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

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