Story & Lesson Highlights with Anastasia Shevchenko of Orange County

We recently had the chance to connect with Anastasia Shevchenko and have shared our conversation below.

Good morning Anastasia, it’s such a great way to kick off the day – I think our readers will love hearing your stories, experiences and about how you think about life and work. Let’s jump right in? What is a normal day like for you right now?
My days usually start early, with a quiet moment for coffee before the rhythm picks up. I split my time between creative direction, production planning, and team coordination. We have an amazing group of photographers and videographers, so a big part of my work is making sure everyone is set up for success: pairing the right crew with the right couple, overseeing timelines, and making sure every event is captured with care and consistency.

Throughout the day, I’m reviewing galleries, giving feedback, checking in with clients, and solving anything unexpected that comes up (there’s always something). I also try to carve out time for long-term projects, whether it’s refining how we onboard team members or building new systems that help us scale without losing the personal touch.

At this stage, my focus is less on being behind the camera and more on making sure the entire experience, from first email to final delivery, feels seamless, thoughtful, and well-produced.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m the founder and creative lead at Sheff Production, a boutique photo and video studio based in Southern California. We specialize in capturing weddings and events with an editorial, cinematic approach that’s refined yet deeply personal. Over the past few years, our team has grown into a trusted production partner for both couples and corporate clients across the US and internationally. From emotional storytelling to visual strategy, we aim to create work that feels elevated, honest, and timeless.

Great, so let’s dive into your journey a bit more. Who taught you the most about work?
I grew up watching people who didn’t have the luxury of waiting for perfect conditions, they just showed up, every single day. My understanding of work was shaped by that kind of relentless consistency. But the most transformative lesson came later, when I learned that work isn’t just about doing everything yourself, it’s about building systems, trusting people, and creating space for others to thrive.

Today, I run Sheff Production not just as a photographer, but as a producer and creative lead. My team is at the core of what we deliver, from associate photographers to editors, each person plays a part in maintaining the quality we’re known for. I still step behind the camera when it feels aligned, but my real work now is making sure our clients feel taken care of, and that my team has what they need to do their best.

Was there ever a time you almost gave up?
Yes, not because I didn’t love what I was doing, but because I was doing it alone. There was a point where I was shooting, editing, managing clients, leading communication, building workflows, all at once. It looked successful from the outside, but on the inside I was exhausted.

What saved me wasn’t rest, it was a shift in mindset. I realized that I didn’t need to carry everything myself to protect the quality. I needed to build a team, create systems, and trust others. That’s when Sheff Production truly began to grow.

Today, I lead a team of talented creatives and operators. I still step into the work when it aligns, but I’ve learned that the real power comes not from doing everything, but from building something that works without you. That’s not giving up. That’s building for the long run.

Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What’s a belief or project you’re committed to, no matter how long it takes?
I believe in building creative businesses that don’t depend on burnout to be successful. That’s a mission I’m committed to, both for myself and for others who build their lives around creative work.

When I started Sheff Production, I thought excellence meant doing everything myself. But real excellence, the sustainable kind, comes from systems, trust, and a team culture that values both artistry and well-being.

I’m committed to building a company where creatives can grow without burning out, where clients feel seen, and where the work is consistently exceptional because it’s well-supported behind the scenes. That’s the project I’m building, and I’m in it for the long run.

Okay, so before we go, let’s tackle one more area. What are you doing today that won’t pay off for 7–10 years?
I’m building a creative production studio designed to outgrow me. I already work with a trusted team, but I’m intentionally shaping a system where quality, vision, and trust are baked into the brand, not dependent on my personal involvement. That means creating repeatable processes, developing new leaders, investing in documentation, brand equity, and a client experience that feels consistent and elevated at scale.

This approach won’t fully pay off for years. It’s slower, messier, and less profitable in the short term than just doing the work myself. But 7–10 years from now, I don’t want to be the bottleneck. I want to be the founder of a studio that runs on clarity and care, where clients return not for me, but for the experience they trust.

Contact Info:

• Website: https://sheffprod.com/
• Instagram: https://www.instagram.com/sheffproduction/
• Linkedin: https://www.linkedin.com/in/aashevchenko/
• Youtube: https://www.youtube.com/@sheffprod

Image Credits
Sheff Production Photography & Videography