An Inspired Chat with Natalie Cass of Salt Lake City

We recently had the chance to connect with Natalie Cass and have shared our conversation below.

Good morning Natalie, it’s such a great way to kick off the day – I think our readers will love hearing your stories, experiences and about how you think about life and work. Let’s jump right in? What do you think is misunderstood about your business? 
What’s Misunderstood About My Business

One of the most common questions I get when I tell people I’m a professional artist is, *“Is that all you do?”* or *“Do you take pictures of weddings and families?”* The reality is far from a hobby or a side gig. I work on branding at an international level for billion- and trillion-dollar corporations in industries like entertainment, tech, biotech, energy, oil and gas, AI, industrial manufacturing, and beyond.

The perception is often that my career is glamorous, but behind the curtain it’s an uphill marathon. I’m competing against consumer devices, entry-level hobbyists, and now AI tools that flood the market and undervalue the craft. In truth, sustaining this career requires 50–100 hour work weeks, operating across ten time zones, and continuously investing in both business training and technical mastery. It’s troubleshooting a symphony of hundreds of cameras, drones, software platforms, and AI integrations while keeping projects on time, on brand, and aligned with business outcomes.

The biggest misconception about being a filmmaker, photographer, and drone pilot is that the job is just *“showing up with a camera and pressing record.”* Every project begins long before the shoot—pre-production planning, storyboarding, compliance with safety and drone regulations, and deep research into the client’s industry. I analyze their audience, their competitors, and their industry leaders to identify buying triggers and differentiation points. The goal is not just to take “pretty pictures,” but to translate a company’s essence and value proposition into a visual language that breaks through the noise and connects with their audience.

Drone work in particular is widely misunderstood. Far from being a “toy” or a gimmick, it is highly regulated, requiring certification, navigation of complex airspace laws, safety protocols, and specialized technical expertise. For the industries I serve, drones are not just about creating stunning visuals—they are tools for inspections, efficiency, and storytelling that deliver measurable business value.

At the core, people also underestimate how personal this work is. Whether I’m filming a CEO, photographing a leadership team, or capturing a facility from the air, the objective is always to build trust and reveal authenticity. It’s not just a service; it’s a collaboration designed to move markets, inspire confidence, and elevate brands.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Natalie Cass, the founder of Cass Studios, and for the past two decades I’ve worked as a filmmaker, photographer, and drone pilot helping organizations tell their stories in ways that cut through the noise. My work lives at the crossroads of art, technology, and strategy—where visual storytelling becomes a business tool. Whether it’s film, photography, or aerial content, my focus is on translating complex ideas, cultures, and innovations into visuals that resonate with audiences and inspire action.
Over the years, I built Cass Studios from the ground up, combining my love of art with a highly technical approach. From mastering drones and new filmmaking technologies to studying branding psychology and business strategy, my roots are in being both an artist and a problem-solver. That balance—creative vision paired with technical precision and business insight—is what still drives my work today.
As an entrepreneur, I’ve always looked at my business as an ecosystem of creative ventures. Alongside Cass Studios’ commercial branding work, I’m now expanding into the gallery world with my drone landscape photography. What began as a personal exploration—flying drones over vast deserts, mountains, and coastlines for the sheer joy of perspective—has, over the last five years, grown into a substantial body of work.
For me, this expansion isn’t just about art for art’s sake; it’s about building another branch of my business that bridges fine art and entrepreneurship. The gallery work allows me to diversify beyond client projects, establish a new revenue stream, and reach audiences who connect with the emotional and artistic side of my landscapes. It’s the next step in scaling my brand, positioning myself not only as a filmmaker and branding expert, but also as a fine artist whose work belongs in both boardrooms and galleries.

Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. What part of you has served its purpose and must now be released?
What Part of Me Must Be Released

The part of me that I’ve had to release is the mindset of *survival mode*—the version of myself that felt I had to do everything alone, hustle endlessly, and prove my worth through constant overwork. That mindset served me well in the early years; it built my grit, resilience, and resourcefulness. But as my business has matured, I’ve realized that holding onto that way of operating limits my ability to scale, to create sustainably, and to trust others with my vision.

I’m learning to let go of the lone-wolf mentality and embrace collaboration, delegation, and trust. I no longer need to carry the belief that success only comes from burning myself out or saying yes to everything. Releasing that part of me allows space for a new chapter—one rooted in clarity, strategy, and impact rather than sheer endurance.

Was there ever a time you almost gave up?
Was There a Time I Almost Gave Up?

There have been more than a few moments when I’ve wanted to give up. Creative entrepreneurship is not a straight path—it’s full of pressure, setbacks, and doubts. But ironically, it was always in those exact moments of ready-to-quit exhaustion that the universe found a way to pull me back in. Just as I was about to throw in the towel, I’d stumble across a new tactic that boosted me to the top of Google, discover a strategy class that gave me fresh direction, or get inspired by a book or a new legacy project that lit the fire again.

The truth is, I’ve invested too much—my education, my equipment, my network, and my years of experience—for walking away to ever make sense. Starting over in a different industry wouldn’t come close to offering the same impact or even the same financial return. So instead of quitting, I’ve learned to pivot, to adapt, and to find ways to keep myself inspired. Every “almost quit” moment has ended up being the catalyst for a new level of growth. I go through those a lot.

Next, maybe we can discuss some of your foundational philosophies and views? What’s a belief or project you’re committed to, no matter how long it takes?
A Belief I’m Committed To No Matter How Long It Takes

The belief I hold onto—no matter how long it takes—is simple but powerful: *“I am a filmmaker.”* That identity carried me through one of the hardest chapters of my life, a seven-year battle with chronic illness. During that time, I spent hundreds of thousands of dollars and saw more than 30 doctors in search of answers. What kept me going was the vision of becoming strong enough—physically, mentally, and creatively—to do the work I love: telling stories through film.

That belief wasn’t just about career; it was about purpose. Holding onto “I am a filmmaker” gave me something bigger than the illness, something worth fighting for. It reminded me that my story—and the stories I’m meant to tell—are more important than any setback. No matter how long it takes, that commitment to storytelling through film will always be my anchor.

Okay, we’ve made it essentially to the end. One last question before you go. When do you feel most at peace?
When Do I Feel the Most Peace?

I feel the most peace when I’m in nature, meditating, or practicing yoga—especially kundalini. Being outdoors in the desert, the mountains, or near water gives me perspective beyond the busyness of business and technology. Meditation and kundalini yoga take that even deeper, bringing me into a state of stillness and clarity while energizing my body and balancing my mind. These practices keep me grounded, creative, and resilient, allowing me to show up fully for both my art and my business.

Contact Info:

Image Credits
Portrait of Natalie Cass is by Tatiana Reizbikh

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