Belly of the Beast

There were a number of awesome aspects of the assignment - MrBeast is the most successful creator on YouTube, he’s redefining what it is to be a philanthropist in the 21st-century, and it’s a cover shoot for Time Magazine!

But my real entry point was the chance to collaborate with a genuinely creative dynamo. Jimmy Donaldson (and the MrBeast crew) are an idea machine!

Yes, they have maximized the viewing and financial algorithm of the medium, but what excited me was how constantly inventive their videos are. They are genuinely surprising, hilarious, and sometimes transgressive. Don't be distracted by the money and the numbers, Donaldson has built an insane collection of often super weird videos, built on his insatiable drive and high concept mindset. He's a Situationist for today's middle-schoolers.

Getting extended time with him, for a legacy media outlet no less, was not easy. We constructed a photo studio in one of his warehouse soundstages in North Carolina - the belly of the beast. He's happier directing the shot than being the focus of it, but once he's in the room, he's professional and present. And when some of his onscreen crew dropped by to raze him, he relaxed and became truly engaged with the photography.

At some point it was important to pivot from beast mode to cover mode, and deliver this story for the Time readers. The goal was to distill in one photo what he does literally - make videos - and what he does figuratively - bring a boyish joy to viral content.

We nailed this magical moment in the final frames of the session, just in “Time.”

Top Image: The Time Magazine cover. Photo Editor: Sangsuk Sylvia Kang; Designer: D.W. Pine; Wardrobe Stylist: Raichl Saldutti; Prop Stylist: Sarah Costello; Writer: Belinda Luscombe

Middle Image: Putting the fun back into the Funhouse (session outtake).

Bottom Image: Chris gives posing suggestions. BTS photos by Kelly Padgett & Justin Kase Conder