PASSION

IS KEY
Design
Advertising
Photography
PHOTOGRAPHY
DESIGN
ADVERTISING
C
O
N
T
E
N
T
04
09
14
TOR
EDI
Welcome to the magazine of Devin
Bush! A lot of hard work, sweat
and dedication have gone into this
magazine this past semester.
The purpose of this magazine is to
showcase all of my skills and talents
that I have acquired at Brigham Young
University Idaho. My skill set and
portfolio has become extremely
diverse during my time in college.
The skills shown in this magazine are
design, photography and advertising
by way of my time at Soapbox Agency.
All of the content including, but not
limited to, photography, articles and
design work are original works that
I have painstakingly created to make
this magazine the best quality possible.
I have had a lot of fun in school,
learning about the different passions I
have and how I can apply them in the
workplace. This has been an extremely
valuable experience for me and I know
that all of these skills shown within
this magazine would not be as polished
or even possible without the help of
some amazing professors who took
the time out of their busy schedule to
mold me into the person I am today.
Have fun looking through this
magazine. I hope you enjoy it!
-Devin Bush
P
hotography is an expression of
individualism and creativity. From
professionals to novices, photography
has been enrapturing audiences since the
creation of the camera in 1837. It allows
anyone to capture the moments in life,
moments worth remembering.
Photography is a relatively new passion of
mine. Sure, I had taken pictures while on
vacation, at the park, or at school, but never
did I consider myself a real photographer.
I didnt understand composition, the rule of
thirds, or patience before this past January;
I wasnt a photographer.
Enrolling myself in a basic intro to
photography course, I set out merely to
fulfill a degree requirement. I did not realize
this choice would lead me to discover
a talent and passion that I never knew
existed. Photography became my outlet. It
became my world. I was utterly obsessed
with unlocking all the subtle nuances this
Canon had to offer. In the beginning it
was daunting, terrifying even. My first
P
H
O
T
O
G
R
A
P
H
Y
There are always two people in every
picture: the photographer and the
viewer. - Ansel Adams.
Passion is key 4
IVE NEVER SEEN
A WORLD LIKE
THIS BEFORE
class session was filled with so much
technical jargon that I considered
leaving and never coming back. It was
only through the encouragement of a
friend that I stayed. That was the day
my creativity expanded threefold.
Like a sponge, I soaked up every drop
of information and knowledge that I
could. My appetite for this newfound
outlet was insatiable! Eventually, class
time instruction was not enough: I
had to go elsewhere to satisfy my
hunger. Four months have passed,
four months of extreme stress, tight
deadlines, coordinating models and
shoots, constant anxiety, photo shoot
after photo shoot, and I wouldnt
trade a single second away.
I learned all about my camera. It
became an extension of my body, my
very soul. My camera had enabled me
to see the world as it is and how it
can be. With perspective shifts here
and there I could create anything.
Im not limited to what I can capture
- children playing in a park, a pick-
up game of touch football, students
walking around campus, leaves falling
from the trees; everything is mine
for the taking. I have spent entire
weekends walking around a barren
winter town and found beauty in rust,
feathers, and sweat. Ive never seen
the world like this before. I can see
the whole picture now. My vision,
expanded; my aperture, wider.
These moments captured by this $600
piece of technology are, in my mind,
absolutely priceless. The moments
themselves were not terribly special
but the moment of self-actualization
is what I hold precious.
Each time I look back at previous
work, I am gazing into the eyes of
my past self; I can see how far I have
come. Each time I look through my
first pieces I laugh and reminisce
to the time I thought so little of my
skills and abilities. Why did I ever
discount myself? Why did it take the
encouragement of a friend to unlock
this potential in me? What would
have happened had she not spoken a
kind and gentle word? My life would
be different. My life would be a little
less bright.
Photography has so many facets and
disciplines that it is easy to get lost in
all the different options. In this way,
photography is much like life: there
are many roads and paths to take, and
each has its own rewards.
I want to learn everything that I can,
though, I dont want to be that person
who has a specialty, I want it all!
Every week I challenge myself to learn
something new: macro, landscape,
abstract, unusual perspective and
more.

