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This one’s special — Episode 100!
As the year comes to a close, we sit down to reflect honestly on 2025: the wins, the losses, the lessons, and the moments that forced us to pause and rethink everything. We answer a series of questions that unpack how the year really felt, what surprised us most, and how our mindset, work habits, and creative direction evolved along the way.
We talk openly about hitting our highest revenue month as freelancers, but also the inefficiencies that held us back at times, convincing ourselves we were busy while avoiding the work that actually moved the needle. We reflect on projects we’re proud of, decisions we’d change, and the importance of not outsourcing the parts of the work you genuinely love.
This episode is about perspective: championing your own work, putting yourself out there even when it feels uncomfortable, and understanding that results only come from effort you actually put in. We close things out with a quick-fire Christmas Q&A and a look ahead to 2026, including a few goals that feel slightly scary to say out loud.
If you’re a creative reflecting on your own year... or thinking about what you want next, this episode is for you.
CHAPTERS
00:00 - Intro
02:54 - If you had to sum up 2025 in one word, what would it be?
03:41 - Out of 10, how would you rate this year work-wise – and why?
05:17 - What’s one thing you did this year that Past You would be shocked by?
14:02 - What was the biggest “win” for the business this year
19:58 - Which project are you most proud of and why?
22:24 - What’s one goal you actually hit this year – and one you absolutely didn’t?
24:12 - What was your favourite episode of the podcast you recorded this year – and why?
26:59 - What was your biggest “L” of the year, and what did it teach you?
33:28 - Was there a moment this year where you thought, “What on earth am I doing?”
38:21 - If you could redo one decision from this year, what would you change?
40:29 - What’s one big, slightly scary goal for 2026 that you almost don’t want to say out loud?
43:51 - Quick-fire Christmas Q&A
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In this episode, we dive into a conversation every creative wishes they could have openly: what we really want clients to know.
We break down the realities of delivering work and hearing nothing back, how a simple “this is great” can fuel us to go the extra mile, and why clear communication from clients is one of the most underrated parts of a successful project.
We also talk about the importance of separating money from your values. Understanding when to stand firm on your boundaries, your rates, and the principles that guide how you work. From urgent vs non-urgent project expectations to how clients can empower better work by giving true creative freedom, we unpack the behaviours that elevate projects… and the ones that quietly derail them.
If you’ve ever wished clients understood the creative process better, or you’re a client who wants to improve your relationships with creatives, this episode is packed with insight, honesty, and hard-earned lessons.
CHAPTERS
00:00 - Intro
08:21 - Communication & Expectations
15:45 - Clients & Pricing
17:40 - Urgent VS Non-Urgent Work
23:40 - Creative Freedom on Client Projects
31:00 - Most Chaotic Deadlines
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In this episode, we dive deep into one of the most misunderstood and most important parts of being a professional creative: usage licensing. After Matt was offered a shocking £300 for out-of-home usage (billboards, buses, the Underground… you name it), we decided it was time to break down what usage really is, why it matters, and how to price it properly.
We unpack the different types of usage: Out of Home, Point of Sale, Social, Web and explore how context changes everything. A small startup asking for usage is very different from a multimillion-pound brand doing the same.
We also talk about how usage slots into your overall business structure, alongside feedback rounds, payment terms, and policies. If you don’t set usage expectations, clients will happily use your work for years while you only get paid once.
We cover practical tools and resources creatives can use when working out usage fees, plus why having a strong network of agents, producers, and experienced freelancers is invaluable when navigating what’s fair vs. what’s laughable.
Finally, we wrap up with some red flags to look out for, and finish the episode with a Q&A from listeners. This episode is essential for any photographer or videographer who wants to charge properly and protect the value of their work.
AOP: https://www.the-aop.org/information/usage-calculator
Cameron's Twitch Livestreams: https://www.twitch.tv/camincontroll
Matt's London Camera Division: https://londoncameradivision.com
CHAPTERS
00:00 - Intro
08:52 - Bad Usage
14:58 - Usage Types Breakdown
19:55 - Pricing Usage
35:00 - Tools for Usage
39:49 - Avoiding Red Flags
45:43 - Usage Summary
47:55 - Listeners Q&A!
