Ryan Russell grew up in the Deep South. We’re not talking about the vacation havens of Florida, we’re talking about Birmingham, Alabama—the gritty south. As such, it should come as no surprise that this rock ’n’ roll photographer would create shots with a grainy, honest feel. He only switched from film to digital in 2010, so you know he is keeping it super real.

In the video above, you’ll hear Ryan talk about his inspiration for his piece in the Kia Soul “In My Mind” campaign, which challenged him to create a Kia-inspired photo for use in a new music video. See what direction Ryan took for his photo, as well as what great features can be found in the 2013 Kia Soul, by clicking up top.

Check out the final music video featuring his piece at www.complex.com/kiasoul.