Zach Smith brings an Altered Focus to cannabis

Zach Smith has been a creative force within Missouri’s burgeoning cannabis industry.

After years of contributing to the growth and success of various cannabis brands, Smith has taken a bold step forward in his career by founding Altered Focus Studio. This new venture is not just a business for Smith; it’s a manifestation of his passion for photography and content creation, tailored specifically to meet the needs of the cannabis industry.

Smith’s journey into the world of cannabis photography began somewhat unexpectedly.

His interest in macro photography was sparked during his tenure at AgriGenesis, where he found himself captivated by the intricate details of the cannabis plant. This fascination quickly grew into a deep passion, leading him to explore new ways of capturing the beauty and complexity of cannabis through his lens.

With Altered Focus, Smith is now channeling this passion, his experience, and expertise, into a business offering a range of services designed to help cannabis brands establish and elevate their identities in a competitive market.

Greenway recently spoke to Smith about taking a leap from a Director position in the C-suite to starting his own business.

“Truthfully, I’ve always been a person that was willing to kinda let the dice fly, you know? I left school to pursue stand-up comedy at 19 and did that for seven years, including two in Los Angeles after five years in Kansas City.

“After spending some time out there doing that, I realized that I didn’t think I’d ever really be happy doing stand-up, whether I ‘made it’ or not. Rubbing shoulders with those folks that were successful, I didn’t find many of them to be happy people, so I thought, what’s the point of playing the game if the prize is just being miserable either way? So, I picked up and decided to refocus my life.

“Fast forward to now, and I get to live a lot of people’s dream, including my own, of working in the cannabis industry. I’m closing in on the end of my fourth year in the industry, and that time has shown me some holes and spots for opportunity in the industry for someone with my skill set and background to come in and really help cannabis brands take their marketing and content game to a new level.

“Altered Focus was something that I had thought about doing for a little bit, but I think imposter syndrome kept me away from doing it. It was sort of an ‘I’m good enough for THIS but to think I could do THAT is arrogant’ kinda thing. So truthfully, I guess the real inspiration was the people closest to me—like my girlfriend, Whitney, my family, friends, and some professional colleagues and mentors—just giving me the confidence that what I was shooting would provide value to brands in the space.”

Smith’s mission with Altered Focus Studio is rooted in his desire to change perceptions and elevate the cannabis industry’s visual storytelling. He explained:

“I got into the cannabis industry, in a big part, because it was important to me to be a part of the culture that is trying to destigmatize cannabis. To show its value not just medicinally but also as a safer companion than many other things in socially recreational settings. To bring cannabis into the mainstream in a positive way that leads to understanding over ignorance.

“In that vein, the mission for Altered Focus is to aid in that effort by providing cannabis brands with beautiful macros and strain portraits to help educate their users, striking creative branding photos that give their brands legitimacy in the eyes of the consumer, and also, on a personal level, it is a way to celebrate my passion for cannabis through an artform and style that I absolutely love.

“Regarding what makes Altered Focus different, I think that my years of experience in the cannabis industry and understanding the unique pain points brands face makes it easier for me to connect with what the end goal of the company is for the project. Another big thing is that I do offer a pretty wide skill set for you to pick from. Being able to go to one place for all of your needs—from macros, to creative stop motion, to just plain ol’ online menu photos—is super valuable in that you’re not explaining your brand to multiple agencies. It’s easier to track communication and deadlines just dealing with one company, etc.

“Finally, and probably most important, I’ve been around cannabis. Like, I’m not gonna write you a book on genetics, but I know what plants are looking good and which ones maybe aren’t ready for their close-up today. Also, as a fellow stoner, I have a pretty good idea of how to make stoners go, ‘woahhh!'”

Smith’s passion for macro photography has significantly influenced the work he’s doing at Altered Focus.