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In this week’s episode, we’re diving into the reality of navigating the colder, quieter months as a creative, and why your environment, routines, and mindset matter more than ever.
We start by talking about the importance of having your own creative space. Whether you’re working from home, a warm office, or a buzzing London coffee shop, the place you create in can completely shape your productivity, your motivation, and your sense of community, especially during winter when energy is low and projects slow down.
We also get into the guilt that comes with losing momentum. Those quieter months can make you feel like you’re falling behind, but the truth is: the year balances itself out. Busy seasons always return. Learning not to punish yourself for slower phases is part of staying in the game long-term.
Finally, we break down the practical side of winter: revisiting your business systems, removing old processes, updating portfolios, tightening workflows, optimising websites, and making sure your business runs clean so you’re ready for the next wave of work.
CHAPTERS
00:00 - Intro
13:10 - The Winter Slump
21:37 - Community & Accountability
27:27 - Experiment with projects
29:08 - Guilt of Losing Momentum & Productivity
34:40 - Revisiting Your Business Systems
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Mario Elementza Newsletter: https://mariomatteo.com
This week, we’re talking about building the version of yourself you refuse to compromise on.
We break down what it means to truly become the creative you envision, not just in skill, but in standards, mindset, and the projects you say yes (and no) to. We talk about setting minimum levels of engagement for your pricing, understanding that your rate isn’t just a number, it represents the level of quality and creative integrity you’re willing to put your name on.
We also get into the psychology of business and reputation, when it’s okay to bend your rules for a client, and when saying “no” actually protects your value long-term. We discuss the difference between discounting for loyalty vs starting new relationships on the wrong foot, and the power of positioning yourself to attract clients who meet your standards.
Finally, we explore why personal projects are the foundation of discovering your highest creative standard. It’s in those projects that you find the version of yourself that sets the bar, and once you’ve experienced that, you’ll never want to compromise again.
CHAPTERS
00:00 - Intro
02:26 - Building a version of yourself that you don’t compromise on
14:30 - Personal projects allow for your true standard of quality
20:05 - Clients budgets & expectations21:41 - Professional identity & being findable
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This week, we’re diving deep into goal setting, creative evolution, and some wild updates shaking up the industry.
We start by discussing photographer Flo Pernet’s mind-blowing EA Sports photography, shot entirely inside Madden’s in-game camera, proving just how far creativity and technology have come. From there, we open up about the importance of setting clear, specific goals as a creative. Defining exactly what success looks like for you. Matt shares his recent experience visualising his dream life and career in detail, while Cameron reflects on rediscovering his long-term goals, learning 3D to the highest standard, and redefining what fulfillment truly means.
We also cover Canva’s huge announcement, making Affinity (the Adobe competitor) completely FREE forever and rolling out updates that could change the creative landscape entirely. Imagine running your website, invoices, pitch decks, and client projects all through Canva for just £10 a month, and then Affinity is free on top of that… that’s wild value for creatives.
And finally, we wrap up on a lighter note... DJI has announced a Roomba-style hoover?! We unpack what that could mean (and laugh about how random it is).
CHAPTERS:
00:00 - Intro
05:20 - Flo Pernet Game Photography
11:30 - The importance of goal setting
23:10 - Evolution of goals & yourself
29:30 - Redefining Success & Self Discovery
40:55 - Canva announcement & Affinity is FREE
52:40 - DJI Hoover / Roomba
55:01 - Outro
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Cameron's YouTube video: https://youtu.be/G-EFIDuUHwM?si=6dua6tHJIyNkx-9A
It’s been one year since we both moved out of London... and in this episode, we’re reflecting on everything that’s changed since. We break down what we’ve loved, what we’ve missed, and whether we have any regrets about leaving the city behind. From the slower pace of life and lower cost of living to how it has reshaped our creative process, networking, and mindset, this is an honest look at what life after London really feels like.We also dive into the balance between in-person and remote work, the importance of being intentional with your network, and how the energy and convenience of London can be hard to replace. Plus, Cameron shares updates on his new 3D YouTube video, his early-morning routine, and his Whoop fitness tracker, while Matt talks about his trip to New York and we react to Instagram’s new Gold Rings feature for content creators.
