I can tell you which ones I use and why I think they work well for what they are in terms of the various types of photography that I shoot.
These lenses make up a great range for me: 20mm f2.8, 35mm f1.4L, 50mm f1.2L, and the 70-200mm f2.8L IS II. Since I’m never shooting any sporting events or wildlife, I never need to go more than 200mm. These lenses provide the range I need without using zoom lenses in the wider angles. I prefer the prime lenses when working in the closer ranges with talent because they get me to move in and out physically to compose the frame. I also feel the prime lenses are much sharper in the closer ranges than say the 24-70mm f2.8L (which is still a great lens).
So here is a deeper description of each lens, the thought process, and what I use them for:

This is not an L series lens, but still has a great feeling and quality. I use this lens for travel, landscapes, and dynamic action lifestyle where I can get super close. The lens has an interesting vortex feeling that works great with landscapes. Dynamic action or journalistic image are great where the subject is close to the lens. This is a fantastic lens for sports shots.



This lens is great for lifestyle groups and tighter spaces that need to capture more environment. It works great for indoors when you are working withing a confined space. One thing to be aware of is shooting one person vertically full body, it tends to distort a little. I prefer the 50mm when it comes to this type of shot. The 35mm is great for movement and action with 2-5 people.



I love this lens for lifestyle imagery with one person. I call this lens the “real life” lens. It feels very real to what the normal eye sees. This lens is great for portraits and one on one interaction with a subject. Lifestyle and fashion images with one subject are great for this lens.


This is the only zoom lens that I use, and it serves it’s purpose. I use it a lot when I’m shooting travel photography. I can shoot moments that happen further away without being intrusive or even the subject knowing. This lens also works great for tighter portrait as it compresses the image. I also love shooting subjects in a bigger environment with it because it gives the scene a dreamy feeling. I’ll also shoot some fashion images with it to compress the background and really put the focus on the subject and clothes.


Overall, I experiment and use these lenses interchangeably. I try each of them out in different situations to see what makes the most sense.
What lenses are in your arsenal?
I can tell you which ones I use and why I think they work well for what they are in terms of the various types of photography that I shoot.
These lenses make up a great range for me: 20mm f2.8, 35mm f1.4L, 50mm f1.2L, and the 70-200mm f2.8L IS II. Since I’m never shooting any sporting events or wildlife, I never need to go more than 200mm. These lenses provide the range I need without using zoom lenses in the wider angles. I prefer the prime lenses when working in the closer ranges with talent because they get me to move in and out physically to compose the frame. I also feel the prime lenses are much sharper in the closer ranges than say the 24-70mm f2.8L (which is still a great lens).
So here is a deeper description of each lens, the thought process, and what I use them for:

This is not an L series lens, but still has a great feeling and quality. I use this lens for travel, landscapes, and dynamic action lifestyle where I can get super close. The lens has an interesting vortex feeling that works great with landscapes. Dynamic action or journalistic image are great where the subject is close to the lens. This is a fantastic lens for sports shots.



This lens is great for lifestyle groups and tighter spaces that need to capture more environment. It works great for indoors when you are working withing a confined space. One thing to be aware of is shooting one person vertically full body, it tends to distort a little. I prefer the 50mm when it comes to this type of shot. The 35mm is great for movement and action with 2-5 people.



I love this lens for lifestyle imagery with one person. I call this lens the “real life” lens. It feels very real to what the normal eye sees. This lens is great for portraits and one on one interaction with a subject. Lifestyle and fashion images with one subject are great for this lens.


This is the only zoom lens that I use, and it serves it’s purpose. I use it a lot when I’m shooting travel photography. I can shoot moments that happen further away without being intrusive or even the subject knowing. This lens also works great for tighter portrait as it compresses the image. I also love shooting subjects in a bigger environment with it because it gives the scene a dreamy feeling. I’ll also shoot some fashion images with it to compress the background and really put the focus on the subject and clothes.


Overall, I experiment and use these lenses interchangeably. I try each of them out in different situations to see what makes the most sense.
What lenses are in your arsenal?







