Behind the lens: Samm Joey
Multi-dimensional creatives that can seamlessly blend a number of disciplines are always a treat to work with and chat to, as they undoubtedly see things across a number of platforms and styles far more easily than those who specialise in one specific field.
Samm ‘Joey’ Smith is one such creative; mixing high-end studio photography with automotive storytelling, event coverage and commercial photography, Samm is also an experienced retoucher and graphic designer, allowing him to blend and create across a number of mediums. From working with leading EV Motorcycle retailer English Electric Motor Co to shooting ‘lookbooks’ and product photography for Accents Intl, Samm’s line of work and portfolio is wonderfully varied, and includes some fantastic retro-inspired advertising pieces that would look perfectly at home in the Design Museum or hung on a living room wall, let alone out ‘in the wild’ being put to use.
For better or worse, life has a way of throwing us into the deep end when we least expect it, and with a job redundancy forcing Samm into the world of freelancing (or giving him a final ‘push’ to make the jump is probably more accurate!) we wanted to find out from Samm what life was like as a newly-turned freelancer, who and what inspires him to create, and whether he had any inspirational words for those sitting on the fence of freelance life…
VWs were pivotal in bringing Samm back into the world of automotive culture. @sammjoey
SHIFT: Thanks for taking some time out to talk to us Samm. Lets start at the beginning - how did you first get into the automotive scene?
Samm: It’s a tough one to say; I grew up like most kids in the 90/00’s playing the usual games (Gran Turismo, Need for Speed etc etc), but in my teenage years I fell out of interest with cars, until I was in college where for some reason, out of nowhere, I began having a keen interest in modified VW’s - it almost just happened over night! From there for a couple of years I ran quite a large VW/European car blog on Tumblr, and the rest is history once I got my [drivers] licence shortly after.
Samm’s interest is no longer limited to things with four wheels… @sammjoey
“Its all the art of the machine”
SHIFT: Which area / ‘genre’ of car culture are you most interested in and why? Has the love for VWs stuck around, or have you moved on from the Tumblr blog days?
Samm: Rather annoyingly, this is one that I can’t give a definitive answer on. Because, really, to me, there is beauty in all sorts of metal. I grew up in the stance scene (and whilst I wish things could go back about 5-10 years) it was the modified scene in general that I loved. The creativity, the subtle differences, the owners striving so hard to do something different and stand out from the car next to you at a show, that I loved. But now I find myself enjoying all sorts of events, vintage racing, club races, conquers, motorbikes too. It’s all the art of the machine.
Individualism can breed some fantastic results, such as this highly-modified DMC DeLorean. @sammjoey
SHIFT: If you could sum up what car culture means to you in one word, what would it be?
Samm: To me, it’s about individualism.
Quite often, as an enthusiast, the car you choose to drive is an extension of your personality in some way. In one way or another you’ll put your mark on that vehicle, make it speak for you. Through building it, racing it, or even leaving it stock for many many years. That vehicle being an extension of you will bring others around that you can share and make all sorts of memories with.
Alongside cars, Samm also shoots for a number of brands and lifestyle outlets, such as Accents Intl. @sammjoey / @accents_intl
SHIFT: Going for the cliché question now - do you remember the first time you picked up a camera, and who are your biggest influences?
Samm: In college, I bought my first camera during lunch to actually shoot video of my friends skateboarding. I never really ended up shooting video, instead I fell in love with photography! In terms of influences, its a tough one to say. I look at so many photographers works to get inspiration, but, if I were to narrow it down, I would say: Mark Riccioni, Jordan Butters, Max Howard, YourFriendSyd and many, many others depending on where my mood takes me.
@sammjoey
“Always be nice to everyone!”
SHIFT: You recently went freelance for the first time following a job redundancy, do you have any advice for those starting out in the world of being self-employed?
Samm: I don’t feel experienced enough to be able to answer this myself, but I’d say be sensible about it - look from a point of view where you’re not able to sustain doing photography on you days off, when you start skipping work for shoots continuously etc. But, sometimes, you need a push…like a redundancy in my case!
