Today we’d like to introduce you to Natalie Cass.
Natalie , we appreciate you taking the time to share your story with us today. Where does your story begin?
I’ve basically had a camera in my hand since childhood. My dad kept stacks of National Geographic magazines around, and those images of faraway places fascinated me. One day, I decided: *That’s what I’m going to do.* He had a fancy camera, and I’d rope my friends into silly photoshoots. The spark was there early—but the path? Far from simple.
In college, I went the “practical” route: sociology and finance. My first job was as a mortgage broker. But everything shifted when my dad passed away when I was 21. Going through his belongings, I saw how a tough career in engineering drained him and cut his life short. That moment changed everything. I didn’t want to spend my life doing something that made me miserable, so I enrolled in Hallmark Institute of Photography, a (now closed) trade school, where I immersed myself 40 hours a week in learning the craft.
The catch? They taught me how to take photos, not how to run a business. After school, I jumped from family portrait studios to assisting commercial photographers, waiting tables, and hustling to stay afloat. Some weeks I wondered why I kept going—earning \$15/hour and barely covering rent. But I’d already invested $100,000 in school and equipment, and I wasn’t about to quit.
I photographed 150 weddings in a single year, shot full sorority and fraternity houses across Texas, and hauled gear for commercial photographers. I bootstrapped my way through it. It took five years before I started seeing real profit.
The turning point? Reading *Book Yourself Solid* and hiring an SEO specialist. That changed everything. I went from making \$30,000 to \$100,000 within a year. My business—Score Headshots—took off in Austin’s tech scene, and from there I kept building. Now I operate multiple brands: Cass Studios (my core production company), Score Headshots, The Trolley Studio (an event space), and The Drone Woman (drone videography).
One fun twist: a friend’s boyfriend hired me to photograph an ATM manufacturing plant. That opened the door to industrial work, where I now shoot for global giants like Exxon, Shell, Bayer, and Siemens. I’ve worked in oil and gas, biotechnology, green hydrogen, gold mining—you name it. (And yes, photographing ATMs got the police called on me more than once!)
I’ve also worked on more than 50 movies, TV shows, and reality shows for Disney, NBC, Bravo, Hulu—you name it. The celebrity work is great for the résumé, but honestly? Set photography can feel like a grind. You’re juggling production, talent, managers, and stylists just to get a shot. I prefer the authenticity of working in real industries with real people.
Along the way, I’ve invested heavily in my own training—not just in photography and filmmaking, but in storytelling, branding, sales, website building, body language, and public speaking. I’m a certified Neurolinguistic Practitioner, Hypnotist, OSHA certified, FAA drone pilot, and more. After completing the Goldman Sachs 10,000 Small Businesses program, I looked back and thought: *I can’t believe I’ve run a business for 20 years—and now, I’m just getting started.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Smooth? Definitely not. Being a professional artist is like climbing a mountain blindfolded while carrying a heavy pack. I’m proud—and a little amazed—that I’ve built a real business out of it. You need grit, curiosity, and a constant willingness to learn. There’s no “cruise control” in this career; you have to keep growing and adapting.
And with consumer tech and now AI? Sure, people wonder if creative jobs are at risk. But AI is just another tool—it speeds up the technical side, but creativity and human connection? That’s still where the magic happens.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
At my core, I’m a visual translator—I take complex stories, industries, and people and turn them into images and films that connect, persuade, and inspire. I specialize in industrial photography, corporate headshots, aerial drone cinematography, and multimedia storytelling for companies that want to stand out in a crowded market.
Through my brands—Cass Studios, Score Headshots, The Trolley Studio, and The Drone Woman—I serve a wide range of clients, from Fortune 500 giants like Exxon, Bayer, and Disney, to small businesses, startups, and professionals building their personal brand.
What sets my work apart is the combination of artistry, strategy, and empathy. I don’t just show up with a camera—I come in as a creative partner. Whether it’s capturing the innovation behind a biotech facility, filming a documentary-style brand video, or coaching a nervous executive through a headshot session, I bring storytelling, psychology, and precision to every frame.
I’m most proud of the relationships I’ve built and the industries I’ve stepped into—especially those that are often invisible or unglamorous. There’s a quiet dignity in photographing people who work in hard hats and lab coats, and I love giving them the same level of production and storytelling usually reserved for Hollywood or high fashion.
I’ve built this business over two decades through pure grit, experimentation, and continuous learning. Every shoot is a new opportunity to grow, adapt, and connect with a different facet of the human experience—and that’s what keeps me inspired.
Do you have any advice for those just starting out?
My biggest advice? Learn the business side early. You can be an average artist with great business skills and do well—but even the best artist will struggle if they don’t know how to run a business. Create multiple streams of income. The early days are full of passion and excitement, but passion alone doesn’t pay the bills. You have to be obsessed with developing your craft *and* mastering the business: marketing, pricing, website building, staying ahead of market trends.
Find mentors, model what works, and remember—other photographers aren’t your competition. The real challenge is staying relevant in a fast-changing world.
Contact Info:
- Website: https://www.saltlakeheadshot.photos
- Instagram: https://www.instagram.com/score_headshots_official/
- Facebook: https://www.facebook.com/scoreheadshotssaltlake/
- LinkedIn: https://www.linkedin.com/in/cassstudios/