passion is key 5
I will never be a famous photographer
like Ansel Adams, but thats okay. I have
nurtured a passion in me that wont be
leaving anytime soon. I have learned to
embrace the unknown and take risks, and
it has been absolutely invaluable to my
growth as a creative human being. Capture
every moment because you never know if
you will forget - or regret - that moment.
There is a subtle spark in her eye as she
speaks, an energy behind her words.
Determination and passion are clearly
evident. Caryn Esplin, professor of visual
media and photography at Brigham Young
University Idaho, talks about her take on
what photography is and what it means to
her.
Photography is telling a story with your
camera, Esplin begins. We were at Red
Square in Moscow when [the sunset]
started and this color just spread across the
entire sky and then everything around us
was bathed in this salmon-colored light,
she elaborates. The lighting became
almost magical.
She pauses, looks up and then points across
the room towards a picture that was taken
during this mystical day. The picture is
beautiful. The lighting is indeed magical
and all of the buildings within the Red
Square seem to glow.
I am able to remember that now because
I took that picture. I can recreate that
memory and share it with others. She
explains the worth of photography and
how society severely undervalues the field.
A particular frustration of Esplins in
this field is that photographers are a
dime a dozen. I think photography is
important but it is devalued. This is due
to the over-saturation of self-proclaimed
photographers, since everyone seems to
have a camera these days. Because of this,
photography tends to go unappreciated and
they dont consider it a craft or an art,
explains Esplin.
In an almost reverent fervor she continues
to express more of her frustrations
within the realm of photography. Various
organizations tend to lump photography
into a bunch of other skills and
often ask for photography for
free. Upset with this unnerving
occurrence, she says, I am
teaching my students to make a
career out of [photography]. They
dont ask graphic designers to give
away all of their work for free.
Even though there are these
grievances that come with
photography, she deals with
it. Why? I do [photography]
because I love it, she says.
Photography holds a very special
place in Caryn Esplins heart. You
can feel the passion emanating
from her each times she picks
up a camera or even discusses
the subject. To me photography
speaks much more than one
thousand words. It expresses a
feeling. Its not just words. You
can live it again, says Esplin. And
she does, each and every day as
she passes on her passion to her
students.
Without the stellar professor
Caryn Esplin and her style,
know-how, and genuine love for
teaching photography, I would not
be where I am today. Thank you
to Lindsey Trujillo for being the
friend that cares and for the words
of encouragement that helped me
stick with a thrilling and exciting
new passion.
Passion is key 6
Please dont hint that youre capable of lies
I dread the thought of our very rst kiss
A target that Im probably gonna miss
To me photography speaks much more than
1000 words. It expresses a feeling. Its not just
words. You can live it again.
passion is key 7
Speedlight Ideal for the mobile photographer
The speed light allows you to create your own point of light. These speed lights
can be set onto a tripod for stationary photo shoots or can even be attached
directly to your camera to produce a more powerful light source than your
built-in fill flash. It is a must-have for any budding photographer because of
its versatility.
This particular model has a swivel head that allows you to more easily control
your lights direction, providing diverse, custom lighting options. Once set on
a tripod, the speed light can be triggered via remote or your cameras fill flash,
when set on slave mode. This models pivot head also has a miniature diffuser
attachment.
Yongnuo Flash Speedlite, $70-$90
Camera Bag Great for photographers who need to carry a lot of gear
A good bag is important for every type of photographer because it protects
your equipment and keeps it all in one convenient location when traveling
or simply storing it at home. There are many different styles of bag on the
market, but one particular style that really gets the job done is the backpack
model. Backpacks are easy to carry and are compartmentalized for multiple
lenses, speed lights, and extra batteries. These bags come in many different
sizes with all kinds of compartment arrangements to carry your gear.
This little guy is great for the mobile photographer who doesnt need a lot of
gear but wants to make sure they have all the options they can.
AmazonBasics Backpack, $30
Extra Lens Extra lenses for special activities
Lenses vary in price because they vary in specialties. Telephoto lenses are
used to zoom in really close to capture something in the distance. There are
multi-purpose lenses that allow the photographer to go from one situation to
another without having to worry about changing a lens. One lens that is great
to have for your second or third lens is a 50mm or a nifty 50 as some call it. It
is a fixed length lens that allows the aperture to be set much higher, allowing
more light in.
This lens is great for portraits because it doesnt have any facial skewing or
disproportion. The only downside is that there is no zoom so you will need to
get closer and farther away from your subject to get the shot just right. This
