Nearly 3 Million Views In A Month

Let me tell you what's strange about social media ... 

For the last couple of months, I've been deep in the planning stages for future projects. Writing, mapping, proposals - you name it. None of this is particularly engaging or visual enough to share when it's happening, but it's understandably a big part of the process. 

My socials have all been on a roll this year, but not because I've reinvented the wheel or made some massive change. Really, I've just been leaning hard into sharing more of what I'm enjoying in real time - thrift finds, local photo walks, vintage media wall additions, unreleased travel shoots, archival restorations, project throwbacks, VHS tapes, 35mm shoots, documentary references, old cinemas, etc, etc. And here's what's so strange about that ... 

Last month was an "administrative month" where I wasn't actively in the middle of something big happening. These are the all-too-common behind the scenes months. Yet, for the first time, the Editing Luke socials hit nearly 3 million views in a single 30 day stretch. This was without ads, without something going viral, or some new marketing scheme. 

In fact, my content last month was essentially anti-marketing in that I wasn't selling anyone anything at all. And yet, the reach resulted in more messages than ever and a 1000 follower bump on the Facebook page. Go figure. 

What's the takeaway? Stop trying so hard? I don't entirely know. But getting back to sharing what you're enjoying (with your audience in mind) is a lot more fun than regurgitating influencer tropes. I think it's important to remind ourselves why we're even doing a lot of what we're doing sometimes. 

In short, go be excited about your random interests and get back to sharing that stuff again. It's almost like people can tell when you're actually enjoying yourself lol.

Hiking to the Hollywood Sign in Griffith Park

Despite no clear way to get there, despite it being fenced off, despite a week of rain and mudslide warnings closing most of the legitimate trails - hiking to the lookout above the Hollywood Sign in Los Angeles, California was a bucket list experience worth ruining a pair of shoes over.

I began my hike at the Griffith Observatory, itself a popular and iconic destination with sweeping views of the city and some amazing astronomical exhibits to explore. From the observatory, I followed the Charlie Turner Trailhead, which winds its way into Griffith Park, one of the largest urban parks in North America. The trail is well-maintained and offers a gradual incline, making it accessible for most skill levels.

As you ascend, the path reveals stunning vistas of downtown Los Angeles, the Pacific Ocean (on clear days), and, of course, the Hollywood Sign looming larger with every step. Along the way, you'll pass native chaparral plants, rugged hillsides, and may even spot wildlife like hawks, coyotes, or lizards. It really is amazing to wander through this massive natural area in the middle of this sprawling city. The landscape is incredible.

From here, the previous week's rainfall had made going off trail the only real option forward. The full round-trip hike from the observatory to behind the Hollywood Sign via Mt. Hollywood and Mt. Lee is about 6 to 7 miles and takes roughly 2.5 to 3 hours, depending on your pace and the exact route you choose. At the summit behind the sign, hikers are rewarded with a breathtaking view of the 45-foot-tall letters and a panoramic scene of Los Angeles stretching in every direction.

It's best to start early to avoid the midday heat, and bring plenty of water, sunscreen, and comfortable shoes. Whether you're a local or a visitor, this hike blends urban exploration with outdoor adventure, and you won't find a more iconic view in L.A.

A High School, A Book & A Decade

This shoot just turned 10 years old. 

Back in 2015, I was invited back to my former high school to explore and photograph. Medicine Hat High School would soon be undergoing a modernization upgrade that would see a significant part of the old high school demolished. 

This was one of those projects that I took on out of my own curiosity and connection to the place, but the shoot turned lucrative when it became the basis for my photo book, "MHHS As It Was" in 2017. Not only did we sell over 1000 copies in pre-sale that year, but I was then hired to shoot the architectural images of the modernized high school in 2018. 

It just goes to show that some of those "free" shoots can pay dividends if you see the potential in owning the work in the long term. It also has me thinking I'm overdue to give that photo book thing another crack at some point lol. 

Good memories.

Photographing the Rise Up Hot Air Balloon Festival

Over this past weekend I had the pleasure of utilizing my media pass and photographing the Rise Up Hot Air Balloon Festival in Medicine Hat, Alberta for the 4th year in a row. Featuring a variety of launches, flights, glows, and a handful of custom "googly eyed" memes, my content this year reached over 300K people on the Editing Luke socials in just the first 4 days of the festival. 

The Rise Up Hot Air Balloon Festival is a vibrant, free, and family-friendly event held annually in Medicine Hat, Alberta. Launched by Willy and Cindy Taillon in collaboration with the nonprofit Our Collective Journey, the festival aims to uplift spirits and promote mental wellness through the awe-inspiring spectacle of hot air balloons soaring over the city.

Scheduled on May 22–25, 2025, the festival featured nearly 30 balloons from around North America and involved morning and evening flights, weather permitting. A highlight was the mesmerizing Balloon Glow event at Kin Coulee Park on the Friday night, where tethered balloons illuminated the night sky creating a magical experience for the attendees.