Creative Campfire: Conversations for Creative Entrepreneurs

EP 37: The Logo Designer Who Refuses to Gatekeep with James Barnard

Episode SummaryShelly sits down with James Barnard — logo designer, Adobe speaker, and founder of the Designerrrs design community — met while doodling at a craft table at Adobe 99U in NYC this past June. James shares: his winding path into design (failed record producer, years of data entry, self-taught Photoshop), why it took a decade to niche into logo design, and how one TikTok video bragging about a LogoLounge feature turned into 70 leads and three months of bookings overnight. pricing on demand instead of hours, why he presents one logo concept instead of ten, the one-page brand guide he built for budget-conscious clients, the 50/50 rule that keeps his pipeline from going quiet. Timestamps to jump to:00:00 — Intro and How they met in NYC at Adobe 99U03:32 — James Back story: From wanting to be a record producer to self-taught designer09:38 — Niching into logo design and the SEO win that followed17:17 — Going viral: the LogoLounge TikTok and the 15M-view pencil tool video26:58 — Why he built the Designerrrs community (the poop emoji logo story)28:24 — Teaching in public: "a rising tide lifts all ships"32:01 — The one-page brand guide for budget-conscious clients35:18 — How James actually prices a logo project38:13 — One concept vs. fifteen: two schools of logo design41:32 — The CRM and lead-scoring system behind his business44:12 — Landing his first Adobe MAX talk48:02 — Scripting content and platform-specific strategy52:05 — The 50/50 rule for marketing vs. client work53:44 — Family, running, and book-bindingAbout James James Barnard is a logo designer and founder of Barnard.co, a freelance studio based on the Gold Coast, Australia. Originally from England, he spent over a decade in UK publishing — including Runner's World, Men's Health, and The Daily Telegraph — before going freelance and niching into logo and brand identity work. He founded the Designerrrs design community, speaks at Adobe MAX, and teaches design workflows to a large following on TikTok, Instagram, YouTube, and LinkedIn. About Shelly Shelly Waldman is the founder of Creative Camp, a business education platform for commercial photographers and creative freelancers, and host of the Creative Campfire podcast. A working commercial photographer with a background in finance and economics, she brings an "Analytical Creative" lens to pricing, positioning, and business strategy. Links and Resources James's website: ⁠Barnard.co⁠ CRM Episode on Creative Campfire James's community: Designerrrs Follow James: @Barnardco on Instagram, TikTok, YouTube, and LinkedIn CRM mentioned: Bloom — bloom.io/james for a free first year ⁠CRM Episode on Creative Campfire Keep the Conversation Going Follow along on Instagram Support the show buy Shelly a coffee Sign up for the Camp Bulletin If you loved this episode, leave a review on Spotify or Apple Podcasts — it helps more Campers find the fire. Want to know what gear I use to make the podcast here you go. It's listed below. Podcast Gear: Shure MV7 mic Audiotechnica M50x headphones HP Omnibook 7 TB2 on the go mics for iphone/mobile Rode Wireless micro for phone or camera Rode Wireless GO III

EP 36: Why Photographers Undercharge (Money Shame, Pricing, and Second Shooters) with Patrick Fore

This week is a pod swap, Campers — we're gathered around a fire shared with Patrick Fore of The Terrible Creative. Patrick reached out about joining forces, and what came out of it was a raw, honest conversation about money shame: the stories we inherit from our families, the fear behind undercharging, and how to separate the emotion of money from the math of running a business. IN THIS EPISODE: - How childhood money stories (layoffs, blue-collar roots, "money Saturdays") quietly shape how we price and negotiate as adults - Why Shelly's economics degree and ten years at Citibank became the backbone of Creative Camp's whole philosophy - The messy truth about second shooters, copyright, and who actually owns those images - Licensing 101: why usage is baked into (or missing from) most photographers' pricing - A real-time negotiation story: Shelly's client asked her to cut a quote in half, and what she did instead of caving - Why people undercharge — fear, identity, scarcity — and Shelly's "raise it until you get a no" method - Patrick's "gamify it" trick for taking emotion out of budget conversations - The stoic reframe that helps with money anxiety: "what's the best thing that could happen?" - Patrick's brutal 2025 (from $123K to selling his backup camera) and why just surviving deserves a gold star RESOURCES & LINKS MENTIONED: - Patrick's podcast and book, The Terrible Creative: theterriblecreative.com - Patrick's portfolio: patrickfore.com - Patrick on Instagram: @patrickfore - The Terrible Creative on Instagram: @terriblephotographer - Ren & Jen's Photo Dump EP 50 on "would you start over in 2026" - Dawn Heumann's thought piece on starting a photography business today and another piece how much goes into a photo shoot CREATIVE CAMP LINKS Instagram: ⁠⁠instagram.com/creativecamp.pro⁠⁠ Substack:⁠⁠ substack.com/@creativecamp⁠⁠ ⁠⁠Camp Bulletin ⁠⁠Buy Me a Coffee⁠⁠: buymeacoffee.com/creativecamp And if this episode helped, leave us a review — it helps more Campers find the fire. - Basecamp Bundle — four courses covering swipe copy, visibility, usage licensing, and goal planning, all for $197: outpost.creativecamp.pro/basecamp/ - Creative Sidekick — 6 months of 1:1 coaching on strategy, pricing, and pitching. Apply for a discovery call: creativecamp.pro/sidekick ABOUT THE HOST Shelly Waldman is a commercial photographer and the founder of Creative Camp, a business education platform for photographers and creative freelancers. Known as "The Analytical Creative," she draws on a background in economics and ten years as a financial analyst to help creatives build sustainable, well-priced businesses. She hosts the Creative Campfire podcast from her home base in London. ABOUT THE GUEST Patrick Fore is a commercial photographer and host of The Terrible Creative podcast, where he talks candidly about identity, money, and the long middle of a freelance career. He's the author of Lessons From a Terrible Photographer, now available on Audible. Find his work at patrickfore.com.

