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NMCO's Lead Photographer Sam Palm

Say Hello to NMCO’s Lead Photographer Sam Palm

For this month’s NMCO Q&A feature we proudly present Samuel Palm. When Sam isn’t behind the camera he’s exploring nature, creative writing or finding zen with advanced yoga skills.

Q: What’s your origin story? When did you first pick up a camera and produce something creative?

A: With my dad being a photographer, I grew up around cameras. I was given an old handicam around the time I was 8 or 9, and for years I created tons of silly videos with my friends, covering all sorts of genres and themes. We had an ongoing series of horror movies, stop motion, parodies, you name it. Once high school rolled around, I started borrowing my dad’s more professional DSLR cameras and began taking more portrait-style photos for friends and family. Photography really became a key part of my life during the end of high school.

Q: What made you interested in pursuing film and photography as a career?

A: Starting college I knew my main passions were music and photography. My first class was a course in photography which was well below my skill level but still served to inspire the pursuit of visual media further. After a few classes in filmmaking, I started to reembrace the motion picture side of things the way I had as a child.

Q: What inspires you?

A: I’m inspired by so many random things, usually when I least expect it: a specific shot in a movie, the way light breaks through a window, a unique concept I stumble across on Instagram, flipping through vintage photography books at Coas, collaborating with other creative friends in the area, an emotion I connect with on a deep level, etc. I’m inspired most often by the landscapes around me and the people I love.

Q: What is your process for photography production at NMCO?

A: The process varies slightly depending on client needs, but it all starts with a concept and desired outcome. Comparing references, establishing locations, really connecting on the intended aesthetic. From there it’s shooting, adapting to environmental changes, taking things into post, and playing around with light and colors in the edit. I always end up spending a little too much time editing because I love how drastically the mood can shift with even the most subtle adjustments.

Q: How do you think photography will adapt and change in the digital media age?

A: Camera technology develops rapidly and it’s both exhilarating and tiring keeping up with it all. Ultimately, photography is accessible to way more people than ever before which levels the playing field and also means you have to really find your own voice to stand out. Digital will only continue to develop and push the boundaries of creativity.

Q: What advice would you give to someone starting in the film and photography industry?

A: Get an affordable camera and start shooting! Play around, research artists, find inspiration, connect with people around you, and have fun. There are so many styles of photography and so many ways to tell a story. Explore it all and find what feels right for you, and then push yourself further.

Q: What’s on your photography/video bucket list?

A: I love exploring the world around me and would love more opportunities to travel and document the beauty around us. I’d also love to work on more film sets in the future. I’d love to write and direct my own short film eventually.

Q: What are your favorite NMCO video productions or projects?

A: We’ve done such a great variety of projects, but one of my favorites was the Visit Las Cruces series we shot during the summer of 2021. There was a lot of planning, writing, and schedule coordinating to make it all happen, but ultimately I got to spend a lot of time outdoors with my closest friends recording beautiful and epic moments. It was really cool to be able to create promotional content for the place I call home.

Q: What can we expect from you in the future?

A: I really hope to advance my skills in film photography, developing, and eventually printing, which has become a hobby of mine over the last year. In terms of video, a creative short film is long overdue and I look forward to making that happen. With NMCO I’m looking forward to creating more content for the DLCP where we focus on businesses and artists downtown!

Q: When you aren’t shooting commercials and taking photos for NMCO, what do you do for fun?

A: Outside of camera stuff, I’m really into hiking and backpacking. I’ve always been a fan of spending time outside and taking time to breathe and connect with the world around me. Slowing down and recalibrating means everything in this incredibly fast-paced reality. As far as projects go, I’d love to go on a long backpacking trip and do a lot of writing about the journey.

NMCO Studio member, Kahlo


Door Greeter & Cookie Eater

Kahlo is our gentle, friendly, office pup! He loves his belly rubbed, sniffing absolutely everything, and hasn’t found a treat he wouldn’t eat! Be sure to say hi, he loves the attention!

