Public Relations & Social Marketing Insight

Ami Vitale has worked for famous publications like National Geographic, Time and Newsweek shooting some of the most beautiful, diverse and dangerous places in the world. As a highly experience professional, she has immersed her photography into numerous things, although rewarding and eye opening, she still finds it something of a challenge to describe herself. But to her, it’s not the label that she finds important, it’s the people and the stories and how she reveals them. She describes being in the Gaza during the Second Intifada where there was dozens of journalists shooting the same scene of violence. She only covered it because that was what her editors wanted her to cover. Then one day she was walking by this beautiful Palestinian wedding and thought to herself, “Why aren’t we showing these images too?” These are people just like you and me and this positive outlook on photography and shooting the happiness that the wedding radiated, it allows us to relate to these people and creates the understanding that they want the same things in life that we do. This moment really made her question her career path. Now on a story of the J Bar L, a 30,000-acre ranch just west of Yellowstone National Park in Montana’s Centennial Valley, Ami gets to be sustainable and progressive. The environment is still tough as nails but this gives her the opportunity to work on a quieter project closer to where she lives. She gets to know these people and discover their story as it unfolds over the years.