New Zealand-based artist Trey Ratcliff didn’t find his calling for photography until his mid-30s, but once he did, he took on the world with a camera in hand. He created his blog “Stuck In Customs” to document his travels since early 2004, and later, in 2021, some of those photographs turned into his first NFT collections. His work has been showcased at the prestigious Smithsonian Museum, highlighting his pioneering HDR photography.

His NFT collections, like Beautiful Cities of the World and Earth’s Landscapes Alive: Genesis Series, are full of images and short animations from the places he’s traveled.

Thanks to Ratcliff’s use of bold colors and unique perspectives, each snapshot doubles as an invitation for onlookers to put themselves in the middle of the picture as well. It’s possible, even easy, to imagine oneself at the top of a tall building looking out into Shanghai’s skyline or standing in the middle of a Milan cathedral with nowhere to look but up.

Here are six things to know about Ratcliff’s journey as a creative and NFT artist.

Trey's images are inspired by Burning Man but cover places worldwide

Ratcliff attends Burning Man, the week-long festival in Nevada’s Black Rock Desert, almost yearly. His ties to the festival are so strong that they inspired his first NFT collection.

Ratcliff minted his ‘Burning Man’ collection as an open limited edition; in Ratcliff’s case, the NFTs were only available for 24 hours or 15 minutes after 25 NFTs were purchased, whichever came first.

On OpenSea, you’ll find more of Ratcliff’s NFT collections, including 1K1K PROJECT - 1,000 Stories from 1,000 Places Around the World, Beautiful Cities of the World, and Earth’s Landscapes Alive: Genesis Series. Throughout all his work, you’ll spot images that connect back to his travels and his fascination with architecture and landscapes, capturing awe-inspiring images across all seven continents.

In his 1K1K collection, first minted in 2022, Ratcliff shares 1,000 1-of-1 NFTs. Each NFT includes an image and written text explaining the story behind the image. As Ratcliff notes, “In each story, I may talk about the location, the adventure, the drugs, the hardships, the love, personal breakthroughs, personal embarrassments, struggles, or just random hilarious and unbelievable things that happened.”

Ratcliff's techniques appear to be a form of digital trompe l'oeil, a French term meaning "deceives the eye," that, in today's world, are created with Photoshop techniques. However, Ratfliff's optical illusions in his photographs are made with real photography techniques, making them appear as clever digital manipulations while being genuine artistic creations.

His background is in computer science

Trey Ratcliff’s journey into the world of photography is as unique as his images. Before he became a household name in the art world, Ratcliff was deeply entrenched in the tech industry. With a degree in computer science and math from Southern Methodist University, he initially pursued a career in technology. This technical background has profoundly influenced his approach to photography, allowing him to blend art with science seamlessly.

Ratcliff’s expertise in computer science paved the way for his pioneering use of High Dynamic Range (HDR) photography. This technique, which involves combining multiple exposures to create a single image with stunning detail and depth, has become a hallmark of his work. His technical skills have also enabled him to create digital art pieces that are highly sought after by fine art collectors. Ratcliff’s ability to merge technology with art has resulted in some of the most captivating and innovative images in contemporary photography.

His photography style and techniques are mind-bending

Trey Ratcliff’s photography is nothing short of mesmerizing, characterized by his masterful use of HDR techniques. This approach allows him to capture awe-inspiring images that are rich in detail and vibrant in color. His photographs often evoke a sense of wonder, transporting viewers to other-worldly landscapes and surreal scenes that seem almost too beautiful to be real.

One of the standout features of Ratcliff’s work is his use of digital trompe l’oeil, a technique that creates optical illusions, making his images appear three-dimensional. This adds an extra layer of complexity and intrigue to his photographs, making them not just pictures, but experiences. As a visionary artist, Ratcliff has a unique ability to see the world through a lens that reveals its hidden beauty, and his work continues to inspire and captivate audiences around the globe.

He has built a strong online presence and community

Trey Ratcliff’s influence extends far beyond the physical world, thanks to his online presence. His website, StuckInCustoms.com, is the central hub for his photography, art, and writing. There, you'll find travel stories, resources, tutorials, equipment recommendations, and a curated list of books and podcasts that have shaped Ratcliff's artistic journey.

Ratcliff is also a prolific content creator on YouTube, where he shares tutorials, vlogs, and behind-the-scenes looks at his work. His engaging and informative videos have garnered a dedicated following, with fans and fine art collectors alike eagerly consuming his content.

Smithsonian Magazine recognized his work

Early in his career as a photographer, he gained traction after winning a photo contest hosted by Smithsonian Magazine. The work, titled The 4th of July On Lake Austin, shows a single firework in the background of a sunsetting summer day. This winning image became the first high dynamic range (HDR) image to hang in the Smithsonian Museum in 2006. In very simple terms, an HDR image combines different versions of the same image, whose versions typically vary by brightness levels and need to be combined in order to have a single viable image. Today, iPhones do this automatically for the everyday camera person, but professional photographers typically use a combination of their preferred cameras and processing software to do so manually.

He believes in uplifting creativity anywhere and everywhere 

On his blog, Ratcliff explains that his motivation for sharing his work and his creative process is to “spread consciousness and mindfulness to the world.”

He adds:

“It’s hard to teach billions to meditate, but you can help teach them photography and creativity. I believe when people are being creative they are being fully present and conscious, and that’s the best thing we all can do for the world.”

Ratcliff's work is highly sought by a diverse and illustrious clientele, including knights, professional athletes, and notable celebrities.

In addition to tying his NFTs to community events around creativity and his process, fans of Ratcliff’s work can also find free resources on his website. He has tutorials on everything from what kind of camera to pick up to what editing software creatives should use.

Similar to many other NFT creators and collections, Ratcliff also uses a type of Creative Commons license that allows other creators to use his work, so long as it is not for commercial purposes.

Ratcliff’s photography journey has been winding, but to his audience’s pleasure, it’s made for some incredible pictures, YouTube videos, and journal entries of how he got to where he is.