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This week we’re joined by Fred Ellis, Digital Video Producer for England Rugby, who has spent the last few years traveling the world with the national team, documenting their biggest moments both on and off the pitch. From producing YouTube series like George Ford 100 Caps, to covering Six Nations and more, Fred’s work captures not just the action but the stories and personalities behind England Rugby.

Fred shares his journey into this dream role, including the setbacks of being made redundant twice by the age of 22, and how persistence (even guessing a decision-maker’s email address) eventually landed him the opportunity of a lifetime. We also dive into the realities of working in elite sport: the relentless travel, the work ethic required to succeed, and the importance of building relationships with players and staff to tell authentic stories.

We talk kit and processes, memorable moments with legends like Jonny Wilkinson, pushing through creative challenges, and Fred’s advice for anyone looking to break into sports media. This one’s packed with insights on creativity, resilience, and what it takes to work at the highest level.

CONNECT WITH FRED:

Instagram

CHAPTERS

00:00 - Intro

04:00 - Fred’s role as Digital Video Producer of England Rugby

06:25 - Early Career & Navigating Job Loss

16:34 - Getting Hired by England Rugby

22:48 - Work/Life Balance

28:33 - Camera kit and processes for shooting Rugby

34:48 - Fred’s Creativity & Inspiration

45:45 - Kit & Processes when shooting sports

52:45 - Memorable moments with England Rugby

59:31 - Working with Jonny Wilkinson

01:01:15 - Pushing Through Creative Challenges

01:04:00 - Advice for Creatives

01:12:45 - Relationships with the team

01:15:00 - Wrapping Up

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In this episode, we dive into the ongoing challenge every creative faces: balancing the craft with the business. It’s easy to focus on the art when you’re just starting out, but as opportunities grow, the admin, marketing, and processes can quickly take over, and often at the expense of creativity.

We break it all down step by step: from the early days of pure experimentation, to the growth stage where business becomes unavoidable, and finally to the strategies and systems that help us find balance today. Along the way, we share our own processes, practical steps you can implement right now, and even how lifestyle decisions play a role in keeping your creative energy intact.

Outside of the main discussion, we also touch on what the recipe is for a good shoot, a brief note from James Clear’s newsletter, the new Canon C50 (released after this episode was recorded), and the resurgence of compact digital cameras.

This one’s a mix of industry chat, personal reflection, and actionable takeaways. Perfect for anyone trying to navigate the fine line between being a creative and running a creative business.

CHAPTERS

00:00 - Intro

01:37 - Ingredients for a good shoot

07:55 - Canon C50

11:25 - Apple event & innovation

14:30 - Compact digital cameras

17:08 - Balancing business & creativity

18:45 - Creative side, craft, experimentation, early career

23:25 - Growth stages, business, marketing, vision, processes

28:50 - Our own processes

35:50 - Processes to implement right now

43:40 - Matt’s photography processes

47:23 - Lifestyle decisions

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This week we’re joined by William Drumm, an incredible underwater photographer whose work captures the surreal beauty of life beneath the surface. William takes us through his journey into underwater photography, the challenges of turning such a unique craft into a career, and the preparation that goes into every shoot. From equipment to safety to directing talent underwater.

We dive into his unforgettable experience shooting Billie Eilish’s Hit Me Hard and Soft album cover, exploring what it was like on set with Billie, the collaboration that made it possible, and the post-production that brought it to life. William also opens up about what happened next, how that project shaped his career, and why balancing the creative and business sides of photography is essential.

Whether you’re a photographer, filmmaker, or just curious about what it takes to shoot in some of the most challenging environments, this episode is packed with stories, lessons, and practical pointers from one of the most unique perspectives in the industry.

CONNECT WITH WILLIAM!

IG: https://www.instagram.com/williamdrumm/

Website: https://williamdrumm.com/?fbclid=PAZXh0bgNhZW0CMTEAAadqMMmr4TWchjJlyE88GC0izYo4iyQQRuuaM80DI06E9WQPJrlAV0ovxHeRdg_aem_uZmZd7EFRQmXvosTqqtH_g

CHAPTERS

00:00 - Intro

02:50 - Journey Into Underwater Photography

06:15 - Earning Money with Underwater Photography

09:55 - Most Difficult & Memorable Underwater Photography Experience

18:00 - Preparing Underwater Shoots & Choosing the Right Equipment

24:20 - Shooting Billie Eilish Album Cover

33:10 - On-set with Billie Eilish

43:35 - Importance of Collaboration in Creativity

47:02 - Post-production on the Billie Eilish Album Cover

50:24 - Career after Billie Eilish Project

57:00 - Underwater Photography Pointers

01:05:10 - Balancing Business & Creativity

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In part two of breaking down Matt’s latest personal project, we go deeper into what happens once the concept is set. We talk about working with talent and models. From reaching out to agencies or beginner models, to building trust on set and understanding that every shoot needs time to warm up before you can push for the hardest shots.

