New York - San Francisco: Brakethrough Media

Iri Greco came of age in the 1980s New York art and punk scene, but longed for the wild. Jim Fryer grew up in laid-back southern California but found passion and intensity as a professional bike racer.

As a team, they bring out each other’s best traits: big thinking, spontaneity, pragmatism, authenticity, and balance. Together, Iri and Jim create serious visuals without taking ourselves too seriously.

Together, they are BrakeThrough Media, New York and San Francisco-based editorial and commercial photographers with a collective aesthetic. It specialises in sports and fitness, and active lifestyle content. From mountaintops in France to the Kona coastline, from the piers in Brooklyn to Bay Area headlands, the duo shoots everything and everywhere. Some of the clients it serves include Oakley, Specialized Bicycles, CLIF Bar, Polar, Speedo, Outside, Bicycling, and Women’s Health.

"Our clients are our aesthetic currency. We build relationships not transactions. Collaboration is our keystone. We pay attention.

Our work is bold and nuanced, raw yet refined. We cultivate a documentary style with an inclusive emotional appeal. We seek out the perfect moment—whether candid or crafted. We are storytellers. We strive to capture, hold, and move the audience while never being commonplace. We smash ordinary.

We brake through."

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