CHAPTERS:
00:00 - Intro
13:00 - Instagram Gold Rings
18:15 - New Fuji Camera & GoPro
20:15 - One Year Leaving London
26:40 - Lower Living Costs
30:50 - In-Person VS Remote Work
34:10 - Networking
39:46 - What did we like about working in the city?
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London Camera Division - https://londoncameradivision.com/password
In this episode, we dive into the reality of navigating professional relationships in the creative industry, especially online. After a producer recently unfollowed Matt on Instagram, we unpack what that really means and why it’s important not to attach your self-worth to who supports or engages with your work publicly. Not everyone who unfollows you dislikes you, sometimes your content just isn’t what they’re looking for right now, and that’s okay.
We also explore how to use these moments as fuel to push harder toward your goals and create undeniable work. From maintaining a positive mindset to being your own biggest fan, this episode is all about separating validation from value, and focusing on what really moves your career forward.
Plus, we break down a standout photography project featuring Matthew McConaughey, and Matt shares his upcoming travel plans to New York City.
CHAPTERS
00:00 - Intro
14:20 - Creative of the week breakdown (Greg Swales) & Matthew McConaughey
23:40 - Navigating professional relationships online
33:50 - Make work so good they can’t ignore you
36:10 - Being your own biggest fan
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In this episode, we dive deep into one of the hardest parts of being a creative... when work dries up. Every freelancer and creative hits that wall eventually, and we break down why it’s not a bug in your career — it’s a feature. We talk about the mindset shift needed when things slow down, how to stay confident during the quiet seasons, and practical tips to keep momentum.
We also react to OpenAI’s new Sora 2 video generation tool and what it means for the future of creativity. From the rise of Sora 2 AI content to how being authentic in the industry can be a tool.
Whether you’re facing a slow patch in your creative career or just curious about how AI could reshape the industry, this episode is all about staying grounded, adaptable, and focused on what really matters... your craft.
CHAPTERS
00:00 - Intro
10:00 - Sora 2 AI Videos
15:47 - Authenticity in an AI World
18:00 - Reacting to Sora 2 on Instagram
21:50 - Adapting to AI as Creatives
29:40 - When Work Dries Up
36:01 - Practical Tips During No Work
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In this episode, we dive into one of the most powerful career tools for creatives: networking. From building authentic connections online and in-person, to creating systems like a network spreadsheet to keep track of contacts, we share the lessons and strategies that can make a real difference over the long term.
We talk about why being genuine and passionate always gets noticed, the hesitations that come with recommending other creatives for work, and why networking is less about instant results and more about patience, consistency, and playing the long game.
If you’ve ever wondered how to grow your network in a way that actually works, and why those relationships could shape your career years from now... this one’s for you.
CHAPTERS
00:00 - Intro
09:00 - Being genuine and passionate will get you noticed
17:00 - Networking online and in-person
25:00 - Create a network spreadsheet
31:11 - Recommending other Creatives
37:10 - Networking is a long term game
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In this episode we dive into one of the most important but overlooked parts of being a creative: maintaining passion for your craft. It’s easy to get pulled off course by shiny opportunities, but without career clarity, you risk chasing projects that don’t actually align with where you want to go.
Matt shares why he turned down the chance to work on a Formula 1 project, a dream gig for many, and why sometimes saying NO is the most powerful decision you can make. We also explore the role of career alignment, working with a life coach, and how to stay focused on long-term goals instead of getting lost in distractions.
Elsewhere in the episode, Cameron shares progress on his new 3D motorbike project, Matt talks about planning a last-minute personal shoot before heading off to Copenhagen for his 29th birthday, and we react to the release of the iPhone 17 lineup and Nikon’s new camera featuring RED’s famous 12-bit RAW recording.