I can tell you which ones I use and why I think they work well for what they are in terms of the various types of photography that I shoot.
These lenses make up a great range for me: 20mm f2.8, 35mm f1.4L, 50mm f1.2L, and the 70-200mm f2.8L IS II. Since I’m never shooting any sporting events or wildlife, I never need to go more than 200mm. These lenses provide the range I need without using zoom lenses in the wider angles. I prefer the prime lenses when working in the closer ranges with talent because they get me to move in and out physically to compose the frame. I also feel the prime lenses are much sharper in the closer ranges than say the 24-70mm f2.8L (which is still a great lens).
So here is a deeper description of each lens, the thought process, and what I use them for:

This is not an L series lens, but still has a great feeling and quality. I use this lens for travel, landscapes, and dynamic action lifestyle where I can get super close. The lens has an interesting vortex feeling that works great with landscapes. Dynamic action or journalistic image are great where the subject is close to the lens. This is a fantastic lens for sports shots.



This lens is great for lifestyle groups and tighter spaces that need to capture more environment. It works great for indoors when you are working withing a confined space. One thing to be aware of is shooting one person vertically full body, it tends to distort a little. I prefer the 50mm when it comes to this type of shot. The 35mm is great for movement and action with 2-5 people.



I love this lens for lifestyle imagery with one person. I call this lens the “real life” lens. It feels very real to what the normal eye sees. This lens is great for portraits and one on one interaction with a subject. Lifestyle and fashion images with one subject are great for this lens.


This is the only zoom lens that I use, and it serves it’s purpose. I use it a lot when I’m shooting travel photography. I can shoot moments that happen further away without being intrusive or even the subject knowing. This lens also works great for tighter portrait as it compresses the image. I also love shooting subjects in a bigger environment with it because it gives the scene a dreamy feeling. I’ll also shoot some fashion images with it to compress the background and really put the focus on the subject and clothes.


Overall, I experiment and use these lenses interchangeably. I try each of them out in different situations to see what makes the most sense.
What lenses are in your arsenal?

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Emanate is a creative-direction-led photography experience for entrepreneurs, speakers, and thought leaders in a moment of expansion. This isn’t about better photos. It’s about aligning how you’re seen with who you’ve become. For seasons of rebrand, visibility, and next-level leadership.
Magnetic Authority is a self-guided container for people who feel visible, but not fully anchored.
If your message keeps shifting, your brand feels inconsistent, or your presence doesn’t match your capability yet. This is where you build the foundation before you scale.
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All shaped as a direct extension of who you are. The work also includes a bespoke process of identifying and aligning the right experts when needed, so nothing gets built out of sync with your core.
Quiet. Precise. Highly Selective.

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A magnetic through-line is the one or two word idea your whole brand becomes associated with. What it is, why it matters, and how to find yours.

Creative coherence is the state where who you are and how you’re seen are the same thing. Why it matters more than frequency, and how to build it.

Identity Alchemy runs in five phases: Deconstruct, Curate, Architect, Become, Express. A walkthrough of what happens inside each, and where people get stuck.

Identity Alchemy is a five-phase method for rebuilding who you are and how you’re seen so the two finally match. Here is the full process.

A Brand Brain is one authored source that holds your identity, voice, and frameworks so every AI tool writes like you. Here is what it is and why you need one.

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I was born in a low middle class conservative religious family in the suburbs of Seattle. Art was and always has been my passion, and more than that a way of life. Starting as a graphic designer, I taught myself photography, built a commercial/editorial business shooting for the worlds biggest brands like Nike, Coca-Cola, Adidas and more. I've also had the opportunity to photograph the world's biggest celebrities like Justin Bieber, Usher, Jessica Alba and more. I've curated a lifestyle around creativity and have learned a lot along the way which I get to share here.
I was born in a low middle class conservative religious family in the suburbs of Seattle. Art was and always has been my passion, and more than that a way of life. Starting as a graphic designer, I taught myself photography, built a commercial/editorial business shooting for the worlds biggest brands like Nike, Coca-Cola, Adidas and more. I've also had the opportunity to photograph the world's biggest celebrities like Justin Bieber, Usher, Jessica Alba and more. I've curated a lifestyle around creativity and have learned a lot along the way which I get to share here.