Today we’d like to introduce you to Chris Coston.
Hi Chris, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My journey into photography started pretty organically. I’ve always been interested in the art of photography but one day I bought my first professional grade camera and took off from there.
I’m completely self taught and have always loved learning and trying new things. My background was originally in tech, so naturally, I was fascinated by cameras, lighting, and all of the equipment that goes into photography. This business was truly born out of passion.
Before I started, I had no idea just how expensive camera equipment could be, but I knew I wanted to get my hands on as much of it as I could. Originally, my goal for the business was pretty simple: make enough money to buy a new camera I had my eye on. Thankfully, I reached that goal much faster than I ever expected, and from there, things just started to take off.
When I first started out, I photographed a little bit of everything, from sports and birthday parties to graduations and even product photography. I was still figuring out what I enjoyed most and what direction I wanted to take the business.
Then one day, one of my good friends asked me to photograph his proposal. Looking back, I remember how much fun I had capturing such an important moment in their lives. There was something different about being able to document the anticipation, the surprise, and all of the genuine emotion that came with it. I realized then that this was the type of photography I wanted to pursue.
That experience ultimately helped shape the direction of At Any Cost Productions. Since then, surprise proposals have become a huge part of what I do, and they naturally opened the door to engagements and weddings as well. What started as a passion and a goal of buying a new camera has grown into a business that allows me to be part of some of the most meaningful moments in people’s lives. And the best part is, I still get just as excited about learning, experimenting, and getting my hands on new equipment as I did when I started.
A lot of my growth has come from simply continuing to challenge myself. I’ve invested a lot of time into learning photography, lighting, editing, and more recently video, while constantly looking for ways to give my clients a better experience. I’m still growing and figuring out where I ultimately want to take the business, but today At Any Cost Productions has grown into something much bigger than I originally imagined. I’ve had the opportunity to document proposals, engagements, weddings, and celebrations for people throughout the DMV and beyond.
One of the things I’m most proud of is that I built it from the ground up while teaching myself along the way. Every year I can look back at where I started and see how much the work and the business have evolved. At the same time, I still feel like I’m just getting started.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I definitely wouldn’t say it has always been a smooth road, but I’ve been fortunate that many of my challenges have come from growth.
Being completely self taught has meant learning through a lot of trial and error. When I started, I was focused primarily on learning how to take better photos, but I quickly realized that photography itself was only one part of building a successful business. I had to learn lighting, editing, posing, client communication, marketing, pricing, and so much more along the way.
The type of photography that I offer also comes with its own unique challenges. You’re documenting one of the biggest moments in someone’s life, and there are no second chances. I’ve had to learn how to adapt to changing weather, locations, lighting, timing, and unexpected circumstances while still making sure my clients never have to worry about whether the moment will be captured.
One of the biggest learning experiences has actually been figuring out the business side of everything. Being a good photographer and running a successful photography business require two completely different skill sets. As the business has grown, I’ve had to learn how to improve the overall client experience while also figuring out marketing, advertising, finances, and how to make decisions that allow the business to continue growing.
I’m still learning every day, and I think that’s one of my favorite parts of this journey. I’m constantly looking back at things I did six months or a year ago and thinking about how I would approach them differently today. For me, that’s a good thing. It means I’m still growing, and I don’t ever want to lose that desire to get better.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
My work is centered around capturing people during some of the most meaningful moments of their lives. I specialize in surprise proposals, engagements, and weddings, with surprise proposals becoming one of the things I’m best known for.
What I love most about the type of photography I do is that these customers trust me to tell their love story. These are some of the most important moments of many people’s life that they are trusting me with and I do not ever want to take it for granted.
Creatively, I would describe my photography as a combination of documentary and editorial. I love genuine emotion and candid moments, but I also enjoy creating images that feel intentional, elegant, and timeless. My goal is to give my clients both. I want them to have the photograph that belongs framed on the wall, but I also want them to have the small moments they may not have even realized were happening around them.
I think one of the things that sets me apart is how invested I become in the experience. I’m often involved well before I ever pick up my camera. I genuinely enjoy helping someone take an idea they have in their head and figure out how to bring it to life. By the time the date comes I’m usually just as excited and nervous as the customer is.
I’m most proud of seeing where I am now compared to how I started and how my work has evolved! Some of my favorite experiences have also been watching the story continue. Photographing a proposal and then being asked to photograph the engagement session or wedding afterward is incredibly rewarding because I get to document multiple chapters of the same couple’s story.
Before we let you go, we’ve got to ask if you have any advice for those who are just starting out?
My biggest piece of advice would simply be to dream big. When I first started, my goal was just to make enough money from photography to buy a new camera. At the time, even that felt like a pretty big goal. I reached it much faster than I expected, and it made me realize that sometimes we limit ourselves simply because we have not seen what we are capable of yet.
If I could go back and tell myself anything when I was starting out, it would be to think bigger from the beginning. Set goals that seem a little unrealistic. Try things before you feel completely ready. Invest in yourself, keep learning, and do not be afraid to change direction as you discover what you are passionate about.
I also think it is important not to compare the beginning of your journey to someone else’s middle. When you are starting something new, there will always be people who are more experienced, have better equipment, have more clients, or seem further ahead. Use that as inspiration instead of allowing it to discourage you.
I still have goals for At Any Cost Productions that probably sound crazy to some people, but I think that is the point. I would rather dream big and spend my time figuring out how to get there than look back one day and realize I never gave myself permission to try.
Contact Info:
- Website: https://www.atanycostproductions.com/
- Instagram: https://www.instagram.com/atanycostproductions/
