The original concept for this piece was published several years ago. It was a brand collaboration I shot for Wrangler and Stetson. While it’s not exactly ancient history, the social medial landscape was very different at the time. The earlier days of IG feel like an old neighborhood swallowed up by the perpetual urban sprawl of ten-second content and relentless marketing. Quirky ideas had a place and organic reach was still attainable. There was hope, excitement, motivation and a sense of curiosity for the future of what these platforms had to offer. Sure, there were fewer people in the room, and each voice was a little louder as a result, but it wasn’t overrun with ultra-processed slop. Everyday people could contribute ideas with the potential for momentum without the burden of spamming an audience with bullshit or gaming algorithms. A person could share their writing, photography, videography, hobbies, or anything else with an audience of followers who would actually see it without having to simultaneously be an expert in social media management. Today it’s not enough to create beautiful things without also mastering algorithms, producing massive amounts of content in hope something might work, and willfully participating in something that looks nothing like that which inspired us in the first place. Social media began as a beacon of creative potential. It’s not complaint though. That past is always a little sweeter. This just a momentary reflection of my own on the days when we all envisioned something beautiful and inspiring for the networks that brought us all together.

Just short of painting myself as an embittered artist holding onto some random snapshot of the past, I will say that I enjoy this new momentum. I wish at least one prominent social media platform tried to stay true to the mission of expression and human connection, but it’s not all bad. The current state of social media creates a landscape in which smaller communities can exist. It’s deconstructed the duality between those with massive audiences and those without. This piece was originally created during a time when clients still believed an artist’s follower count was a direct reflection of their value and ability. To brands, this follower count was a sign that content creators had been publicly vetted as a great choice. Over time, industries came to realize that follower counts were not a direct indication of an artist’s ability to conduct business or deliver quality work. Today, I know photographers with huge audiences who barely get work and others with no notable social media presence working on campaigns for large brands. It’s a return to form in many ways. The pace challenges me. It’s forced me to become a better artist. But for nostalgia sake, I’ve repackaged this shoot into a retrospective view of a time I really enjoyed. A reflection on the future I envisioned for social media and everything I imagined it could have been.

I’ve removed all the quotes and writing originally published with this set of images. It was basically just a fashion shoot. A good one too. I still search for this level of naturally rich production value and creative freedom in jobs to this day. This one set a high bar for me in terms of how simple, potent and visually engaging my experience as a photographer could be. There’s nothing mind blowing or revolutionary about it. I just enjoy the quiet minimalism, colors and natural beauty. A the time, there was no reason to engineer it for anything more.