BRAD TORCHIA TAPPED FOR CULTURE TRIP x VISIT CALIFORNIA BRAND LIBRARY

Culture Trip knew just who to call for Visit California, a post-pandemic campaign that encouraged people to travel via the classic California road trip. Well-known for his warm tones and harnessing the glow of the California sun, Brad set out across the state to six cities, photographing an energy and atmosphere unique to each one. Clients trusted him to lead the creative direction, develop a shot list, select locations, and find real people talent in each city.

One day at each location was an exciting challenge for Brad who thrives in the energy of a fast-paced day. “In San Francisco, I arrived in the afternoon and rushed to a popular surf spot. My taxi, stuck in traffic as the light started to disappear, dropped me off about a mile from where I needed to be. I had to run with all my gear and luggage until I made it - just as the sun dipped below the horizon. Surfers were in the water, and that was the peak. I was just flowing and connecting with the people, and I was happy photographing in that moment and happy with the work. That's why I do it.”

Fast Facts

• working solo, editorial approach

• 6 days driving across California

• real people talent