We then dive into the post-shoot process: backing up your files (twice… and then again), making final selects, and collaborating with other creatives to take your project to the highest level in post-production.

But the most important stage of all? Sharing your work. We break down how to present your projects online and in your portfolio, why perception can often matter more than pure skill, and how rolling out your work in the right way can be the deciding factor in how far it actually takes you. Because a project isn’t finished until the world sees it.

CHAPTERS

00:00 - Intro

01:01 - How to reach out to talent & modelling agencies

06:42 - Creative deck & mood board

08:20 - Photography backdrops

10:36 - Shoot scheduling

13:30 - Pre-production

16:20 - Shoot day

17:30 - Working with a model

24:00 - Prioritise shots

26:18 - Shoot wrapping

29:10 - Spending longer on specific shots

31:26 - Backing up files & multiple copies

34:27 - Post-production processes

39:50 - Sharing your work processes

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We break down Matt’s latest personal project! Diving into the creative processes of personal projects, why personal projects matter, the investment and commitment they require, and how to trust your own creativity in the process. We talk about defining a clear goal for your projects , building references and mood boards, and how to approach casting talent for your vision.

But the work doesn’t end once the shoot wraps. We get into the strategy and thought-process of how to share your projects with the world, updating your portfolio, rolling content out online, and using behind-the-scenes to extend the life of your work. Completing your project is not the end, once you hit export, it's just the start of the presentation phase.

This episode is part one of a two-part series, setting the stage for next week where we’ll cover how to actually source and hire great talent, plus the post-production workflows that bring a personal project to its final form.

CHAPTERS

03:23 — Investment & Commitment to Personal Projects

07:40 — Post-Shoot Process & Presenting Your Work

16:20 — Trusting Your Creativity

23:15 — Defining the Clear Goal for your Personal Project

29:20 — Concept, References & Mood boarding

37:22 — Finding the Talent/ Model

42:56 — What’s Next

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This week we catch up on the latest in the creative industry, from Kodak’s rumored bankruptcy (and their swift denial) to Sony’s announcement of the RX1R III at a hefty £4,199 price tag… without IBIS. We dive deep into prime vs. zoom lenses, weighing the pros and cons, why primes often push you to be more creative, and how limitations can actually elevate your work. We highlight photographer Cortney White’s shoot on a fixed 135mm prime as proof of just that.

We also talk gear minimalism, why experienced creatives often gravitate toward smaller setups, and how client perception can change depending on whether you show up with huge pro gear or a compact camera that delivers the same results.

Follow Cortney White!

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

CHAPTERS

00:00 - Intro

04:56 - Merchandise Launch and Creative Process

11:47 - Camera Technology Updates: Sony RX1R Mark III

16:37 - Kodak's Financial Struggles

21:56 - ChatGPT-5 Release

25:34 - Primes vs. Zoom Lenses

38:32 - Embracing Gear Minimalism

46:03 - Challenges and Experiments with Lenses

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This week, we cover everything from new camera gear to creative business mindset. Starting with DJI’s brand new Osmo 360 camera and why it could be a game-changer for capturing behind-the-scenes content on set. We also dive into Matt’s interest in picking up the Ricoh GRIII for daily life photography and why, in some cases, it might actually outperform the GRIV.

We also shift the conversation to Matt’s new business car — a Tesla Model 3 and the importance of not letting your ego drive your financial decisions. The real flex isn’t the flashiest car or the biggest spend, but living below your means and building a lifestyle that doesn’t require you to work to sustain it.

Finally, we unpack one of the most overlooked parts of creative work: processes and workflows. From outlining timelines and milestones to setting client expectations early, we talk about why structure is the secret weapon for exceeding expectations, and how delivering work earlier than promised can turn a happy client into a loyal one.

CHAPTERS

00:00 - Intro

05:41 - DJI's New 360 Camera

12:59 - Matt Buying the Ricoh GR3

18:25 - Buying a Tesla for Business

24:41 - Financial Decisions and Ego Management

30:14 - The Importance of Processes in Creative Work

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In this episode, we sit down with rising combat sports photographer Johno Ramsay, who recently wrapped up his first year of freelancing. We get into the highs, lows, and lessons of building a creative career from the ground up, from finding clients, to building confidence in your work and more.

Johno shares what it’s really been like navigating freelance life, including the mindset shifts, financial realities, and creative challenges he didn’t expect. We also dig into how he handled one of the biggest moments of his career so far: winning the Portrait of Britain Award 2024, how that image came to life, and what it felt like to have his work featured across the UK in The Times, The Guardian, and the official Portrait of Britain book.

John also experienced one of his social posts go super viral, with over 11 million views! Where one of the fighters he was shooting fell into his camera and smashed his lens (spoiler: his lens didn’t actually break, but he made you believe it did.)