“So, the original interest in macro photography came as I was just reading books and articles online about cannabis, trying to learn as much as I could back in the day. As I was reading these, I kept seeing these macro shots pop up, and I’d see people I follow like Ed Rosenthal or High Times post these pictures sometimes. I’m a super visual learner, so they were really helpful tools for me to understand things like extractions and the mechanisms of those processes. Somewhere along the way, I found Erik Nugshots’ work for the first time, and I was obsessed.

“I started learning everything I could about macro photos and video and how in the absolute hell (Can we cuss here? Are the adults gone?) these people were doing this. I didn’t know a ton about cameras at the time, but I knew enough to be very, very confused!

“If you can believe it, it’s very hard to get much information on how they were pulling this off from actual cannabis photographers, but I was able to figure out that they were doing a thing called focus stacking using specific macro lenses. Since there wasn’t a ton of info specifically from cannabis photographers, I started looking for information in other places, and thank the weed gods for Dom Komarechka. He is a macro wizard on a level I can’t even fathom—seriously, go look at his snowflake work and his water droplet reflection photos! Finish this, but then go look at that. But more importantly, he is a man of the people and put out videos on YouTube on how to focus stack with a rail in a studio.

“After that, I borrowed my very sweet step-mother’s old Canon 40D, got the cheapest, most minimal equipment I could, and started trying to figure it out. It really was all just driven by what I’m going to call passion because that seems like a healthier description than obsession, but that’s what it was, and I was looking for absolutely any reason to do it. There is probably still a very large grainy macro photo of a dried bud in the Nature Med vault that Mario was nice enough to let me get printed. When I ended up at AgriGenesis, that was a large part of why they wanted me to come on, and that opportunity to keep learning the craft was a huge part of why I wanted to join their team.”

Transitioning from a corporate role to running his own studio came with its own unique challenges, particularly in the financial management aspects.

“Just all of the things I need to know from a financial point of view have been overwhelming. Work ethic, structure, organizing my time, and all of that—I was ready for. I try to be very disciplined in work, so that wasn’t the challenge, but man, understanding taxes and what to expense and yada yada yada. I’m very thankful for the help I’ve got in regard to that, but it is just that—help. It’s still up to Zach to do the work.”Smith’s background in food and beverage has also played a role in his approach to cannabis photography. He explained how these experiences have informed his current work:

“I think the biggest thing I take from my background in food and bev is the sentiment of ‘people eat with their eyes first.’ A great way to explain the importance of plating, but also an important thing to remember when shooting the social posts for the restaurants I worked at. These photos I took for these restaurants’ social posts were the seeds that grew into sales. They captured the attention of the viewer, influenced a buying decision, and brought them into the restaurant where the staff could finish the sale.

“I think it’s the exact same thing in cannabis. Your customer’s buying experience doesn’t start at the counter of their dispensary; it starts when they see you out and about in the real world. Don’t get caught out there in your PJ bottoms looking like a scrub!”

Reflecting on his work in content production and brand building, Smith shared how these experiences have shaped the services he now offers at Altered Focus.

“It’s been really helpful to have the perspective that I do. I think it helps me to more easily understand the goals the company comes to me with, and that just saves us time in the long run. Cannabis brands are unique in the world for so many reasons, and as a person that has sat where these people are sitting now, my goal is to relieve some of that headache by putting the client at ease that I understand the industry, the regulations they have on them based on where the content is being viewed, and also that I understand the customer on a personal level as a cannabis user and advocate.”

Education is a key aspect of Smith’s approach to cannabis photography, including incorporating educational elements into his work, particularly when it comes to complex subjects.

   

“I know enough to know I don’t really know much when it comes to cannabis. Like yeah, I know more than the average person, but I absolutely should, being in the position I have been in for years. That being said, whenever I go to cannabis events and get-togethers, I meet people that have a depth of knowledge I can’t even comprehend, so my goal is to aid in education through images. That seems to be my lane.

“I love it too because from an educational standpoint, things like macro images can be such a great conversation starter. I love to show curious cannabis novices macro photos when they ask questions. It gives them something to look at while I nerd out at them, but also like I mentioned before, they’re so helpful as a visual aid when trying to grasp the basics of cannabis knowledge.”

