Alright – so today we’ve got the honor of introducing you to Gabriel Lawler. We think you’ll enjoy our conversation, we’ve shared it below.

Gabriel, appreciate you joining us today. What do you think matters most in terms of achieving success?

Having come up through production, I’ve learned that success in creative fields doesn’t just happen from mastering one role; it comes from building a holistic understanding of the whole process. Early in my career, I focused heavily on production—the technical side of capturing and editing to bring a director’s vision to life. But as I’ve transitioned into a creative lead and art director role, I’ve seen that success requires even more versatility and an instinct for storytelling that goes beyond individual shots or scenes.

One project in particular really solidified this for me was working on was a branded company story I did for a health tech startup, Reperio (https://www.gabriellawler.com/work/reperio). As an art director behind the scenes and a director of photography on set, I found myself balancing the technical aspects I knew so well with a larger creative vision. We were crafting a campaign for a client with a story that needed to resonate deeply. I remember stepping back, taking in the locations we shot at, the talent we worked with, the lighting, and thinking, ‘How can I bring all these elements together to say something memorable?’

That’s when it hit me: being successful today means knowing how to bridge every piece of the puzzle. It’s about blending the storytelling skills I honed early on with a technical approach to execution—knowing how to lead the team to bring out the story in every frame. The details are important, but the story behind them is the core. That’s what hasn’t changed in our industry and what I believe ultimately defines success.

Gabriel, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I graduated from Michigan State University with a degree in Media and Information, specializing in TV, Cinema, and Radio. My career didn’t take the most straightforward path—I actually moved to Portland, Oregon, with dreams of building a career in music. But as is often the case, the best opportunities appear when you least expect them. I met Geff Zamor, who became both a mentor and my gateway into the creative field. This relationship eventually grew into a partnership at a local video production and advertising agency called GMS Media and Advertising, where I learned how to turn vision into powerful, story-driven visuals.

When I started with Geff, I was this scrappy 22 year old kid, willing to work for free just to prove myself and build a portfolio. Those early months were all about honing my craft, picking up every skill I could, from hands-on photo and video production to the broader aspects of creative conception, branding, and marketing. Over time, I developed the technical expertise and the creative insight to lead projects, manage large-scale client portfolios, and direct a team toward a cohesive vision. Each of these skills has become a cornerstone of my work today.

Recently, I decided to step away from GMS to focus more on art direction—a role where I can pull from every part of my experience and bring fresh perspectives to each project. Now, as a freelance art director, photographer, cinematographer, and web designer, I offer a diverse range of services that help clients tell compelling, visually striking stories.

What sets me apart is my journey itself. I’ve been through every stage of production, from gritty behind-the-scenes work to leading creative direction. I bring an adaptable, multifaceted approach to every project, always rooted in story and driven by impact. My work isn’t just about producing visuals; it’s about shaping narratives that resonate.

I’m most proud of the relationships I’ve built and the clients I’ve been able to help along the way. My goal now is to connect with brands and agencies looking for someone who blends a strong technical foundation with a big-picture, story-driven mindset. Whether I’m directing a commercial, capturing a moment on camera, or designing a website, I strive to deliver work that’s both visually memorable and meaningfully crafted.

What do you find most rewarding about being a creative?

For me, being a professional creative is both an honor and a privilege. This field isn’t without its challenges—there are times when balancing creative visions can be complex, or when concepts change suddenly because of conflicting ideas. There are moments when you’re asked to juggle multiple tasks or stretch yourself creatively without always feeling like the compensation reflects the effort. But all of these challenges are just a part in getting to share stories, which not professions get the privilege of doing.

What I find most fulfilling is the ability to tell stories and bring ideas to life from nothing. Building a narrative and shaping it into something tangible—whether it’s a single image, a video, or a website—gives me a profound sense of purpose. It’s knowing that, in my own way, I’m leaving an imprint on the world, sharing perspectives that might otherwise go unnoticed.

At the end of the day, I get to communicate, visually and emotionally, with the world around me. Each project is a chance to craft something meaningful, something that invites people into a story, a moment, or an idea. There’s nothing more satisfying than knowing that what I create has the power to resonate with others, to evoke emotion, or to challenge the way people see things. Being able to do that is what makes this journey incredibly rewarding.

How about pivoting – can you share the story of a time you’ve had to pivot?

Recently, I experienced a major pivot that impacted both my professional and personal life. Leaving the company I helped build was one of the toughest decisions I’ve had to make. I had invested so much into that company—not just my time and skills, but also a deep sense of purpose. Yet, due to personal circumstances and a growing sense that I needed a change, I knew it was time to step away.

The first few months were challenging. There was a lot to process, from letting go of my role in the company to facing an open-ended future. But it was also an opportunity—a chance to work on myself and redefine who I am, both as a person and a creative.

In the past six months, I’ve dedicated time to reflecting on what truly drives me and where I want my career to go. It’s been a process of reshaping my vision and grounding myself in a new purpose. This pivot has allowed me to reconnect with the essence of why I became a creative in the first place: to tell impactful stories and work in ways that resonate on a personal level.

Also, this summer I was able to give back a little bit of what I have learned to a great summer camp/non-profit, Caldera (https://www.calderaarts.org/). It was very rewarding to give back some of the knowledge that I have gained through working in the industry, but also felt great to empower the future of the creative industry.

Now, as I take on freelance projects and pursue a career in art direction, I feel re-energized and ready to bring a fresh perspective to my work. This pivot has taught me that sometimes, stepping back is necessary to step forward in the right direction. It’s a journey of rediscovery, and I’m excited for what’s ahead.

Contact Info:

• Website: https://www.gabriellawler.com/
• Instagram: https://www.instagram.com/gabriel_lawler_creative/?hl=en
• Linkedin: https://www.linkedin.com/in/gabriel-lawler-754140106/

Image Credits

Gabriel Lawler – All photos