Portfolio For TDT

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Hi I’m Jake 👋

I’m so excited to be working on this project. It brings together an incredibly talented team, including some amazing people I’ve had the pleasure of collaborating with before. I’m really looking forward to working with Lauren and Bina again, and I’ve worked extensively with our producer, Gerri—she’s fantastic. This also gives me another chance to team up with Patients & Purpose and Vertex, both of whom I’ve had a long-standing creative relationship with. Plus, I’m excited to be working with Amy for the first time—it was great getting to know her on our call last week, and I can already tell she’ll be an awesome collaborator. And having Elle and Love & Trust Productions on board is a huge plus. Elle and I go way back—we’ve been working together for over a decade—so I know we’ll make a great team again.

Beyond the strong team, another exciting part of this project is that it’s a new campaign with a new brand. Today Determines Tomorrow is such a powerful message, and this shoot is a great opportunity to build something fresh while working with people who really know how to bring a vision to life. The campaign’s focus on inspiring, goal-driven storytelling aligns perfectly with how I approach photography—capturing real, authentic moments that feel confident, optimistic, and full of forward momentum.

Bringing This Story to Life

Visually, this project is especially exciting because it has so much movement and energy built into it. The blurred backgrounds hint at a broad future full of possibilities, the aura outlines flow with each person’s milestones, and the talent are captured in a way that feels like they’re stepping into what’s next. All of these elements work together to create a feeling of transformation and momentum.

I love how this approach gives us a fresh way to tell each person’s unique story—one that’s modern, vibrant, and full of life.

I can’t wait to dive in and bring this vision to life. In this treatment, I’ll walk through some thoughts on our approach, along with a selection of images from my portfolio that I think will really resonate with this project.

We want to capture a sense of authenticity, optimism, and quiet ambition—an energy that feels real, uplifting, and full of possibility. The great thing is that we’re working with real patients, so that authenticity is already built in.

That said, it’s just as important to make sure they feel comfortable and confident in front of the camera. That’s where my experience really comes into play. My background in photojournalism has given me a ton of experience working with real people—often in unpredictable, high-pressure situations. Even now, a huge part of my advertising work is about photographing non-models and non-actors in a way that feels both polished and natural.

I’m excited to lean into some small but effective strategies to help them relax and be themselves. Even simple things—like learning what music they love and putting together a playlist for the shoot—can go a long way in setting the right mood and making them feel at ease.

One thing I really love about this project is that the P&P team will be doing pre-shoot interviews with the talent. That personal connection is going to be huge when we’re on set. As we talked about on the call, having Lauren there could be a great way to reinforce that connection, since she’ll have already built that rapport with them. If it makes sense, I’d love to sit in on those interviews too—it would help me get an even deeper understanding of their stories and make sure we bring that out in the images. Plus, it’s another way to make sure they feel comfortable and seen before they even step in front of the camera.

We’re also prepared to arrange transportation to set to ensure they have a smooth and stress-free morning. Making their experience as seamless as possible will help them feel more at ease when the time comes to be in front of the camera.

Fostering Genuine Connections with Our Talent

Smart, Creative, and Efficient Production

Part of the creativity in this shoot is in the production itself. Since we’re shooting five patients and one caregiver all in a single day, we’ve got to be smart about the location we choose. It needs to feel authentic to their stories but also be practical so we can move efficiently and make the most of our time.

Elle and I have done a ton of projects together where we had to think on our feet—finding locations that look amazing while also keeping the production running smoothly. I’m excited to collaborate again as we lock in talent and figure out the best way to shoot them in spaces that feel meaningful but also work logistically.

It’s a bit of a puzzle—balancing locations that are unique, and relate to each subject, with the need to keep things moving. We’ll want a spot that gives us some flexibility, so we’re not scrambling between setups. I know we’ll find the right solution, and I’m looking forward to working with the team to make it all come together.

Collaborative Styling for a Genuine Feel

We’ll coordinate with the talent ahead of time to incorporate pieces from their own wardrobe, ensuring their look feels authentic and true to them. Courtney, my top pick for a stylist on this project, will connect with them beforehand to guide their selections and make sure everything aligns with the overall vision. She’s fantastic at striking the right balance—keeping things natural while elevating the look. On set, we’ll complement their wardrobe with carefully chosen supplemental pieces that Courtney will bring to tie everything together seamlessly.

Bringing the Creative Treatment to Life in Real Time

I love the creative treatment we’re applying to this campaign, and I’d love to find a way to preview its aura on set in a way that aligns with the vision outlined in the PDF. While we don’t want to slow things down, having a rough overlay that our digitech can use to preview captures could be really helpful in maintaining that aesthetic. Another option could be a streamlined system where our tech can quickly Airdrop test shots to Bina, allowing her to create rough mockups on her own laptop in real time, ensuring we’re staying true to the look and feel we’re aiming for. Let’s discuss what makes the most sense and how we can keep this workflow smooth and efficient.

Excited to Bring This to Life

I’m truly excited about this project—not just because of the strong creative direction, but because of the opportunity to collaborate with such a talented team. The Today Determines Tomorrow campaign is powerful, and I’m eager to bring its vision to life in a way that feels real, inspiring, and full of energy.

With my background in photojournalism and advertising, I’ve spent years capturing authentic moments with real people—finding the balance between polished and natural, storytelling and emotion. I know how to create an environment where talent feels comfortable and confident, which will be key to getting the genuine, optimistic energy we’re aiming for.

Beyond that, I thrive in productions like this—where creativity meets logistics, and we have to be smart, efficient, and adaptable to get the best results. I love problem-solving on the fly, collaborating closely with the team, and making sure everything comes together seamlessly on set.

I can’t wait to get started and make this shoot something special. Looking forward to the next steps!

About Me

I studied journalism at the University of Colorado, and after graduating, I moved to New York, where I got my start as a photo assistant. Today, I shoot for publications like The New York Times and brands like Cadillac, YouTube, Google, and Adidas.

I live in Cold Spring, New York, with my wife and our eight-year-old daughter. When I’m not spending time with them, you can usually find me scouring used bookstores for the next addition to my photo book collection—or playing soccer with the local team.