In this episode of f/22, Greg Lutze and Zach Hodges sit down with world-renowned photographer and artist Jeremy Cowart at his studio in Franklin, Tennessee, to talk about a career built on chasing ideas, embracing risk, and using creativity to help people.

Jeremy traces his unlikely path from painter to graphic designer to celebrity photographer. The journey started with a three-megapixel point-and-shoot and a Hollywood agent who called out of nowhere in 2005. He's candid about faking his way through his first big shoot (10 sets to light for Prison Break, having never used a light before), the imposter syndrome underneath it, and why he's always been drawn to the possibility of failure.

The conversation moves through his signature techniques, the multi-light LED wall rig, custom Capture One code, 60-second shoots, and the stop-motion approach he stumbled into on a Star Trek shoot. It all leads to the work he says matters most, his "If You're Breathing" project, where he makes art alongside people in extreme need and funds their stories through merch. Along the way, Jeremy gets honest about money, the feast-or-famine reality of a creative career, the surprising story of being hired by a global brand specifically to use AI, and why, after 20+ years, obsessive learning is what keeps him relevant.

This episode explores

- How to break into paid work (and landing a rep)

- Why embracing risk and failure beats waiting until you're "ready"

- Building a signature style and a clear creative perspective

- The truth about money and feast-or-famine income

- Using AI as a tool without losing the art

- Why social impact work can be the most fulfilling work of all

Jeremy Cowart

Website: https://www.jeremycowart.com/

Big thanks to @harlowecreators for beautiful lighting for this episode.

Chapters:

00:00 "I Faked My Way Through My First Big Gig"

00:36 Welcome Back to f/22, Franklin, Tennessee

01:40 From Painter to Photographer

03:02 A 3-Megapixel Canon & Shooting Musician Friends

04:46 "I Got a D in Photography"

06:30 How He Started Getting Paid Work

08:04 Landing a Hollywood Agent in 2005

10:12 Imposter Syndrome & Faking the Prison Break Shoot

14:56 The "If You're Breathing" Project

18:07 Projecting a Mother's Words Into Her Daughter's Eye

20:23 Building the Projection & LED Wall Setup

24:22 The 60-Second Photo Shoots

27:26 Discovering Stop Motion on a Star Trek Shoot

29:15 Why Social Impact Work Matters Most

33:42 The Financial Reality, Feast or Famine

35:21 Obsessively Learn, The Carpenter Analogy

38:24 Talking AI, the Good and the Bad

43:04 Hired to Use AI for a Global Brand

45:10 Keep It About the Work, Not the Gear

47:33 Where to Find Jeremy

#JeremyCowart #PhotographyCareer #CelebrityPhotographer #PortraitPhotography #CreativeEntrepreneur #PhotographyBusiness #AIandPhotography #SocialImpact #F22Series #VSCO #PhotographyCommunity

In this episode of f/22, Greg Lutze sits down with Bay Area photographer and filmmaker David Godinez in San Francisco to talk about the realities of turning photography into a career.

David shares how he got started, why photography is just his starting point, and how his work has evolved into video and post-production. The conversation focuses on the often-overlooked side of the craft: business. From pricing your work to shifting your mindset, David breaks down what it actually takes to go from hobbyist to professional.

📌 This episode explores:

• The mindset shift from artist to business owner

• Why pricing your work is so difficult (and so important)

• How to approach the transition into video

• When to hire vs. learn new skills

• Building a sustainable creative career  

Follow David:

David Godinez

Instagram: https://www.instagram.com/davidrgoda/

Website: https://www.davidgodinez.com/

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Chapters:

00:00 “You’re Not an Artist, You’re a Business”

00:23 Introduction in San Francisco

01:02 How David Got Into Photography

02:13 Why Photography Is Just the Starting Point

02:16 Early Days of Video & YouTube

03:26 The Shift from Photo to Video

04:47 Should Photographers Take on Video?

05:40 Learning by Hiring People Better Than You

06:22 The Hard Transition to Going Pro

06:36 Why Most Photographers Undervalue Their Work

07:07 Artist vs. Business Mindset

08:03 Why Business Skills Aren’t Taught

08:30 Learning Through Community

09:08 The Reality of Pricing & Overhead

09:29 Why Pricing Transparency Matters

10:31 The Problem with Undercutting

10:54 The “Oakland Strong” Documentary

12:17 From Local Project to Film Festival Run

13:21 Where to Find David’s Work

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Hashtags:

#PhotographyBusiness #FreelancePhotographer #PhotographyCareer #CreativeEntrepreneur #Videography #F22Series #VSCO #PhotographyCommunity

In this episode of f/22, Zach Hodges sits down with Oakland photographers Pablo Circa and Essi Westerman at VSCO headquarters to talk about creating their very first gallery exhibition: Street Stories: Oakland in Focus.