50mm lens is great for portraits because of the fixed mirror and low aperture
settings.
Canon 50mm f/1.8 $120
Tripod Essential for the pro and novice alike
Other than the camera itself, the tripod is one of the most fundamental things
all photographers must have. The tripod allows you to keep your camera
incredibly solid and steady to get the picture just right. The tripod is nice
because you can attach your camera to it and then, using a radio frequency
remote, can trigger the camera without actually being behind it. The tripod
also allows you to set your shutter speed slower without any distortion. This
can enable you to capture some awesome effects like the starry sky, soft
running water, and dramatic taillights of a car zooming by. Overall, tripods are
absolutely necessary because of the versatility they offer. Not all tripods are
created equal and this one is no exception. This tripod feature a locking pistol
grip to let you customize the position of your camera.
$45 Sunpak 6200
Passion is key 8
reativity seems to be a sensitive
subject these days. Many people
doubt their creativity because they
base that creative standard on art.
While artists are known for their
creativity and must be creative,
it is only one facet that creativity
has to offer. One can be creative in
anything from people management
to photography to comedy - and in
this case, design.
Creativity is the lifeblood that fuels
our existence. It persists in every
action of every person every day and
enables us to be unique from one
another; its what makes us special.
Albert Einstein once said that
imagination is everything. It is the
preview of lifes coming attractions.
Imagination is an important tool
of creativity, one that allows us to
express ourselves through many
different mediums.
Graphic design was always in the
back of my mind as something that
could be fun but for some reason I
never breathed life into the idea. I
have always been fairly creative
in traditional settings - using my
creativity as extra flavor in school
assignments - but I never capitalized
on that talent. This talent, this drive
lay dormant in me for a number of
years but when I came here to BYU
Idaho, the fire was ignited.
There was something different
here. I ached to create. I needed
to make something, bring it to
life. I started exploring ways to
satisfy my hunger and found the
Communication department: the
pinnacle of creativity and creation. I
could do anything and go anywhere.
I could create posters, online
content, videos, public speeches and
presentations - the possibilities were
endless! I wanted to find something
that I truly loved. You know what? I
found it! And it came in the guise of
graphic design.
Design was increasingly intriguing
the more time I spent with it, and
quite honestly, a lot of fun. Every
upper-division class that I registered
for required some type of design.
Public relations and advertising
campaigns, photography, website
design: All of these required me to
have a certain level of skill within
the design world in order to make
myself stand out. I was already
designing things constantly, so when
the realization of making design my
minor came to me it was a perfect fit.
Illustrator, Photoshop, InDesign,
After Effects, Dreamweaver - I
wanted to learn them all. I had a very
basic understanding of the Adobe
Creative Suite but I was not
C
Creativity is the
lifeblood that fuels our
existence.
passion is key 9
DESIGN
satisfied with my work or my abilities.
Now I willingly select classes that
are specifically design and creation
heavy to give my mind an outlet for
my creativity and improve my skills
with the graphic design programs.
Ultimately it all boiled down to one
thing: passion. Like photography,
graphic design wasnt always
something that I wanted to do; I
grew into it. I learned to love it and
developed a drive to become better.
There were nights where I went to
bed at four in the morning working
on increasing my abilities, even
though I had to wake up by eight to
get ready in the morning.
Those late nights and early mornings
have been extremely useful and
quite honestly, defining. I have
never once regretted staying up late
because I was doing something that I
was passionate about. Passion is one
of those traits that is earned through
hard work, sweat and tears.
Passion can be difficult to acquire,
but it can be the difference between
success or failure. Finding people
passionate about a particular topic
is one of the hardest things teachers
and professors face when working
with students.
Eric Lybbert, professor of graphic
design and programming at Brigham
Young University Idaho, explained
one of the biggest frustrations he
faces on a daily basis while teaching.
Some students go through college
just to get a degree. They dont really
care, explained Lybbert. Making
students care about homework, class
assignments, and group projects is
especially difficult when students
do not care about the subject matter
to begin with. Lybbert went on to
say that he is trying to [help] them
understand that they really need to
have a passion for [graphic design]
before they can succeed.
But for all the stresses and daily woes
of trying to teach students, Lybbert
ultimately finds teaching extremely
rewarding and successful, because it
allows him to work directly with the
students as he continues to create.
I have always enjoyed building
with my hands because I am really a
hands-on person, said Lybbert.
He began designing during his
high school years, where he took
a few design courses at a technical
college. It was really fun, explained
