f/22 - Photographer Interviews by VSCO

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Hosted by Zach Hodges from the VSCO team, f/22 is a series where all things photography are brought into focus through conversations with photographers.

  1. Sep 3

    S2.E8 – 24 Years of Weddings with Susan Stripling, Canon Explorer of Light

    In this episode of f/22, Zach Hodges sits down in Las Vegas with Susan Stripling, a wedding photographer of 24 years who has never had another job. She lives in New York, she is a Canon Explorer of Light and an Adorama ambassador, and she is a grand master at Icon. Ask how she is holding up after 24 years and the answer is caffeine and duct tape. Susan is blunt about what the accolades actually do. Inside the industry they build relationships and they build a résumé. To a couple choosing a photographer they do nothing, because a prospective client cannot tell an Icon Grand Master from a mom who voted you best photographer in Jersey City. Much of the conversation is about the business behind the pictures. She runs the studio out of one system, answers every inquiry herself, tracks every referral source, and pulls reports at the end of each year to see where the work came from and where it went. She raises prices in itty-bitty increments, sometimes holding the number and dropping the coverage from ten hours to eight, then waits a couple of bookings to see what it does before moving again. Price yourself too far above your referral sources and the referrals stop. She is also honest about what wears on her. She gets bored. She gets burnt out. The venue looks the same and the timeline looks the same. What resets her is not a business fix, it is remembering that she has been there a hundred times and her clients have been there once. Her burnout at work tracks her burnout at home, so she goes and fills the rest of her life first. Her advice for photographers starting out comes in two pieces, and the second one is the part most people skip. This episode explores Why awards build a résumé inside the industry and mean nothing to a prospective clientRunning a wedding business end to end, from the first inquiry to year-end reportingRaising prices in itty-bitty increments without pricing yourself out of your referralsWhat changed for photographers starting out now, and why the job takes two skill setsA theater background, theatrically motivated light, and the editorial flash resurgenceGetting bored at a venue you have shot a hundred times, and what actually fixes itWhy she started scuba diving and refuses to monetize the picturesThanks to Harlow Lighting for lighting in this episode. Follow Susan: susanstripling.com Chapters: 00:00 Cold open 00:41 Welcome back to f/22 with Susan Stripling 02:07 Whether the awards actually help her business 03:11 Held together by caffeine and duct tape 04:15 A theater background and nodding to modern style 05:44 Word of mouth then, a marketing monster now 06:27 One system running the whole studio 07:53 Letting go of her own editing 08:41 A complicated relationship with AI 09:28 Moving prices in itty bitty increments 10:49 Getting bored at the venue you have shot 100 times 12:50 It's not personal, it's just business Hashtags: #SusanStripling #WeddingPhotography #WeddingPhotographer #NewYorkPhotographer #PhotographyBusiness #PhotographyPricing #EditorialLighting #F22Series #VSCO

  2. Aug 14

    S2.E7 – Jeremy Cowart on Purposeful Photography, Embracing Risk, and Using AI Without Losing the Art