What started as an idea during a lonely season turned into a community-powered show featuring 42 photographers and dozens of handwritten “written portraits” collected from people across Oakland. Pablo and Essi break down the full journey—from concept and open call to curation, printing, framing, and opening night overwhelm.

They share what it actually takes to make a group exhibition happen, how they narrowed 100+ submissions down to 42 images, and why they chose feeling over technical perfection. They also reflect on collaboration as “jazz,” building something rooted in love for their city, and creating space for Oakland to be seen beyond the headlines.

📌 This episode explores:

• How to create your first photography gallery show

• Turning a creative idea into a physical exhibition

• Curating 100+ submissions down to a cohesive body of work

• Pairing photographs with handwritten community stories

• Building connection through art and collaboration

Follow Pablo & Essi:

Pablo Circa

Website: https://www.pablocirca.com/

Essi Westerman

Instagram: https://www.instagram.com/essiwesterman/

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Chapters: 

00:00 Introducing Street Stories: Oakland in Focus

02:25 The Idea Behind Their First Gallery

05:10 From Injury to Photography

08:54 Building the Concept

12:11 “Follow the Feeling”

15:27 The Open Call & 100+ Submissions

18:02 Curating by Intuition, Not Technical Perfection

22:55 Adding Handwritten Community Stories

29:00 Opening Night in Oakland

34:05 Collaboration as Jazz

36:20 What They’d Do Differently

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Hashtags: 

#PhotographyExhibition #GalleryShow #Oakland #StreetPhotography #PhotoCommunity #Curation #FirstExhibition #F22Series

In this episode of f/22, Zach Hodges sits down with film portrait photographer Lauren Marcelle at Bild Expo in New York City.

Lauren shares her journey from shooting Polaroid as a kid to working in 4x5 and 8x10 large format film. She talks about why slowing down matters, what it takes to make a single meaningful frame, and why portraiture gives her something street and landscape photography never could: real human connection.

They also dive into Cameras & Coffee, the community meetup she helped bring from the Bay Area to NYC, and why “just showing up” might be the most important step any creative can take.

📌 This episode explores:

• Falling back in love with film

• The discipline of large format photography

• Finding your niche after years of experimentation

• Creating space for connection through portraiture

• Building intentional creative community

Follow Lauren:

Website: https://www.laurenmarcellephotography.com/

VSCO: https://vsco.co/laurenmarcellephoto/gallery

Chapters:

00:00 Slowing Down with Large Format

00:37 Lauren’s Film Photography Journey

02:12 Cameras & Coffee Origins

03:32 What to Expect at a Meetup

04:20 Overcoming Social Anxiety

05:10 Why Community Matters

06:44 Shooting 8x10 Portraits

08:02 The Magic of One Frame

09:08 Finding Her Focus in Portraiture

11:05 Where to See Lauren’s Work

Hashtags:

#LargeFormatPhotography #FilmPhotography #PortraitPhotography #8x10 #Polaroid #PhotographyCommunity #CamerasAndCoffee #F22Series

In this episode of f/22, VSCO co-founder Greg Lutze http://vsco.co/greg/gallery sits down with Bay Area photographer, filmmaker, and Google computational research creative Brandon Ruffin http://vsco.co/ruffdraft/gallery to explore how identity, narrative, and technology intersect in modern image-making. Known for his powerful storytelling and community work through Cameras & Coffee Club, Brandon opens up about the emotional core of photography, how our lived experiences shape what we see, and why every photograph carries a point of view.

From his Leica M11-D campaign to his upcoming book Migration Patterns, Brandon shares thoughtful insights on personal projects, creative identity, AI’s role in artistry, and the ways photography can connect us to our family histories, our communities, and ourselves. Whether you’re a new photographer or deep into your creative journey, this conversation offers a grounded, inspiring look at what it means to create with intention in an era shaped by both humanity and computation.