As someone involved in Missouri’s cannabis market since its early days, Smith brings a unique perspective on the industry’s evolution and where Altered Focus can make the most significant impact.

“I think now that the rec market has been around for nearly two years, we are going to start seeing a very big increase in brand loyalty from consumers, especially casual consumers. People tend to get stuck in their habits, especially when it’s working out for them. One great way to shake them out of that habit and entertain the idea of switching up is giving them something pretty to eat with their eyes like I mentioned before.

“Obviously, saying that brands should use quality photo and video assets isn’t a groundbreaking idea, but it’s easier said than done for a lot of folks I’ve realized. Talking with others in the industry over the years, I realized that a lot of them had their own version of a similar problem when it came to content and media assets in general. They were either paying an insane amount for professional (at times and mediocre at other times) looking photos from larger agencies that were stale after a quarter but couldn’t afford to reshoot, so they have the same assets in their drive folder for years, or they had someone in their company that had a little light box and an iPhone and photo and video was just a part of a long list of other duties they had. Both usually led to an asset folder that never got updated and ultimately was unusable to dispo partners trying to advertise their products in-store or online.

“So, the goal with Altered Focus is to bridge that gap for the local brands in states like Missouri. Professional work at a rate that can realistically fit inside your budget to help your brand get a leg up in stores and online when patients and customers give your brand that initial eye test. I’m obviously not out here working for free, but using me over some other services for your brand is helpful for your bottom line because I am, for the most part, a one-person show. You’re not paying for a stylist or a retoucher or any of that in the day rate, so I can keep my pricing manageable for local brands and you can afford to update your images throughout the year to stay fresh and relevant. If someone wants to do a more elaborate shoot where that size of crew becomes necessary, then I have the resources to be able to make that happen, but it’s not going to be the jumping-off point when we have our initial call.”

Smith also sees the role of high-quality, creative content as vital in destigmatizing cannabis and integrating it into mainstream culture.

“I think that it gives legitimacy to the industry in the eyes of folks who maybe are unsure or on the fence about how they feel about cannabis. I think showcasing cannabis products in a way that is familiar to outsiders eases some of the hesitancy to accept it (whether they consume it or not!).

“Think of it like a baby. You have this spoon full of mushed-up peas, and you need this little one to eat these peas. That baby has been told by the government that peas are gross and bad for you. You know better than that, as you have been eating peas for quite some time now with no ill effects, and in fact, you think they might even be good for you! Well, the baby is like, ‘No, the government says it gives me popcorn lung,’ so what do you do? You tell them it’s an airplane. At first, they’re like, ‘No it’s not! And furthermore, those peas are stronger than they were in the ’60s!’ Okay, so you need a little bit of a visual aid, do ya kid? So now you’re making airplane noises and making the spoon fly all around and the baby gets this look like, ‘Holy shit, I think that’s an airplane!’ and all of a sudden the baby is eating peas.

“I think that showcasing brands with professional and well-produced content is a very powerful, kinda subliminal tool to help people feel comfortable with cannabis and make cannabis users feel more comfortable and accepted by the general public.”

When discussing his technical approach to photography, Smith emphasized the importance of storytelling through custom sets, lighting, and motion:

“Narrative in content is so important and for me my absolute favorite way to display narrative is movement. I love capturing splash, creating stop motion, using action or implied movement in still photos. All of that is so much fun, but also is so important to really get the point of the image across.

“I really enjoy the challenge of narrative in still images because all you have is the one frame to tell the story you want to tell or invoke the feeling you want to invoke. I have a photo I shot recently that I think really captures this. I recently shot a photo in a series for my portfolio that I wanted to be a series of shots that celebrated my own personal cannabis use, but I hadn’t planned to take this specific shot. It is a photo of the ashtray I have in my office on my desk. I was cleaning the office and noticed the pre-roll crutches in the ashtray had a fun sorta look to it, and I thought this really captures the spirit of this series I am working on. So I had a think about the shoot and really liked the red and yellow McDonald’s-looking colors on the green, and they fit with the other colors throughout the series. What I love about this photo is that it tells the story of my past month or so of work at the time from a very unique point of view. A look back on the time, but through the lens of joints smoked. You might see a bunch of crutches, but I see hours of hard work. There isn’t actually even any implied movement in this photo, but each crutch represents a series of movements of the joint to my lips.”

