The job is deciding how someone should be seen, then directing everything that decision touches, in stills and in film. Sometimes that's me and a camera. More often it's a crew built for the job, and I've done every role on it, which is why I know who to hire and what to ask of them.

At Highsnobiety I was the only photographer on staff. If I didn't produce and pitch an idea, it didn't happen. Same job now, just more people in the room.