Capturing San Francisco's Essence: An Interview with David Martinez on His UCSF Campaign

David Martinez’s recent project with UCSF highlights his talent and deep connection to San Francisco. San Francisco is a city of contrasts, where historic charm meets modern innovation, and David was perfect for the job due to his intimate knowledge of the city and his ability to capture its authentic, everyday experiences through his dynamic photographic style. 

We had the pleasure of interviewing David to discuss his recent campaign, which aims to highlight San Francisco's unique features and enhance the city's reputation. Here are the key highlights from our conversation:

Can you explain the concept behind the campaign and why it was important to use a local San Francisco crew for this project?

UCSF wanted to connect with residents, showcasing support and celebrating the city's unique charm. Using a local San Francisco crew was essential to capture authenticity. Being a San Francisco native, I know the city intimately—beyond the usual landmarks, it's about everyday experiences like biking through the Wiggle or grabbing fish tacos in the Sunset. Our local crew understood these nuances deeply, which enriched our project's authenticity. By highlighting what makes San Francisco unique, we remind residents of the beauty and diversity right in their backyard. This sense of pride can foster a stronger community connection and inspire people to appreciate and protect their city. Our team pulled together brilliantly, leveraging creative synergy to deliver a project that truly resonated with the community.

What was something memorable that happened during the shoot?

One memorable experience was working with a fantastic cast of locals, including a nurse from UCSF and various families. Their stories and enthusiasm brought a real sense of authenticity to the project. It was also surprising to see how positively everyone responded to being part of this campaign. It made the whole process enjoyable and rewarding.

Can you tell me about some of the locals involved in the project?

One standout was the muralist Serge Gay Jr.  He brought such positive, amazing energy to the shoot. For over an hour, he was literally jumping, running up the wall, and engaging in all sorts of energetic activities. His enthusiasm and dedication exceeded my expectations, and his vibrant presence added a dynamic and uplifting element to our campaign. He was a fantastic guy to collaborate with—super positive and a true asset to the project and it was a real pleasure to work with him.