Chapters

00:00 — Storytelling, POV, and the artist’s role

01:16 — Brandon’s background, identity, and approach to photography

06:49 — Inside the Leica M11-D campaign & emotional image-making

13:14 — Migration Patterns: family history, memory, and personal projects

26:15 — Social media, “the banger shot,” and rediscovering play in photography

31:18 — Photobooks, sequencing, and trusting the editing process

36:18 — Photography as poetry: narrative, symbolism, and emotional truth

38:00 — AI, creativity, and human-centered tools for artists

41:05 — Hot takes & advice for emerging photographers

47:36 — Building community, collaboration, and sustaining a creative life

#vscocam #photography #photographer #photographytips #portraitphotography #storytelling #filmphotography #artandtechnology #computationalphotography #creativecommunity #photographypodcast #vsco

With nearly two decades of experience behind the camera, Karna Roa has photographed weddings around the world — from the vineyards of California to ceremonies in Tokyo and Morocco. In this episode of f/22, she shares how shooting weddings taught her every aspect of photography, how education through PPA (Professional Photographers of America) shaped her growth, and what she learned from the viral wildfire photo that briefly put her in the spotlight.

📌 In this interview you’ll learn:

• Why weddings are the best training ground for any photographer
• How to build a sustainable career in a demanding industry
• What it’s like to have a photo go viral overnight
• The importance of lighting, preparation, and adaptability
• How community, education, and mentorship can elevate your craft

Chapters:

00:00 – Why weddings make you a better photographer

00:18 – Meet Karna Roa, award-winning wedding photographer

01:03 – Getting started at age 15

02:29 – Building a full-time career and traveling the world

03:23 – Highlights from 17 years of weddings

04:17 – The wildfire wedding and viral photo moment

10:35 – Lessons in lighting and storytelling

11:18 – Staying passionate and emotionally connected

12:36 – Making a long-term creative career sustainable

13:00 – What is PPA and why it matters

16:33 – Earning degrees and recognition through PPA

18:28 – Growth through education and mentorship

19:00 – Leading the Wine Country chapter of PPA

20:09 – Advice for new and aspiring wedding photographers

21:33 – The power of networking and relationships

22:06 – Closing thoughts and where to find Karna’s work

#VSCO #VSCOcam #streetphotography #Photography #ProfessionalPhotographer #PhotographyTips #weddingphotography #weddingphotographer

Greg Lutze, co-founder of VSCO and passionate street photographer, has spent his career blending design, photography, and creativity. In this episode of f/22, Greg opens up about his path from early graphic design work to photography, the origins of VSCO Film, and his ongoing love for capturing life as it really is.

📌 In this interview you’ll learn:

• How Greg went from design to photography (and back again)
• The true origin story of VSCO and its presets
• Why collaboration is the secret ingredient in creative success
• Greg’s philosophy of street photography in the age of social media
• How his new preset (V9) captures timeless film aesthetics
• Why delight, curiosity, and persistence matter more than numbers

⠀

Whether you’re a seasoned photographer or just starting out, Greg’s story is packed with insight, nostalgia, and inspiration.

Chapters:

00:00 – Intro & Greg’s creative beginnings

01:06 – Early design, music, and first band photos

02:22 – Seattle days & creative community

05:00 – Learning by doing vs. technical perfection

06:11 – Nostalgia and seeing time in photos

08:09 – Finding his photographic style

09:41 – Design work & the path toward VSCO

12:16 – Film is dying? The spark for VSCO Film

13:37 – Collaborating to make VSCO real

16:09 – Why collaboration is everything

18:11 – Building VSCO presets & app together

19:04 – Greg’s love for street photography

20:59 – Snapshot or art? Reframing criticism

22:24 – Developing the new WE9 preset

24:10 – The process of creating presets with intent

26:09 – Making work that stands the test of time

27:07 – Presets as a “three listen album”

29:23 – Community, inspiration, and creativity today

31:15 – Advice for new photographers

33:04 – Joy, curiosity, and delight in photography

34:53 – Closing thoughts & where to find Greg’s work

#VSCO #VSCOcam #streetphotography #Photography #ProfessionalPhotographer #PhotographyTips

From photographing World War II veterans to building a career in longevity and celebrity photography, Tom Sanders has carved out a unique niche in the industry. In this episode of f/22, Tom shares the story of how a college assignment led to two published books, long-term client relationships, and a thriving photography business.

