I've spent the last two decades studying that in the wild and then building it on purpose for Levi's, WHOOP, Warby Parker, and a handful of others who needed someone to find the human truth before reaching for the deck.

I think the work is good when it stops performing and starts noticing. Be here for what's actually happening instead of what you wish was happening, that's the whole practice, on a shoot or anywhere else. I learned that formally on two ten-day silent retreats and informally every day since, mostly by failing at it in more interesting ways.

Outside of work I shoot mostly medium format, I'm based in New York, and I still think the most underrated skill in this industry is just paying attention.