Pro Hello: Decatur Dan
Decatur Dan is a dynamic force in film direction and photography. Hailing from Decatur, Georgia, Dan infuses his work with the vibrancy of his hometown and a relentless pursuit of excellence. Born into a creatively rich family, Dan’s passion for visual storytelling was ignited by his father, a sports videographer, and nurtured by his mother, a Southern gospel singer. These early influences have shaped his distinctive style, seamlessly blending visual sophistication with compelling narratives.
In 2010, Dan established Where It’s Greater, a creative production studio that has allowed him to expand his visual storytelling horizons.
Today, Dan shares insight into how he got into the industry, and some of the campaigns he's enjoyed being a part of.
LBB> What do you do, and where are you based?
Dan> I’m a director and photographer based in Los Angeles, with a global footprint. I run Where It’s Greater, a creative production studio that partners with brands, agencies and publications to bring bold, concept-led ideas to life.
LBB> What recent campaigns might we know you from, and what was your input on these campaigns?
Dan> The most recent campaign you might recognise is 'The Prizefight', which was a unique opportunity to blend comedy, action and brand storytelling in a fresh and playful way. For the Win, a high-energy, buzzworthy burger chain here in Los Angeles, wanted something that matched their excitement and personality. Drawing inspiration from classic prizefights, we turned an ordinary lunch into an over-the-top showdown, capturing the intensity of fast-food culture in a fun, exaggerated way.
This project let me explore the more comedic side of my directing style, while still delivering the technical precision that makes the visuals pop. From the choreography of the kitchen ‘fight’ to the slow-motion burger sequences, each moment was crafted to bring humour and spectacle to a seemingly ordinary scene. Working with an incredible cast, including Malik B., we pushed the boundaries of what a burger commercial could be - fun, cinematic, and totally unexpected. 'The Prizefight' truly captured the spirit of For The Win and reflected the creative freedom that comes from a client willing to take risks. It was an absolute blast to bring to life, and I hope viewers feel that same excitement when they watch it.
LBB> How did you first get into the industry, and how did you realise what you wanted to do?
Dan> I like to say the industry found me. Growing up, production was always a part of my life. My Dad was a camera operator and editor for outdoor sporting shows on ESPN, so I was familiar with cameras from an early age. But it wasn’t until the DSLR revolution that I discovered my own passion. I began by shooting music videos for rap artists in my hometown of Atlanta, which quickly gained me recognition as the hip-hop scene was, and still is, thriving.
As my career progressed, I made a conscious effort to transition into working with brands, attracted by the creative possibilities and the more substantial budgets. Now, a decade later, I find myself at the intersection of both worlds, working with brands and musical artists. Much of my work today involves celebrity talent, and I’ve honed the ability to meet clients’ needs while expertly navigating the delicate nuances that come with working with high-profile figures.
LBB> Tell us about your journey so far.
Dan> My journey has been one of growth, evolution, and enduring challenges. Starting out in Atlanta, I cut my teeth shooting music videos, gaining recognition in a fast-paced, competitive industry. Founding Where It’s Greater was a pivotal moment, but it hasn’t always been easy, in fact it’s not right now - navigating the ups and downs of the creative world requires resilience. The struggles of being a creative while running a studio have taught me the importance of staying true to my vision, even when the road gets tough. Through it all, I’ve remained committed to pushing boundaries and creating work that resonates on a deeper level.
LBB> What projects / campaigns that you’ve been involved in have been the most personally satisfying to work on, and why?
Dan> The projects that bring me the most personal satisfaction are those where creative freedom is truly encouraged - where the focus is on evoking a feeling rather than simply promoting a product or service. I thrive when I’m surrounded by a team of talented, like-minded creatives who are passionate about pushing boundaries and refuse to settle for anything less than exceptional. It’s in these environments that the magic happens, where innovation, grit, and artistry come together to create something truly memorable.
LBB> What’s been your proudest achievement?
Dan> My proudest achievement has been building Where It’s Greater from the ground up and seeing it evolve into a creative hub that collaborates with some of the most iconic brands and talents in the world. It’s not just about the projects we’ve delivered - though I’m incredibly proud of those - but about creating a space where creativity thrives, where every team member feels empowered to push boundaries and contribute to something larger than themselves. Watching our work resonate on a global scale and knowing that it all started with a vision and a passion is incredibly fulfilling.
LBB> What do people (clients, agencies etc) come to you for specifically?
Dan> Clients and agencies come to me for bold, graphic and stylised imagery that not only stands out visually but also tells a compelling story. My work is known for its distinct blend of high-caliber talent and narratives where the story remains at the forefront. There’s a certain je ne sais quoi in the way I approach each project- balancing visual flair with emotional resonance. I’m often sought after by those looking for someone who can seamlessly merge artistic vision with commercial objectives, creating work that resonates on both a visual and emotional level.
LBB> What are your strongest opinions relating to your specific field?
Dan> One issue that really gets me fired up is the ongoing battle between authenticity and commercialisation. In today’s landscape, there’s this constant push to monetise every aspect of creative work, and while I get that we all have to pay the bills, it can feel like we’re losing sight of what makes storytelling powerful in the first place. For me, the best work comes from a place of genuine emotion and truth - not from trying to squeeze a product into every frame or making the logo bigger.
LBB> What sort of projects really get you excited at the moment?
Dan> Incoming rant haha! Right now, the projects that really get me excited are the ones that prioritise tone, voice and expression. I’m drawn to work that feels genuine and has something to say - where the creative process is driven by a desire to capture a true emotion or tell a story that resonates on a deeper level. It’s about creating work that has a distinct personality, that isn’t just about selling something, but about connecting with people in a meaningful way. Those are the kinds of projects that fuel my passion and keep me inspired.
LBB> Who are your creative heroes, and why?
Dan> Sean Baker is a creative hero of mine because of his fiercely independent spirit. He’s a master of doing more with less, telling raw, authentic stories that resonate deeply, all while working outside the typical Hollywood system. His work is a testament to the power of creativity and determination, proving that you don’t need a massive budget to make something truly impactful.
Tony Scott, on the other hand, is someone I admire for his ability to create those big, explosive action scenes that leave you in awe. He had a way of making every frame pulse with energy and excitement. Scott’s work is a reminder that cinema is as much about spectacle as it is about storytelling, and he balanced those elements brilliantly, leaving an indelible mark on me.
LBB> Outside of the day job, what fuels your creativity?
Dan> Outside of the day job, it’s a toss-up between doing chores around the house, working out at the gym, or just being out in nature... basically anything that lets my subconscious take the wheel. There’s something about the simplicity of these activities that clears my mind and opens up space for new ideas to flow. Whether I’m hiking through the hills or just tidying up around the house, those moments of stillness and routine help me tap into a deeper, more intuitive creative energy. It’s in these quiet moments that I often find my best ideas taking shape.