Collaboration has been a recurring theme in Smith’s career, and he approaches partnerships with cannabis brands with a commitment to mutual success.

“We’re all in this together, and I’ve noticed looking at our state and others that the brands that collaborate have the most staying power. I approach my partnerships with companies as just that—a partnership. I want them to succeed, and I want the things we make together to be a driving force in that success. I’m not just here to shoot, take your money, and bounce until you want more pics. I wanna know how things are performing! How are things up at the facility? I’m invested in these companies that work with me because they believed enough in me to invest in me.

“Really what I’m looking for in a potential client is someone who is looking for a solution to their ongoing digital media asset shortage through a close relationship with myself and my company. That relationship can obviously look a number of different ways, but the goal is to connect with companies that are looking to build a long-term relationship with a company they trust to help them succeed in this very competitive space.”

Navigating the complex regulatory environment of the cannabis industry is a challenge, and Smith is keenly aware of the need for compliance in the content he produces.

“My background does give me a unique lens that others might not have. I am probably a bit more versed in compliance than others providing similar services to me, so that is a positive for sure. It’s really just unfortunate that we are forced into such a small regulatory box, and for reasons that seem very far-fetched and unfounded.”

Looking ahead, Smith has ambitious goals for Altered Focus Studio over the next few years and plans to scale the business while maintaining his creative vision:

“I have a few goals for the next few years! I obviously want to continue to grow my client list and expand my portfolio and all of the boring yada yada about being a successful business, but creatively I would love to work with some more edible and beverage brands. No shade to the combustibles at all, I just haven’t had as much opportunity to work with brands carrying these products and would love to get more opportunities there.

“My other goal is to get the equipment to start shooting 10-20x macros and also macro videos. At the moment, I can shoot up to 2x, but I want the ability to have one trichome take up a whole frame!

“I also really want to get more involved in the community as Altered Focus. Like I’d love to set up a booth at some events and show off photos, maybe sell some prints if anyone is interested, and just hang and talk about pot with folks. I’ve got this idea too where I’d love to work with some local growers to give them some beautiful photos of their plants. I’m trying to figure out if I could set up like a portrait booth or something at an event. Chop your bud, bring it in and I’ll shoot a little portrait on a black background for you for like $20 or something. You know, like how headshot photographers will just set up for a few hours and people wait in line? Kinda like that.”

“What excites me most is that if I do this right, then I get to do something that I absolutely love for a living. Not that I didn’t like my jobs in cannabis before, but as I was sitting in meetings and talking strategy, I was always wondering in the back of my head, ‘When do I get to shoot again?’

“I also get excited about the amount of knowledge I’m about to get working with brands, going to facilities, and seeing how different folks operate. I’m so excited to get to see the industry from a wider perspective, and talk to the creative leaders in the space about their ideas, and then get to be a part of helping them to execute on those ideas.

“Expect a lot of fun if you’re following me. I’m starting to share the story of the studio on Instagram and LinkedIn. I like to be silly and have a good time, and my work reflects that (see levitating grav bong video). I have also realized that shooting alone very often also leads to some very funny things happening on set (like forgetting that I’m supposed to be the one hitting the dab to make the pearl spin and sprinting from one side of the table to the other without shaking the table or frame so I didn’t lose the shot), so I keep a camera rolling at all times now to capture those moments if they come. So it’ll be an entertaining follow and I’d love for you to join in on the journey. Finally, any cannabis brands out there thinking, ‘You know, I think we still have that photo of our bag just laying on a carpet in the folder of photos we share with dispensaries,’ hit me up!”