In the world of commercial photography, there is a massive difference between "capturing a space" and "telling its story."
Most photographers look for the light. Lance Snow looks for the narrative. As the founder of Rare Air Media, Lance didn’t start his career just taking stills. He began as an award-winning journalist and filmmaker — a background that defines the "Rare Air Standard." When you hire Lance, you aren’t just getting a photographer; you are getting a director who views every real estate media project through a cinematic lens.
1. The Journalist’s Eye: Finding the Truth
A journalist's job is to dig beneath the surface to find the "why." Lance applies this same rigor to his real estate social media photography. Before the shutter clicks, he is analyzing the subject:
What is the history of this property?
What is the legacy of this brand?
What is the one "truth" this image needs to convey?
This investigative approach ensures that every photo feels intentional. It’s the difference between a house that looks "nice" and a property that looks "essential."
2. Cinematic Storytelling in a Single Frame
In filmmaking, every shot is designed to move a story forward. Lance brings this "cinematic care" to Northern Colorado’s real estate and commercial markets.
The Hero Shot: He treats a property’s exterior like a movie’s opening wide shot — designed to establish mood and scale.
The Close-Up: He focuses on textures and details that evoke emotion, much like a director focuses on a character’s expression.
The Pacing: A collection of Lance’s photos feels like a storyboard, guiding the viewer through a logical, emotional journey.
3. More Than a Photo — It’s Intellectual Property
Because of his background in media and film, Lance understands that an image is a long-term asset. At Rare Air Media, we don't just provide files for real estate social media; we provide visual intellectual property. Whether he is documenting the legendary legacy of Michael Jordan or a luxury estate in the Front Range, Lance ensures the quality is high enough for a coffee-table book, a documentary, or a global marketing campaign.
The Rare Air Difference
The company was created with one standard in mind: Present every subject with the same care and narrative strength as a cinematic story. In Northern Colorado, many people can take a high-resolution photo. But only a filmmaker can make that photo speak. If your brand or property has a story worth telling, it deserves to be told by someone who spent his career mastering the art of the narrative.