Meet Jonathan Lue

We recently connected with Jonathan Lue and have shared our conversation below.

Jonathan, we’ve been so fortunate to work with so many incredible folks and one common thread we have seen is that those who have built amazing lives for themselves are also often the folks who are most generous. Where do you think your generosity comes from?

I was working at a ski resort in Colorado in 2019, and decided to step into the creative field by buying a camera. I connected with a friend from the marketing department who led the resort’s photo and video content. I would often run to his office to ask questions and text him for advice. Over time, he generously shared his knowledge and even gave me free gear during a period when I had very little.

Reflecting on my journey, I realize I’m the product of the people who poured into me—offering advice, gear, and opportunities. It wasn’t just one person, but a collective of individuals who shaped where I am today. To me, generosity is about joyfully sharing what I want others to experience. I wouldn’t be here without the support of those who believed in me when I was uncertain and lacked a clear vision for myself.

Thanks, so before we move on maybe you can share a bit more about yourself?

My name is Jonathan Lue, and I’m a director and editor based in Portland, Oregon, with a focus on documentary filmmaking. At its core, my work is really about living life alongside others. The most fulfilling part of what I do is stepping into people’s worlds and crafting visual narratives that illuminate their journeys.

Life is full of challenging moments, and in those times, we naturally seek guidance. We yearn for stories of transformation, redemption, and hope because they serve as guiding lights to our own paths. Life isn’t a linear journey; there’s no definitive right or wrong way to navigate it. For me, the greatest joy comes from telling these stories, knowing they have the power to profoundly impact someone’s life.

Here’s a few project I’m dreaming about for 2025:

1. Every Little Thing – a narrative sports commercial that aims to be an inspiration to all athletes who are experiencing an injury with the message of, “If you want to achieve your big goals, you need to do the little things too.”
2. Midwest Bike Project – I’ve been dreaming of a project where I can Executive Produce & bring on a commercial director to lead the entire creative process. Plus, bikes are a big part of my heart & I want to visit that area in the creative world!

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

I wouldn’t be where I am today if my younger self hadn’t held onto a small glimpse of a dream—a vision to live more deeply—and the resilience to pursue it. From the beginning, I had a drive to tell bigger, bolder stories, but my skills and talent weren’t yet up to the challenge. So, I pushed myself into uncomfortable situations to build those storytelling abilities and technical skills. This journey was marked by a lot of trial and error, setbacks, and failures, but I’ve always held onto the belief that “nothing worth pursuing in life comes easily.” This quote resonates deeply with me.

If I were to grab coffee with someone early on in their career I would say, “It might be challenging, but the relationships you make are life’s little rewards. Your season might be tough, smooth sailing or straight hurting your hands. However, there’s people along side of you that are watching you grow, cheering you on & pushing you upwards a rocky path. It is easy to back track down the mountain, but wouldn’t it be more fun if you celebrated with those near you?”

How would you spend the next decade if you somehow knew that it was your last?

This summer, I found myself questioning whether to continue this career because of how challenging it’s been. I’ve faced countless dead ends and had to constantly carve out new paths. It’s been difficult, but I remind myself daily to keep showing up, because you never know when the next opportunity will come. One email, one coffee meeting, or one interaction can change everything. While I can’t control the future, I do have the power to take one step forward every day.

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