Hosted by Zach Hodges from the VSCO team, f/22 is a series where all things photography are brought into focus through conversations with photographers.
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S2.E8 – 24 Years of Weddings with Susan Stripling, Canon Explorer of Light
Season 2 · Episode 8
Thursday, September 3, 2026 • Duration 14:42
In this episode of f/22, Zach Hodges sits down in Las Vegas with Susan Stripling, a wedding photographer of 24 years who has never had another job. She lives in New York, she is a Canon Explorer of Light and an Adorama ambassador, and she is a grand master at Icon. Ask how she is holding up after 24 years and the answer is caffeine and duct tape.
Susan is blunt about what the accolades actually do. Inside the industry they build relationships and they build a résumé. To a couple choosing a photographer they do nothing, because a prospective client cannot tell an Icon Grand Master from a mom who voted you best photographer in Jersey City.
Much of the conversation is about the business behind the pictures. She runs the studio out of one system, answers every inquiry herself, tracks every referral source, and pulls reports at the end of each year to see where the work came from and where it went. She raises prices in itty-bitty increments, sometimes holding the number and dropping the coverage from ten hours to eight, then waits a couple of bookings to see what it does before moving again. Price yourself too far above your referral sources and the referrals stop.
She is also honest about what wears on her. She gets bored. She gets burnt out. The venue looks the same and the timeline looks the same. What resets her is not a business fix, it is remembering that she has been there a hundred times and her clients have been there once. Her burnout at work tracks her burnout at home, so she goes and fills the rest of her life first.
Her advice for photographers starting out comes in two pieces, and the second one is the part most people skip.
This episode explores
Why awards build a résumé inside the industry and mean nothing to a prospective client
Running a wedding business end to end, from the first inquiry to year-end reporting
Raising prices in itty-bitty increments without pricing yourself out of your referrals
What changed for photographers starting out now, and why the job takes two skill sets
A theater background, theatrically motivated light, and the editorial flash resurgence
Getting bored at a venue you have shot a hundred times, and what actually fixes it
Why she started scuba diving and refuses to monetize the pictures
Thanks to Harlow Lighting for lighting in this episode.
00:00 Cold open 00:41 Welcome back to f/22 with Susan Stripling 02:07 Whether the awards actually help her business 03:11 Held together by caffeine and duct tape 04:15 A theater background and nodding to modern style 05:44 Word of mouth then, a marketing monster now 06:27 One system running the whole studio 07:53 Letting go of her own editing 08:41 A complicated relationship with AI 09:28 Moving prices in itty bitty increments 10:49 Getting bored at the venue you have shot 100 times 12:50 It's not personal, it's just business
S2.E7 – Jeremy Cowart on Purposeful Photography, Embracing Risk, and Using AI Without Losing the Art
Season 2 · Episode 7
Friday, August 14, 2026 • Duration 48:03
In this episode of f/22, Greg Lutze and Zach Hodges sit down with world-renowned photographer and artist Jeremy Cowart at his studio in Franklin, Tennessee, to talk about a career built on chasing ideas, embracing risk, and using creativity to help people.
Jeremy traces his unlikely path from painter to graphic designer to celebrity photographer. The journey started with a three-megapixel point-and-shoot and a Hollywood agent who called out of nowhere in 2005. He's candid about faking his way through his first big shoot (10 sets to light for Prison Break, having never used a light before), the imposter syndrome underneath it, and why he's always been drawn to the possibility of failure.
The conversation moves through his signature techniques, the multi-light LED wall rig, custom Capture One code, 60-second shoots, and the stop-motion approach he stumbled into on a Star Trek shoot. It all leads to the work he says matters most, his "If You're Breathing" project, where he makes art alongside people in extreme need and funds their stories through merch. Along the way, Jeremy gets honest about money, the feast-or-famine reality of a creative career, the surprising story of being hired by a global brand specifically to use AI, and why, after 20+ years, obsessive learning is what keeps him relevant.
This episode explores
- How to break into paid work (and landing a rep)
- Why embracing risk and failure beats waiting until you're "ready"
- Building a signature style and a clear creative perspective
- The truth about money and feast-or-famine income
- Using AI as a tool without losing the art
- Why social impact work can be the most fulfilling work of all
S2.E6 – From Photos to Profit: David Godinez on Pricing, Video, and the Real Work
Season 2 · Episode 6
Friday, April 17, 2026 • Duration 13:52
In this episode of f/22, Greg Lutze sits down with Bay Area photographer and filmmaker David Godinez in San Francisco to talk about the realities of turning photography into a career.
