You’ve got to LOVE what you do to be able to operate in a spirit of excellence in whatever your craft may be. LOVE for your craft and having passion for it, be it photography, film, designing and creating beautiful things that can be felt from simply looking at an image, a short film, or whatever the ‘art’ format may be in - the WHY in the LOVE that you put into what you do is what will separate you from the rest of the pack. There is a LIGHT inside all of us. Some dim. Some brighter than others. The point is to never let that LIGHT die so as a collective, we want to inspire the masses, even if it is one person at a time, to ignite a fire from within, to call out all the creators and artists that is divinely appointed within each and every one of us with a unique story to tell. Let your LIGHT shine for all the world to see. Most importantly, to LIVE is to enjoy the simple things of life, from your simple excursions to the top of Yosemite Falls, over looking the beautiful valley below.For others, to LIVE would mean to be allowing their LOVE and their LIGHT to combine in such a way that they can cohesively and artistically paint a story using photos, moving still images (film), and the ability to engage with others in the human experience. To LIVE is to acknowledge that it’s okay to FEEL the power of our emotions because it is what intrinsically ties us together. We created this collective as a platform for artist to collaborate, to inspire, to fuel, to ignite, and to pass on all this amazing goodness to the rest of the world.