Director Justin Lamar Carter on Kobe Bryant's Advice to 'Sign a Contract With Yourself'

A combat tour in Afghanistan fueled his desire to live fully

Justin is a commercial director. He joined the U.S. Navy at age 18, and served from 2004-2011 with a combat tour in Afghanistan as a medic. After leaving the military, Justin attended Howard University and worked for the State Department, FDA and FAA. He first picked up a camera in 2016 and has been directing ever since. Clients include Shea Moisture, United Airlines, Google and more.

We spent two minutes with Justin to learn more about his background, his creative inspirations and recent work he’s admired. 

Justin, tell us …

Where you grew up, and where you live now.  

I’m from Coatesville, Pa., and now reside in sunny Los Angeles. Who knows what the future holds, though. I’m an East Coast-er through and through. 

How you first realized you were creative. 

Around 2014, my mother gave me the book The War of Art, and it changed my life. I picked up a camera shortly after that and moved to NYC where I figured it out.

A person you idolized creatively early on. 

Kobe Bryant. I grew up playing basketball, and his mentality shifted my thinking as a creative person. I’ll never forget him speaking about signing a contract with yourself and sticking to a plan. I carry that with me. 

A moment from high school or college that changed your life. 

I joined the Navy at 18 fresh out of high school. I went on to become a Hospital Corpsman 2nd Class (combat medic) and served a tour in Afghanistan. That experience changed me fundamentally as a person. I came back ready to live life to the fullest.

A visual artist or band/musician you admire.  

My favorite band is Parcels. They make me feel groovy and creative whenever I put on a song or video. 

A book, movie, TV show or podcast you recently found inspiring. 

Book: Clear Thinking: Turning Ordinary Moments into Extraordinary Results by Shane Parrish.

One of your favorite creative projects you’ve ever worked on. 

My piece with Mike Tyson & Inked Mag. Mike is such an incredibly introspective person who’s been on top of the world and torn to pieces by the public because of his actions. I’ll never forget having a conversation during our shoot—the point where he learned I served in Afghanistan. He told me that everything I’d been through was worth it and that I was meant to be there [in the media business]. That gave me so much confidence. It still carries me during rough times. Shout out to Iron Mike!  

A recent project you’re proud of.

My spot for LAFC & Born x Raised. Soccer and streetwear are passions of mine, so it was fun to mesh those worlds together. It ended up being the last project that Spanto worked on (RIP SPANTO), so it’s even more special. I was welcomed into LAFC to show their world during a match, and visited Erik Duenas’ home to document how he lives. Special to say the least! Born x Raised always shows love and it was dope to be contribute to the brand’s history.   

Someone else’s work that inspired you years ago. 

John Singleton—hands down. His was the cinema I grew up and grew older with. From Poetic Justice and Higher Learning to Boyz n the Hood and Snowfall. His work speaks for itself. Spike Lee’s as well. I remember watching his films growing up, but Crooklyn was the first one to make me weep. These two incredible directors showed me I could be like them.

Someone else’s work you admired lately. 

Calmatic. He’s from South Central L.A., and he’s a beast of a director. His recent Super Bowl commercial was so great! 

Your main strength as a creative person. 

The ability to transform an idea into reality. Creative problem-solving as well. My time in the military helped me tremendously. I rarely feel anxiety or fear while working, so I’m able to focus on generating creative solutions. 

Your biggest weakness.

I can be my biggest critic, and it stops me dead in my tracks. Over the years, I’ve managed to close the gap from weeks to days and now to just a few hours. I don’t waste time with self-pity anymore. I move onward and upward.

A mentor who helped you navigate the industry.

Othello Banaci has been a friend and mentor for years. His work has inspired me time and again. He’s an Oscar-nominated cinematographer, and I love his themes, looks and stories. His personal project, American Negro, moved me to make better work. His documentary 38 at the Garden is now streaming on HBO.

How you’re paying it forward with the next generation of creatives.

I spend a lot of time sharing my knowledge with hungry creatives. I look for certain characteristics such as resiliency and passion for lifelong learning. Sometimes I give away studio time at Happy People in L.A., and sometimes I donate camera equipment for productions. I love to talk, so I find myself sharing whatever knowledge I have.