EP 35: AI Workflow for Creatives: Move Faster on the Stuff You Hate with Dawn Heumann

Twenty years in commercial food and lifestyle photography will teach you a lot about reinvention — and this week's guest is doing exactly that in real time. Dawn Heumann joins Shelly by the fire to talk about what happens when you dismantle a perfectly curated Instagram, the vulnerability of showing up on video to the AI systems Dawn has built to run cold outreach, content planning, and client research — and lands on the bigger question every commercial photographer is asking right now: what does this career look like on the other side of the AI shift? It's a wide-ranging, generous conversation between two friends who've known each other since a portfolio review years ago. LINKS AND RESOURCES: Wisprflow.ai — the voice-to-text tool Dawn uses for her AI brain dumps* Dawn's website and where you can find the resource for the AI Blueprint Unscripted — Dawn's garage videos Dawn on Instagram Folkhaus — Dawn's production studio and creative partner for ongoing social content Folkhaus on Instagram SUPPORT FOR YOUR BUSINESS: “We all need help in different places.” — Dawn Heumann Dawn said it best on this episode: none of us are amazing at everything, and asking for help is a skill worth practicing. If you're ready for that kind of support in your own business, Creative Sidekick is 1:1 coaching built for photographers and creative freelancers who want a strategic partner in their corner — not just another course. Learn more about Creative Sidekick And if this episode had you thinking about your own AI workflows, we're building an AI Blueprint workflow class to help you set up the kind of systems Dawn talked about — without the overwhelm. Register your interest here ABOUT THE HOST: Shelly Waldman is the founder of Creative Camp, where she brings her background in economics and finance to business education for commercial photographers and creative freelancers. Known as “The Analytical Creative” and Creative Camp's Head Counselor, Shelly is a working commercial photographer based in London who's spent her career helping creatives build pricing, pitching, and business strategies that actually hold up. ABOUT DAWN: Dawn Heumann is a commercial photographer working in food and lifestyle. She's the founder of Folkhaus, a production studio that partners with brands to keep up with the endless demand for social content, and she's increasingly building in public on Instagram about AI, personal brand, and the future of the industry. SUPPORT THE SHOW: The show is produced with love and zero backing. If you like to support the show, Buy me a coffee Work with me Invite me to be a speaker in your community Follow along on Instagram Join Camp Bulletin If this episode helped, leave a review on Spotify or Apple Podcasts — it helps more campers find the fire.

EP 34: Food Photography, Slowed Down: Costas Millas on Craft & Going Solo

This week at the fire, Shelly welcomes Costas Millas, the fine artist, graphic designer, food stylist, and photographer behind Made by Mr. Millas — for a conversation about creative process, patience, and building a solo business after two decades in design. Costas walks through how his food art stories began with a pink-and-black rhubarb series for an Instagram photo competition, the making of his award-winning Spaghetti series, and the deeply personal journey behind No Colour, his self-published, hand-numbered black-and-white photo book born out of a difficult year. They dig into mood boarding, letting ideas marinate, maxing out the gear you already have before buying more, delegating on big productions like his work for Fortnum & Mason, and why slow, meaningful creative work still has a place in an increasingly optimized, AI-accelerated world.Resources & Links Mentioned Made by Mr. Millas — website & No Colour book shop Costas on Instagram & LinkedIn: @madebymrmillas The Eat, Capture, Share competition, hosted by Kimberley Espinal Lola Fowler's Food Styling Diploma* World Food Photography Awards Podcast Gear: Studio Mic: Shure MV7* Headphones: Audiotechnica M50x * Laptop: HP Omnibook 7 * Mics for iphone/mobile Rode Wireless micro* Mic for camera or mobile: Rode Wireless GO III* *affiliate links. If you buy through any of these links it's supports the show, or supports Costas. Some Things Should Take Time “Not everything needs to be optimized — including in our business.” Costas's words this episode are a good reminder that a sustainable creative business isn't built on hacks alone. If you're ready to slow down and build the strategy underneath your creative work, start with the Basecamp Bundle — four foundational courses on swipe copy, visibility, usage licensing, and goal planning to get your business fundamentals in place. Check out Basecamp Bundle Step Into the Light: The Visibility Project Free, nine weeks, curated straight from guests on this podcast — one conversation dripped into your inbox each week to help you step into the light at your own pace. 👉 Sign up here About the Host Shelly Waldman is the founder of Creative Camp and host of the Creative Campfire podcast, a business education platform for commercial photographers and creative freelancers. Known as “The Analytical Creative,” Shelly is a working commercial photographer based in London whose background in economics and finance shapes her distinctive approach to pricing, usage licensing, business strategy for creatives and education design. About the Guest Costas is based in the UK and originally from a Graphic Design background, he started out as a hobbyist food photographer who loved to cook and bake, sharing images captured with his iPhone on his Instagram Made By Mr Millas. Now working full time as a Food Photographer, Food Stylist and Art Director, he is known for his bold and colourful style, his creative concepts and renowned Food Art Stories, including the self published book NO COLOUR. His clients include Nikon, Adobe, Fortnum & Mason, Fratelli Beretta and Clean Eating Magazine. He was named Food & Drink Photographer 2024 at The British Photography Awards and in 2025, was awarded the Food Stylist Award at the World Food Photography Awards Keep the Conversation Going Follow along on Instagram Buy Shelly a coffee Sign up for the Camp Bulletin If you loved this episode, leave a review on Spotify or Apple Podcasts — it helps more Campers find the fire.

EP 33: Making Nature Cool Again with Storytelling with Angus Light, Locate Productions + Tim Bullen, Secret Campsite

Gather 'round Campers, this one was recorded around a real campfire, deep in the woods at The Secret Campsite in Sussex. Shelly sits down with her longtime friend Angus Light, founder of Locate Productions, for a conversation about building a B Corp production company inside one of the most wasteful industries on earth (advertising) and then, with the campsite's own founder Tim Bullen, who worked in luxury goods advertising and marketing segmentation before it was a thing, the conversation turns to rewilding, nightingales, and why the advertising industry might be exactly the right tool to make nature cool again. In this episode How Angus fell into location scouting in Soho in 1998 and built Locate Productions from a broom cupboard in Battersea Locate's "fly at last resort" policy, and why 65% of the ad industry's CO2 emissions come from flying Becoming a B Corp: what it actually restricts (fossil fuels, airlines, gambling, tobacco) and how that hits revenue The Agency for Nature campaign — five agencies, five youth subcultures, one client: nature Tim's leap from a luxury goods media business to building The Secret Campsite from an old garden centre "Toe-dipping" into nature: why the ask shouldn't be full conversion, just curiosity Insure4Nature, and turning a home insurance premium into a nature-restoration donation Resources & links mentioned Locate Productions — locateproductions.com The Secret Campsite — thesecretcampsite.co.uk Albert (BAFTA's sustainability arm) — baftaalbert.org AdGreen (carbon calculator for the ad/production industry) — weareadgreen.org Purpose Disruptors (Agency for Nature campaign) — purposedisruptors.org Clean Creatives (fossil fuel divestment pledge for agencies) — cleancreatives.org Insure4Nature (home insurance profits fund nature restoration) — insure4nature.com Build the thing that pays the bills first Locate didn't start as a sustainability company — it started as two people and a broom cupboard in Battersea. The mission came later, once the business had legs to stand on. That's the order Shelly cares about too. Still nailing the fundamentals — pricing, positioning, getting paid what you're worth? Start with the Basecamp Bundle — four courses, one price. Ready for one-on-one, dig-into-the-weeds support to take your business from scrappy to established? That's Creative Sidekick — six months, just us, building the thing that's actually yours. About the Host Shelly Waldman, founder of Creative Camp and host of the Creative Campfire podcast. "The Analytical Creative," and Head Counselor to a community of commercial photographers and creative freelancers learning to build financially confident businesses. With a background in economics and finance she brings a numbers-first, no-shame approach to pricing, licensing, and business strategy for creatives. She's also a working commercial photographer and speaker, based in London. About the Guests Angus Light, founder of Locate Productions, a B Corp-certified production company working across the UK and Europe. He's spent over two decades pushing sustainability into the advertising and production industry — from AdGreen's carbon calculator to the award-winning Agency for Nature campaign — and believes the industry's real skill is storytelling in service of a livable planet. Tim Bullen, founder of The Secret Campsite in Sussex, an off-grid retreat built from a former garden centre using reclaimed materials and zero concrete. After 13 years running a media and market research business in the premium and luxury goods sector, sold his business to build a space where people — and wildlife — could get some room to breathe. Keep the conversation going: Drop us a DM on ⁠Instagram⁠. Support the show by ⁠buying us a coffee⁠ Sign up for our ⁠Camp Bulletin Leave a review and share your thoughts on the episode — it genuinely helps this little fire reach more people

