Matt Cowley: Videographer & Founder of Instinctive Media & Cowley33
- Cowley33
- 4 days ago
- 7 min read
Hi, I’m Matt. I run Instinctive Media and I make films, photos and aerial content that feel alive. This isn’t a sales pitch; it’s just me saying hello and giving you a feel for what I do.
Recent highlights include filming with Age UK, supporting a piece linked to women’s football in Africa that was aired on the BBC, shooting behind-the-scenes at Giants Live, and flying night drone work with OAT Productions for Humberside Police and Fire. Over the last year those kinds of projects have come together more often, with some of my biggest to date landing in quicker succession. Earlier in-house roles included launching webinars at LATUS Group, with one session topping 600+ live attendees, and DOP and camera for the HEY Business Awards.
I trust my gut, stay open to new ideas and keep learning. I want to take on more adventurous work and grow FATE (a side project I am building) to bring people together creatively. If you found this through search or a recommendation, thanks for being here.
Where I’m At Now
I made Instinctive Media my full-time production company in April 2025. I’m based between Beverley and Hull and available across the UK and beyond. Most of the time it’s just me, and I bring in people I trust when a job needs more hands. Week to week I’m making a mix of video, photography and aerial work for organisations, events and small businesses, with the odd adventure shoot to keep things fresh.
I like clear goals and simple plans. If a story needs pace, I cut tight and keep the energy up. If it needs to teach, I make straightforward, helpful videos that earn their place on YouTube over time. The process is calm and practical: agree the goal, plan what we need, shoot with care, edit with intention, deliver, then listen to feedback.
I’m CAA‑certified (A2 CofC) and insured to fly drones commercially in the UK. I do fly at night when it’s safe, legal and signed off, but safety and permissions always come first.
The tools I trust
Most days I lean on a Canon C70 in CLog2, with a Canon R6 for stills and a second angle. Three lenses cover me from 17 mm to 300 mm: a Canon 17‑35 L, a Sigma 24‑70 and a Canon 70‑300 L. For aerials I use a DJI Air 3, with an Atomos Ninja V on the rig when I need it. I edit in Final Cut Pro on a MacBook Pro, and I’m easing into DaVinci Resolve when a project suits.
Recent Projects
Here are a few examples kept short.
Age UK: Content for Bee Lady Day and the first Bee Lady Ball in 2026.
RSPCA (Hull): Short sessions for original photos and video to replace stock; won via a LinkedIn free shoot offer.
Women’s football in Africa: Worked with Jean Sseninde on a piece that reached the BBC.
Humberside Police & Fire, Night Walk Challenge: With OAT Productions, night drone and B‑roll across multiple locations, with full permissions.
Giants Live: Behind‑the‑scenes capture at a strongman event.
HEY Business Awards: DOP and camera for interviews, company B‑roll and drone work.
On the side, I also enjoy adventure shoots like DYFI Bike Park (weekend VLOG‑style filming while riding) and Les Deux Alpes (a week of Skiing and filming; gimbal planned for next time).
How I Got Here
I didn’t start in media. I worked as a personal trainer and, during lockdown, I filmed my own check‑ins on a little Canon M50 and started to vlog my prep towards competition. That’s when things clicked. I bought a 50 mm lens and began making simple videos for people around me. One of those was for a gym manager who gave me a shot. That led to paid work and the confidence to keep going.
Instinctive started when I was coaching fitness. I went by Instinctive Fitness because I believed you could still get in great shape by enjoying what you do, keeping plans flexible, going harder when it felt right and backing off when it didn’t; training instinctively. Over time the brand simply morphed from fitness plans to content creation. I still strive for creative freedom in the work, and when a client comes on board I hope they’ve seen enough of my past projects to feel confident handing me the reins.
It was a natural segue from fitness trainer to fitness videographer. I was still surrounded by the same people and environments, and I knew what to look for in terms of physique, posing and angles for bodybuilding. That familiarity helped when I started shooting with the very people I had trained alongside.
For a while I used Instinctive Media as a trading name alongside fitness and for personal projects. I later took full‑time roles to learn and steady the ship. In‑house I launched live webinars at LATUS Group that went past 600+ live attendees and, in my last in‑house role, I handled DOP and camera for the HEY Business Awards alongside company B‑roll and drone work.
