We were lucky to catch up with Greg Cali recently and have shared our conversation below.

Alright, Greg thanks for taking the time to share your stories and insights with us today. Are you able to earn a full-time living from your creative work? If so, can you walk us through your journey and how you made it happen?

I’ve been making a living as a photographer for the past 10 years. If I said that I knew exactly what I was doing from the beginning I’d be lying to you. What I’d did know was how to take risks. I took ones that either paid off financially in some way or rewarded me with life lessons. While a teenager and into my adult life I always made sure that nothing I did was too risky, but I took chances that most around me didn’t. As a youngster I always had a few ways of making money and I was good at getting what I needed. I was a kid that didn’t have a ton of things but I liked the nicer gadgets and would work and save in order to get what I wanted. Sometimes I feel like I have a different gear than others when it comes to creatively maneuvering to get what or where I need. Rather than do it how the last person did it, I figured out a new way, a way that I had never seen before.

I loved art from a young age and ended up going to art school at Long Beach State. I received my degree in drawing and painting in 2007. Unfortunately this was the worst time in history to be looking for a job fresh out of college due to the recession. I believe everything happens not for a reason but everything just happens and you have to be able to deal with it…. you have to be able to “flow like water”. This is a quote by Bruce Lee that I like to try and live by. It’s helped me get to where I am now but it’s easier said than done.

After college I was unable to find a real job ;) so I dove deeper into my passion for the arts. I painted murals in business and designed logos for small start up companies. I eventually came across an ad on Craigs List for a sports photographer and I jumped on it. Taking pictures was something I loved. I always filmed my buddies skating and snowboarding but never thought it would become my life! I got the job and never looked back. I’ve worked what feels like every type of photography job and genre you can think of and have stuck with a few of my favorites. It’s become more than a career and more than a passion. It’s truly become my life.

The trajectory of my life is due to a bunch of small calculated consistent moves with a great support system. I would have done things a bit different with the knowledge I have now but I feel that the way I did it built an extremely solid foundation for the longevity of my company’s success. I’ve naturally felt the need to collaborate with others and make sure I have a good circle around me. This was critical for me as an entrepreneur and still is.

Over the years as I gained more experience, I also became more financially stable. This allowed me to take bigger risks for a bigger reward. I began taking on jobs that were bigger than just myself. I started hiring a team of creatives to cover bigger scaled projects and eventually got the job of all jobs! I booked the biggest real estate conference in the world and was in charge of hiring a team of photographers to cover the entire week long event. It was a life changing experience financially and emotionally. This opportunity was all due to the relationships I had made. I knew there was something big coming just wasn’t sure exactly when. I was referred by a friend/client of mine to do the job and still cant express my gratitude enough.

Greg, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

My name is Greg Cali and I’m born and raised in Encinitas CA. I grew up playing sports as a kid and soon fell in love with skateboarding, snowboarding and bodyboarding. I was the grom that always had the disposable cameras snapping shots and printing out photos for my friends. Now that I can look back on it, I had the perfect childhood. My father was a teacher and my mother was the executive director for a none profit for kids. They’re the perfect combo of parents which allowed for my passion to take flight. They were both supportive of my creative endeavors, but I was the first the first entrepreneur in my family. I’ve thought a lot about why I am who I am and I obviously think of my parents trying to dissect the qualities that I pulled from each of them. My father is a go with the flow jokester and my mother is a smart, stick to the plan mom alway s with my best interests n mind. I’d like to think they gave me my quick whits.
I’m most proud of how I stuck to the dream and never gave up. I new there was and end goal that was bigger than what I understood at the time. I’ve always wanted things now but I’ve also been able to wait for exactly what I want. I’ve been able to balance patience and persistence to be a successful entrepreneur. Now a new father, I’m trying to get better using this technique in my family life to be the best all around person I can be.

When I have interested ears listening, I always tell them to do what they love! I’ve found the best life ever and I want others to as well. My brand is much more than a logo and services offered. For me, it’s a lifestyle of beautiful memories captured and an abundance of energy being shared across the globe :)

I want future clients to know that this is what I love to do and they’ll never be disappointed.

My brand has grown over the years into a multifaceted production company. We focus on photography & videography services for individuals, small business’s and also big corporations. I run TheCaliLife Productions with the help of my wife Rachel and our carefully selected team of creatives. The brand has grown beyond myself and that was the goal! Now I’m onto the next chapter of expanding. Since I cant be everywhere at once, my team steps in to help bring the vision to life. Any jobs I cant personally work myself I give my clients the option of utilizing my crew. They shoot and I edit! It’s been the best way to stay cohesive and keep a consistent look throughout.

I plan to do what it takes to keep all the elements of my production company growing. The end goal is to reopen TheCaliLife Gallery and sell fine art prints of my landscape photography while managing my creative team. I plan to hold photography classes and workshops at the new space and also have joyous events and gatherings.

Let’s talk about resilience next – do you have a story you can share with us?

In 2019 TheCaliLife Gallery was set a blaze and burned to the ground leaving nothing but ash. It was a restaurant fire next-door that burned down all four businesses attached and mine was one of them. I lost my college art portfolio with original drawings and painting, tons of photography files and gear along with countless keepsakes that will never be replaced. The artists I managed lost their prized possessions in the blaze as well. It was a learning experience that I wouldn’t wish upon anyone. It was the first time I had lost so much at once, I was heartbroken.

I quickly realize that nobody was hurt and I was grateful. At this moment there was only one way to press on and that was forward. Thankfully throughout the years I’ve had a good deal of happy clients, they made it clear to me when the donations started coming in. I noticed a handful of repeat clients so generous to donate to my charity. It was with the help of the community but I was able to reimburse a percentage to the artist and get back on my feet. Shortly after the fire, Pandora’s Pizza in Leucadia reached out and asked me if I’d like to fill the restaurant with my art. I was more than happy too.

I’ve always had my hands in a lot of pots because my mind works that way. I was fortunate that I didn’t lose everything. If I did what people told me to do and niche my brand, I’d be in real trouble. Luckily I also run a wedding company, shoot real estate, events, portraits and a ton more. I was able to keep business going.

The main reason I was able to keep going following the fire was due to the outpouring support of the community. Still to this day I frequently run into people checking in on me and my business to see how things are going. There were donations from individuals and local business’s that helped greatly and I cant thank everyone enough. I figured a year or two would go by and this would be a thing of the past but I quickly realized it’s something that will be with me forever.

I was a new father and had one thing on my mind, that was taking care of my family. I use this horrible moment to motivate me to just keep going. After the fire I lost relationships with people that I never saw coming along with the material goods I felt back then were way more important. I now feel different about a lot of things but I try to stay true to being an overall good person and a great dad and husband. Cant please them all, but you better please your household! :)

Is there mission driving your creative journey?

My goal has changed over the years but now that I have a clear view with experience behind me, I know exactly what I want.

My ultimate goal is to continue my career that I love so much but bring it to the next level. I’d like to step into the role of a creative director. I have bigger visions than what I can create on my own. I want my brand to have a big enough budget to pay a team of extremely creative individuals to help execute the vision to its fullest. I want to create!!!

A big part of what drives me is the loss of my gallery. I had my dreams literally burned to the floor. I want redemption. I want to represent the town I’m born and raised in. I want to be more than just someone. When I leave this earth, I want to leave a creative footprint that my children are in awe of.

Contact Info:

• Website: www.TheCaliLife.com
• Instagram: @TheCaliLife @TheCaliLifeGallery @TheCaliLifeWeddings
• Facebook: https://www.facebook.com/TCLPhotographySD

Image Credits
All photos are taken by me.