Lybbert. That high school class is
where he got his start designing, and
he has never looked back.
Passion is key 10
DESIGN
To design something is to not only make it look
good but also to make it both functional and it
allows you to get across a message, he explained.
But when you are color-blind like Lybbert,
designing can prove to be extra challenging. I
have to [constantly] check with other people
and it is kind of a handicap, he said.
Despite being color blind, Lybbert keeps
designing anyway. Why? Because he has passion
for design; it is something that is constantly on
his mind each and every day.
Designing is just part of his life and when
[he goes] home every night [he] designs or
programs. Its after countless hours of practice,
its when you can still say, you WANT to be
doing [graphic design], that you know your
passion has matured.
Developing a passion for something like
graphic design may be tough but will always
be rewarding. Like anything in life, it takes
practice in order to become skilled, and it takes
dedication to find happiness in your passion,
and isnt happiness the true measure of success?
passion is key 11
Passion is key 12
passion is key 13
I have always been a people person. When
I changed my major to communication, it
was a natural fit. The biggest problem that
I faced was trying to decide which facet
of communication best suited me. Im
talented in many areas which fall under the
communication umbrella, but one aspect of
this major really called to me: advertising.
Advertising became a great interest of mine
ever since I started working at Soapbox
Agency. Rather than relying solely on my
education experience, I had the opportunity
to work in an actual agency as part of my
education. I gained applicable experience
working with actual clients and dealing with
real-world scenarios. I worked with extremely
talented and passionate individuals who
ignited my passion with theirs.
Passion is the key to being successful and
there was no shortage of it at Soapbox. When
my coworkers werent actively working on
job-related tasks, they were staying busy
with personal projects, doing something they
loved, something they had a passion for even
off the clock. This passion circled back into
the workplace, and that infectious attitude fed
my own excitement.
At Soapbox I worked in the organizational side
of the agency. I was responsible for managing
employees and the management of particular
projects. This was my calling. Soapbox
became my home away from home. I loved
working in the advertising business and my
passion grew.
I developed a sense of pride in my work -
something quite new and unfamiliar to me
as my normal attitude in high school was to
just do the bare minimum to get by. I was so
engaged that I actually wanted to talk about
my work with my family and friends.
I
Passion is key 14
I lost myself in it because of this pride,
and once I became lost in my work,
time didnt seem to matter anymore.
I enjoyed everything about the
advertising world, from client
interaction, to production, to final
delivery. Every day I woke up I was
excited to work, excited to share my
endeavors. I developed a love for
advertising, something that I had once
taken for granted or simply ignored.
I started to pay attention to the
advertisements all around me -
commercials and posters, billboards
and magazines - and see if they were
effective or ineffective. I took notes on
what I liked and what I didnt like so
that I could contribute new ideas and
fresh perspectives in the advertising
world. I wanted to participate in
this ever-changing game called
advertising, and that meant I had to
pay more attention than before and
become actively engaged in it.
The advertising industry is very
different from others; it is influenced
by many different factors, but the
economy has the heaviest influence.
The evolutionary nature of advertising
required me to move along with
the current. Evolution became part
of the job. Throughout my time at
Soapbox and during the course of my
education I was expected to adapt
and persevere, like when my duties
were very narrow but expectations I
had to meet were very broad. Like the
industry itself, I had to learn how to
change when needed.
Adapting to every situation was
difficult at first, almost frightening at
times. I tried to stick to the book and
do what I had been told, but it was not
enough - it was never enough - until
I let myself go beyond the bounds of
instruction that only led to mediocrity
and I strived for excellence instead.
So in addition to having a passion for
it, I learned I had to evolve to have
success in advertising.
Now, excellence is no longer a goal.
It is a standard by which I live.
Adapting is now second nature to me
and my passion is still burning, all
because I did something that I was
uncomfortable with, which led to
personal growth.
I developed a sense of pride in
my work, something quite new
and unfamiliar to me.
passion is key 15
TISING ADVER
Passion is key 16
Advertising is fickle and even unstable
at times, but that is what attracted
me to it in the first place. A spark of
excitement, fanned with the winds of
mutual interest, eventually became a
passion, my passion for advertising.
passion is key 17
EVOLUTION:
KEY TO YOUR
SURVIVAL
hroughout the entire
c o m m u n i c a t i o n
department at Brigham
Young University Idaho,
passion is personified.
Highly trained,
passionate professionals
with specialties
anywhere from visual
communications to
broadcast journalism
teach every section of
the department.

