Breaking into the creative industry rarely follows a straight line, and for Sam Sherring, that journey began far from glossy studios or traditional entry points. After studying Film at university, Sam built momentum by creating work wherever he could, from cafés and bars to unpaid runner roles at production companies. That persistence eventually led to his first full-time agency role, laying the foundations for a freelance career defined by a strong work ethic, adaptability, and an uncompromising focus on the client brief.
Now based in Cornwall, Sam works as a Director and Photographer for outdoor and lifestyle brands, proving that impactful creative work doesn’t need to be rooted in London or any conventional hub. With a process that prioritises meticulous pre-production while leaving room for serendipity, Sam’s work balances high visual impact with authentic storytelling. In this interview, he reflects on the realities of freelancing, the value of staying busy when opportunities feel scarce, and why creativity, not credentials, will shape the future of the industry.
How did you first get into the industry?
After studying Film at University, I started producing work for the cafe’s and bars I worked at to pay the bills and then volunteered & offered to be a runner for production companies and agencies. Eventually one of those agencies hired me full time - that was my first proper break in.
Where are you based now and who do you work for?
I’m based in Cornwall UK, which is an unconventional area to work from in the creative industry but it works great as I love being by the sea and surfing in my free time but love the opportunity to visit London or abroad for work. I’m a freelancer now working for lots of outdoor lifestyle brands.
What is your personal background and what role did it play in your career?
I grew up in Bournemouth from a working class family I think having jobs from a young age, working everything from paper rounds, to dominoes pizza (“home of the new hot-dog stuff crust, my names Sam, how can I help you?” Echoes in my mind every time I hear the word) and then eventually bars & restaurants instilled a great work ethic and a relentless attitude. Which helps when you’re pursuing something seemingly less guaranteed like a creative career.
If you weren’t in your current industry, what would you be doing?
I think and hope I would write stories but I currently never find the time these days so to make ends meet I would start a pizza company with some friends.
Can you explain your creative process? What makes it unique?
It’s hard to say what makes it unique as I think I have so little insight into how other people work and the rest of the industry, being so far removed in Cornwall. But maybe that’s what makes it unique?
My process is always heavily focused on the pre production, getting it right there gets it right on the day. Negotiating enough time to allow serendipity into shoots is also really important for me.
How would you describe your style?
High visual impact paired with authentic story telling.
Which individuals do you gain inspiration from? Do you have any heroes in the industry?
Yeah so many. I love Joe Giacomoets work and he was kind enough to give me a portfolio review last year which was amazing. Another is a DoP & director Joe Ransom (another Joe, another kind person that’s given up his time before to help me out) his work is just top-tier and his communication skills & sense of calm on set are to be greatly admired. I’m also lucky that one of my best mates is a director, George Coley, and we’ve made projects together since we were teenagers. He’s an unstoppable creative with so much talent and having him around always keeps me inspired. Also Will Saunders and Sandro Baebler for photography.
What tips would you give to aspiring creatives looking for work?
Opportunities find the busy. If no-ones hiring you, get busy - make a project, show up, appear somewhere doing something. Do it. Anything. Don’t wait. Go. Now.
What tips would you give to other professionals to get more clients?
Tell everyone you know what you do and be passionate about every job you do.
Can you share a memorable experience from your career journey that shaped your approach to creativity?
I think my years at the agency shaped how I work. I always put the client first, ultimately if it doesn’t answer their brief - it’s useless. Even if it looks good.
What kind of tools/kit/software could you not do without?
I have a 14mm lens that is just my go to tool to make less visually interesting things look cool somehow.
What’s your secret to staying inspired and motivated?
I know it sounds pretentious but I don’t have a secret, I love what I do and my motivation is that I want to do it. Inspiration ebbs and flows but that’s how it works - otherwise it’s not inspiration.
What’s the work achievement you’re most proud of?
Everyday I’m still freelancing I'm proud of myself. It was a terrifying leap to quit my full time job and try to make it on my own.
As someone with experience in the industry, what trends do you foresee shaping the future of creativity?
I think production value will continue to become more accessible at a cheaper cost and so the key will be to stand out for creativity and innovation.
What do you think sets apart truly exceptional creatives from the rest of the pack?
I think people are all exceptional and we all have different circumstances & opportunities. It’ll be your moment eventually, just keep working hard and enjoy the journey.
How do you think technology has influenced the creative industries and how have you adapted to these changes?
Social media of course changed everything. I think there’s a whole lot more work & jobs out there today thanks to that.
What is the one thing that you would change about the industry?
The requirement for university degrees to get in-house roles.
Any websites, books or resources you would recommend?
The art of not thinking - Ryunosuke Koike.
