We recently had the chance to connect with Samantha Sander and have shared our conversation below.
Good morning Samantha, we’re so happy to have you here with us and we’d love to explore your story and how you think about life and legacy and so much more. So let’s start with a question we often ask: What do you think is misunderstood about your business?
One of the biggest misconceptions about my business is that we’re a marketing or social media agency that focuses on algorithms, follower counts, or guaranteed growth. That’s not what we do, and it’s not what we promise.
Sander Productions is a creative company. Our role is to create intentional, high-quality visual assets that help people and brands show up clearly, confidently, and consistently. We focus on storytelling, design, photography, and video; the foundation of a strong brand. What happens after that content is published depends on many factors outside of our control, including strategy, consistency, timing, and audience behavior.
A lot of clients come in expecting the content itself to “do the work”; that one photoshoot or video will suddenly unlock the algorithm or skyrocket engagement. What I’ve learned through experience is that content is a powerful tool, but it’s only one part of a much bigger system. Our job is to make sure clients have the right tools: visuals that feel aligned, elevated, and true to who they are; not to chase trends or make promises no creative can realistically guarantee.
Once clients understand that distinction, the relationship becomes much more collaborative and successful. They stop looking for quick wins and start building something sustainable, and that’s where the real magic happens.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Samantha Sander, but most people know me as Sam. I’m the founder and creative behind Sander Productions: a multidisciplinary creative studio focused on photography, design, and video storytelling.
I’ve spent over a decade working in design and marketing-adjacent roles, and throughout that time I noticed a common gap: people didn’t lack talent or vision, they lacked visuals that truly reflected who they were and where they were headed. Sander Productions was built to bridge that gap. We help individuals and brands translate their ideas, values, and stories into visual work that feels intentional, elevated, and authentic.
What makes Sander Productions unique is that we don’t treat creativity as a one-off transaction. We’re not chasing trends or algorithms, and we’re not trying to turn every client into a carbon copy of what’s “working” online. Instead, we focus on creating cohesive, long-term creative systems, visuals that can grow with a brand and support it across multiple platforms and seasons.
On a personal level, I’m a wife, a mom of two (about to be three!), and someone who built this company while balancing family life and a full-time design career. That perspective has shaped how I work. I value clarity, efficiency, and honesty, and I approach every project with a deep respect for my clients’ time, energy, and goals.
At its core, Sander Productions exists to help people show up confidently and consistently through strong creative work. I’m currently focused on expanding our service offerings, forming strategic creative partnerships, and building a studio that supports both clients and fellow creatives in meaningful, sustainable ways.
Great, so let’s dive into your journey a bit more. Who saw you clearly before you could see yourself?
My grandmother was the first person to truly see the creative in me, long before I had the confidence or language to claim it for myself. When I was in elementary school, my mom showed her some of my artwork that she personally thought was pretty subpar. But my grandmother didn’t hesitate. She was adamant that I was creative and that it should be strongly encouraged.
That early belief mattered more than I realized at the time. It planted a seed: that creativity wasn’t just something I liked doing, but something worth nurturing.
Later on, as photography and video entered my life, my mom became that person for me. She began to see the potential not just in what I was creating, but in what I could build from it. Her encouragement shifted from casual support to genuine belief, and that made a huge difference in how seriously I took my work.
I’ve grown and developed because of the strong, loyal encouragement of my family. Having people who believed in me before the results were obvious gave me the confidence to keep going, take creative risks, and eventually build a company around something that once started as a childhood instinct. That kind of support changes everything.
Was there ever a time you almost gave up?
Yes there was a season where I didn’t just almost give up, I completely went still.
I lost a long-term job during one of the first truly life-changing moments of my adult life. Shortly after losing my job, I found out I was pregnant. The combination of losing the job I dedicated 10 years of my life and stepping into motherhood at the same time was overwhelming. Between the emotional weight of that loss and the physical and mental exhaustion of raising our first baby, my motivation disappeared.
For almost four years, I existed in a numb space. I wasn’t chasing growth, learning new skills, or dreaming bigger. I was simply surviving. And for a long time, I felt guilt about that pause, as if I had failed some invisible timeline.
It took another major career-shifting experience to wake something back up in me. This time, I didn’t just regain motivation, I gained clarity. I realized that my passion for creativity was still there, but it needed a new purpose. One that was healthier, more intentional, and more sustainable.
Now, I feel more driven than ever, not just for myself, but for other creatives who feel stuck, overlooked, or burned out. I understand what it feels like to lose momentum and question your worth. That season didn’t end my career; it reshaped it. And it’s the reason I care so deeply about building something that supports creatives through every stage of their journey.
Next, maybe we can discuss some of your foundational philosophies and views? What are the biggest lies your industry tells itself?
One of the biggest lies in the creative industry right now is that AI is going to replace creative professionals.
AI is helpful. It’s fast, accessible, and it can generate some genuinely impressive things. Tools like Canva, templates, and AI-assisted design have made creativity more approachable; especially for small businesses or people just getting started. That’s not a bad thing.
But accessibility isn’t the same as strategy, and speed isn’t the same as intention.
Most AI-generated creative work either leans heavily templated or ends up feeling sloppy when applied to a professional brand. It lacks context, nuance, and the human understanding of why something should look or feel a certain way. It doesn’t know your audience, your values, your long-term goals, or the emotional weight behind a brand’s story.
I don’t see AI taking creative jobs anytime soon. What I do see is it becoming a tool, one that can support workflows, streamline processes, and free creatives up to focus on higher-level thinking. The real value of creative work has never been about pushing buttons; it’s about judgment, storytelling, problem-solving, and empathy. Those are human skills, and they still matter.
The creatives who will struggle aren’t the ones being replaced by AI. They’re the ones who refuse to adapt or articulate their value beyond “I can make this.” The future belongs to creatives who understand both the tools and the purpose behind the work.
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. What is the story you hope people tell about you when you’re gone?
I hope people say that I was an advocate for creatives; especially for those who didn’t always feel seen, confident, or supported in their work.
I want to be remembered as someone who genuinely cared about helping individuals and businesses turn their ideas and dreams into something real through creative outlets. Not just by creating things for them, but by believing in their vision, encouraging them to take themselves seriously, and helping them see what was possible.
If people say that I helped them feel more confident in their creativity, more aligned in their brand, or more empowered to chase what they cared about, that would mean everything to me. Creativity has the power to change lives. I’ve seen it do that in my own, and I hope my work reflects a life spent using that gift to lift others up.
At the end of the day, I don’t want the legacy to be about awards, followers, or titles. I want it to be about impact, about showing up with integrity, generosity, and passion, and leaving people better than I found them.
Contact Info:
- Website: https://www.sanderproductions.com/
- Instagram: https://www.instagram.com/sanderproduction/
- Linkedin: https://www.linkedin.com/company/sander-productions
- Twitter: https://x.com/SamSanderProd
- Facebook: https://www.facebook.com/SanderProductions
- Youtube: https://www.youtube.com/@Sanderproductions-ss
Image Credits
Samantha Sander headshot photographed by Collene Christi
