We had the good fortune of connecting with Sergio Fernandez and we’ve shared our conversation below.

Hi Sergio, have there been any changes in how you think about work-life balance?
In terms of work-life balance, I adopt an approach I heard on an episode of The Chase Jarvis Live Podcast. They spoke about it as less of a balance and more of a flow. There will be times where the balance shifts and you’re pulled in one direction, but eventually, the balance will flow back to the other side. It’s important to not let our mind tell us we are inadequate if we don’t achieve the highest performance in all aspects of life, all at once. Recently, I’ve been working quite a bit. While it’s definitely strenuous, it’s also rewarding. Right now, I’m okay with the balance leaning heavily toward the work side, as I know it will eventually flow back the other way. I saw something on Instagram recently (though I don’t remember who said it), that said work-life balance is like juggling balls – some are rubber and some are glass. It’s okay to drop a rubber family-ball to make sure a glass work-ball doesn’t fall, and vice versa. Those two quotes illustrate it really well for me, and I hope for others! It’s not always my natural instinct to think like this, but I try to remind myself of it whenever I can.

Alright, so let’s move onto what keeps you busy professionally?
My work focuses on photography, videography, and, to a less advanced degree, motion graphics and VFX. Within this realm of visual creation, I typically focus on automotive, as well as action and adventure content. I’ve also done a few commercial projects with non-profits and startups, helping them to communicate and promote their messages. With a heavy interest in action sports and the outdoors, my long term focus is to work with athletes and brands in that niche. That journey has had its ups and downs but has led me to my current position working with prominent automotive brands like Lamborghini and Pagani. This is undoubtedly a major highlight in my career, as I’ve had the opportunity to shoot some of the most high-performance, luxury vehicles in the world. I see it as a step in the right direction, but, as I mentioned, my passion is for action and adventure in the outdoors. That being said, I do enjoy automotive work and hope to continue doing it in the future. As I try to constantly remind myself, it is crucial to enjoy, be grateful for, and make the most of where you currently stand, even if it’s not exactly where you’re trying to end up. While working towards lofty goals – in my case, working with brands like Red Bull, Patagonia, Specialized, and others – it’s absolutely essential to remain patient and enjoy the process of getting there. In the short-term, my focus is to help other small businesses and brands achieve greater success by providing them with unique, quality content.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Oh man… this is a great question. I think I’ve found a unique side of Miami (at least for those who don’t live here). Most people tend to associate Miami with clubs and beaches, yet I rarely do those things. One of my favorite things to do is catch the sunset on the west side of South Pointe Park. There is a slackline and acro-yoga community I’m a part of that regularly meets there multiple times per week (typically Wednesday and Sunday). Nothing beats those vibes with a view! Oleta River State Park and Virginia Key are two of my favorite places for outdoor activities. Both parks have MANY hours worth of mountain bike trails, paddle boarding and kayaking, and picnic areas for epic adventure days right in the city. I do consider myself to be an amateur taco connoisseur, and I’d say The Taco Stand and Taco Chido in Wynwood have the best tacos in town. Andiamo! Brick Oven Pizza on Biscayne also happens to be the best pizza I’ve had so far in Miami. I am open to suggestions though, so let me know what else is out there! As far as nightlife, all of the breweries in Wynwood are bound to be a good time. They typically have food trucks, but 1-800-Lucky is also a great food/bar combo, with Poke OG being my favorite option at the Asian food hall. Now that I write this, I realize that if I’m not doing some kind of outdoor activity at South Pointe Park, Virginia Key, or Oleta, I’m probably in Wynwood. I could give you an endless list of places to eat, but I think that sums it all up. Wynwood/Edgewater, South Beach, and Brickell – that’s where your time is best spent in the city of Miami!

Who else deserves some credit and recognition?
Social media has evolved to encompass a lot of negative aspects, however, that does not mean that it is all bad. Via Facebook and Instagram, I’ve joined groups like the “Miami Visuals Group” and “Black with No Cream,” both of which have served as networking and educational resources. Through the Miami Visuals Group I met a friend, Tomas Gual, who has helped me with brainstorming and executing countless photo and video shoots. Additionally, the creator community on YouTube has been a MAJOR resource for me. “YouTube University,” as some people call it, has provided me with the bulk of information and skills that have allowed me to progress as a photo and video creative. It’s actually really inspiring to think that pretty much ANYTHING you are interested in doing, you can learn to do on YouTube for free. It’s simply a matter of having the desire to research, watch, practice, and implement those learnings.

Website: www.serfermedia.com
Instagram: https://www.instagram.com/serfermedia/
Linkedin: https://www.linkedin.com/in/sergiofernandezgiraldo/
Youtube: https://www.youtube.com/user/sfg183

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