CHAPTERS
05:45 - Cameron’s 3D Motorbike Project
08:35 - Matt’s experience with a Life Coach
12:50 - Career Alignment & Importance of saying NO
25:45 - iPhone 17 release & New Nikon camera
38:22 - Maintaining passion for your craft
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This week we’re joined by Fred Ellis, Digital Video Producer for England Rugby, who has spent the last few years traveling the world with the national team, documenting their biggest moments both on and off the pitch. From producing YouTube series like George Ford 100 Caps, to covering Six Nations and more, Fred’s work captures not just the action but the stories and personalities behind England Rugby.
Fred shares his journey into this dream role, including the setbacks of being made redundant twice by the age of 22, and how persistence (even guessing a decision-maker’s email address) eventually landed him the opportunity of a lifetime. We also dive into the realities of working in elite sport: the relentless travel, the work ethic required to succeed, and the importance of building relationships with players and staff to tell authentic stories.
We talk kit and processes, memorable moments with legends like Jonny Wilkinson, pushing through creative challenges, and Fred’s advice for anyone looking to break into sports media. This one’s packed with insights on creativity, resilience, and what it takes to work at the highest level.
CONNECT WITH FRED:
CHAPTERS
00:00 - Intro
04:00 - Fred’s role as Digital Video Producer of England Rugby
06:25 - Early Career & Navigating Job Loss
16:34 - Getting Hired by England Rugby
22:48 - Work/Life Balance
28:33 - Camera kit and processes for shooting Rugby
34:48 - Fred’s Creativity & Inspiration
45:45 - Kit & Processes when shooting sports
52:45 - Memorable moments with England Rugby
59:31 - Working with Jonny Wilkinson
01:01:15 - Pushing Through Creative Challenges
01:04:00 - Advice for Creatives
01:12:45 - Relationships with the team
01:15:00 - Wrapping Up
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In this episode, we dive into the ongoing challenge every creative faces: balancing the craft with the business. It’s easy to focus on the art when you’re just starting out, but as opportunities grow, the admin, marketing, and processes can quickly take over, and often at the expense of creativity.
We break it all down step by step: from the early days of pure experimentation, to the growth stage where business becomes unavoidable, and finally to the strategies and systems that help us find balance today. Along the way, we share our own processes, practical steps you can implement right now, and even how lifestyle decisions play a role in keeping your creative energy intact.
Outside of the main discussion, we also touch on what the recipe is for a good shoot, a brief note from James Clear’s newsletter, the new Canon C50 (released after this episode was recorded), and the resurgence of compact digital cameras.
This one’s a mix of industry chat, personal reflection, and actionable takeaways. Perfect for anyone trying to navigate the fine line between being a creative and running a creative business.
CHAPTERS
00:00 - Intro
01:37 - Ingredients for a good shoot
07:55 - Canon C50
11:25 - Apple event & innovation
14:30 - Compact digital cameras
17:08 - Balancing business & creativity
18:45 - Creative side, craft, experimentation, early career
23:25 - Growth stages, business, marketing, vision, processes
28:50 - Our own processes
35:50 - Processes to implement right now
43:40 - Matt’s photography processes
47:23 - Lifestyle decisions
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This week we’re joined by William Drumm, an incredible underwater photographer whose work captures the surreal beauty of life beneath the surface. William takes us through his journey into underwater photography, the challenges of turning such a unique craft into a career, and the preparation that goes into every shoot. From equipment to safety to directing talent underwater.
We dive into his unforgettable experience shooting Billie Eilish’s Hit Me Hard and Soft album cover, exploring what it was like on set with Billie, the collaboration that made it possible, and the post-production that brought it to life. William also opens up about what happened next, how that project shaped his career, and why balancing the creative and business sides of photography is essential.
Whether you’re a photographer, filmmaker, or just curious about what it takes to shoot in some of the most challenging environments, this episode is packed with stories, lessons, and practical pointers from one of the most unique perspectives in the industry.
CONNECT WITH WILLIAM!
