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

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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

In this episode of f/22, host Zach Hodges follows along cityscape, landscape, portrait, and concert photographer Kris Kuganathan for a golden hour and night photoshoot through the urban scenes of Downtown Los Angeles. From capturing striking portraits to timing light trails, Kris shares his tips on lighting, composition, and storytelling to inspire your own creativity.

0:28 — Intro

0:51 — About Kris Kuganathan

1:34 — Kris’s Photography Style

2:10 — Shooting Golden Hour Portraits in the Street

2:31 — Using Composition for Storytelling With a Set of Photos

5:09 — Kris’s Approach to Exposure, Shadows, & Highlights

7:14 — Importance of Knowing a Camera’s Dual Native ISO

8:26 — Golden Hour Tip

8:47 — Reflecting on Kris’s Favorite Photo Captured With a Telephoto Lens

11:14 — Using Urban Elements as Natural Frames

13:10 — Waiting for the Perfect Shot to Capture Long Exposure

14:17 — Shooting Reflections & Starbursts

15:40 — Outro

#vscocam #photography #photographer #photographertips #photographycareer #portraitphotography #cityscapephotography #photographypodcast

From self-taught beginnings to a decision to pursue photography full time, join Zach Hodges in this episode of f/22 as he sits down with portrait photographer and visual artist John Baloy to discuss his creative journey. Known for his artistic portraits, John reveals how he leans into his distinct editing style and eye for photography to bring some of his most memorable work to life. Whether you’re an aspiring photographer or seasoned artist, John’s story offers inspiration and practical insights that you can apply to your own craft.

0:05 — Intro

0:28 — About John Baloy

1:17 — Start of John’s Career as a Full-Time Photographer

4:30 — How John Captured His Favorite Portrait Photography

12:00 — Making of John’s We The Creators Preset on VSCO (WE2)

12:21 — Approach to Editing & Color Grading Photos

17:17 — Finding Inspiration From Nature in Photography

18:41 — Balancing Commercial Work & Artistic Vision

22:52 — Shooting on Film to Retain Highlights in Photos

24:12 — John’s Camera Gear (Pentax 67 & Fuji XH1)

25:42 — Battling Creative Burnout as a Photographer

27:50 — Building Community Over Following Commercial Standards

30:39 — Advice for Younger Self & Emerging Creatives

33:07 — Outro

#vscocam #photography #photographer #photographertips #photographycareer #photographyjourney #portraitphotography #photographypodcast

In this episode of f/22, Zach from the VSCO team sits down with Atlanta photographer Branden May to discuss his street and architecture photography work. From his unique light and shadow techniques to creative influences, Branden shares valuable photography insights around finding your style, gaining exposure, overcoming self-doubt, and more.

0:00 — Intro

1:08 — About Branden May

1:35 — Start of Branden’s Photography Career

2:23 — Meaning Behind Branden’s Photography Alias “Bamtog”

3:13 — Finding Inspiration From Photographers Like Fan Ho

3:54 — Developing a Unique Photography Style

6:06 — How Branden Captured His Favorite Street & Architecture Photography

16:03 — Best Time to Shoot Shadows in Street & Architecture Photography

17:18 — Location Scouting For Street & Architecture Photography

19:31 — Branden’s Favorite Camera Gear (Nikon & Canon)

21:50 — Auto vs. Manual Camera Modes

22:55 — Editing Shadows, Highlights, & Colors on VSCO & Lightroom

24:05 — Using VSCO, Galleries, & More to Get Exposure For Photography

28:28 — Dealing With Imposter Syndrome as a Photographer

29:11 — Advice For Aspiring Photographers

30:12 — Outro

#vscocam #photography #photographer #photographertips #photographycareer #photographyjourney #streetphotography #streetphotographer #atlantaphotographer #photographypodcast

In this episode of f/22, Zach from the VSCO team is joined by Bay Area photographer, videographer, and marketer Omeez Jones. Discover an insightful conversation where Omeez shares his journey from starting as a self-taught photographer to becoming a sought-after name working with notable clients such as Kevin Durant and Apple. Learn what it takes to break into photography, get your work in galleries, work with top-tier brands, and more to help elevate your photography career.

0:00 — Intro

0:36 — About Omeez Jones

2:26 — Start of Omeez’s Photography Career

3:33 — Favorite Photography Clients & Projects

4:12 — Building a Network to Secure Major Photography Clients

5:32 — Omeez’s Photo Editing Workflow on VSCO

6:46 — Tips From a Gallery Owner for Getting Work Shown in a Gallery

7:42 — Impact of Community on Omeez’s Photography Journey

8:58 — Tips for Getting Photography Exposure With Brands

10:16 — How Omeez Captures Wide-Angle Shots in Photography

10:48 — Advice for Aspiring Photographers

12:21 — Challenges of Getting Started in Photography

13:21 — Photography Rule Omeez Likes to Break

14:00 — Unpopular Opinion Around Film & Digital Photography

14:35 — Biggest Myth About Being a Professional Photographer

15:29 — Outro

#vscocam #photography #photographer #photographertips #photographycareer #photographyjourney #photographyportfolio #careeradvice #sportsphotographer #sportsphotography #bayareaphotographer