Meet Lawrence Pitts of New York

Today we’d like to introduce you to Lawrence Pitts.

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
My name is Lawrence Pitts, better known as JustCre8 Productions, and my creative journey started at a very young age. Around 7 or 8 years old, I was always drawing, building things with K’NEX, those colorful construction toys that let you build just about anything, and trying to figure out how things were made. I also loved drawing Dragon Ball Z characters and Pokémon with my brothers while watching the shows together. I remember sitting in the kitchen with my dad, who was a huge *Speed Racer* fan, watching him sketch the car on a napkin. I started drawing it myself, gradually adding more detail and dimension. Looking back, that curiosity and imagination were the beginning of everything.

As I got older, I experimented with custom apparel and hat designs before studying fine arts, illustration, and graphic design at ABAC and the School of Visual Arts. After graduating, I spent a few years working in editorial illustration, but eventually realized I needed a new medium to express my creativity.

That led me to teach myself photography and videography through online tutorials and hands-on practice. My uncle Curtis, our family’s longtime photographer, and connoisseur of the photography gifted me a Nikon D70, and I eventually purchased my first video camera, a white Canon SL2. One of my first paying clients was Retro Fitness in my hometown, which helped open the door to commercial video production.

Today, I work at the intersection of video production, photography (digital and film), and AI-powered creativity. Along the way, I’ve built relationships that continue to open doors to incredible opportunities and people. I’m grateful for every experience because betting on myself, staying curious, and constantly pushing my craft forward have brought me to where I am today.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It definitely hasn’t been a smooth road, but I think that’s what gives the story substance. If life were a straight line from point A to point B, without the detours, challenges, and lessons along the way, it would make for a pretty bland movie, wouldn’t you think?

Over the years, I’ve dealt with self-doubt and imposter syndrome, especially in an industry that has grown tremendously since I started about 10 years ago. The constant shifts in social media, changing content trends, and the growing number of creatives in the space have pushed me to keep evolving. Through it all, I’ve learned to stay determined, adapt, and find inspiration in new ways to create. The road hasn’t always been easy, but every challenge has taught me something and helped shape the creative I am today.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
At JustCre8 Productions, I get to bring together three things I genuinely love: Commercial/editorial video production, documentary photography, and cinematic AI work. I enjoy creating content for brands and businesses, whether that’s a commercial, a social media campaign, behind-the-scenes coverage, or capturing moments that tell a bigger story.

If I had to choose what I enjoy most, it would be documenting people and experiences as they naturally unfold. There’s something special about capturing a candid moment that makes someone watching feel connected to the person on screen. Those are the moments that stay with you. And when I get to bring that same kind of storytelling into commercial work, it makes the project even more rewarding.

I think what sets me apart is how much I care about the details. Sometimes to a fault but I’m learning the balance. I guess that comes from the Capricorn in me. I’m always looking for that extra shot or unexpected moment that someone else might overlook. One of the best feelings is hearing a client say, “I didn’t even know you captured that moment. I’m so glad you did.” That tells me I was paying attention and doing my job well. I also take a lot of pride in being professional, disciplined, and intentional with my work. Whether I’m behind a traditional camera or exploring what AI can bring to a project, I want the final product to feel thoughtful, cinematic, and true to the story we’re trying to tell.

What has been the most important lesson you’ve learned along your journey?
One of the biggest lessons I’ve learned is that you have to bet on yourself at least once in life, even when you don’t have everything figured out. You have to be willing to take that leap, adapt as you grow, and understand that the relationships you build along the way can lead to opportunities you never expected. Sometimes, things don’t come full circle until years later, and that’s why I believe in genuine connections.

I also think it’s important never to lose your inner child. That natural curiosity we have when we’re young, when we’re constantly exploring, asking questions, and trying to understand the world around us, is something worth holding on to. For me, that curiosity is what keeps me creatively inspired and hungry for knowledge. No matter how much I learn or how far I go, I never want to lose the desire to explore, experiment, and discover something new to be better in life.

Contact Info:

• Website: https://justcre8media.myportfolio.com/
• Instagram: https://www.instagram.com/justcre8media/
• Other: https://winstonsframe.gumroad.com/l/akppj?utm_id=97760_v0_s00_e0_tv3_a1denngiv6diio