IG: https://www.instagram.com/williamdrumm/
Website: https://williamdrumm.com/?fbclid=PAZXh0bgNhZW0CMTEAAadqMMmr4TWchjJlyE88GC0izYo4iyQQRuuaM80DI06E9WQPJrlAV0ovxHeRdg_aem_uZmZd7EFRQmXvosTqqtH_g
CHAPTERS
00:00 - Intro
02:50 - Journey Into Underwater Photography
06:15 - Earning Money with Underwater Photography
09:55 - Most Difficult & Memorable Underwater Photography Experience
18:00 - Preparing Underwater Shoots & Choosing the Right Equipment
24:20 - Shooting Billie Eilish Album Cover
33:10 - On-set with Billie Eilish
43:35 - Importance of Collaboration in Creativity
47:02 - Post-production on the Billie Eilish Album Cover
50:24 - Career after Billie Eilish Project
57:00 - Underwater Photography Pointers
01:05:10 - Balancing Business & Creativity
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In part two of breaking down Matt’s latest personal project, we go deeper into what happens once the concept is set. We talk about working with talent and models. From reaching out to agencies or beginner models, to building trust on set and understanding that every shoot needs time to warm up before you can push for the hardest shots.
We then dive into the post-shoot process: backing up your files (twice… and then again), making final selects, and collaborating with other creatives to take your project to the highest level in post-production.
But the most important stage of all? Sharing your work. We break down how to present your projects online and in your portfolio, why perception can often matter more than pure skill, and how rolling out your work in the right way can be the deciding factor in how far it actually takes you. Because a project isn’t finished until the world sees it.
CHAPTERS
00:00 - Intro
01:01 - How to reach out to talent & modelling agencies
06:42 - Creative deck & mood board
08:20 - Photography backdrops
10:36 - Shoot scheduling
13:30 - Pre-production
16:20 - Shoot day
17:30 - Working with a model
24:00 - Prioritise shots
26:18 - Shoot wrapping
29:10 - Spending longer on specific shots
31:26 - Backing up files & multiple copies
34:27 - Post-production processes
39:50 - Sharing your work processes
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We break down Matt’s latest personal project! Diving into the creative processes of personal projects, why personal projects matter, the investment and commitment they require, and how to trust your own creativity in the process. We talk about defining a clear goal for your projects , building references and mood boards, and how to approach casting talent for your vision.
But the work doesn’t end once the shoot wraps. We get into the strategy and thought-process of how to share your projects with the world, updating your portfolio, rolling content out online, and using behind-the-scenes to extend the life of your work. Completing your project is not the end, once you hit export, it's just the start of the presentation phase.
This episode is part one of a two-part series, setting the stage for next week where we’ll cover how to actually source and hire great talent, plus the post-production workflows that bring a personal project to its final form.
CHAPTERS
03:23 — Investment & Commitment to Personal Projects
07:40 — Post-Shoot Process & Presenting Your Work
16:20 — Trusting Your Creativity
23:15 — Defining the Clear Goal for your Personal Project
29:20 — Concept, References & Mood boarding
37:22 — Finding the Talent/ Model
42:56 — What’s Next
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This week we catch up on the latest in the creative industry, from Kodak’s rumored bankruptcy (and their swift denial) to Sony’s announcement of the RX1R III at a hefty £4,199 price tag… without IBIS. We dive deep into prime vs. zoom lenses, weighing the pros and cons, why primes often push you to be more creative, and how limitations can actually elevate your work. We highlight photographer Cortney White’s shoot on a fixed 135mm prime as proof of just that.
We also talk gear minimalism, why experienced creatives often gravitate toward smaller setups, and how client perception can change depending on whether you show up with huge pro gear or a compact camera that delivers the same results.
Follow Cortney White!
Instagram: https://www.instagram.com/cortneywhite_
CHAPTERS
00:00 - Intro
04:56 - Merchandise Launch and Creative Process
11:47 - Camera Technology Updates: Sony RX1R Mark III
16:37 - Kodak's Financial Struggles
21:56 - ChatGPT-5 Release
25:34 - Primes vs. Zoom Lenses
38:32 - Embracing Gear Minimalism
46:03 - Challenges and Experiments with Lenses
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This week, we cover everything from new camera gear to creative business mindset. Starting with DJI’s brand new Osmo 360 camera and why it could be a game-changer for capturing behind-the-scenes content on set. We also dive into Matt’s interest in picking up the Ricoh GRIII for daily life photography and why, in some cases, it might actually outperform the GRIV.