EP 32: Bringing Sustainability into Creative Businesses with Holly Arnold B Corp & sustainability consultant

"I've got a spreadsheet with every AI tool, their data center usage... and shocker, they're all red." — Holly Arnold In this episode, Holly Arnold and Shelly Waldman dig into the new B Corp standards, why nature and biodiversity belong in the climate conversation, the environmental cost of AI and digital storage, the "controversial industries" revenue rule that's already cost one major agency its B Corp status, and how solo creatives and small studios can build ethics into client conversations from the first brief. Links to things mentioned in the show: Organizations & communities Purpose Disruptors Ad Net Zero Creators for Climate Creative Conscience B Corp / B Lab (certification info + new standards page) Tools mentioned AdGreen (production carbon calculator) Albert (BAFTA's TV/advertising carbon calculator) People & companies Holly Arnold — Planet A: planet-a.co Holly Arnold — LinkedIn: Locate Productions (Angus) — next episode's guest Faith in Nature — referenced re: nature on the board; board member named sounds like "Ali Pimlott" or "Ali Pimaw" in the transcript — confirm spelling/name before linking Ep 08: with Bobbin Productions / Tom — Shelly references a prior episode discussing analog vs. digital storage impact; link that back-episode in show notes World Central Kitchen — Shelly's mentioned donation cause 1% for the Planet Background/context COP / UNFCCC (Conference of the Parties) Kunming-Montreal Global Biodiversity Framework ("the Montreal agreement") Amsterdam's ban on fossil-fuel and meat (beef) advertising About the host: Shelly Waldman is a photographer, educator, and founder of Creative Camp. With a background in finance and a decade behind the lens, she helps creative entrepreneurs build sustainable, profitable careers. Creative Campfire is where she pulls up a chair and has the honest business conversations most creatives wish they'd had sooner.SUPPPORT THE SHOW AND KEEP IN TOUCH: Share this episode with a friend! Check out our Basecamp Bundle resource. Drop us DM over on ⁠Instagram⁠. Buy us a coffee⁠ (we love chai lattes) Sign up for our ⁠Camp Bulletin, where we drop nuggets about industry insights, creative opportunities and the latest show. We'd love a review as it helps others know to listen as well as it helps us get found among the plethora of podcasts. If you're Spotify leave a comment on the show, and on Apple give us a review.

EP 31: The PSD File That Refused to Be Deleted Turned into A New Fantasy Football App with Jordan Sheldrick

A World Cup-timed conversation about design, fantasy football, and finally finishing the idea you've been sitting on. Jordan walks through the origin story of his design career (Ninja Turtles, rap crew websites, and a Google Nexus hardware project he still calls his favorite), why football's visual design has lagged behind American sports, and how he used AI tools — ChatGPT first, Claude later — to finally build the product that had been sitting as an unopened PSD file on his hard drive for years. The conversation covers everything from his deliberately monochrome, "more Nike than football" design choices, to the realities of vibe coding without a backend background, to why loyalty to underperforming players (in the game, at least) doesn't pay. It's a conversation for anyone who has an idea quietly gathering dust — and a reminder that "done is better than perfect" applies just as much to a passion project as it does to a client brief. ABOUT OUR GUEST:Jordan Sheldrick is a creative director and designer whose work spans advertising, web, product, and brand design, including projects with Ubisoft, EA, Crafton, and Google. He's the creator of CampoV, a fantasy football platform built around following goals and players across Europe's top five leagues. You can find his portfolio at jordansheldrick.com and follow his work on LinkedIn. Capo V — Jordan's fantasy football project: capo-v.com Jordan's website: jordansheldrick.com Jordan on LinkedIn The Games That Built Us - HIGH SCORE (Netflix) — the role-playing games episode Shelly recommended to Jordan ABOUT THE HOST: Shelly Waldman is the founder of Creative Camp — an education and coaching business helping commercial photographers build sustainable, profitable careers. She's a commercial photographer herself, with a background in finance and economics and a career that's spanned New York, San Francisco, and London. Shelly geeks out on pricing, usage licensing, and pitching — and on this episode, on fantasy football design, too. Follow Shelly on Instagram: @shuttershelly Find Creative Camp at: @creativecamp.pro KEEP THE CONVERSATION GOING + SUPPORT THE SHOW: We love hearing from you, Campers — drop us a line or tag us in your thoughts: 📩 Email or DM: hello@shellywaldman.com or Instagram ☕ Buy us a coffee (we love chai lattes): buymeacoffee.com/creativecamp 📬 Sign up for the Camp Bulletin — industry insights, creative opportunities, and the latest show: Subscribe here If this episode sparked something for you, share the episode with a friend and send leave a review — it helps other creatives find the show. High fives for leaving e a comment on Spotify or YouTube or a review on Apple Podcasts. It means more than you know. 🔥 Creative Camp is an education and coaching community for commercial photographers and creative freelancers. Visit us at creativecamp.pro

EP 30: Burnout to Bookings: How Showing His Personality Turned into Clients Andrew Keher

