Joe Hubers isn’t chasing a dream in Los Angeles or New York. He didn’t leave the Midwest to ‘make it’ in film. He stayed here. And for the last two decades, he’s been telling stories most people overlook—the quiet, the gritty, the in-between moments that make up real life in this part of the country.
We’ve known Joe a long time. He shot the original launch video for Dakota Adventure Supply. He’s been behind the camera on some of our most meaningful work—from the short films on the farm and the field, to the brand documentary that helped introduce us to the world.
But lately, Joe’s work has taken a new shape. He’s been leaning into still photography—shot entirely on analog film—and this August, we’re releasing our first-ever fine art print in collaboration with him.
A Midwestern Filmmaker, By Choice
Joe grew up across the Midwest—Michigan, Iowa—and moved to South Dakota roughly 20 years ago. He remembers the early days clearly: long drives, big sky, and a strange, weather-worn billboard just east of Mitchell along I-90. It read, somewhat proudly: “Dick’s Toe Service” (A play on words that likely drove conversation and business in the 50's and 60's).
The spelling mistake stuck with him. It was one of those things you see once and never forget. Today, the sign is mostly gone—just a steel frame standing in a field of wind and grass. But when Joe drove past it again last fall, he decided it was time to take the shot.
No Film School. No Shortcuts.
Joe didn't take the traditional route into filmmaking... instead of waiting for permission, he started Passenger Productions and found his own way forward.
His early inspiration came from filmmakers like Terrence Malick and Paul Thomas Anderson. But what stuck wasn’t the glamour—it was the groundedness. Stories that felt rooted in place, with characters who weren’t trying to be anything other than themselves.
That’s what he wanted to capture. And it’s what he’s still chasing today.
A Workhorse Camera. The Right Moment.
The photo we’re releasing was shot on a Mamiya 645—Joe’s go-to medium format film camera. It’s not trendy. It’s not expensive. But it’s reliable.
He found it on eBay. Wanted something that could help him grow beyond 35mm without breaking the bank. The Mamiya is a classic workhorse—professional grade, built to last, and known for rendering beautiful, detailed images.
He loaded it with Kodak Portra 800 and waited for the light. No retakes. No digital safety net. Just a moment, framed by memory.
Introducing the Print
This August, we’ll be releasing a 30x40 inch giclée print of that image. It’s printed on smooth matte, 100% cotton fine art paper, archival and acid-free. The colors are rich but restrained. The grain is subtle. And the feeling—well, you’ll have to see that for yourself.
Only five prints will be made. Each one signed by Joe.
We call the series 'From Here.' Because that’s what it is.
Want to be the first to know when the print drops?
Join our list or check back here in August.
Next up: A look inside Joe’s process, and why shooting film has reshaped how he sees everything.