Every once in a while you meet someone really talented in an effortless, weird and fantastic sort of way. The kind of person who can bring any dream to life because they possess boundless energy, bags of determination, and truly believe that anything is possible. Luis Peña is one such person. A creative thinker, designer, film maker, art director, and photographer from San Fransisco his gift lies in his ability to see the world in the wide-eyed ‘wow-this-is-amazing’ way that only children do. This purity of vision is rare, and it allows him to capture small fragments of truth and beauty, as well as the unexpected – things that most people would miss – and make great film. We caught up with him to find out more about his work…
1. How are you doing what you love?
I love making things. I get lost in the act. I have music blaring when I can and all outside influences and distractions disappear completely. If I’m filming or taking photos I spend most of the time staring in the viewfinder watching it unfold and finding the beauty where I can. I feel alive, my blood is racing, I’m constantly challenging myself. It’s play. I have a lot of childlike energy that I apply to my work life.
2. What’s your story? How have you found yourself here?
I’ve always been making things one way or the other. Legos when I was a kid, design after college, then art direction, then interactive design, then film and photos. One thing has led to another in a really organic natural way. I’ve tried to constantly learn new things throughout it all and usually that has led to big shifts in my life and I’m sure it will continue to do so.
3. How did you come to make an inspirational documentary following the earthquake in Haiti?
This was an amazing experience and it continues to be a big part of my life. After the earthquake I was contacted by a friend who was going down there to see how he could help. He was taking a team and wanted to document the process. I felt like it was my calling so I offered to film it. Once we got down there and I saw first hand how massive the devastation and humanitarian crisis was, well, I just felt hopeless. What could any of us do? That’s when we met Marie Jo and she took us to her orphanage. She was doing what she could for these lost children and her brother Ben was also dedicating all of his time to managing a huge tent city in the soccer stadium.
Lovely children at Marie Jo’s orphanage
We realised that we could help by making a film to increase awareness and raise money for Marie Jo’s orphanage and Ben’s tent city.
Through our film, Grace and Mercy, we helped to build of a new school as part of the orphanage, and also hold multiple food distributions at the tent city which is now disbanded. Here’s the trailer…
The experience has completely changed my life. I believe we should help each other. I believe we are so fortunate here in America that just a small amount of generosity can change other people’s lives dramatically. My whole family is now involved with the school and orphanage and I’m planning on taking my oldest daughter there this year. It feels good to do good. Anyone can help Haitians rebuild their lives by supporting the non-profit organisation, wehearyourvoice.org, here.
4. What projects are you working on at the moment?
Right now I am doing a mix of short films, TV commercials and photo projects for a variety of clients. Some are athletic and adventurous in nature and others more lifestyle and story focused.
If I can take my camera outside and film in unusual places, I’m happy!
5. Photography or video? Which do you prefer?
Honestly I would say I’m a video guy who sees photos within the moving footage and pops them off. Even when I shoot photos, I use the video screen and an eye piece so I can watch the scenes unfold. I also feel more engaged doing it this way since in that mode there is only manual focus.
Video is storytelling. I love piecing moments together to create emotions or getting people to act and create something special. The process is technically complex which I find enjoyable and usually shooting it’s more physically demanding which I also like. At the end of the day, I’m shattered, happy and fulfilled.
6. What role does nature play in nurturing your creative spirit?
A massive one! I always feel like myself when I’m in nature. I’m writing this now from Tahoe. It’s sunny up here in the mountains today. The night is full of stars. I try and spend as much time as possible outside. It clears my mind, it makes me feel alive, and it’s healthy living.
Nature is evident throughout all my work. Heck, the sun has been a character in almost every film or TV commercial I’ve ever made. Nature is creativity. Think about it next time you’re snowboarding. When it’s really good, you hit this sense of flow and glide effortlessly through the trees and terrain. It’s all second nature. This state of flow comes easily when I’m playing outside. The challenge is trying to keep that relaxed vibe, that natural flow, outside it.
7. What inspired you to start running and how does it help you to stay balanced?
I started running to be closer to my brother. He’s a big marathoner in Texas and I wanted to be a better brother to him, and a better friend, so I challenged us to run a 50k ultra in Yosemite. Neither of us had dome anything like that before and man, that day changed everything. Now I’m kinda obsessed…
Pushing myself hard
Running long distances demands that you train hard. And training hard means you need to run a lot, especially on trails and hills. Once I got into it I really enjoyed that rhythm. I started drinking a hell of a lot less, I started cooking for my family, and I started to become a nicer guy because my body was flooded with endorphins.
Unfortunately I’m injured right now but it makes me see how much I need running – not only for my body, but for my head. As soon as I heal I’ll be right back out there!
8. What’s your work space like?
I am fortunate to be married to an amazing interior designer. Kristen has made our space so beautiful and interesting. We both work in the same space yet have two areas for ourselves. I look up and I see all this great art work from our travels around the world and if I turn around my bookshelves are full of interesting books and more art! It’s a lifelong endeavour! I like the simplicity and homely feel of the space and I play music off spottily all day long so it’s always a fun environment to be in.
My creative space at home
9. Why is it important to do what you love?
It’s so important to love what you do because it’s your life. And it’s a quick one. Even if you live to 100 it’s still too short so play hard, push hard, fall in love, challenge yourself, get scared, and fail. Then get up and do it again.
I really try to live each day as best as I can. To appreciate what I have, to be a better father, a better friend, and a better director and photographer. I constantly experimenting with my work and I use each project to try one thing new – for instance film only wides, or use only one lens – I challenge myself by setting up constraints to enable me to grow.
When I was a designer, my favourite projects were always the small budget ones where I could only afford two colours to print – man, you can do a lot with two colours!
10. What’s your big dream?
Ah my future! Well hopefully it’s behind a camera somewhere exotic and dangerous! Maybe somewhere I read about in National Geographic when I was a kid; somewhere I have to hike to in 10 miles with 40lbs of gear; somewhere I go to with good friends I work with and somewhere where I can capture something epic and beautiful that makes others feel exactly what I feel in those moments. That’s my dream.
Luis snapshot…
Happiest moment: becoming a dad, seriously. It’s crazy hard but there’s no love deeper.
Ideal collaboration: there are a lot of companies/brands that I’d love to work with. I pretty much go after the brands I use and love and if I get to work with them it’s awesome. Strava was a good example of that. Here’s the video I directed…
Chris Kersel at Lost Planet is an editor I got to work with once, I’d like to do that again. He has a really cool and unique editing style.
Most inspiring film you’ve seen: Star Wars of course!
Biggest influence in your life: My dad, Papa Peña who has pushed hard in life and accomplished amazing things. Pretty good for a poor boy from Musquiz, Mexico.
Best light-bulb moment: That I was not built for a full-time job. That I could do it differently. That I could take control of my own destiny. Being freelance makes you work off the fear of failure. You have to be at the top of your game, everyday to survive. The fear of the unknown motivates me to do my best work.
Anything is possible… what’s your wish? For snow in Tahoe. A lot of snow!
Quote you live by: “If you believe it, it’s not a lie.”
For more information about Luis and his work, visit elpena.com and www.penabrand.com