In this episode, Shelly sits down with Liverpool-based documentary wedding photographer Andrew Keher to talk about the slow business snowball that becomes a quiet avalanche, why your best content might be the story behind a photo nobody would look twice at, and the two frameworks (three layers + MICE) that have given Andrew — and now his students — a way to show up on social media without losing their minds in the process. The origin story nobody's telling. Andrew didn't pick up a camera until he was 29, after a particularly bad day being shouted at in a windowless construction office. At a wedding he was attending he spotted a wedding photographer doing Jäger shots with the guests and thought — I want that job. A small loan, a mentor, and a lot of second-shooting later, he had a career. For nearly a decade, Andrew's business grew through word of mouth and strong SEO — and then he stopped doing any of it. Post-COVID, he entered 2024 with four weddings booked and money running out. His response: buy a new camera, update the website logo, and hope for the best. (Spoiler: this is not the strategy.) How viral comedy reels saved a struggling business. Resources & Links Andrew Keher Photography — andrewkeher.com Andrew on Instagram — @andrewkeher The Brand Inn — Andrew's online community for photographers working on their social media and branding — skool.com/the-brand-inn David Stubbs — the documentary photography mentor Andrew credits with shaping his approach to the craft 5 Tips to Market Your Business without the Algorithm OUR GUEST: Andrew Keher is a documentary wedding photographer based in Liverpool, UK, and he's become one of the most followed and most practical voices on social media strategy for photographers, and runs The Brand Inn: an online community where photographers come to work on their digital presence in a fantasy-themed tavern, complete with wizard's hat. YOUR HOST Shelly Waldman is the founder of Creative Camp — an education and coaching community for commercial photographers and creative freelancers who want to build sustainable, profitable businesses. She's a working commercial photographer herself, and when she's not hosting the Creative Campfire podcast she's helping photographers understand their worth, nail their pitches, and actually get paid what they deserve. 📍 creativecamp.pro📸 @creativecamp.pro @shuttershelly✉️ hello@shellywaldman.com

EP 29: From Surgeries to Seven Continents: The Business of Travel Photography with Michael George

What does it take to build a career that spans National Geographic, Apple, Airbnb, and a palace in Jaipur — all while keeping your creative voice intact? In this episode, Shelly sits down with photographer, writer, and educator Michael George to talk about the winding road from a Florida hospital (yes, really) to photographing penguins in Antarctica, why licensing your images matters more than you think, and what it's like to get taken down by Pharaoh's Revenge in the Egyptian desert. In This Episode The unlikely origin story. Michael didn't get on a plane until he was 18. Before that, his camera got him into places most people never see — including scrubbing in to photograph brain surgery at 16. That early lesson that a camera is a key, not just a tool, has shaped everything since. The Camino de Santiago. A 500-mile walk from France to Spain that became Michael's first real travel story and a masterclass in brutal editing. His journaling process became a kind of creative art direction for his images, and the lessons from that project (including learning to cut 150 photos down to 8) still inform how he works today. The editorial vs. commercial question. Michael shoots for National Geographic and Airbnb, Aēsop, and Apple. He shares how he navigates briefs that range from completely open to highly controlled, and why he's lucky that most commercial clients come to him because they already know what he does. How the business actually works. Michael breaks down his rough income pie chart. The lecturing life. From Yale and NYU to National Geographic Expeditions, Michael talks about why teaching has become a core part of his career and how working with hobbyists who still get giddy over an in-focus bird photo is the antidote to burnout. Licensing, copyright, and why it matters. A Camino photo from 2012 just landed in a DK book. That unexpected cheque is the whole case for holding onto your copyright. Michael and Shelly dig into why young photographers too often sign it away — and what's at stake with contracts like the Wall Street Journal's current full buyout clause. The Egypt health saga. Morocco's street cats (and the global cat report). Michael's unofficial side project photographing the sweetest street cats he's ever encountered leads into a wider conversation about cat culture around the world. What's next. Michael is quietly pitching a zine on Japanese theme parks — including one entirely dedicated to onions, complete with claw machines where you win an onion. We are here for it. ABOUT MICHAEL GEORGE: Michael George is a New York-based photographer, writer, and educator whose work has taken him across all seven continents. Find him at michaelgeorgephoto.com or on Instagram @michaelgeorge. ABOUT THE SHELLY WALDMAN: Shelly Waldman is a photographer, educator, andthe founder of ⁠Creative Camp⁠. With a background in finance and a decade behind the lens, she helps creative entrepreneurs build sustainable, profitable careers. Creative Campfire is where she pulls up a chair and has the honest business conversations most creatives wish they'd had sooner.Follow Shelly on Instagram: @shuttershellyFind Creative Camp at: @creativecamp.pro We love hearing from you, Campers — drop us a line or tag us in your thoughts: 📩 Email or DM: hello@shellywaldman.com or Instagram ☕ Support the show, Buy us a coffee: buymeacoffee.com/creativecamp 📬 Need help with navigating usage or your marketing? — get the basecamp bundle. Learn more If this episode sparked something for you, we'd love a review — it helps other creatives find the show. Leave a comment on Spotify or a review on Apple Podcasts. It means more than you know. 🔥 Creative Camp is an education and coaching community for commercial photographers and creative freelancers. Visit us at creativecamp.pro

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EP 28: Answering Your Usage Questions: Licensing, Local Markets, and Finding the Price That Works

