f/22 - Photographer Interviews by VSCO

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