About
Thanks for swinging by the site! I’m a filmmaker and photographer based out of Northern California, and I’m still learning this craft every single day. As I go, I want to share it all with you: the setups, the wins, the stuff I’d do differently, and the gear that made it happen. Hopefully some of it helps you out on your next shoot.
The story
I’ve been shooting for over 10 years now across marketing, photography, and film. Honestly, it started because I needed it. I was shooting for my own companies, and somebody had to do it. The more I shot, the more I got hooked, and the skills just kept stacking until I branched out into the production world.
In 2020 I started Lux Production House. These days we do a lot of work in agriculture, food and beverage, and commercial work in general. Basically, if you grow it, make it, or pour it, we probably want to film it.
Outside of production, I own Core Fitness, I’m a dad of four, and I’m a full-on entrepreneurship nerd. So if I’m not on set, I’m probably at the gym, at one of my kids’ games, or talking somebody’s ear off about business.
That’s the goal, every single shoot. I love both sides of this work: the technical side (lighting, lenses, codecs, why something works) and the artistic side (the feel, the story, the moment you didn’t plan for). Keeping the crew small and the kit dialed lets us move fast without the result looking small.
I also take a lot of pride in taking care of my clients. That means showing up prepared, making the day easy on them, and always pushing the production value a little higher than the last job.
The work
Most of my work is for brands that make something real, from tea and wine to the farms behind them. A couple of the shoots I’ve broken down here are a matcha commercial for The Republic of Tea and a two-person photo and video day at Harney Lane Winery.
Every breakdown shows how we lit it, how we moved the camera, and exactly what gear was on set.
Why gear matters
You’ve probably heard people say “gear doesn’t matter.” I get it, because skill comes first. But having the right stuff in-house has completely changed what I can deliver with a small crew. My rule: if you’re in this for the long run, save up and buy the right piece the first time. It’ll last you way longer than the cheaper thing you end up replacing.
Got a project?
If you’re a brand looking for commercials, interviews, or content that looks like it came from a much bigger crew, let’s talk. And if you just want to say what’s up, find me on Instagram at @the_brotographer.