    In this episode of f/22, Greg Lutze and Zach Hodges sit down with world-renowned photographer and artist Jeremy Cowart at his studio in Franklin, Tennessee, to talk about a career built on chasing ideas, embracing risk, and using creativity to help people. Jeremy traces his unlikely path from painter to graphic designer to celebrity photographer. The journey started with a three-megapixel point-and-shoot and a Hollywood agent who called out of nowhere in 2005. He's candid about faking his way through his first big shoot (10 sets to light for Prison Break, having never used a light before), the imposter syndrome underneath it, and why he's always been drawn to the possibility of failure. The conversation moves through his signature techniques, the multi-light LED wall rig, custom Capture One code, 60-second shoots, and the stop-motion approach he stumbled into on a Star Trek shoot. It all leads to the work he says matters most, his "If You're Breathing" project, where he makes art alongside people in extreme need and funds their stories through merch. Along the way, Jeremy gets honest about money, the feast-or-famine reality of a creative career, the surprising story of being hired by a global brand specifically to use AI, and why, after 20+ years, obsessive learning is what keeps him relevant. This episode explores - How to break into paid work (and landing a rep) - Why embracing risk and failure beats waiting until you're "ready" - Building a signature style and a clear creative perspective - The truth about money and feast-or-famine income - Using AI as a tool without losing the art - Why social impact work can be the most fulfilling work of all Jeremy Cowart Website: https://www.jeremycowart.com/ Big thanks to @harlowecreators for beautiful lighting for this episode. Chapters: 00:00 "I Faked My Way Through My First Big Gig" 00:36 Welcome Back to f/22, Franklin, Tennessee 01:40 From Painter to Photographer 03:02 A 3-Megapixel Canon & Shooting Musician Friends 04:46 "I Got a D in Photography" 06:30 How He Started Getting Paid Work 08:04 Landing a Hollywood Agent in 2005 10:12 Imposter Syndrome & Faking the Prison Break Shoot 14:56 The "If You're Breathing" Project 18:07 Projecting a Mother's Words Into Her Daughter's Eye 20:23 Building the Projection & LED Wall Setup 24:22 The 60-Second Photo Shoots 27:26 Discovering Stop Motion on a Star Trek Shoot 29:15 Why Social Impact Work Matters Most 33:42 The Financial Reality, Feast or Famine 35:21 Obsessively Learn, The Carpenter Analogy 38:24 Talking AI, the Good and the Bad 43:04 Hired to Use AI for a Global Brand 45:10 Keep It About the Work, Not the Gear 47:33 Where to Find Jeremy #JeremyCowart #PhotographyCareer #CelebrityPhotographer #PortraitPhotography #CreativeEntrepreneur #PhotographyBusiness #AIandPhotography #SocialImpact #F22Series #VSCO #PhotographyCommunity

  3. Apr 17

    S2.E6 – From Photos to Profit: David Godinez on Pricing, Video, and the Real Work

    In this episode of f/22, Greg Lutze sits down with Bay Area photographer and filmmaker David Godinez in San Francisco to talk about the realities of turning photography into a career. David shares how he got started, why photography is just his starting point, and how his work has evolved into video and post-production. The conversation focuses on the often-overlooked side of the craft: business. From pricing your work to shifting your mindset, David breaks down what it actually takes to go from hobbyist to professional. 📌 This episode explores: • The mindset shift from artist to business owner • Why pricing your work is so difficult (and so important) • How to approach the transition into video • When to hire vs. learn new skills • Building a sustainable creative career   Follow David: David Godinez Instagram: https://www.instagram.com/davidrgoda/ Website: https://www.davidgodinez.com/ ⸻ Chapters: 00:00 “You’re Not an Artist, You’re a Business” 00:23 Introduction in San Francisco 01:02 How David Got Into Photography 02:13 Why Photography Is Just the Starting Point 02:16 Early Days of Video & YouTube 03:26 The Shift from Photo to Video 04:47 Should Photographers Take on Video? 05:40 Learning by Hiring People Better Than You 06:22 The Hard Transition to Going Pro 06:36 Why Most Photographers Undervalue Their Work 07:07 Artist vs. Business Mindset 08:03 Why Business Skills Aren’t Taught 08:30 Learning Through Community 09:08 The Reality of Pricing & Overhead 09:29 Why Pricing Transparency Matters 10:31 The Problem with Undercutting 10:54 The “Oakland Strong” Documentary 12:17 From Local Project to Film Festival Run 13:21 Where to Find David’s Work ⸻ Hashtags: #PhotographyBusiness #FreelancePhotographer #PhotographyCareer #CreativeEntrepreneur #Videography #F22Series #VSCO #PhotographyCommunity