NMCO Studio member, Kelsey

Kelsey Gentile

Web Specialist

Once those websites are complete, Kelsey is our web maintenance manager. From regular updates, security checks, and content updates, Kelsey keeps our websites running smoothly, secure, and in tip-top shape.

NMCO Studio member, Annakat

Anna Kat Hollis

Senior Web Developer

Anna Kat is the driving force behind NMCO’s web development endeavors. With a sharp intellect, unwavering efficiency, and a keen eye for goals, she is the go-to expert for crafting everything from sleek landing pages to nationally acclaimed e-commerce sites. Anna Kat not only serves as your trusted web developer guide but also, if you look closely, you’ll notice she’s always impeccably color-coordinated with NMCO’s brand – a true testament to her attention to detail and commitment to the company’s image.

Zac Wittstruck


If you’re needing quality animation, Zac is your guy! Motion graphics, custom character rigging, and 2D animation are some of Zac’s specialties. Zac always wears a smile and is truly one of the nicest people you’ll meet. When Zac isn’t whipping out great animations, he plays bass guitar for a local jazz band! What a cool cat!

NMCO Studio member, Arron

Aaron Walterscheid

Video Specialist & Cinematographer

Meet Aaron, NMCO’s “Silent Assassin.” Despite his quiet demeanor, Aaron is an absolute powerhouse when it comes to videography, editing, color grading, drone operation, lighting, and crafting unforgettable cinematic experiences. His remarkable talent and expertise shine brightly, leaving an indelible mark on every project he touches.

NMCO Studio member, Sam

Sam Palm

Video Specialist & Photographer

Meet Sam, our resident photographer extraordinaire, who effortlessly transitions into the roles of Director of Photography, editor, color specialist, and an all-around Jack-of-all-trades. With an innate talent for capturing picture-perfect moments, Sam’s versatility knows no bounds. Beyond the camera, you’ll find him cruising the Southwest, embracing life to the fullest. Oh, and did we mention he boasts a head of truly great hair? 

NMCO Studio member, Ralph

Ralph Diaz

Senior Video Specialist

Don’t confuse Ralph with Academy Award-winning actor Johnny Depp. Although there’s a close resemblance, Ralph is much more talented behind the camera. He’s done it all from VFX to animation, to producing, directing, and editing some of our most memorable productions. It also should come as no surprise that he’s mastered the technical and practical aspects of videography, giving him the nickname, “The Doctor.”

NMCO Studio member, Dana

Dana Apodaca

Senior Graphic Designer & Art Director

Dana’s journey with NMCO has been nothing short of impressive, starting as a design intern and progressing to become a designer who now plays a pivotal role in assisting with art direction. Her dedication keeps our graphics department on track and ensures our processes are efficient and business-ready. Dana’s knack for creating identity systems has resulted in some of our most recognized work. And, if you’re fortunate enough to listen in, she’s consistently voted the best playlist in the studio.

NMCO Studio member

Dawn Franco

Studio Manager

With a background in journalism, file archival and organization, Dawn is our client onboarding extraordinaire. From contract preparation, to project management, account direction, and reporting, Dawn stirs the pot for most productions, making sure it’s served hot and on time.

NMCO Studio Co founder, Lucky

Lucky Gonzalez

Founder & Chief Executive Officer

When you have a wealth of creative content, you need someone like Lucky with 18 years of business experience to guide you on where to put it. He’s our media placement guru, with the expertise and know-how to maximize your impact. Whether it’s digital banner ads or broadcast TV, Lucky can take any budget and transform it into impressions and conversions. He’s dedicated to finding solutions for your unique challenges, making him an invaluable asset to our team.

NMCO Studio member, Tina

Christina Ballew

Founder & Chief Creative Officer

Tina, as a co-founder of NMCO, has been on a relentless mission to redefine creative services in the southwest. Building a creative studio from the ground up was a formidable challenge, but her vision and determination have transformed NMCO into a beacon of professionalism and innovation, known for its people-centric approach and out-of-the-box thinking. While she’s taken on nearly every role in the studio, Tina’s next ambition is nothing short of global. She’s poised to take on the world with her creative endeavors.