David shares how he got started, why photography is just his starting point, and how his work has evolved into video and post-production. The conversation focuses on the often-overlooked side of the craft: business. From pricing your work to shifting your mindset, David breaks down what it actually takes to go from hobbyist to professional.
📌 This episode explores:
• The mindset shift from artist to business owner
• Why pricing your work is so difficult (and so important)
S2.E5 – Pablo Circa & Essi Westerman on Creating Their First Gallery Show
Season 2 · Episode 5
Thursday, February 26, 2026 • Duration 30:35
In this episode of f/22, Zach Hodges sits down with Oakland photographers Pablo Circa and Essi Westerman at VSCO headquarters to talk about creating their very first gallery exhibition: Street Stories: Oakland in Focus.
What started as an idea during a lonely season turned into a community-powered show featuring 42 photographers and dozens of handwritten “written portraits” collected from people across Oakland. Pablo and Essi break down the full journey—from concept and open call to curation, printing, framing, and opening night overwhelm.
They share what it actually takes to make a group exhibition happen, how they narrowed 100+ submissions down to 42 images, and why they chose feeling over technical perfection. They also reflect on collaboration as “jazz,” building something rooted in love for their city, and creating space for Oakland to be seen beyond the headlines.
📌 This episode explores:
• How to create your first photography gallery show
• Turning a creative idea into a physical exhibition
• Curating 100+ submissions down to a cohesive body of work
• Pairing photographs with handwritten community stories
• Building connection through art and collaboration
S2.E4 – Lauren Marcelle on Large Format Film, Portraiture, and Community
Season 2 · Episode 4
Wednesday, February 11, 2026 • Duration 11:34
In this episode of f/22, Zach Hodges sits down with film portrait photographer Lauren Marcelle at Bild Expo in New York City.
Lauren shares her journey from shooting Polaroid as a kid to working in 4x5 and 8x10 large format film. She talks about why slowing down matters, what it takes to make a single meaningful frame, and why portraiture gives her something street and landscape photography never could: real human connection.
They also dive into Cameras & Coffee, the community meetup she helped bring from the Bay Area to NYC, and why “just showing up” might be the most important step any creative can take.
📌 This episode explores:
• Falling back in love with film
• The discipline of large format photography
• Finding your niche after years of experimentation
• Creating space for connection through portraiture
S2.E3 – Brandon Ruffin on Technology, Emotion, and Crafting Images in a Computational Era
Season 2 · Episode 3
Saturday, December 13, 2025 • Duration 50:49
In this episode of f/22, VSCO co-founder Greg Lutze http://vsco.co/greg/gallery sits down with Bay Area photographer, filmmaker, and Google computational research creative Brandon Ruffin http://vsco.co/ruffdraft/gallery to explore how identity, narrative, and technology intersect in modern image-making. Known for his powerful storytelling and community work through Cameras & Coffee Club, Brandon opens up about the emotional core of photography, how our lived experiences shape what we see, and why every photograph carries a point of view.
From his Leica M11-D campaign to his upcoming book Migration Patterns, Brandon shares thoughtful insights on personal projects, creative identity, AI’s role in artistry, and the ways photography can connect us to our family histories, our communities, and ourselves. Whether you’re a new photographer or deep into your creative journey, this conversation offers a grounded, inspiring look at what it means to create with intention in an era shaped by both humanity and computation.
Chapters
00:00 — Storytelling, POV, and the artist’s role
01:16 — Brandon’s background, identity, and approach to photography
06:49 — Inside the Leica M11-D campaign & emotional image-making
13:14 — Migration Patterns: family history, memory, and personal projects
26:15 — Social media, “the banger shot,” and rediscovering play in photography
31:18 — Photobooks, sequencing, and trusting the editing process
36:18 — Photography as poetry: narrative, symbolism, and emotional truth
38:00 — AI, creativity, and human-centered tools for artists
41:05 — Hot takes & advice for emerging photographers
S2.E2 – Karna Roa on a Viral Wedding Photo and 17 Years of Photography Lessons
Season 2 · Episode 2
Friday, December 12, 2025 • Duration 22:18
With nearly two decades of experience behind the camera, Karna Roa has photographed weddings around the world — from the vineyards of California to ceremonies in Tokyo and Morocco. In this episode of f/22, she shares how shooting weddings taught her every aspect of photography, how education through PPA (Professional Photographers of America) shaped her growth, and what she learned from the viral wildfire photo that briefly put her in the spotlight.
