Creative Director / Editorial Photographer / Art Writer / Cocktail Inventor
Los Angeles, CA
WHAT DO YOU DO?
I conceptualize, design, and produce promotional video, photography, and experiences for fashion and beauty brands, online personalities, musicians, and other creative businesses.
WHAT STEPS DID YOU TAKE TO GET WHERE YOU ARE NOW?
I began a mentorship with the Small Business Administration to learn how to write a business plan, learn the basics of marketing, and get my social media started. I reached out to fellow creatives and did a lot of trade at first, while continuing to upgrade my gear. I stay current on creative ops standards.
FOR OTHER PEOPLE IN YOUR FIELD, WHAT DO THEY USUALLY LACK?
What I excel at is getting things done and delivered. I've found that many of my peers, whose vision and ambition I admire, really don't have the start-to-finish project management and production skills that I have. I think they see themselves as an island within a project's ecosystem, where I see myself as a teammate in a relay race. I must receive the baton, work efficiently, and then deliver it.
WHAT ARE YOU WORKING ON RIGHT NOW?
I'm currently engaging my left-brain skills as the Director of Visual Logistics for PolitiCon, the "unconventional political convention", held in Pasadena this year. At the same time, I'm scaling up my business to be able to take on more robust projects and bigger clients.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
I wish I could focus more on my atelier concept. Takashi Murakami inspired me 10 years ago when I first learned of Kai Kai Kiki, and it's my goal to be able to start scouting locations next January here in Los Angeles.
WHAT IS FRUSTRATING YOU RIGHT NOW?
What frustrates me right now is having smaller clients who have very shakey operations. Emails go unanswered, invoices are paid a month late, and this interrupts my cashflow and screws up my time with my more stable clients.
IF YOU COULD HIRE SOMEONE FOR $20/HOUR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
Enter receipts into the deductions database and file them away, update contacts, do BTS for our social media, dump cards, handle release forms, and some light research, and be second camera/production assistant for clients.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
I wish I could tell myself in 2006 that it's never worth it to cheap out. Because I've had to do without for so long, and I made out okay doing it, it led to a certain kind financial complacency so that when it was time to get a new laptop, I'd get the least expensive. Or trying to make it work with my 2001 Canon 300D longer than I should have because I didn't understand the importance of my equipment as an investment.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
It would be about how to communicate and pitch, to close deals.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
I'm looking for more editorial photography opportunities to accompany interviews and stories. And I also want to direct more digital campaigns. I love brainstorming inter-platform and multi-media messaging when I'm presented with a competent goal or marketing plan.
WHAT IS YOUR IDEAL CLIENT?
My ideal client would be a beauty or fashion brand, personality, or otherwise creative enterprise who sees consistent sales/profit, who has their staff/team assembled and organized, and who values not just my skills but my perspective.
WHAT IS YOUR RATE?
Take into account that I have a production assistant on my team and I specialize in start-to-finish production management.
My monthly retainer rate is $96/hour, 35 hour minimum, plus overhead, mileage, incidentals, travel, and kit fees.
My half-day photography rate is $1248
My full-day photography rate is $1632
Digital Campaigns start at $3216
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
First, they should visit peruse my website, ending with krafted.la/about to understand my perspective toward my work. If they feel that we'd be great creative partners for a project, then follow the "Schedule A Call" or "Email Me" links at the bottom. Have a budget and clear goal in mind, and we'll take it from there!
HOW DO YOU STAY CREATIVE?
I don't watch TV unless it's Ru Paul's Drag Race.
This member profile was originally published in May 2016.