We caught up with the brilliant and insightful Mark Kuroda a few weeks ago and have shared our conversation below.

Mark , looking forward to hearing all of your stories today. Alright – so having the idea is one thing, but going from idea to execution is where countless people drop the ball. Can you talk to us about your journey from idea to execution?

The photography business I was involved in underwent two distinct phases. This story is about the athletic commercial photography stage. About ten years ago, amidst a personal breakup, I found myself reevaluating my life. Raised in a conservative, church-going family, I had always endeavored to make others happy. My dream, since my schooling days, was to photograph for Nike, inspired by the works of Walter Iooss Jr., the legendary Sports Illustrated swimsuit photographer who also played a pivotal role in Nike’s fame, especially through his collaborations with Michael Jordan.

I came to realize that living for others was unfulfilling. At that time, I was running a successful, yet not entirely satisfying, wedding photography business. It was safe and paid well, but my true passion lay in athletic photography. I anticipated a difficult conversation with my parents about this career shift, but to my relief, they were understanding and supportive of my pursuit of happiness.

My first step into this new world was a modest one. I got a chance to work on Lululemon’s store photos in San Francisco, thanks to a friend. This small job introduced me to a team of incredibly supportive individuals. I attended conferences they recommended, focusing on ownership and boundaries, and sought advice from entrepreneurial friends. One of them offered a piece of golden advice: have a great product, market it well, and let the public’s excitement drive sales. He pointed out that while I was a skilled photographer, I lacked a portfolio to showcase my potential in this niche. This led me to create what I later learned was called a ‘spec portfolio’.

A fortunate connection with a friend who was casting models for Nike propelled me forward. She provided valuable tips and connected me with several models. I researched top Nike photographers, like Carlos Serrao, and blended their techniques with my skills in lighting from Brooks and my photojournalism experience. This fusion resulted in a unique style, which I refined in San Francisco, steadily building a strong portfolio.

My work quickly gained traction, leading to projects with Lululemon, TRX, and eventually 24 Hour Fitness. The key lesson I’d share with aspiring photographers is to understand who controls the finances. While many focus on social media for exposure, the real game-changer is getting your work in front of art and creative directors. That’s what creates sustainable success and ensures proper compensation.

Mark , 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 specialize in creating video advertisements that harness narrative-driven techniques I’ve learned from filmmaking. These skills help me craft engaging and impactful stories within the concise format of ads. In the realm of filmmaking, I am currently focusing on short films, recognizing the high costs and complexities involved in longer formats. I believe in mastering the art of creating tension-filled, engaging scenes in short films before venturing into feature-length projects. This approach is a safeguard against the common pitfall of overambition in first-time directors, which often leads to wasted resources and burnt bridges.

Over the years, I’ve had the opportunity to participate in numerous advertising briefs, gaining insights into the process of distilling a person’s or company’s unique identity. This experience, coupled with an understanding of the essence of brands and individuals, has been invaluable. In both filmmaking and photography, I’ve learned to focus on what truly matters – for instance, prioritizing script and actors over technical aspects in films, or the core message rather than logistical hiccups in photo shoots. I thrive in the dynamic environment of production, where quick thinking and swift action are key.

I’ve always believed that authentic art comes from within. The trend of mimicking popular styles without understanding their essence results in art that feels insincere or hollow. I strive to ensure that my work is deeply personal and thoughtfully crafted. My approach also involves deeply knowing the people I work with, particularly actors. In photography, recognizing and connecting with the unique qualities of each individual allows me to share powerful stories with the world.

In this post-pandemic era, where traditional norms have shifted, there’s a significant increase in in-house media production. Understanding the cycles of time and how they will play out is crucial. While there’s currently a focus on quantity and budget, I foresee a resurgence of appetite for deep, original, and personal content. This counters the trend of formulaic productions, like those targeting specific demographics with predictable elements. I anticipate a movement towards vulnerability and diverse stories, celebrating the unique and beautiful aspects of various communities.

What do you find most rewarding about being a creative?

Another very interesting question indeed. Observing others, I notice a spectrum in their professional lives, ranging from outright job dissatisfaction to mere tolerance of their work. In contrast, the life of an artist offers the opportunity for deep immersion in creativity. This isn’t to say that there aren’t frustrating days – in fact, they’re likely more frequent than the enjoyable ones. However, as an artist, your time and life are uniquely your own. Moreover, the notion that your artistic work could impact someone else’s life and potentially shift their consciousness is incredibly powerful.

Is there something you think non-creatives will struggle to understand about your journey as a creative?

These questions are quite intriguing. In a broad sense, I believe people often think creativity is something that spontaneously strikes, not realizing it’s often a result of hard work. There’s a fascination with the idea of genius in the United States, a belief that creative skills come easily to some. However, in screenwriting, for instance, it’s more about methodically solving a puzzle, understanding how a character’s decisions impact future outcomes. It’s a process that involves hard work and personal investment. Experiences shared with a child or a lover, for example, can be profoundly real and may find their way into your work, resonating powerfully with others. This is why plagiarism can be so hurtful; it’s disheartening to see something you’ve crafted from your deepest self casually claimed by someone else as their own.

Contact Info:

• Website: kurodastudios.com
• Instagram: @markkuroda
• Linkedin: https://www.linkedin.com/in/mark-kuroda-ab2aab90/

Image Credits
All photos were taken by me