His dad’s unusual job gave Cam the chance to cultivate a burgeoning interest in digital technology. He became especially interested in how computers combined audio and visual communication into a seamless experience. “I really saw no line between the visual and audio forms of communication; no line between craft, design, and art.”
Cam eventually found himself drawn more and more to the visual arts. He studied photography at university, started producing short films, and began experimenting with web design in the early days of the internet. “I was quite possibly making some of the first modern layout webpages,” he says.
After university, Cam’s many interests—technology, photography, visual design, programming—led him down a labyrinthine career path. He worked in advertising, as a professional photographer, and as a web developer. But no matter what he was doing, he was always finding ways to combine multiple tools or disciplines to create something more than the sum of its parts.
“I have always been interested in bringing multiple disciplines together for a single purpose, whether it’s a film or a web page. And to me, that’s the same thing you do when you’re working to help people connect with their customers online—which is why I love the world of e-commerce.”
An agency by any other name
It’s not uncommon for upstart agencies to take some time to find their niche. Before it discovered its penchant for digital commerce, Elkfox was a general services digital firm operating under the name Business Image. “It was never really the right fit,” Cam says of the old name. “It was too corporate, stale, and boring.”
When it became clear that digital commerce was the company’s bread and butter, everything began to fall into place, including the new name. “At first, the name was Elk & Fox. Over a very short period of time, that evolved into one word.”