The advertising
department is no
exception to this. Jeffrey
Hochstrasser, PhD and
professor at BYU Idaho,
teaches advertising.
With over 29 years of
advertising, radio and
marketing experience,
Hochstrasser teaches
students with first-hand
real-world experience.

I was in radio for about
five years and then got a
masters degree It was
always my intention [to
teach], Hochstrasser
says. He passes on his
knowledge of marketing
and advertising to
students with his same
passion.

You have to have
passion, you have to
have drive. I love helping
businesses become
successful and it gets
to a point where it isnt
even about the money,
says Hochstrasser. Its all
about doing something
you love. In the end,
money can come and go
but your time invested
in a project or career
is something that you
can never get back. You
might as well enjoy it!

Hochstrasser assures
his students that it
doesnt mean there
arent difficult days, days
where there is constant
struggle. This is the
nature of the advertising
industry. If you want
stability then this is the
wrong industry for you,
and it is this instability
that makes this particular
industry very unique.

Advertising is fickle
because so much of the
outside world influences
it. I dont care what
size agency you are, you
will be affected by the
economy. You are kind
of at the mercy of the
economy, he explains.
Things are constantly
changing, for good or for
ill, but its what makes
the advertising industry
a fun and exciting place.

These constant changes,
these evolutionary
challenges also carry
over to the teaching
side of Hochstrassers
career. Keeping current
is one of the biggest
challenges [I] face, says
Hochstrasser. I have a
lot of smart briefs that I
T
Passion is key 18
read just to keep up with the
trends and whats happening.

While evolution plays a huge
role within advertising, it also
impacts the communication
field as a whole. Hochstrasser
started his communication
career in radio and stayed
with that for several years.
After earning his masters
degree, Hochstrasser went
from radio to a marketing
manager position with a
publication company. He was
malleable and willing to adapt,
a quality that is highly sought
after in any organization.
Adaptability is a trait that is
earned through years of hard
work and determination.
Passion is the only quality
that can make adaptability
any easier. With each industry
there are certain aspects that
are more exciting than others,
and for Hochstrasser that was
the creative end of his job
with his advertising agency.
Even though I kept myself as
the creative director, a lot of
what I was doing was signing
checks, interviewing The
administrative kind of things
definitely are not as fun as the
creative.
Yet there are tasks in any job
that must be done, even when
they are not as enjoyable,
and Hochstrasser instills this
principle of work into his
students. He gives practical
knowledge to his classes and
allows people to get a glimpse
of the ever-changing industry
of advertising.
You have to have passion, you
have to have drive. I love helping
businesses become successful...
and it gets to a point where it
isnt even about the money.
passion is key 19