📌 In this interview you’ll learn: 

• How a chance encounter with a WWII veteran shaped Tom’s career path
• Why finding a niche can be the most powerful move for a photographer
• Practical marketing strategies for freelancers that actually work
• Why today’s photographers should also be filmmakers
• How personal projects can lead directly to paid opportunities

Whether you’re just starting out or looking to grow your photography business, Tom’s story is packed with inspiration and actionable advice.

00:00 — Intro & Tom’s background

00:55 — Family history: Ernest Hemingway portrait & photography roots

03:02 — First WWII veteran portrait & impact of the project

05:00 — Moving to LA & building a portfolio through veterans

06:14 — The importance of personal projects

07:20 — First big client: Belmont Village & published book

08:10 — Celebrity photography in LA & early big breaks

09:42 — Finding a niche: longevity photography

12:28 — Teaching at Savannah College of Art and Design

13:06 — How photographers actually get consistent work

15:14 — Why photographers today must also be filmmakers

16:23 — Practical marketing: social, ads, cold calls, and promos

20:03 — Email strategy & building client lists

22:03 — Networking, keeping in touch, and the snowball effect

23:05 — Creating personal work to attract clients

25:14 — Balancing business ownership & creativity

26:56 — Money transparency & client work breakdown

28:20 — Why LinkedIn is Tom’s most powerful tool

31:25 — Advice for young photographers starting out

33:11 — Why every photographer should shoot motion

35:07 — Renting your own equipment back to clients

35:49 — Where to find Tom’s work

#vscocam #photography #photographer #photographertips #commercialphotography #portraitphotography #celebrityphotography #freelancephotographer #photographybusiness #creativeentrepreneur #photographypodcast #wwiiveterans #personalprojects

In Part 2 of our interview, Martine Severin pulls back the curtain on the business and strategy of commercial photography. From test shoots and building a team to networking, portfolio reviews, and landing clients, she shares candid insights from 13 years in the industry.

📌 In Part 2, you’ll learn: 

• Why commercial photography is a “tightly choreographed dance”
• How to show production value and prove you can lead a team
• The long game of relationships, outreach, and portfolio reviews
• Why being a decent human is as important as your photography

Whether you’re ready to move beyond weddings or want to understand how to thrive in commercial photography, this conversation is packed with wisdom.

00:29 — Building a portfolio through styled shoots

02:19 — Working with modeling agencies & creating lookbooks

04:52 — Showing production value & working with a team

06:20 — Outreach & marketing (24 emails a week)

08:25 — Portfolio reviews & the importance of feedback

10:13 — Building relationships that lead to work

11:02 — The long game: 13 years of growth

11:20 — Advice for aspiring commercial photographers

12:20 — Finding your voice & keeping at it

13:28 — Networking (or just meeting people)

14:20 — Be a decent human — why character matters

15:08 — Closing thoughts & where to find Martine’s work

#vscocam #photography #photographer #photographytips #commercialphotography #photographycareer #photographyjourney #portraitphotography #creativebusiness #photographypodcast #emergingphotographer

From growing up in Haiti to becoming one of Vogue’s top emerging photographers, Martine Severin shares her unlikely journey into photography. In this episode of f/22, Martine talks about falling in love with photography as a child, the role of weddings as a training ground, and the long road to building a professional portfolio.

📌 In Part 1, you’ll learn: 

• How Martine discovered photography as a way to connect across distance
• Why weddings can be an incredible training ground for any photographer
• The power of consistency in blogging, posting, and showing up
• Practical steps for creating a portfolio that leads to commercial work

If you’re just starting out or thinking about going pro, this part of Martine’s story is full of inspiration and real-world lessons.

00:00 — Intro & Martine’s Background

01:06 — Falling in love with photography as a child

03:22 — Growing up in Haiti & connecting through photos

05:05 — From street photography to Vogue’s “Top Emerging Photographers”

06:16 — Why weddings are the best training ground

07:57 — The early days of blogging & street style photography

09:38 — The power of consistency (posting every week)

10:49 — Balancing grad school with photography

12:34 — Moving to London & committing to photography full time

13:50 — The importance of taking small steps

15:14 — Wedding photography vs. commercial photography

#vscocam #photography #photographer #photographytips #photographycareer #photographyjourney #portraitphotography #weddingphotography #streetphotography #emergingphotographer #voguephotographer #photographypodcast