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Within these different art forms, how do you decide which medium best serves a particular story-especially when the message is tied to environmental impact?
I think the project always determines the medium. With any type of impact, storytelling is the most powerful tool. Video tends to be the best way to do that, though photos and other art forms can play their part. With Art Loves Earth, telling people’s stories and sharing firsthand experiences is vital because that’s how I learned. I traveled to Haiti and Africa, some of the poorest countries in the world, and it’s hard to describe that feeling unless you’re there. The best way to recreate that for someone else is through video. I was actually volunteering on the documentary side before I ever shot big brand stuff.
Seeing how video helped transform the charities I worked with was inspiring. For example, I worked with a group called Global Ambassadors. The first year I volunteered to make a short film for them, the founder told me it transformed his nonprofit more in one video than the previous ten years of work combined.
That video was eventually shown at the United Nations, and I was asked to speak at the General Assembly. Being in front of that assembly was intimidating! That was my first experience with the power of film and giving back. I eventually did several tours to Haiti, Africa, Guatemala, and Puerto Rico, doing disaster relief after hurricanes. That got me hooked on the idea of putting my creative skills to the best possible use. It’s what inspired Art Loves Earth years later. I realized people want to give back, they just want to do it in a way that’s authentic to them. I’m not in the medical field, but I can share the story of those who are. It’s about everyone chipping in with what they can do.
You’ve built a career that blends luxury, culture, and storytelling. How did your early experiences in branding and creative direction shape the way you now approach art as a more personal practice, including recently signing with Avant Gallery?
I’ve always pursued experiences over money. I’ve also always gravitated toward craftsmanship and beauty. Whether it’s a winemaker, a watchmaker, or a car designer, I love the care that goes into sourcing materials and creating something great. Those were the stories I was initially attracted to, which led me to luxury brands. I’d go from touring a facility at Hublot, seeing them make a million-dollar watch with 500 meticulous pieces, to being in a recording studio with songwriters for hours, or being backstage at a fashion show. However, I’ve also seen the shallow side of luxury, the side that lacks substance or soul. Just because something is expensive doesn’t mean it has a soul. Learning the ins and outs of that world, while also spending time on the streets with graffiti artists or in basements in a darkroom with old-school film photographers, gave me an appreciation for all forms of art.
My journey has been full circle. I started as an artist, took a commercial journey through design and marketing, and then shifted back to the creative side through film and photography. The first goal as a creative is to be successful enough to keep creating. Once you reach stability, you start asking: “What is my message? What am I leaving behind?” I’m returning to my roots and creating art for myself again. I actually just signed with Avant Gallery in Miami for my contemporary photography.
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