Shelly and Lauren are hosting a live deep-dive on ⁠usage licensing.⁠ Lauren walks through a real case study where usage renegotiation happened after a shoot wrapped.⁠ Rachel Korinek⁠ joins to share how terms shifted in the 24 hours before her shoot — and what happened. Tickets: $97 — includes a 14-page workbook. Newsletter subscribers⁠ get a discount code which now expires May 8, 2026. Episode Summary: Shelly and Lauren tackle a listener question from Tara @teragigotstudio, a food photographer navigating usage licensing in her local market. From baking usage into your creative fee without line-iteming it out, to why restaurants operate on razor-thin margins and what that means for your quote, to how to explain licensing using movies and Spotify — this episode gets into the nuance that most "just charge for licensing!" advice skips entirely. What Tara Asked: Tara wrote in wondering whether her ability to charge for usage is limited when competing photographers aren't charging for it at all. She lost a restaurant group job to a photographer who charged a fraction of her rate, and she's trying to figure out how to price strategically in a local market where she's still finding her footing. What's Covered: Why aligning on budget before you quote changes everything — and the range technique (credit: Andrea Stern) that actually gets people to give you a number How to bake usage into your creative fee without a separate line item — and why you still need a per-image rate for anything beyond the package Perpetual vs. time-limited licensing for local clients, and why Lauren defaults to perpetual for restaurants How exclusive → non-exclusive can be a pricing lever when a client can't meet your rate The Getty Calculator tiering logic (national → regional → local) and how to apply it even though the tool is gone — plus FotoQuote as a resource Why the most profitable dishes matter more than the most popular ones when scoping a restaurant shoot Profit First by Mike Michalowicz for building pricing from your actual numbers How to explain usage to clients who don't get it: a movie ticket is a one-time viewing license; a Spotify consumer account doesn't cover commercial use Raw files, scope creep, and why "what happens if scope expands" needs to be in your contract before the shoot starts Fotoquote — pricing software for photographers Profit First by Mike Michalowicz Creative Camp Instagram @creativecamp.pro Quotes from the show: "Whether you know you're paying for usage or not, there is a usage fee. I took the photo — I have to license it to you." — Shelly "Clients aren't sitting on bags of money trying to keep it from you. Stay focused on finding a compromise and educating them." — Lauren Stay in touch and resources to grow your business: Drop a comment, send us a DM at @creativecamp.pro, or reply to the newsletter. Tara's question opened up a thread we've been pulling on for weeks — what's your version of it? Live usage workshop — May 12th: Real case studies, Lauren and Shelly live, Rachel Korinek as a guest, and a 14-page workbook. $97. Newsletter subscribers get a discount code before the 8th. Basecamp Bundle: The foundational resource library for creative freelancers. Everything you need to pitch, price, and promote your creative business — all in one place. Creative Sidekick: 1:1 mentorship with Shelly for photographers ready to work on the business, not just in it. Application and discovery call required.

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EP 27: From Vibes to Data: Building a Business That Actually Works with Sam MacKinnon

What happens when the vibes stop being enough? In this episode, I’m joined by operations strategist Samantha MacKinnon — my partial COO and the person helping me rein in the chaos behind the scenes. We get into what it really takes to move from scattered ideas to focused execution, why most creatives struggle with prioritization, and how data (yes, even if you hate it) can actually give you more freedom — not less. We also talk about building systems that support your brain (not fight it), the difference between collecting knowledge vs. implementing it, and why sometimes the most important question isn’t if something will work… but how. If you’ve ever felt overwhelmed by too many ideas, unclear on what’s actually moving your business forward, or resistant to looking at your numbers — this one’s for you. 💡 Key Takeaways Why most creatives are stuck in “focus” (and how to get out of it) The balance between data + intuition in decision-making How to prioritize when you have too many ideas The real reason your business might feel scattered Why “you can’t run a business on vibes alone" The shift from knowledge consumption → implementation How to build systems that actually support your workflow What happens when you bring on a team (and why it can still feel messy) The power of asking harder questions in your business You can’t grow what you’re not measuring Data doesn’t remove creativity — it supports better decisions If you say yes to everything, nothing gets done Systems should flex to you, not the other way around Sometimes the problem isn’t the strategy — it’s a lack of focus 🔗 Resources & Links Samantha MacKinnon → https://samanthamackinnon.com/ Fixer Series (Sam’s monthly workshop + resources) → https://samanthamackinnon.com/fixr-series Social Life (community mentioned in the episode) → https://photocamp--ohsierra.thrivecart.com/social-life-2026-6/ Tiny Experiments (Referenced for procrastination: head, heart, hand) Keep the conversation going with us here at Creative Camp: Drop us an ⁠email⁠ or a DM over on ⁠Instagram⁠. Support the show by ⁠buying us a coffee⁠ (we love chai lattes) Sign up for our ⁠Camp Bulletin, where we drop nuggets about industry insights, creative opportunities and the latest show. We'd love a review as it helps others know to listen as well as it helps us get found among the plethora of podcasts. If you're Spotify leave a comment on the show, and on Apple give us a review. About the Host: Shelly Waldman hosts Creative Campfire, a podcast for creatives who want more — more clarity, more confidence, more financial stability, and more honest conversations about what it really takes to build a business. With a career spanning finance, commercial photography, and education, Shelly brings both heart and numbers to the table. She’s passionate about helping creatives understand their value, navigate growth, and create businesses that feel aligned and abundant. Whether she’s interviewing industry leaders or sharing her own lessons learned, Shelly’s goal is simple: to pull up a chair to the fire and have the conversations that move creatives forward. You can find her on IG at @shuttershelly and @creativecamp.pro

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EP 26: Pitching, Portfolio Strategy & the Marketing Follow-Up Game

In this episode, Lauren and Shelly unpack the biggest lessons from Shelly's recently completed Pitch Essentials course co-created with Rachel Korinek of Two Loves Studio. They cover the full arc of landing clients as a freelance photographer — from cold outreach anxiety and client calls, to portfolio strategy and the long game of follow-up. Whether you're brand new to pitching or 19 years in, this conversation is full of practical, real-world takeaways. Both hosts get candid about their own struggles and wins, making it feel less like a masterclass and more like a conversation with two smart friends who've figured a few things out. • What pitching really means vs. marketing — and why you can't skip it no matter how established you are • Call confidence: why getting on the phone beats email almost every time • How to extract the right information on a client call so you can actually quote the job accurately • Portfolio strategy: who is your website really for — ad agencies or direct-to-brand clients? • Shelly's 5-touch outreach sequence: zines → LinkedIn → DM → capabilities deck → coffee chat • The referral ask — and why most photographers aren't doing it • Why you should focus on doing the work instead of chasing the ROI "The most important thing on a call is that it's an opportunity for them to get to know your personality. Yes, you need the information, but at the end of the day, you can follow up if you miss something." — Lauren Liz "People are not being ghosted — people are just being overworked. You're that 15th spam email, basically." — Shelly Waldman "Focus on doing the action you can control versus putting all your energy into worrying about the result, which you can't really control." — Lauren Liz Resources and links: Pitch Essentials Course — co-created by Shelly Waldman & Rachel Korinek of Two Loves Studio XYZED Printing — where Shelly prints her zine/mini-magazine: exwhyzed.com Ian Tuttle — photographer whose work Shelly references: ituttle.com The 12 Week Year — book referenced by Lauren on tracking actions within your control: store.12weekyear.com The 7 Habits of Highly Effective People — Stephen Covey's"Circle of Influence" concept referenced by Shelly: franklincovey.com Creative Mornings — in-person creative community events with groups worldwide: creativemornings.com Hosts bio:Shelly Waldman is a photographer, educator, and the founder of Creative Campfire. After 10 years in finance and an economics degree in hand, she swapped spreadsheets for studio lights — but kept her love of strategy. Now based in London, Shelly blends creativity and businessacumen to help photographers and creative entrepreneurs build sustainable, profitable careers. Lauren Liz Kress is a commercial and editorial photographer specializing in vibrant lifestyle food, beverage, portrait, and brand storytelling imagery. With nearly 20 years in the industry, she collaborates with brands, publications, and restaurants while also serving as an educator, and board member of APA Atlanta. Based between Atlanta and Puerto Rico, she’s passionate about creative community, inclusive productions, and meaningful storytelling. Stay in Touch: • Drop us an email or DM us on Instagram creativecamp.pro • Support the show by buying us a coffee (we'd love a chai latte!) • Sign up for our weekly-ish Camp Bulletin —industry insights, creative opportunities, and the latest show • We'd love a review! On Spotify, leave a comment on the show. On Apple Podcasts, leave us a review — it helps others find us among the plethora of podcasts out there. More ways to work with us: • 1:1 Consulting — Shelly has been a business coach and photographer since 2010 • Sponsor the podcast • Invest in one of our courses • Invite Shelly to speak to your group or be on your stage • Got another idea? Email us: hello@shellywaldman.com SEO Keywords & Tags