  4. Feb 26

    S2.E5 – Pablo Circa & Essi Westerman on Creating Their First Gallery Show

    In this episode of f/22, Zach Hodges sits down with Oakland photographers Pablo Circa and Essi Westerman at VSCO headquarters to talk about creating their very first gallery exhibition: Street Stories: Oakland in Focus. What started as an idea during a lonely season turned into a community-powered show featuring 42 photographers and dozens of handwritten “written portraits” collected from people across Oakland. Pablo and Essi break down the full journey—from concept and open call to curation, printing, framing, and opening night overwhelm. They share what it actually takes to make a group exhibition happen, how they narrowed 100+ submissions down to 42 images, and why they chose feeling over technical perfection. They also reflect on collaboration as “jazz,” building something rooted in love for their city, and creating space for Oakland to be seen beyond the headlines. 📌 This episode explores: • How to create your first photography gallery show • Turning a creative idea into a physical exhibition • Curating 100+ submissions down to a cohesive body of work • Pairing photographs with handwritten community stories • Building connection through art and collaboration Follow Pablo & Essi: Pablo Circa Website: https://www.pablocirca.com/ Essi Westerman Instagram: https://www.instagram.com/essiwesterman/ ———————— Chapters:  00:00 Introducing Street Stories: Oakland in Focus 02:25 The Idea Behind Their First Gallery 05:10 From Injury to Photography 08:54 Building the Concept 12:11 “Follow the Feeling” 15:27 The Open Call & 100+ Submissions 18:02 Curating by Intuition, Not Technical Perfection 22:55 Adding Handwritten Community Stories 29:00 Opening Night in Oakland 34:05 Collaboration as Jazz 36:20 What They’d Do Differently ———————— Hashtags:  #PhotographyExhibition #GalleryShow #Oakland #StreetPhotography #PhotoCommunity #Curation #FirstExhibition #F22Series

  5. Feb 11

    S2.E4 – Lauren Marcelle on Large Format Film, Portraiture, and Community

    In this episode of f/22, Zach Hodges sits down with film portrait photographer Lauren Marcelle at Bild Expo in New York City. Lauren shares her journey from shooting Polaroid as a kid to working in 4x5 and 8x10 large format film. She talks about why slowing down matters, what it takes to make a single meaningful frame, and why portraiture gives her something street and landscape photography never could: real human connection. They also dive into Cameras & Coffee, the community meetup she helped bring from the Bay Area to NYC, and why “just showing up” might be the most important step any creative can take. 📌 This episode explores: • Falling back in love with film • The discipline of large format photography • Finding your niche after years of experimentation • Creating space for connection through portraiture • Building intentional creative community Follow Lauren: Website: https://www.laurenmarcellephotography.com/ VSCO: https://vsco.co/laurenmarcellephoto/gallery Chapters: 00:00 Slowing Down with Large Format 00:37 Lauren’s Film Photography Journey 02:12 Cameras & Coffee Origins 03:32 What to Expect at a Meetup 04:20 Overcoming Social Anxiety 05:10 Why Community Matters 06:44 Shooting 8x10 Portraits 08:02 The Magic of One Frame 09:08 Finding Her Focus in Portraiture 11:05 Where to See Lauren’s Work Hashtags: #LargeFormatPhotography #FilmPhotography #PortraitPhotography #8x10 #Polaroid #PhotographyCommunity #CamerasAndCoffee #F22Series

  6. 12/13/2025

    S2.E3 – Brandon Ruffin on Technology, Emotion, and Crafting Images in a Computational Era

    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

  7. 12/12/2025

    S2.E2 – Karna Roa on a Viral Wedding Photo and 17 Years of Photography Lessons

    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 photographerHow to build a sustainable career in a demanding industryWhat it’s like to have a photo go viral overnightThe importance of lighting, preparation, and adaptabilityHow 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

  8. 12/12/2025

    S2.E1 – Greg Lutze on Street Photography, Nostalgia, and Authentic Images

    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 presetsWhy collaboration is the secret ingredient in creative successGreg’s philosophy of street photography in the age of social mediaHow his new preset (V9) captures timeless film aestheticsWhy 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

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Hosted by Zach Hodges from the VSCO team, f/22 is a series where all things photography are brought into focus through conversations with photographers.

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