Today we’d like to introduce you to James Ross Fraser.
Hi James Ross, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My name is James Ross Fraser, and I’m a filmmaker, photographer, and digital marketing strategist currently studying at SCAD. Originally from South Africa, my journey into visual storytelling began with a deep love for capturing the world around me. I started in the tourism and travel industry, where I honed my skills in photography and filmmaking, learning how to visually communicate the essence of places and cultures. This sparked my passion for creating narratives through images, and I quickly realized that storytelling through the lens was something I wanted to pursue further.
I moved to the United States on a golf scholarship, but my true focus has always been on filmmaking and photography. Before I made the transition to the U.S., I made the jump into commercial filmmaking, where I had the opportunity to work on larger-scale projects. This included capturing major events like The Open Championship, where I was able to document the intensity of the game and the dynamic energy of athletes such as Scottie Scheffler. This experience solidified my passion for using film and photography to tell stories that blend the technical with the emotional.
One of the most enriching experiences of my career so far has been my work as a Sony Alpha Artisan Filmmaker with Sony Africa. Through this role, I tested and showcased the latest Sony camera equipment, capturing everything from high-profile events to more intimate moments. I had the privilege of working with a diverse range of subjects, from athletes to celebrities, creating visuals that helped elevate their stories and experiences. My work with Sony has provided invaluable opportunities to refine my craft, while collaborating with global brands and participating in creative campaigns that push the boundaries of visual storytelling. As a filmmaker, I’m also deeply involved in the digital marketing world. Through my work, I’ve gained extensive experience in social media strategy, content creation, and multimedia integration. I’ve crafted content that has not only captured attention but also helped brands grow their online presence and engage with new audiences. My goal in every project, whether it’s a commercial shoot or a personal creative endeavor, is to produce work that resonates deeply with the audience and leaves a lasting impact.
I attended St Stithians Boys’ College in South Africa, where my passion for sports and creative expression first started to come together. The balance between the precision of sports and the boundless creativity of filmmaking has played a pivotal role in shaping my approach to storytelling. This foundation has continued to inform my work, both behind the camera and in the creative process.
Currently studying at SCAD, I’m excited to continue building on the foundation I’ve created in South Africa and beyond, pushing my boundaries and exploring new ways to tell stories. My journey has always been driven by a love for visual storytelling, and I’m eager to see where it takes me next as I deepen my knowledge, skills, and craft in the world of film and photography.
We all face challenges, but looking back would you describe it as a relatively smooth road?
The road here has been anything but straight—and that’s exactly what’s made it so rewarding. I’ve built my career at the intersection of storytelling, adventure, and relentless curiosity. From filming Tiger Woods in the pouring rain to riding an elephant through a jungle in India, I’ve chased stories across continents, often with nothing but a camera, a vision, and the willingness to embrace the unknown.
Before moving to the U.S., I worked in travel and tourism media, where I learned to capture raw, emotional narratives in unpredictable environments. That experience naturally evolved into commercial filmmaking, where I’ve since collaborated with global brands, directed high-impact campaigns, and learned how to bring both spontaneity and strategy to visual storytelling.
One of the most defining chapters so far has been my role as a Sony Alpha Artisan Filmmaker with Sony South Africa. I had the opportunity to test and showcase cutting-edge camera gear while capturing high-profile events like The Open Championship, and crafting visuals for athletes, celebrities, and brands. These projects weren’t just about making things look good—they were about capturing energy, truth, and emotion.
In 2021, I moved to the U.S. on a golf scholarship to study Film and Television at SCAD. Balancing life as a student-athlete with an international creative career hasn’t been easy—think early tee-offs, full class days, and late-night edits—but it’s taught me how to thrive under pressure and keep my creative vision clear through every time zone and terrain.
This past year alone, I’ve flown a plane, filmed in high-security airplane hangars, been chased by a herd of elephants in the South African bush, and launched visual campaigns that reached audiences worldwide. The path hasn’t always been smooth—but it’s been rich, unpredictable, and unforgettable. And that’s the kind of story I live to tell.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I specialize in commercial filmmaking, both as a director and director of photography, with a focus on storytelling that feels intentional, cinematic, and emotionally resonant. I am also a sports photographer, and one of the highlights of my career so far has been covering major events like The Open Championship, where I’ve had the privilege of documenting some of the world’s top athletes in action.
I’m passionate about the intersection between visual beauty and real storytelling. I love that I’ve been able to work on projects that range from fashion and lifestyle to sports and travel.
One of the things I’m really excited about is a documentary I’m planning to shoot in Kenya this coming November. It’s a project that’s deeply meaningful to me, and I’m looking forward to using everything I’ve learned—across continents and industries—to tell a story that really matters.
More than anything, I’m grateful. For the people I’ve worked with, the places I’ve seen, and the opportunity to keep doing what I love every single day.
Who else deserves credit in your story?
I honestly feel so blessed, and there are so many people I need to thank for helping me get to where I am today—far too many to list all at once. But I’ll try my best!
First and foremost, my good friend and creative partner, Nate Oliva. Working with Nate has been such a gift. We’ve shared countless shoots, brainstormed ideas, and pushed each other creatively. He’s always there to lend support, and I trust him completely—he’s been an invaluable part of my journey.
I also have to give a special mention to Christo Snyman from Sony. His guidance and mentorship have been amazing, and I’m so grateful for the opportunities I’ve had working with Sony, thanks to his belief in my work. He’s shown me so much about the technical side of filmmaking, and it’s helped me push my craft in ways I never imagined.
I’d like to give a special shoutout to my amazing friend Yashoghan Aggarwal, who has always been there for me through thick and thin. Your unwavering support means the world to me, and I’m incredibly lucky to have you by my side. Also, a huge shoutout to the incredibly talented filmmakers Mateo Lara, Emett Dixon, and Julian Gomez. You guys inspire me with your creativity and dedication to the craft.
And of course, my parents—where would I be without them? Their unwavering support, encouragement, and belief in me have been the foundation of everything. They’ve always been there, from the beginning, cheering me on, no matter how big or small the dream seemed.
There are so many other mentors, friends, and colleagues who have played pivotal roles along the way—each of them has added something unique to my journey. It’s these people, along with the lessons they’ve taught me, that have shaped who I am today. I truly couldn’t have gotten this far without them.
At the end of the day, it’s the people around you who help keep the vision alive, and I’m incredibly thankful for all the amazing people who’ve been there every step of the way.
Contact Info:
- Instagram: https://www.instagram.com/jamesrossfraser/
- LinkedIn: https://www.linkedin.com/in/james-ross-fraser-5651aa270
- Youtube: https://www.youtube.com/@jamesrossfraser