FOLLOW JOHNO!

IG: https://www.instagram.com/johnoramsay.photo/?hl=en

Website: https://l.instagram.com/?u=http%3A%2F%2Fwww.johnoramsay.com%2F%3Ffbclid%3DPAZXh0bgNhZW0CMTEAAacjqCBehKFCwnXnwUlZsFZ1LBkMrAIXT83xPTdz9yRw1uH74Z0PAjl45wAFhg_aem_9n204uki2b475cWkrZ_jUg&e=AT2KYYY7S4qEPMLtR0PF3tVKzffEzK9PSLdU_3pXevNwazIkWRiBRpFU0XLPnr6yUupNAJ1R4osmLD9obFXxxMaWTxb70Zo_uS_gD0Vv6rHiBqt8XG-Oig

CHAPTERS

00:00 - Intro

02:08 - Being A New Freelancer

08:51 - Navigating Social Media as a Freelancer

11:20 - The Impact of Viral Content on Business

19:07 - Lessons Learned from Viral Experiences

25:52 - Navigating the Challenges of Freelance Life

44:28 - Achieving Recognition: Portrait of Britain Award

50:56 - The Importance of Storytelling in Visuals

54:01 - Advice for New Freelancers

57:13 - The Power of Networking and Cold Outreach

01:01:24 - Agency Representation vs. Freelancing

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This week we dive into a wide-ranging conversation on the evolving role of AI in the creative industry! From the recent launch of 'ChatGPT Agents' to our reaction of a fully AI-generated ad aired during the NBA Finals. We unpack how AI tools are already becoming part of our daily creative workflows, where we think things are heading, and what the ethical lines look like as the tech develops.

We also talk about Matt's new clothing brand, his rise on social media from 20k followers to 40k within two weeks! Cam’s new YouTube channel documenting his journey into 3D design, why he’s pivoting, and the mindset shift behind starting fresh in a new creative field.

To wrap it up, we react to a recent example of creative work being stolen. Another photographer’s images used in a fake product ad and confronted by the owner.

LINKS ON AI

• ChatGPT Agents (livestream): https://www.youtube.com/live/1jn_RpbPbEc?si=a78tCtztOkX-z1WE

• Godfather of AI: https://youtu.be/giT0ytynSqg?si=w0w-FUMiUTLFufwx

• AI Debate: https://youtu.be/JMYQmGfTltY?si=e2-KHRZk6Z1aQjs7

YouTubers Using ChatGPT agents:

• https://youtu.be/I24XPX0HS5c?si=VLT8HkRsgqEOGCPa
• https://youtu.be/xk6J70MPVkA?si=59pJl-5K_z8P_zcG
• https://youtu.be/SGRX7crXpV8?si=q5IrF1w-W8sAUzp3

Cameron's YouTube:

• https://youtu.be/SKc5Hh1EmUM?si=oXGgflD4zeKLM-9c

Matt's clothing (London Camera Division):

• https://www.instagram.com/londoncameradivision?igsh=MTFpbnkxa3hka2k5Yg%3D%3D

CHAPTERS

00:00 - Intro

05:38 - Cameron's Trip to Bulgaria & 3D

08:39 - Cameron's YouTube Journey

14:57 - Matt's Social Posts & New Clothing Brand

28:02 - AI in Creative Industries

46:03 - Resources for Understanding & Using AI

50:02 - Our Thoughts on AI

52:31 - Reacting to NBA Commercial Made By AI

56:50 - AI on E-commerce and Photography

59:21 - Jakob Owens (PrismLensFX / Tropicolor) Drama

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This week we talk about the mental fuel that keeps us going creatively, like watching T-Pain live-streaming on Twitch making his music whilst working on our own stuff. There’s something powerful about seeing other creatives in their flow that helps us stay in ours.

We also reflect on Matt’s recent holiday where he brought along his very first camera, curious to see if the tech still holds up today. In the video version of this episode, we showcase some of the photos he shot and talk about whether gear from the past can still deliver in 2025.

But the core of this episode is a conversation around the freelance mindset. What it really takes to stay self-employed long-term. We cover everything from living below your means and the dangers of lifestyle inflation, to how important gratitude, financial buffers, and grounded expectations are for longevity. The real win in freelancing? Staying in the game.

CHAPTERS

02:43 - The Creative Process: Insights from T-Pain and Tory Lanez

06:57 - Rediscovering Old Tools: A Journey with My First Camera

12:49 - The Value of Experience: Old Cameras and New Perspectives

17:55 - Skill vs. Equipment: The Balance in Photography

18:25 - The Evolution of Camera Technology

21:41 - Understanding Creative Success

31:11 - Mindset and Expectations in Creativity

39:02 - Financial Wisdom for Creatives

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