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EP: 25 You’re Allowed to Change Your Mind with Danae Karachaliou of Writing Pajamas

The Squiggly Line Career & The Courage to Pivot with Danae Karachaliou of Writing Pajamas In this episode of Creative Campfire, Shelly sits down with Danae Karachaliou — founder of Writing Pajamas — to talk about career pivots, identity shifts, and what it really means to build something that feels aligned. From pharmacy school to food photography to copywriting, Danae’s path is anything but linear. But as she shares, the thread was always there — writing. This conversation dives into: What happens when the dream you built no longer fits The difference between creating for yourself vs. clients Why talking about the thing you want to do matters (before you’re doing it) How to reintroduce yourself after a major pivot Why marketing is shifting from strategy-heavy to human-first The danger of outsourcing your creativity to AI And why you’re allowed to change your mind One of the biggest takeaways? “The worst thing you can do is outsource your brain power and creativity.” We also explore what ethical marketing looks like today, how brands like Patagonia changed the game, and why personality-driven copy is becoming the future. If you're in the middle of a pivot — or quietly questioning your next chapter — this one is for you. Links & Resources Mentioned Danae Karachaliou Website: https://writingpajamas.com Instagram: https://www.instagram.com/writingpajamas Social Life (community run by Xanthe Appleyard) doors open again March 23! A special ⁠link just for my campers Episode 7 with Xanthe Appleyard (Social Life founder) Patagonia (brand example discussed) The Moth (storytelling organization mentioned) 99% Invisible (podcast referenced) Roman Mars (host of 99% Invisible) Reuters article Meta is earning a fortune on a deluge of fraudulent ads Tools mentioned: ChatGPT Claude Grammarly Gemini Topics We Cover Squiggly careers & nonlinear growth Going back to a 9–5 to support a pivot Sharing (or not sharing) the messy middle Ethical brands & human-centered marketing Personality-led copywriting AI as a tool vs. AI as a crutch Marketing trends shifting toward connection Host bio: Shelly Waldman hosts Creative Campfire, a podcast for creatives who want more — more clarity, more community, more confidence, more financial stability, and more honest conversations about what it really takes to build a business. With a career spanning finance, commercial photography, and education, Shelly brings both heart and numbers to the table. She’s passionate about helping creatives understand their value, navigate growth, and create businesses that feel aligned and abundant. Whether she’s interviewing industry leaders or sharing her own lessons learned, Shelly’s goal is simple: to pull up a chair to the fire and have honest conversations. Keep the conversation going with us here at Creative Camp: Drop us an ⁠email⁠ or a DM over on ⁠Instagram⁠. Support the show by ⁠buying us a coffee⁠ (we love chai lattes) Sign up for our weekly-ish ⁠Camp Bulletin⁠ ., where we drop nuggets about industry insights, creative opportunities and the latest show. We'd love a review as it helps others know to listen as well as it helps us get found among the plethora of podcasts. If you're Spotify leave a comment on the show, and on Apple give us a review. How can we work together: 1:1 consulting - Shelly's been a business coach and photographer since 2010. sponsor the podcast invest in one of our courses invite Shelly to speak to your group or be on your stage Got another idea? Drop us an email: hello@shellywaldman.com

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EP 24: Art of Pitching Photography

In this engaging conversation, Shelly Waldman and Rachel Korinek delve into the intricacies of pitching in the photography industry. They discuss the importance of crafting effective pitch decks, tailoring presentations for clients, and the value of visual storytelling. The duo shares insights from their experiences, emphasizing the role of templates and collaboration in creating standout presentations. They also touch on the significance of feedback and continuous improvement in the pitching process, ultimately encouraging photographers to showcase their unique value to clients. Rachel Korinek is a Toronto-based professional food photographer and the founder of Two Loves, a studio and online education platform blending her love of food and photography. Originally from Australia, Rachel creates bright, expressive imagery that celebrates real food, emotion, and storytelling. She works remotely with clients worldwide and travels for select projects. Takeaways Pitching is often overlooked but crucial for success. Tailoring presentations to client needs enhances engagement. Visual storytelling is key in making a strong impression. Templates can streamline the pitching process and save time. Collaboration can lead to innovative ideas and improvements. Feedback from clients is essential for growth and refinement. A strong portfolio should reflect the work you want to be hired for. Understanding client expectations can lead to better outcomes. Continuous improvement is vital in the creative industry. Success in pitching can lead to more opportunities and collaborations. Resources: EP 10: Pitching Mindset and What to Send Canva great for building templates (google slides, Adobe Express work too) About Creative Camp: Shelly Waldman is a commercial photographer and entrepreneur, and the founder of Creative Camp. She hosts Creative Campfire, featuring honest conversations about business, creativity, and building a sustainable creative career. Keep the conversation going: Drop us an ⁠email⁠ or a DM over on ⁠Instagram⁠. Support the show by ⁠buying us a coffee⁠ ( love chai lattes) Sign up for our weekly-ish ⁠Camp Bulletin⁠ ., where we drop nuggets about industry insights, creative opportunities and the latest show. We'd love a review as it helps others know to listen as well as it helps us get found among the plethora of podcasts. If you're Spotify leave a comment on the show, and on Apple give us a review. How can we work together: 1:1 consulting - Shelly's been a business coach and photographer since 2010. sponsor the podcast invest in one of our courses invite Shelly to speak to your group or be on your stage Got another idea? Drop us an email: hello@shellywaldman.com

