JAKE HERBERT

SOMETIMES I DIRECT THEM.

SOMETIMES I SHOOT THEM.

SOMETIMES IM IN THEM.

I’ve never been particularly interested in staying in my lane.

I work across creative direction, photography, film and content, from first thought to final frame.

Maybe it is a lot of hats. But I think knowing what’s underneath all of them makes the work better.

I started out performing, then spent years in front of the camera as a model. I moved agency-side, working directly with brands and clients, before eventually stepping behind the lens and teaching myself photography and film.

So when I say I understand the idea, the client, the production and the person in front of the camera, it’s because at one point or another, I’ve been all of them.

It means I can see the whole creative vision, not just my part in it.

I’m not particularly precious about job titles. I care about the idea, what it needs, and making the work the best it can be.