From Architecture to Healthcare: A Week of Production in Jacksonville

Three Assignments One Week

Some weeks neatly capture the range of what I do.

A few weeks ago was one of them.

In five days, I moved from an overnight architectural shoot for III Forks with 3D Digital, to corporate production inside the global headquarters of the PGA Tour, and then into academic healthcare for ongoing physician bio work with UF Health St. Johns.

Three very different environments. One consistent standard.

Architecture: Discipline and Control

The week began with architectural photography for a rebrand led by 3D Digital. I was brought in to photograph III Forks, focusing on clean interior and exterior imagery that highlighted the design of the space itself.

To do it properly, we worked overnight.

We began around 4:00 PM with twilight exteriors, then moved through private dining rooms while service was still underway. Once the restaurant closed at 9:00 PM, the pace slowed and the precision increased. We photographed the main dining rooms, bar, and architectural details methodically, wrapping just after 3:00 AM.

Architectural photography rewards patience. You refine compositions, balance practical light with supplemental light, and wait for the room to settle into itself.

My background studying architecture in college — and later training in Philadelphia with photographers like Tom Craneand Jeffrey Totaro — still informs how I approach spaces today. Understanding proportion and light isn’t separate from the work; it’s foundational to it.

I’ve collaborated with 3D Digital in many roles over the years — as a DP, drone operator, and production partner. Under the leadership of Alan Worley, that relationship has continued to grow across new campaigns and creative initiatives. Consistency builds trust, and trust builds long-term collaboration.

Architecture is deliberate work. It sets the tone.

Corporate Production: Adaptability in Motion

After wrapping the architectural shoot just after 3:00 AM and grabbing a few hours of sleep, I stepped into a completely different environment — inside the global headquarters of the PGA Tour in Ponte Vedra Beach, supporting an internal corporate communications project.

I’ve had the opportunity to work inside the PGA Tour ecosystem on multiple occasions, and each assignment reinforces the same reality: corporate storytelling at that level requires preparation, discretion, and the ability to move efficiently within a live operational environment.

Production inside an active headquarters carries its own cadence. Meetings are happening. Training sessions are underway. Security, scheduling, and internal priorities intersect in real time. Spaces that appear open on a calendar can shift quickly. Planning matters, but flexibility matters more.

Working alongside producer Dana Welch, the objective was to create strong, purposeful visuals without disrupting the rhythm of the building. That meant keeping setups lean, anticipating transitions, and staying closely aligned with the internal team to ensure the production supported the organization’s goals.

Unlike architecture, where nearly every element of the frame can be shaped and refined, corporate environments demand composure inside motion. You adapt when access changes. You maintain continuity when plans evolve. You represent the organization well, both on camera and off.

The tempo changes. The standards don’t.

Healthcare: Where Presence Matters Most

By the end of the week, the setting shifted again — this time into academic healthcare with UF Health St. Johns.

These physician bio projects are part of an ongoing monthly collaboration with UF Health St. Johns, allowing us to maintain consistency in tone, quality, and visual identity across physician profiles and related content. That continuity matters in healthcare, even if patients don’t consciously recognize it.

When someone visits a doctor’s profile page, the image or video they see often becomes their first impression — long before an appointment is scheduled or a conversation happens in person. The work has to feel credible and approachable at the same time. A physician needs to come across as confident without seeming distant, professional without feeling sterile. That balance isn’t created through equipment alone; it comes from how the room feels while we’re filming and how the conversation unfolds.

Clinical environments bring their own realities. Patient care always takes priority. Rooms are active. Staff time is limited. There’s an awareness that real work is happening just outside the frame.

On these projects, I work closely with Alyssa Hinman, Marketing Coordinator at UF Health St. Johns. Alyssa and I have collaborated on multiple physician bio shoots and other initiatives across the system. That familiarity makes the experience smoother for everyone involved. When marketing and production are aligned, physicians feel more at ease — and that ease translates directly on camera.

It’s quieter work than corporate production and more personal than architecture. In many ways, it’s the most meaningful.

What That Week Represented

On paper, it was simply a full schedule.

In practice, it was a reminder that each environment asks for something different. Architecture rewards patience and control. Corporate work demands flexibility. Healthcare requires presence and trust.

The ability to move between those spaces without lowering standards is the real through line.

Different industries. Different expectations. Same commitment to doing the work well.