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EP 23: Creativity Is the Strategy: Marketing & Personal Projects with Photographer Suzanne Clements

**ANNOUNCEMENT** Pitching Essentials returns this February: Foundation Class: February 5 Pro Track: Starts February 6 Pitch Essentials teaches photographers how to communicate their ideas with clarity and confidence — using visual tools and clear structure to communicate ideas and value at every stage of outreach. 👉 All details and tickets: http://courses.twolovesstudio.com/pitch-essentials Summary:Photographer Suzanne Clements joins Shelly Waldman to talk about creativity, marketing, and building a sustainable photography career. Suzanne shares her unexpected path from painting to photography, how she developed her bold visual style, and why personal projects are essential for growth. They dive into idea generation, creative collaboration, packaging projects for clients, and navigating today’s marketing landscape — from Instagram fatigue to the power of consistent email outreach. Suzanne gets into the nitty gritty of how she manages her list, verifies emails and why she uses small batch mail merge rather than a service like Mailchimp or Flodesk. This is a candid conversation about experimenting, adapting, and staying creatively engaged in an ever-changing industry. Links & Resources Mentioned Suzanne Clements Portfolio: https://www.suzanneclements.com/ Suzanne on Instagram: https://www.instagram.com/suzannecgd ZeroBounce (Email Verification): https://www.zerobounce.net/ Streak CRM for Gmail: https://www.streak.com/ Chapters 00:00 Introduction to Suzanne Clements 01:31 Suzanne's Journey into Photography 04:35 The Shift from Painting to Photography 07:21 Finding Your Style and Voice 11:25 The Importance of Feedback and Consultancy 13:44 The Role of Conversations in Growth 16:57 The Magic of Post-Production 18:30 Creative Projects: Skater Girls and Beyond 29:38 Navigating Creative Expenses 32:55 Exploring the Beauty of Simplicity in Photography 35:43 Transforming Ideas into Visual Stories 38:09 The Evolution of Marketing Strategies 46:40 Leveraging Automation in Creative Marketing 53:13 From Concept to Completion: Documenting the Creative Process 56:30 Crafting Engaging Emails 58:49 Manual Email Strategies for Better Engagement 01:01:46 The Importance of Curated Email Lists 01:06:11Leveraging Technology for Email Marketing 01:10:20 Warming Up Your Email for Success 01:15:41 Maximizing Creative Downtime 01:19:59Navigating Communication in a Changing Industry Keep the conversation going with us here at Creative Camp: Drop us an ⁠email⁠ or a DM over on ⁠Instagram⁠. Share a takeaway in the comments. SUPPORT THE SHOW: Share the episode with a friend. Support the show by ⁠buying us a coffee⁠ (we love chai lattes) Sign up for our weekly-ish ⁠Camp Bulletin⁠ ., where we drop nuggets about industry insights, creative opportunities and the latest show. We'd love a review as it helps others know to listen as well as it helps us get found among the plethora of podcasts. If you're Spotify leave a comment on the show, and on Apple give us a review. How can we work together: 1:1 consulting - Shelly's been a business coach and photographer since 2010. sponsor the podcast invest in one of our courses invite Shelly to speak to your group or be on your stage Got another idea? Drop us an email: hello@shellywaldman.com

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EP22: 2025 Year in Review : Business, Breakups, and Becoming Ourselves

In this episode of the Creative Campfire Podcast, Shelly Waldman and co-host Lauren Liz sit down to reflect on 2025, looking at all the thrones and roses. Together, they unpack the moments that shaped the year both personally and professionally: navigating divorce, ending a close friendship and business partnership, grieving the loss of beloved pets, and the quiet courage it took for Lauren to come out (again) as queer to family and friends. This conversation is honest, tender, and grounded in the belief that our creative work doesn’t exist in a vacuum. Life changes us and our businesses, boundaries, and identities evolve right alongside it. Rather than offering a polished highlight reel, Shelly and Lauren talk openly about what it looks like to reflect on a year with compassion, clarity, and truth — making space for grief, growth, and what’s next. If you’re approaching your own year-in-review feeling tender, uncertain, or in transition, this episode is an invitation to slow down and reflect with honesty. One thing we know is having a support has been a must. Keep the conversation going with us here at Creative Camp: Drop us an ⁠email⁠ or a DM over on ⁠Instagram⁠. Support the show by ⁠buying us a coffee⁠ (we love chai lattes) Sign up for our weekly-ish ⁠Camp Bulletin⁠ ., where we drop nuggets about industry insights, creative opportunities and the latest show. We'd love a review as it helps others know to listen as well as it helps us get found among the plethora of podcasts. If you're Spotify leave a comment on the show, and on Apple give us a review. How can we work together: 1:1 help with, Shelly, who's background in finance and photography get her a unique perceptive as a coach and business manager. We're opening spots in Feb for working together. Drop us a dm to learn more. sponsor the podcast invest in one of our courses invite Shelly to speak to your group or be on your stage Got another idea? Drop us an email: hello@shellywaldman.com

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EP 21: The Pivot, The Pause and The Podcast with Kelly Elaine Garthwaite

In this episode of Creative Campfire, Shelly sits down with creative producer, photographer, and The Naked Room podcast cohost Kelly Garthwaite for a wide-ranging conversation about creative careers, pivots, and what it really means to build something new when the path forward isn’t clear. Kelly shares her journey from technical writing to photography, to photo editor at NFL Network, to her seven-year run at Red Bull Media House, and the leap into entrepreneurship that didn’t unfold the way she expected. Together, they unpack the realities of freelancing, advocating for yourself inside big organizations, the emotional whiplash that can come when a well-thought-out plan that doesn’t land, finding the creative spark in podcasting and predictions for 2026. The conversation weaves through: Why relationships matter more than résumés What brands actually look for when hiring creatives The unseen labor of production and why photographers are asked to wear too many hats Podcasting as a creative lifeline and space for honest, human conversation The cultural shift toward analog, slower creativity, and real connection Why community (especially women supporting women) matters now more than ever This episode is an honest look at reinvention, trust, and staying human in an increasingly automated, transactional creative industry. Topics Covered: Creative pivots and nonlinear careers Life inside Red Bull Media House Hiring photographers: talent vs. personality Burnout, boundaries, and people-pleasing Why “efficiency” is hard to sell to brands Podcasting as a creative and emotional outlet The future of media, streaming, and AI Slowing down: film photography, analog rituals, and patience Women using their voices and building community Kelly is a creative producer and former photo editor at Red Bull Media House who now co-hosts The Naked Room podcast. Known for her empathy, collaboration, and deep industry knowledge, Kelly is passionate about honest storytelling, community-building, and keeping creativity human. 🎙 The Naked Room Podcast – available on Spotify, YouTube & all podcast platforms 🔗 Kelly on LinkedIn, Substack, Instagram (photo), Instagram (pod) Keep the conversation going with us here at Creative Camp: Drop us an ⁠email⁠ or a DM over on ⁠Instagram⁠. Support the show by ⁠buying us a coffee⁠ (we love chai lattes) Sign up for our weekly-ish ⁠Camp Bulletin⁠ ., where we drop nuggets about industry insights, creative opportunities and the latest show. We'd love a review as it helps others know to listen as well as it helps us get found among the plethora of podcasts. If you're Spotify leave a comment on the show, and on Apple give us a review. How can we work together: 1:1 consulting - Shelly's been a business coach and photographer since 2010. sponsor the podcast invest in one of our courses invite Shelly to speak to your group or be on your stage Got another idea? Drop us an email: hello@shellywaldman.com

