Manifesto 3.0
The Currency of Authenticity
Authenticity isn’t a buzzword. It’s not a marketing strategy or a tagline. It’s the foundation of everything I do—why I work with some brands and why I turn down others. It’s the difference between storytelling and fabrication, between something that holds weight and something that crumbles under scrutiny.
However I’ll be the first to admit, I haven’t always gotten it right. There have been times when I took jobs just for the money, when I convinced myself a brand was genuine only to realize later that it was all surface-level. You don’t always know in the moment—sometimes you get caught up in the promise, the language, the vision they sell you. And sometimes, you just need to pay the bills.
I’ve aligned with brands that, on paper, seemed to share my values, only to find out they were more interested in the idea of authenticity than actually living it. Those are the jobs that stay with you, not because they were catastrophic failures, but because they serve as reminders. Reminders to ask better questions, to dig deeper, to listen to that gut feeling when something doesn’t sit right.
I’ve built my career on documenting real experiences. Photography, for me, has never been about staging moments or selling a fantasy. It’s about capturing something true—an unfiltered second of light, movement, and presence that can’t be replicated. That philosophy extends beyond the lens. It dictates the work I take on, the brands I align with, and the projects I invest in. And while I strive to say no to projects that lack substance, I know firsthand how easy it is to get it wrong.
So what does authenticity really mean? It’s a question that comes up often, especially in an era where “genuine” is a commodity, something brands try to package and sell. But real authenticity isn’t something you manufacture—it’s something you live. And the times I’ve gotten it wrong have only made me more committed to getting it right.
Choosing the Right Partners
There’s a moment when you sit down with a new brand, listen to their vision, and realize whether or not they actually believe in what they’re selling. Some brands come to me because they want storytelling, not just “content.” They want to build something lasting rather than chase trends. Those are the ones I gravitate toward—the ones that know their product, trust their process, and want the work to reflect something real.
One of the first things I ask is about their exit strategy. Are they in it for the long haul, or is this just a quick flip? That answer tells me a lot. If they’re building something with the intention of selling it off in a few years, it’s usually a red flag. Real brands—the ones that matter—are built on commitment, not a ticking clock. I also want to know how they got here. Did they build the company from the ground up, take out loans, put themselves in personal debt to make it work? Or was this a play made possible by generational wealth? None of those answers are inherently wrong, but they tell me everything I need to know about what’s driving them. Passion and sacrifice leave a different mark than convenience.
Then there are the others. The ones that talk about authenticity but don’t understand it. The ones that want the credibility of adventure without putting in the miles, the aesthetic of exploration without any actual risk. They’ll use phrases like “organic” and “crafted,” but when you dig deeper, it’s all smoke and mirrors, more Melrose Blvd. than Gallatin Canyon. They don’t actually want a story; they want an image. And an image without truth behind it is nothing.
That’s where the distinction is made. I work with brands that respect what they create and the audience they serve. Whether it’s a high-end adventure vehicle, a piece of technical outerwear, or a project like Covet Art that’s built on curation and storytelling, the common thread is integrity. There’s a belief in the work being done, and that belief makes all the difference.
The Art of Saying No
Saying no is one of the most powerful tools in any creative career. Early on, it’s harder—you feel like you need to take every opportunity, say yes to every paycheck, just to keep moving forward. But over time, you realize that every yes shapes your trajectory. One bad collaboration, one project that doesn’t align with your values, and suddenly, your work is diluted.
I’ve turned down well-paid gigs because they didn’t feel right. Products I didn’t believe in, campaigns that rang hollow, brands that were trying too hard to be something they weren’t. And I don’t regret a single one of those decisions. Because every time I said no, I made space for something better.
Authenticity is about consistency. You can’t fake it for some projects and then expect people to trust you when it matters. Your audience, your peers, the brands that actually care about good work—they can tell when something is forced. And once you lose that trust, you don’t get it back.
Beyond the Algorithm
We’re living in a time where content is being churned out at an unsustainable rate. The algorithm demands more, faster, louder. Authenticity is often sacrificed in favor of engagement—brands rush to fit a mold, influencers stage experiences, and everything starts to feel the same. But the irony is that real storytelling, real craftsmanship, will always outlast the trends.
That’s why I don’t chase the algorithm. I don’t create for virality. I create for impact. For the people who recognize the difference between curated and contrived. For those who care about the work, not just the numbers attached to it.
Final Thoughts
Authenticity isn’t easy. It requires discipline, patience, and the willingness to turn down opportunities that don’t align with your values. It’s a long game, but it’s the only game worth playing.
I work with brands that stand for something, that create with purpose, that believe in what they put into the world. And I walk away from the ones that don’t. Because, in the end, all you have is your reputation. And I’d rather have a career built on truth than a portfolio full of compromises.
Bravo
What a privilege to have you doing what you do and especially proud to own one of your amazing pieces of work (bison print)! Thanks for the post and subscribed too!