We were lucky to catch up with Rob Hammer recently and have shared our conversation below.
Rob , thanks for joining us, excited to have you contributing your stories and insights. We’d love to hear about a project that you’ve worked on that’s meant a lot to you.
A few years back I began working on a long term project about cowboys and cattle ranching in the American West. It’s an important but dying part of this county’s culture that deserves continued documentation. Among my travels to various ranches I came across a guy in Texas – Boots O’Neal – 90 year old cowboy that still gets on a horse every single day to work cattle alongside guys a third his age. Inspirational isn’t a strong enough word to describe him. He found what we are all looking for – professional happiness, and is still able to do it on one of the most iconic ranches in America. More people need to know about Boots. So I found someone that wanted to publish his story and drove down there from San Diego to photograph/interview him.
Most of my earlier career was spent photographing big name athletes for companies with equally big names. It was cool for a while, but I soon realized that all the egos, politics, and bullshit that went along with shoots like that just aren’t for me. I’d rather spend my time photographing real people doing real things that inspire others. Boots is the epitomy of that. If we could only be as lucky as him to still be doing what we love at 90 years old!!! What an incredible human he is.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
My career has changed drastically over the years. In the beginning I believed the way to build a name, client list, earn money, blah blah blah, was to photograph famous people. To a certain extent, it is, if that’s what you’re all about. It took several years to learn that I just don’t give a shit about famous people. I respect the hell out of them for being the very best at what they do, but I have no interest in waiting around on set all day just to get 5 minutes with them. So I went away from all of the big productions and unknowingly focused on one of the most overused words in the industry – authentic! That means something different to everyone across all genres, but my only desire is to create real honest images of real people doing what they love for brands (or myself) that share that same mindset.
Lately I shoot for a lot of clients I’m proud of while also shooting a ton of personal projects that later get pitched to the appropriate brand, agency, magazine, etc. It’s an incredible way to tell the stories you want to tell without having 100 people in your ear complaining about logos. I totally understand that brands need to sell a product, and it’s a photographers job to facilitate that, but I’m also a firm believer that authentically showing the experience does a better job of selling products.
Something I often seem to come back to is that at the end of the shoot, if I’m not tired, dirty, or bloody, then it probably wasn’t that much fun.
Are there any resources you wish you knew about earlier in your creative journey?
School seems to be a very flawed system that teaches people things they will never need instead of teaching real life skills as they pertain to their profession. I’m self taught and glad I never went to photography school, but still to this day regret not assisting more. It was definitely an ego thing. As lots of young creatives see it, I thought I could do it all on my own. 15 years later when things get slow I often think about asking other photographers to assist for them. Being a great photographer is such a small part of the equation. More important to success is being a great business person. Something you can only learn through real life by being on set, having a mentor, etc. There is a long list of things I’d suggest to photographers that are just starting out. The most valuable though, would be to find a successful and generous photographer that will let you assist them for a few years (minimum). That education is priceless.
How about pivoting – can you share the story of a time you’ve had to pivot?
Every day seems like a pivot. Life as a photographer is incredible but it also requires to you to be comfortable being uncomfortable. A while back I interviewed a guy that had built a successful company of men’s hair products. When asked about the process he said with a smile “it’s like building the airplane as it’s going down”. And that’s the best description I ever heard, especially because he was smiling. Photographers and creatives in general aren’t built to sit in an office working a 9-5. I’d never ever want to do anything else, but it sure as hell isn’t easy, especially when you’re picky about the work you produce. If you’re someone that will do anything for a paycheck, then it’s a much easier life, but I can’t live like that. I want to create stories that I believe in.
It’s crazy to think about how much the photography industry has changed in the last 20 years. Imagine being the guys that spent their whole life shooting film! Now people are paying huge sums of money for a digital copy (NFT) of a photograph that will never see a piece of paper. Hopefully that trend changes. Photographs belong on your wall, not your phone! Still though, we all have to figure out a way to adapt to the times or we’ll be left in the dust. Ultimately it’s just about finding your own way, which is a direct result of a persons personality and goals. Some just want to get rich while others want to create timeless work.
Contact Info:
- Website: www.robhammerphotography.com
- Instagram: @robhammerphoto
- Linkedin: www.linkedin.com/in/robhammerphotography