We’re excited to introduce you to the always interesting and insightful Rachel Waters + Brian Sorg. We hope you’ll enjoy our conversation with Rachel Waters + Brian Sorg below.
Rachel Waters + Brian Sorg, looking forward to hearing all of your stories today. What’s been one of the most interesting investments you’ve made – and did you win or lose? (Note, these responses are only intended as entertainment and shouldn’t be construed as investment advice)
Turning a “No” into a Long-Term Win: The Jack Daniel’s Test Shoot
Some of our best investments are high-quality, self-funded tests that showcase a product. A perfect example of this in action: Jack Daniel’s Whiskey.
We were in the running for a Jack Daniel’s shoot—we were the agency recommendation—but the client ultimately chose to go with a shooter they had worked with before. It was a major bummer; the brand is iconic and the creative concept was right in our wheelhouse.
Instead of letting the opportunity slip away, we decided to invest in a self-initiated test shoot that featured Jack Daniel’s. Our goal: to create content so compelling that if the client ever came back around, we’d be ready.
We brought in a small, handpicked team—three models, a photo assistant, a prop stylist and a hair/makeup artist—and shot the whole thing at our loft. The models all had distinct, personal style, and we worked with them to pull together cool, layered looks. We built a few different scenarios featuring the signature Jack Daniel’s bottle and rocks glasses, and wrapped with a ton of great content.
To bring it all together, we hired an editor to cut a slick, Gen-Z-friendly stills edit with fast transitions and a fun track. The final result felt elevated, fresh, and totally brand-aligned.
And then: a year later, Jack Daniel’s came back with a new project. We were once again up against the same shooter—but this time, we got it. The agency producer later told us that our test images made the decision easy for the client.
Even better, we were able to bring back one of the models from our test for the real campaign—bringing the story full circle. Since then, we’ve continued to build our relationship with the brand, including a campaign for Jack Daniel’s x Coca-Cola RTD cans.
This story reminds us why we believe in betting on ourselves. When you take creative control and invest in your vision, you don’t just prove what you can do—you open doors for what comes next.
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.
We’re Brian (photographer/director) and Rachel (producer/AD) — a Los Angeles-based creative duo working exclusively together to craft compelling visual stories rooted in authenticity and energy. Our process is deeply collaborative and hands-on from start to finish, blending strong production with a bold creative point of view.
What sets us apart is our integrated approach: we’re involved in every step of a project, from initial creative calls through casting, location scouting, styling, and post. We stay tapped into current trends across advertising and culture, while still bringing our signature perspective to every project.
Brian’s work is grounded in documentary photography and shaped by a love for the snapshot aesthetic. Whether capturing real people, street scenes, or lifestyle libraries, he’s known for his original, spontaneous imagery and his ability to quickly build trust with talent. His lens gets close to the action, placing the viewer in high-energy, authentic moments. His personal work explores everyday life, highlighting unexpected juxtapositions and quiet observations.
Rachel brings the same passion and energy behind the scenes. As both producer and on-set AD, she’s in constant motion — managing teams, keeping things on schedule, interacting with talent, and helping steer the creative direction. She’s all about the details and ensures every aspect of a production runs smoothly.
We believe a strong production is just as important as the final image. A well-run set creates space for creativity, collaboration, and meaningful results. We’re committed to making sure clients, agencies, talent, and crew all feel supported and respected from day one to wrap.
We love what we do — and we truly enjoy the process.
Can you tell us the story behind how you met your business partner?
It’s a classic story — with a modern twist.
About 15 years ago, a mutual friend of ours (a wardrobe stylist) thought we’d hit it off. She sent us each other’s Facebook profiles (this was back when that was a thing), but neither of us was interested. Rachel thought Brian was too much of an artist and wasn’t looking to date someone freelance. Brian thought Rachel looked a little too basic — just brunching with her mom all the time.
Fast-forward a year to the 4th of July. We both ended up at the same rooftop party through a different mutual friend. We bumped into each other, had a “wait…you’re that person” moment — and sparks flew. A few days later, Rachel sent Brian a Facebook message, and the rest is history.
Fifteen years later, we spend pretty much 24/7 together — life and work completely intertwined. We’re best friends and true partners, balancing each other out and bringing out the best in one another. Our differences are our strength, and our shared vision is what drives everything we do.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
From day one, Brian has had a clear and uncompromising point of view. His work is rooted in capturing real, spontaneous moments — always authentic, never staged. In an era where so much is digitally generated or overly polished, we take pride in creating imagery that feels human, immediate, and deeply believable.
That commitment has become our signature. We’ve built a reputation for delivering bold, documentary-style imagery that stands out for its honesty. We can’t tell you how much it means to hear, “I saw that photo and knew it was a Brian shot.” That recognition — that trust — is everything to us.
Just as important as the imagery is how we get there. We’ve also made a name for ourselves for consistently solid production. Our sets are known for calm energy, good vibes, and a deep respect for everyone involved. We’re proud of the shoots we run — from thoughtful casting and smart scheduling to the wrap-day charcuterie platter.
Yes, we care about the snacks. We believe the little things matter: supporting local businesses, offering healthy options (we both love a good cold-pressed juice), and creating an environment where clients, crew, and talent genuinely enjoy being on set. It’s those details — those moments of care — that people remember.
In the end, we want the work to speak for itself. And we want people to leave set already looking forward to the next one.
Contact Info:
- Website: https://www.briansorgfoto.com
- Instagram: https://www.instagram.com/briansorgfoto/
- Linkedin: https://www.linkedin.com/in/briansorgfoto/
Image Credits
Brian Sorg