I’d say be polite, kind and respectful to everyone you meet (including other creatives, you’d be amazed how rude some are to their fellow peers) and you’ll be OK. I was able to work with my first few clients due to the creative friends I had made, so always be nice to EVERYONE!
My biggest realisation so far is to not get comfortable; you have to be continuously moving, working forward to the next goal, and always learning.
RWB Rokweiler build at Sam’s Detailing. @sammjoey
SHIFT: Time for another cliché, but this is always an interesting one: Do you have a favourite photograph that you’ve taken? What is it and why?
Samm: I think it would have to be one of my slow shutter speed shots from Sam’s Detailing’s RWB build (above) - to me, it really demonstrated the pure chaos and energy of people that surrounded that 964 during the course of its transformation.
@sammjoey
SHIFT: What would your dream assignment be?
Samm: I would love to have a roadtrip assignment. The idea of the open road and adventure has been on my mind for years now. I would have loved for the campaign to be for Saab, but there are a few… issues with that idea! Alternatively, I would love to shoot a Porsche 356 in a contemporary mid-century house.
Retro advertising and themes heavily inspire Samm’s work. @sammjoey
SHIFT: Outside automotive photography, you also shoot a lot of product work. One of our favourite series’ of work that you do is the set of ‘retro style’ keyboard advertisements that you’ve shot/created; do you have any specific themes/artists that influence your work and style outside of automotive photography?
Samm: Strangely enough, a lot of them tend to be the similar inspirations across both genres. Maybe that’s down to myself wanting to have this cohesive style to my work that has a sprinkling of nostalgia to it. But, when it comes to product work, perhaps I do lean heavily looking into old print ads and those who are making similar work now.
Caffeine is every creative’s friend. @sammjoey
“There’s something so gratifying about having done everything yourself in a project”
SHIFT: Keeping with the graphic design theme, as a multi-disciplined creative blending both photography and graphic design, do you feel this allows you to approach subjects/projects differently to someone that works within one specific media?
Samm: I think so, it allows me (with additional struggles) to see a project or idea through from start to finish. I think this comes from my attitude of wanting to attempt everything myself, as there’s just something so gratifying to have done everything yourself in a project. Perhaps it allows me to see a subject in more than 1 dimension so to speak, I can see how other mediums or disciplines can be used to convey the ideas or feelings I’m trying to encourage with the work I have in mind.
SHIFT: Looking to the future, do you have any particular aims for your work, or have any areas of photography you’d like to get more involved with?
Samm: I’d like to get trackside at a few vintage races in the near future, and, on the complete opposite side to that, I would like to get more reasons to use my home studio.
Lupos are a recurring theme in Samm’s life, and his Fiance has recently bought this fantastic yellow openair - the ‘banana car’! @sammjoey
SHIFT: Thanks for talking to us, Samm. Before we wrap things up, spread the love - shout out three people that have helped you out / inspired you along the way.
Samm": Only three? Oh bloody hell, I’ve had a lot of people help me along the way..
Alex McKenzie for teaching me retouching (@8T5MM on Instagram)
English Electric Motor Co for their continued support as a client (and ruining my life by making me realise I like Motorbikes)
My Fiance Sophie for being my rock and continually being there to support my madness I insist on pursuing.
Bicester Heritage at sunset - every photographer’s favourite place to be. @sammjoey
SHIFT: Finally, is there any small pearls of wisdom or advice that you’d give someone that is thinking about going freelance but is unsure whether to make the jump?
Samm: I think I may have already said it but don’t quit the day job until you’re having to consistently miss work for shoots. And that most things in the freelance world are last minute, as photography is a luxury service to most (as alien as that may feel to us!)
We hope you enjoyed our first ‘behind the lens’ feature with Samm - please take the time to follow him on social media (@sammjoey) and check out his full portfolio, which can be found at Sammjoey.co.uk
If you’re a photographer with a story to tell, or you’d like to nominate someone for one of these features, please do get in touch with us. We love nothing more than a good story here at SHIFT!