At LATUS I spent time in the wider marketing team and began to see the bigger picture behind content. Great adverts don’t work for a client just because of a slick transition; there are more pieces to the puzzle. That role gave me the chance to step back from just making and learn the strategy, data and distribution that sit around the creative.
From LATUS I moved to another production company before realising I wanted to build my own. 2025 felt like the right time to take the early enthusiasm, the marketing experience and the time working alongside other creatives, and pave my own way. In April 2025 I made Instinctive Media my full‑time production company. Instinctive Media is my production company. Cowley33 is my personal brand, and COWLEY33 LTD is the company name.
This iteration of Instinctive Media is still in its infancy, but I’ve been doing this for years. I’m a multifaceted creative, and one thing remains despite always learning and trying new things: I will always improve and I will never give up.
What Matters To Me
Adventure
I like to be out in the world making things, not just talking about them. New places, new ideas and a bit of uncertainty keep the work fresh and honest.
Collaboration
Good work is a team effort. Most projects are me at the core with people I trust brought in when needed. Clear roles and a simple plan help everyone do their best work.
Creativity
I try to make choices that serve the story rather than the gear. Simple setups, clean frames and a clear idea nearly always beat complexity for the sake of it.
Instinct
I prepare properly so I can trust my gut on the day. That balance lets me move quickly when the moment appears and keep things calm when they don’t.
Learning
I keep training, testing and improving. Whether it’s a new camera profile, a different way to light, or how a title performs on YouTube, I like understanding why things work and folding that back into the next project.
Looking Ahead
I want to keep pushing into work that feels alive and useful. That means more outdoor and adventure pieces, and projects with a clear purpose behind the story.
I’m also looking for work that takes me on a journey, not just in what I shoot but in how it stretches me as a professional and as a person. I want shoots that demand more of my skills and, at times, more of me physically. There’s real emotion in work like that. It’s something I can share with the story and fold back into the final piece, and something I can look back on one day with real memories. If I can do that with other people, all the better. Shared experience makes the work stronger.
FATE: (Friendship, Adventure, Technology, Experiences)
FATE is a side project to bring creatives together who can click with like‑minded people. The focus is on videographers, photographers and drone operators who want to get outside and make work in the real world. It will start with simple hike meet‑ups and low‑fuss shooting days. Over time I want to include more planned adrenaline experiences where safety and planning come first. Think track days, paragliding taster sessions, scuba try dives or coasteering.
The aim is to share skills, test kit in real conditions and leave with memories as well as footage. Small crews. Clear meet‑up details. Optional mini challenges. Shared edits afterwards. Space for beginners and seasoned pros to learn from each other without pressure.
I’d also like to do more with education. From 2026 I’m aiming to work with a local college or university to help students get hands on with real projects.
If You’re Curious
Thanks for reading. If you’d like to see more of what I make, the videography, photography and drone pages on this site are a good place to start.
If you want to say hello or talk through an idea, feel free to send a message. No pressure, no hard sell. I’m always happy to chat about what might work and point you in the right direction, even if that ends up being something simple.
Find me on Instagram or YouTube at @cowley33.
FAQs
Do you work alone or with a team?
Most projects are solo shooter due to scale and budget. When a brief would benefit from extra hands or specific skill sets, I bring in trusted collaborators with clear roles.
Do you travel for shoots?
Yes. I’m based near Beverley and Hull, and I’m happy to travel anywhere in the world if the project is a good fit.
Are you insured and licensed for drone and production work?
CAA‑certified (A2 CofC) for commercial drone operations in the UK, including approved night flying when appropriate.
How do we start a project with you?
Get in touch via the contact form on this site or send a DM on Instagram. Tell me the goal and I’ll suggest a simple approach, timeline and whether we need any extra crew so we can get the ball rolling.
Can you help with YouTube or educational content?
Yes. I’m not claiming to be a YouTube specialist, but I’ve used the platform for years, use practical plugins, and have helped rank client videos in their niche. I also watch YouTube more than TV, so I’m immersed in what works day to day.
What is FATE and how can I get involved?
It’s a side project that brings creatives together to click with like‑minded people for real‑world shoots and, later, safe, planned adrenaline days. We’ll start with simple hike meet‑ups and low‑fuss shooting days, then look at track days, paragliding tasters, scuba try dives and coasteering. If you’re interested, drop me a message. FATE stands for Friendship, Adventure, Technology, Experiences.
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