Sitting up on the ski hill, above the Palisades Tahoe Village, Luke and I found some very nice rocks to sit on while we discussed everything from the creativity to the business of being a freelancer. Luke hails from Australia and comes from a Brand background, most recently working at Rapha. With this background, he has a different view on photography and creativity.
I love this conversation not just because Luke is an easy guy to talk to and endlessly interesting, but also because he takes the time to think deeply about his work and how he presents it. So much of our modern social media consumption is quick hits. Luke takes a different approach by using time to pause and think about what he’s saying to tell a deeper, more meaningful story.
P.S. Sorry for the wind noise.
In this episode, we talk about:
Luke’s journey from 20+ years of sport brand building to freelancing creative himself.
How working at Rapha changed how he viewed working with athletes and Brands.
How he grew up with sport as part of his DNA.
How he’s excited by the never-ending evolution of media in sport.
How he uses every aspect of social media to tell stories.
How he takes a moment to think about and tell a better story instead of just posting immediately.
Judging his creative against all creative, not just within his sport.
His love of shadows.
How spending more time with his work brings out more creativity.
How constraints add and grow to your creativity.
How brands and creatives can work better together.
The importance of brands using creatives that are already doing cool things in the sport.
How photography and storytelling changed him.
His creative process and how he works with brands.
His thoughts on social media and how it changes creativity.
The importance of building different skills.
Staying true to your viewpoint.
How getting to know a creative on a personal level tells you so much about their work.
I hope you enjoy this conversation as much as I do!
You can find Luke and his work on his Instagram @theother12hours.
He also referenced some of the people he gets inspiration from: Ben Clement & Mark Clinton
