connections across disciplines. Your visual storytelling should do the same.

Instead of photographing departments in isolation, look for visual conversations between seemingly unrelated areas of study.

Try this: Create intentional visual pairings that highlight unexpected connections: the similar hand positions of your ceramics artist and your surgeon; the shared observational intensity between your astronomers and poets; the parallel patterns in your music notation and computer code.

These juxtapositions not only create visually compelling content but tell a deeper story about what makes your institution's approach to education unique—the connections that happen across traditional boundaries.

When prospective students see these visual dialogues, they better understand how your university creates not just expertise, but perspective.

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Blinked and missed our newsletter? Here's a quick catch-up.

Take a journey through our past newsletters—no rush, no pressure.

Behind the Scenes:  University Shoots Unfiltered

From Student to Storyteller: Crafting TV Spots for the University That Shaped Me

Ever Wonder what Happens in a University Genetics Lab at 2am?

For our recent Rinnai shoot, we ditched the models and went straight to the source: the folks who install these water heaters day in and day out. Those weathered knuckles and confident movements aren't props – they're resumes written in calluses and muscle memory. Their authenticity is exactly what I chase with my camera, even if it means cramming myself into tight crawl spaces or balancing on ladders to get the shot.

Our crew was deliberately small – just one producer, two assistants, and a PA. No circus of equipment trucks and catering tables. Just us, moving nimbly through real work environments, creating a comfortable space for authenticity to emerge. That's when the magic happens: when subjects forget we're there and just do what they do best. 

We're most proud of how much we squeezed from these authentic interactions – crafting a complete content package from a single shoot: print ads that showcase the precision of a master installation, animated digital banners for various platforms, and both :30 and :15 videos where their daily routines and professional expertise tell the real story. All while working hand-in-hand with the creative team at Miller Brooks to ensure every asset hit the mark.

The end result? A campaign that feels like truth because it is. No pretending, no acting – just real plumbers who know what works and what doesn't. They're the kind of folks who can tell you exactly how a product performs not from a script, but from experience earned the hard way.

These are the stories worth telling – of people whose expertise isn't hanging on a wall but evident in every movement of their trade. The kind who leave a job site cleaner than they found it, whose work speaks for itself long after they've moved on to the next call.

These are the unsung heroes of comfort – the ones who understand that true craftsmanship isn't about being seen, but about never needing to be called back.

View more Rinnai work!

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Efficiency Tips: Maximizing Every Shoot – Creating Multiple Deliverables from One Production

Match your crew size to your agility needs. Our lean team (one producer, two assistants, one PA) allowed us to move quickly between setups without disrupting the authentic environment. Sometimes fewer people means more flexibility to capture unplanned moments that become your best content.

Plan for versatility from the start. Before the shoot, create a shot list that specifically identifies which setups will serve multiple purposes. That establishing wide shot might become your print ad hero, a video opening frame, and background for a digital banner – but only if you compose it with all three formats in mind.

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Starting Fresh? Dive Into Previous Newsletters

Whether you missed them the first time or just want to revisit, these newsletters deserve a spot in your reading queue.

The Magic Is In the Messy Moments

Real Life, Caught In The Wild

Ever wonder what goes on behind those gorgeous university photos and video? Trust me, it's quite the adventure! 

There's something magical about capturing campus life. Sure, you see the stunning buildings and smiling students in our final shots, but what you don't see? Our amazing team running around making it all happen!

The secret sauce? Working with awesome university staff who know all the hidden gems on campus. Facilities managers sneaking us into that perfect rooftop spot or alumni coordinators introducing us to the student whose story will melt your heart – these partnerships make everything click.

And talk about juggling! We're constantly dancing around class schedules, dodging frisbee games, and timing shots between campus tours. Sometimes the best moments happen totally by accident – like catching that philosophy professor spontaneously leading a discussion under a massive oak tree, or students having an a-ha moment in a sun-soaked study space.

Other times, we're like movie directors (but way less bossy). "Just keep studying normally!" we'll say, while we ninja our way around to find that perfect angle. It's all about keeping it real while making it shine.

The best part? Our crew is basically family at this point. We've got inside jokes for days, can communicate with just eyebrow raises, and know exactly who needs coffee after hour three. We've shared late-night pizza in dorm lounges, discovered the campus coffee shop with the secret menu, and swapped stories in hotel lobbies till security gave us the side-eye.

When we finally see our TV spots air and photos bringing a university's story to life online, it hits us why we love this crazy job. These aren't just pretty images – they're helping future students picture themselves there and keeping alumni connected to a place that shaped them.

Check out my Education Portfolio!

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A Gear Tip: Less is More

Less is More on Campus Shoots.

A nimble kit lets you quickly move between buildings and adapt to spontaneous opportunities without looking like you're filming a Hollywood production.

During one recent project, our stripped-down setup allowed us to pivot from the planned library shoot to capture an impromptu student performance in the courtyard – all within a five-minute window! 

We've learned that a nimble setup will often outperform a truck full of specialized equipment when you're racing across campus between class changes. Plus, students tend to act more naturally when they're not intimidated by an overwhelming production setup.

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