The What For – A Labor of Love
Since November I’ve shot more than 30,000 frames of skiing and snowboarding. Of the countless days only three were paid and the rest were done on speculation. This season a dozen images made in previous years were published in magazines and online, half a dozen were used in advertising campaigns, and the rest remain on a hard drive or two… After all the early mornings, late evenings, travel, sleeping on floors, ingesting cheap food, and bad coffee you’re probably wondering – Why shoot skiing and snowboarding?
The simple answer is the snow sports industry, brands, and corresponding magazines need new imagery each and every season depicting the latest gear, destinations, and characters. Why do they need new imagery each season depicting the latest? To help drive their sales, push profits up, pay employees, contribute to the economy, etc. The more interesting question is the What For? or what’s the reason I keep doing this?
I’ve focused on shooting snow for the past decade. The first time money was involved came six years ago when I was given the opportunity to work with a brand and their ambassadors (the athletes totally saved me). Since then it’s been a roller coaster ride. Rising high by landing magazine covers, taking on editorial assignments, traveling with a production company, and being hired to create the next season’s print campaign for other brands. Then dropping low by going a full year without a single ski image published, no assignments given, and not one inquiry from a commercial client. In spite of this and operating at a loss each season I can’t seem to help myself from going out there to create more.
Twelve years ago when I chose to cart a camera along my goal was NOT to replicate the polished and predictable images we had been inundated with. I set out to capture a more aspirational side of traveling through snow covered mountains, to come home with something you could see yourself participating in, and ultimately, share an experience that relates and resonates a quiet stillness with us all.
Have I done that?.. Not exactly. That’s why I keep at it year after year.
See you out there,