We also shift the conversation to Matt’s new business car — a Tesla Model 3 and the importance of not letting your ego drive your financial decisions. The real flex isn’t the flashiest car or the biggest spend, but living below your means and building a lifestyle that doesn’t require you to work to sustain it.
Finally, we unpack one of the most overlooked parts of creative work: processes and workflows. From outlining timelines and milestones to setting client expectations early, we talk about why structure is the secret weapon for exceeding expectations, and how delivering work earlier than promised can turn a happy client into a loyal one.
CHAPTERS
00:00 - Intro
05:41 - DJI's New 360 Camera
12:59 - Matt Buying the Ricoh GR3
18:25 - Buying a Tesla for Business
24:41 - Financial Decisions and Ego Management
30:14 - The Importance of Processes in Creative Work
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In this episode, we sit down with rising combat sports photographer Johno Ramsay, who recently wrapped up his first year of freelancing. We get into the highs, lows, and lessons of building a creative career from the ground up, from finding clients, to building confidence in your work and more.
Johno shares what it’s really been like navigating freelance life, including the mindset shifts, financial realities, and creative challenges he didn’t expect. We also dig into how he handled one of the biggest moments of his career so far: winning the Portrait of Britain Award 2024, how that image came to life, and what it felt like to have his work featured across the UK in The Times, The Guardian, and the official Portrait of Britain book.
John also experienced one of his social posts go super viral, with over 11 million views! Where one of the fighters he was shooting fell into his camera and smashed his lens (spoiler: his lens didn’t actually break, but he made you believe it did.)
FOLLOW JOHNO!
IG: https://www.instagram.com/johnoramsay.photo/?hl=en
Website: https://l.instagram.com/?u=http%3A%2F%2Fwww.johnoramsay.com%2F%3Ffbclid%3DPAZXh0bgNhZW0CMTEAAacjqCBehKFCwnXnwUlZsFZ1LBkMrAIXT83xPTdz9yRw1uH74Z0PAjl45wAFhg_aem_9n204uki2b475cWkrZ_jUg&e=AT2KYYY7S4qEPMLtR0PF3tVKzffEzK9PSLdU_3pXevNwazIkWRiBRpFU0XLPnr6yUupNAJ1R4osmLD9obFXxxMaWTxb70Zo_uS_gD0Vv6rHiBqt8XG-Oig
CHAPTERS
00:00 - Intro
02:08 - Being A New Freelancer
08:51 - Navigating Social Media as a Freelancer
11:20 - The Impact of Viral Content on Business
19:07 - Lessons Learned from Viral Experiences
25:52 - Navigating the Challenges of Freelance Life
44:28 - Achieving Recognition: Portrait of Britain Award
50:56 - The Importance of Storytelling in Visuals
54:01 - Advice for New Freelancers
57:13 - The Power of Networking and Cold Outreach
01:01:24 - Agency Representation vs. Freelancing
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This week we dive into a wide-ranging conversation on the evolving role of AI in the creative industry! From the recent launch of 'ChatGPT Agents' to our reaction of a fully AI-generated ad aired during the NBA Finals. We unpack how AI tools are already becoming part of our daily creative workflows, where we think things are heading, and what the ethical lines look like as the tech develops.
We also talk about Matt's new clothing brand, his rise on social media from 20k followers to 40k within two weeks! Cam’s new YouTube channel documenting his journey into 3D design, why he’s pivoting, and the mindset shift behind starting fresh in a new creative field.
To wrap it up, we react to a recent example of creative work being stolen. Another photographer’s images used in a fake product ad and confronted by the owner.
LINKS ON AI
YouTubers Using ChatGPT agents:
Cameron's YouTube:
CHAPTERS
00:00 - Intro
05:38 - Cameron's Trip to Bulgaria & 3D
08:39 - Cameron's YouTube Journey
14:57 - Matt's Social Posts & New Clothing Brand
28:02 - AI in Creative Industries
46:03 - Resources for Understanding & Using AI
50:02 - Our Thoughts on AI
52:31 - Reacting to NBA Commercial Made By AI
56:50 - AI on E-commerce and Photography
59:21 - Jakob Owens (PrismLensFX / Tropicolor) Drama
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