OAKLAND. NYC .

Thinking about this launch quickly reminded me that when I read a well-told narrative by a brand, it may not make me want to rush out to buy their stuff, but it shows how much they care about their craft, about creating something meaningful and, as a result, I subliminally begin to assume that they put that same purpose into making their products. Which is why when they revealed that they indeed didn’t want to make the campaign about the features, but rather about the makers who use them, we were blown away again… Yes please and thank you.

So who should it be?

Their first choice emblematic of VSCO’s pursuit of relentless artistic development, we would help tell the story of the wonderful and talented Nate King! Hailing from Detroit and living in Oakland, I flew there first to get to know him, his story, his craft, his Sarah, and hopefully capture a bit of his spirit, in both conversation and film (emulation that is, since we #shotoniphone anamorphic.) Then on to NYC, where his hero’s journey continued as he hosted the third edition of the Arrived Creative Collective art showcase (with the always impeccably color-coordinated Nathan Abia Lawer-Yolar.) All of it was thoroughly delightful.

After a couple of weeks, I had so much choice of footage, voice-over, music… The editing of which was made unquantifiably easier because I knew that, when the software was to finally make an appearance, it would be lovingly crafted by the incredible team at Playlist Studio. Sang Kim and Ray Sison are amazing people and ALSO amazing at what they do which, you know, is NOT a given… They delivered ten-fold on their promises, thank you so much guys!

Finally, an immense thank you to Maggie Jurow, and Josh Ulm, and the whole VSCO team, for assembling and shepherding a team of such kind and talented people, trusting us to tell your makers’ stories, starting with Nate’s, which I am so so proud to present to you now (Director’s Cut):