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EP 20: The Photo Glossary, Set Culture, and the Soft Skills No One Teaches with Sam Cornwall

In this episode of Creative Campfire, I sit down with Sam Cornwall — photographer, digital tech, and creator of The Photo Glossary — for a deep, honest conversation about what really makes a professional set run smoothly. We talk about learning to see light, why soft skills matter just as much as technical ones, and the industry knowledge that’s slowly disappearing as fewer photographers come up through assisting. From hybrid roles and chain of command to pricing equipment, managing clients, and building trust on set, this episode is packed with insight for photographers, assistants, and creatives navigating commercial work today. Whether you’re early in your career or deep in it, this conversation will help you understand not just how sets work — but why they work best when communication, clarity, and leadership are prioritized. In this episode, we cover: ​Why learning to “see” light starts long before you touch a strobe ​The difference between technical skills and creative vision ​How environment and lived experience shape your eye ​Why soft skills are missing from most photography education ​The importance of chain of command on set ​Hybrid roles, efficiency, and modern crew structures ​Why photographers should understand equipment costs and fees ​The thinking behind The Photo Glossary and preserving industry knowledge ​What newer creatives are missing — and how to close that gap The Photo Glossary Info: ​Substack ​Instagram ​Website ​Wiki Referenced Tools & Software ​Capture One ​Adobe Lightroom ​Photoshop ​Profoto ​Adorama ​Dropbox ​WeTransfer ​Hightail ​PIBOX (Frame.io alternative) Keep the conversation going with us here at Creative Camp: ​Drop us an ⁠email⁠ or a DM over on ⁠Instagram⁠. ​Support the show by ⁠buying us a coffee⁠ (we love chai lattes) ​Sign up for our weekly-ish ⁠Camp Bulletin⁠ ., where we drop nuggets about industry insights, creative opportunities and the latest show. ​We'd love a review as it helps others know to listen as well as it helps us get found among the plethora of podcasts. If you're Spotify leave a comment on the show, and on Apple give us a review. How can we work together: ​1:1 consulting - Shelly's been a business coach and photographer since 2010. ​sponsor the podcast ​invest in one of our courses ​invite Shelly to speak to your group or be on your stage ​Got another idea? Drop us an email: hello@shellywaldman.com

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EP 19: From NHL to NBA: Lighting the Path in Pro Sports as a photographer with Amanda J. Cain

In this episode of Creative Campfire, Shelly sits down with powerhouse sports photographer Amanda J. Cain, the first Black female team photographer in the NHL and now head photographer for the Detroit Pistons. Amanda shares how she carved out her lane in sports, the realities of in-house photography, the importance of being multi-skilled, the challenges of career advancement inside teams, and how she integrates art direction and graphic design into her creative identity. We cover: Creative direction for media day Mentorship + honest advice for up-and-coming sports creatives Why freelancing freedom matters The highs and lows behind the scenes — beyond the highlight reel Her sneaker obsession and the art-direction ideas it inspires Her upcoming rebrand + personal weekly project If you’ve ever wondered what it actually looks like to build a career in pro sports photography — this is your episode. Where to Find Amanda Instagram: @amanda.j.cainPortfolio: amandajcain.photoshelter.com More places to find Amanda Keep the conversation going with us here at Creative Camp: Drop us an ⁠email⁠ or a DM over on ⁠Instagram⁠. Support the show by ⁠buying us a coffee⁠ (we love chai lattes) Sign up for our weekly-ish ⁠Camp Bulletin⁠ ., where we drop nuggets about industry insights, creative opportunities and the latest show. We'd love a review as it helps others know to listen as well as it helps us get found among the plethora of podcasts. If you're Spotify leave a comment on the show, and on Apple give us a review. How can we work together: 1:1 consulting - Shelly's been a business coach and photographer since 2010. sponsor the podcast invest in one of our courses invite Shelly to speak to your group or be on your stage Got another idea? Drop us an email: hello@shellywaldman.com

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EP 18: Manifestation, Momentum & Making It in Philly with Photographer PJ Agbay

"We're all work in progress... We're always, growing. That's why I like to show the imperfections in a lot of my photography. I like to show that like, it's that wabi-sabi approach to it." - PJ Agbay In this episode, Shelly sits down with Philadelphia-based commercial, editorial and food photographer PJ Agbay to explore his creative journey — from shooting on an iPhone in high school to becoming a full-time commercial photographer, community builder, and published artist. PJ shares how breakdancing at his local rec center shaped his sense of belonging, why community is at the heart of his work, and how he’s building a creative ecosystem in Philly. He also breaks down his transition into commercial photography, learning usage and licensing, building confidence with pricing, and how manifesting big goals by sharing them out loud, led him to shoot for Bon Appétit and Food & Wine. We dive into studio culture, personal growth, networking-as-dating, Substack writing, and how saying your dreams out loud can change everything. If you’re building a creative career rooted in connection, this conversation is full of sparks. Keep up with PJ: Website Instagram Substack Other folks and organizations mentioned in the show: Caydie McCumber — Photographer & educator Two Loves Studio / Rachel Korinek — Pitching Essentials co-creator Bon Appétit Food & Wine Magazine Elijah Crawford — Director/producer The Maker’s Table — Creative dinner series co-created by Shelby and Alex If one of your 2026 goals is to pitch stronger and communicate your value more clearly, check out the Pitching Template Bundle designed my Shelly here at Creative Camp & Two Loves Studio. There are 8 customizable pitch templates that will help you stand out. 50% off from Nov 28 - Dec 1, 2025 with code BF50 at checkout. https://courses.twolovesstudio.com/pitching-templates

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