Our ethos

We begin with the premise that the presence of social media and digital imagery has forever changed both the nature of and the market for outdoor adventure content. Any lines between fashion, landscape, product, and journalism have become so blurry they might not even exist.

And as we navigate the saturated content markets of our time, we believe the only way to stand out is to find the truth in our lens or through our words.  To bite just a piece of the honesty and the intimacy in the lives of the adventurers and the scoundrels from across the world. To capture some beautiful moment in time, naked and pure, and to invite the masses to come and see what we’ve done.

Great outdoor Content  

These aren’t just words to us.  It’s our lifestyle. It’s our art.  We live it and breathe it and think it and dream it, and we’ve anchored our ethos to the five pillars we believe show themselves in our finished products:

GRIT

Coarseness discovered and captured outside of comfort, security, and monotony which ultimately breeds strength in character. 

Honest adventure is a beast, vulgar and raw.  The rain and the snow, the heat and the cold, the wind and the hail will come, agnostic to our photographic endeavors.

However, we find the willpower to capture uncomfortable experiences.

Moments of beauty beckon every traveller to his or her camera.  Just look to the picture on your aunt’s iPhone of your tee-shirt-wearing uncle standing, hands in pockets, in front of the magnificent, breathtaking palace at Versailles for evidence.   But far fewer are the folks who look through the lens in moments of exhaustion or tediousness, or downright pain. Who look through the lens in these moments and find the truth. No poses.  No guards. Nobody saying “cheese”. Just a real shot of life and those who live it.

When our fingers sting from the cold, when the rain blows sideways, when sweat drenches our shirts and we’re heaving for air, we’ll grab our cameras. This is it. This is the moment.

SPONTENEITY

A flight of impulse with no prior meditation.

Sure we plan our trips, but rules are meant to be broken. To take off down a dirt road missing from the map with a crew of friends and cooler of beer inspires the type of adventure that can’t be sought out.

Honest adventure isn’t always serious.  It’s about freedom. It’s about curiosity and exploration.  It’s about challenging yourself to veer from the path.

This is what we want from our lives; we want to go new places and see new things.  We want to find ourselves in surroundings we didn’t expect. Fresh perspective is the lifeblood of creativity, and sometimes you find it just by following the moment.  Just by letting the trail take you and your camera where it will.

We’re out here, first and foremost, for the adventure. If we don’t let it lead us, then we’re doing it wrong.

IDEALISM

Belief and adherence to core principles, both in word and action.

Are we crazy? Maybe. Naive? Probably.

Dreamers? Definitely.

But we are also believers.  We believe that passion and dedication and hard work are the keys to living exactly the life we love, and we won’t compromise.

For us, this means spending more days on the road than in our apartments or homes.  It means cultivating awesome connections with complete strangers or getting stoked on a good wave.  It means catching a huge rainbow trout.

And every day, every single day, we chase this vision. We welcome and embrace setbacks because in our hearts, we know we won’t stop.  

We’ll just get better.

DEPENDABILITY

Excellence.  On time. Every time.

We tell you this:  you can count on us.  We will deliver you the content we promised by the date agreed upon.  Guaranteed.

Everyone understands that a picture is worth a thousand words.  But no matter how great our images are, they aren’t worth anything to you until they are in your hands, and we know this, and we’ll stake our reputation on our ability to deliver.

We know who we are.  We know what we can do.  And we will get you your content.