Ricky Shoebio is a visual storyteller and founder of the Know Your Dope agency. He got his start in journalism, working up to being an executive editor of a magazine and making important connections along the way. In 2018, he ventured into founding his agency and persevered through the pandemic, ultimately creating a successful business with household-name clients like Nike, Ferrari, Reebok, the WNBA, and many others.

Whether his team is shooting motion or stills for their commercial, editorial, or client work, lighting is the most essential ingredient that helps them achieve their creative objectives. And for this important role, they rely on Nanlite.

“Nanlite has become the cornerstone to our equipment load outs and kits. We've used so much of the line up for an array of things. From commercial to editorial, to documentary, to automotive and passion work. We literally couldn't support what we do without it,” says Ricky.

Like many creatives, Ricky first became aware of Nanlite from our popular PavoTube line of LED tube lights. “They were known to be the perfect solution for many unique spaces and lighting moments. So, I did my research and bought a few to elevate my lighting and try new techniques.”

When used in-frame, LED tube lights can create striking visuals, or they can blend into an environment posing as overhead or neon lighting. When used out of frame, these lights are often used as key and side lights, which can be ideal for illuminating the sleek lines of an automobile, or lighting subjects. Their built-in batteries and low weight make them easy to position, mount, and hold in your hands. They are at home in flashy fashion shoots and music video production, key areas for the KYD agency.

A big advantage of continuous LED lighting is that it’s much easier to switch between shooting stills and video, because both types of media can use the same lighting, which is not the case when using strobes.

This is Ricky Shoebio, photographed by Xiana Gutierrez

When asked if he ever shoots primarily with continuous LED lighting in his professional photoshoot work, Ricky answers, “Absolutely, I've found a unique balance of being able to get similar feels between my Continuous and my Strobe work. I've had countless Pro Shoots on Continuous and don't plan on stopping any time soon.

PavoTubes are a common first touchpoint for people using Nanlite, but from there they often branch out to our other fixtures. Getting to know the range of different lights we offer will influence how creatives like Ricky visualize and plan for their shoots in pre-production.

When asked if there are specific Nanlite lights that have changed his pre-production planning, Ricky answers, “…Many, but the panels may have had the most impact. For our team seeing the range prior to and being able to sculpt a specific mood and tone so accurately is crucial.”

With a broad range of clients and a varied number of services, from motion to stills, campaigns to documentary, the KYD agency covers lots of ground in different mediums. With the versatile continuous LED lights from Nanlite not being anchored to a specific type of work, we asked if his Nanlite gear comes in handy in the various types of work he does.

“I could never question if it does. The Nanlite gear we have allows us to think freely and explore other kinds of work we hadn't considered. Knowing you always have paint and a canvas will lead you to wonder and create more.”