📌 In this interview you’ll learn:
Why weddings are the best training ground for any photographer
How to build a sustainable career in a demanding industry
What it’s like to have a photo go viral overnight
The importance of lighting, preparation, and adaptability
How community, education, and mentorship can elevate your craft
Chapters:
00:00 – Why weddings make you a better photographer
02:29 – Building a full-time career and traveling the world
03:23 – Highlights from 17 years of weddings
04:17 – The wildfire wedding and viral photo moment
10:35 – Lessons in lighting and storytelling
11:18 – Staying passionate and emotionally connected
12:36 – Making a long-term creative career sustainable
13:00 – What is PPA and why it matters
16:33 – Earning degrees and recognition through PPA
18:28 – Growth through education and mentorship
19:00 – Leading the Wine Country chapter of PPA
S2.E1 – Greg Lutze on Street Photography, Nostalgia, and Authentic Images
Season 2 · Episode 1
Friday, December 12, 2025 • Duration 35:37
Greg Lutze, co-founder of VSCO and passionate street photographer, has spent his career blending design, photography, and creativity. In this episode of f/22, Greg opens up about his path from early graphic design work to photography, the origins of VSCO Film, and his ongoing love for capturing life as it really is.
📌 In this interview you’ll learn:
How Greg went from design to photography (and back again)
The true origin story of VSCO and its presets
Why collaboration is the secret ingredient in creative success
Greg’s philosophy of street photography in the age of social media
How his new preset (V9) captures timeless film aesthetics
Why delight, curiosity, and persistence matter more than numbers
⠀
Whether you’re a seasoned photographer or just starting out, Greg’s story is packed with insight, nostalgia, and inspiration.
Chapters:
00:00 – Intro & Greg’s creative beginnings
01:06 – Early design, music, and first band photos
02:22 – Seattle days & creative community
05:00 – Learning by doing vs. technical perfection
06:11 – Nostalgia and seeing time in photos
08:09 – Finding his photographic style
09:41 – Design work & the path toward VSCO
12:16 – Film is dying? The spark for VSCO Film
13:37 – Collaborating to make VSCO real
16:09 – Why collaboration is everything
S1.E10 – Tom Sanders on Finding Your Niche in Photography
Season 1 · Episode 11
Friday, December 12, 2025 • Duration 36:24
From photographing World War II veterans to building a career in longevity and celebrity photography, Tom Sanders has carved out a unique niche in the industry. In this episode of f/22, Tom shares the story of how a college assignment led to two published books, long-term client relationships, and a thriving photography business.
📌 In this interview you’ll learn:
How a chance encounter with a WWII veteran shaped Tom’s career path
Why finding a niche can be the most powerful move for a photographer
Practical marketing strategies for freelancers that actually work
Why today’s photographers should also be filmmakers
How personal projects can lead directly to paid opportunities
Whether you’re just starting out or looking to grow your photography business, Tom’s story is packed with inspiration and actionable advice.
00:00 — Intro & Tom’s background
00:55 — Family history: Ernest Hemingway portrait & photography roots
03:02 — First WWII veteran portrait & impact of the project
05:00 — Moving to LA & building a portfolio through veterans
06:14 — The importance of personal projects
07:20 — First big client: Belmont Village & published book
08:10 — Celebrity photography in LA & early big breaks
09:42 — Finding a niche: longevity photography
12:28 — Teaching at Savannah College of Art and Design
13:06 — How photographers actually get consistent work
15:14 — Why photographers today must also be filmmakers
S1.E9.2 – Martine Severin on the Business of Commercial Photography
Season 1 · Episode 10
Friday, December 12, 2025 • Duration 21:46
In Part 2 of our interview, Martine Severin pulls back the curtain on the business and strategy of commercial photography. From test shoots and building a team to networking, portfolio reviews, and landing clients, she shares candid insights from 13 years in the industry.
📌 In Part 2, you’ll learn:
Why commercial photography is a “tightly choreographed dance”
How to show production value and prove you can lead a team
The long game of relationships, outreach, and portfolio reviews
Why being a decent human is as important as your photography
Whether you’re ready to move beyond weddings or want to understand how to thrive in commercial photography, this conversation is packed with wisdom.
00:29 — Building a portfolio through styled shoots
02:19 — Working with modeling agencies & creating lookbooks
04:52 — Showing production value & working with a team
06:20 — Outreach & marketing (24 emails a week)
08:25 — Portfolio reviews & the importance of feedback
10:13 — Building relationships that lead to work
11:02 — The long game: 13 years of growth
11:20 — Advice for aspiring commercial photographers
12:20 — Finding your voice & keeping at it
13:28 — Networking (or just meeting people)
14:20 — Be a decent human — why character matters
15:08 — Closing thoughts & where to find Martine’s work
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