The Art of Being Seen: How an Introvert Survives the Lens (and Why You Need a "Coco")

Behind the scenes :)

There is a specific kind of anxiety that is reserved for introverted founders.

It is the day of the photoshoot.

We are told that we need to be the "face" of the brand. We are told we need press assets. We are told to look powerful, approachable, innovative, and relaxed, all at the same time.

For someone who prefers the quiet strategy of the war room to the spotlight of the stage, a camera lens can feel like a weapon. It feels performative. You freeze. You wonder what to do with your hands. You worry that the "imposter syndrome" is going to show up on the film.

But recently, my co-founder Camille and I shot our upcoming press photos, and for the first time, I didn't feel that panic.

That is entirely because of the man behind the camera: Cowan "Coco" Whitfield.

Can't wait to share the final images. They’re SICK.

The Aussie Connection

If you know Camille, you know the power of the Australian spirit. It is warm, it is blunt, and it is hilarious.

Cowan is Camille’s "Aussie Bestie." When you walk onto a set and the photographer is cracking jokes with your co-founder in a shared shorthand of Australian slang, the temperature in the room changes.

You stop feeling like a subject to be scrutinized. You start feeling like you are just hanging out with friends.

But do not let the laid-back Aussie vibe fool you. Cowan is a heavyweight.

The Documentary of Soul

Cowan has been based in NYC since 2013, and his pedigree is intimidating. He cut his teeth working under the celebrity photographer Mark Seliger in the West Village.

That training shows. You can see it in the lighting. You can see it in the composition.

He has produced for F1. He has shot for the Human Rights Foundation. He has worked the red carpet at Cannes. He knows how to capture "contemporary icons" with an intimacy that makes them look human, not just famous.

This is the secret for introverts.

Most photographers try to force you into a pose. They try to mold you into a CEO archetype.

Cowan does the opposite. His style is "high-contrast documentary." He doesn't try to fix you. He just observes you. He waits for the micro-second where you forget the camera is there.

He catches the laugh between the takes. He catches the look of determination when you are talking about your product. He captures the soul, not the posture.

From the Underground to the Boardroom

What makes Coco truly special is his range.

He is currently working on his first book, 1 am Tuesday. It is a raw illustration of the queer underground nightlife of Manhattan and Brooklyn. This work is so culturally significant that it was exhibited across 3,500 billboards during Pride.

His work was recently featured alongside Michael Halsband, the legend who documented Andy Warhol and Jean-Michel Basquiat.

Why does this matter for a founder photoshoot?

Because you don't want a corporate photographer. Corporate photographers take boring photos. You want an artist. You want someone who understands the grit of the underground and the polish of the high-fashion world.

You want someone who can look at two female founders and see the edge, the history, and the power dynamic, not just "two girls in blazers."

The "Coco" Effect

For any introverts reading this who are dreading their next press shoot, here is my advice.

1. Stop Posing. The camera eats "fake" for breakfast. If you are uncomfortable, it shows. The goal is not to look perfect. It is to look present.

2. Hire Someone You Trust. If you are intimidated by your photographer, the photos will look cold. You need a "Coco." You need someone who brings philanthropic heart (he is currently building an agency for NGOs) and genuine kindness to the set.

3. Lean on Your Partner. Having Camille there wasn't just about getting a group shot. It was an anchor. When you have a co-founder you trust, and a photographer who understands that bond, the magic happens in the interaction between the two of you.

We got the shots. They are impeccable. They are high-contrast, moody, and sharp.

But more importantly, they actually look like us.

Thank you, Coco.