I fell into the trap early of trying to think that I needed to curate these stories all the time, when in reality, I am the story.
Matthew Chung
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Matthew Chung’s creative evolution reflects a profound journey of self-discovery and the power of aligning with one’s true inspirations. From a childhood immersed in art to a formal education in architecture, Matthew has traveled a road that seamlessly blends creativity with purpose. His shift to photography wasn’t just a change of medium—it was an awakening, driven by a deep love for the outdoors and the stories that can only be captured through the camera.
Over the years, Matthew’s work has become an exploration of emotion, composition, and humanity. Whether he’s hiking deep into the backcountry finding untouched landscapes or mentoring creatives to find their own voice, his vision extends far beyond the frame. His approach is about inspiring authenticity and helping others align their personal journeys with their passions.
Guided by introspection and a relentless desire to grow, Matthew believes that creativity thrives when rooted in vulnerability, curiosity, and connection.
Here are three key takeaways from our conversation:
- Matthew describes how relocating to Alberta reignited his creative instincts and how nature fuels his deep connection to storytelling.
- We explore his philosophy that authentic stories stem from lived experiences and emotional resonance.
- Matthew shares how mentoring others allows him to empower their evolution while reaffirming his own creative purpose.
Join us for this episode as Matthew reflects on his evolving career, the lessons he draws from life’s transitions, and how photography can help us discover both the world and ourselves. Enjoy the conversation!
Q: What first led you to pick up a camera and discover photography?
Matthew: I’ve always been artistic, drawing and painting since I was a kid. My dad guided me toward architecture, which taught me a lot about creativity and problem-solving. But it wasn’t until a trip to Italy during university, where I borrowed my parents’ Nikon D60, that I fell in love with photography. It became a new way to express myself, and my background in architecture gave me an eye for composition.
Q: What do you do when you’re out there and you’re not feeling the story? Do you get demotivated or regroup?
Matthew: If I’m not feeling the story, I don’t even pull out my camera. Earlier in my career, I’d force myself to get a shot, but now I prioritize the experience. If I capture something, great, but I don’t pressure myself anymore. Creativity can’t be forced—it comes when it’s ready.
Q: What drives you to create, and how has this sense of purpose reinvigorated you?
Matthew: Fulfillment is a huge motivator for me. I realized architecture wasn’t aligned with who I am—I wanted to make a bigger impact creatively and personally. Moving to Alberta and connecting with the outdoors helped me find my truth. Now, I’m passionate about helping others discover their purpose and live fulfilling lives through creativity and storytelling.
Key Links and Mentions From the Episode
People Mentioned
- Colleen Logan – Matthew’s girlfriend and business partner, with whom he co-founded Unbound Creative. Together, they share a passion for helping creatives find purpose and telling impactful stories.
- Matthew’s Mentors – Various guiding figures who helped Matthew refine his values and approach in both creative and business aspects.
- Creative Community Connections – A group of like-minded people Matthew connected with through Instagram and workshops, energizing his personal and professional growth.
Tools & Gear
- Nikon D60 – The first camera that sparked Matthew’s photography journey during a university trip to Italy.
- Milanote – A pre-production platform Matthew uses to organize project ideas, draft storylines, and refine creative briefs for client work.
Projects & Opportunities
- Unbound Creative Agency – Matthew’s media company thriving in creative photo and video projects, particularly centered on outdoor and lifestyle brands.
- Creative Mentoring – A one-on-one mentorship program where Matthew helps creatives rediscover their “why,” align their passions with purpose, and reclaim their creative spark.
- Norway Retreat – An upcoming creative development retreat organized by Matthew, focused on personal growth, outdoor exploration, and storytelling.
Places and Locations
- Alberta, Canada – Matthew’s current home, where the mountains and the outdoors continually inspire his work.
- Lake Louise, Rockies – A place that left a lasting impression during Matthew’s first trip to the Rockies, igniting his love for photographing rugged mountain landscapes.
- Italy – The destination where Matthew took his first photography-focused trip, leading to his passion for creative expression through the lens.
Key Themes Discussed
- Introspection Through Creativity – Matthew’s belief in reflecting on personal journeys to create meaningful and emotionally resonant work.
- The Power of Authenticity – Sharing one’s true self and lived experiences as a way to create deeper connections and impactful storytelling.
- The Role of Community – How surrounding oneself with supportive and like-minded creatives can expedite growth and unlock new opportunities.
- Vulnerability in Storytelling – Matthew’s approach to crafting honest and impactful stories by tuning into and expressing genuine emotions.
- Living Your “Why” – Encouraging creatives to identify their purpose and passion, and aligning their paths with what truly inspires them.
