yar · ak - noun

Ancient falconry term meaning a keen state of mind and focus for hunting

Howdy, my name is Braden Cummings and I welcome you to the virtual home of Yarak Media Co.

This is where I show case my journey of making conservation, relationships, and authenticity the trophy of the outdoor industry, not massive antlers, big fish, and staged human moments.

For too long, “grip and grin” photos have dominated the marketing material of hunting and fishing brands. I’m here to shift that narrative.

Through my content, I aim to spotlight the deep care hunters put into conservation, the relationships anglers build with nature and each other, and the genuine passion brands have towards making quality gear.

These are the stories and moments often overlooked but they are the ones that connect most with people.

This is the kind of product I produce and this is the kind of product I believe will be the future of our industry.

Two children walking on a narrow trail through a lush green forest with tall trees and dense foliage.

  • Yarak is an ancient falconry term used as a descriptor of a bird that has had food withheld from it to make it hungry but not so much as to weaken it. This causes the bird to be hyper-focused and motivated to hunt.

    I used this word for my brand because when I was 12 years old I really wanted to become involved in falconry and while that passion has faded I still admire birds of prey and what they symbolize in nature.

    Yarak describes us as hunters as well, We spend all summer and most of the spring being starved of the hunt, and when fall rolls around we become hyper-focused on it.

    It also describes me personally because I have a unique perspective of hunting just like birds of prey.

  • I’ve been taking photos since I was 10 years old and really started doing it seriously when I was 13 years old.

    Since then I’ve taken photos for 10 different brands ranging from musicians to fishing tackle companies. I’ve had my photos shared by major brands like Prime Archery, Serratelli Hat Co., Elite Archery, and Winn Fishing.

    I was the media creator and social media manager for Leading Edge Archery and I’ve taken photos at events like Total Archery Challenge and documented Javelina hunts in South Texas.

    Photography and the outdoors are two of my biggest passions so I’ve jumped head-first into joining the two.

  • When I work with a brand I like to learn as much as I can about the product or service, the people, the industry, and so forth.

    I use this knowledge to accurately communicate your value to customers as well as show them all the amazing aspects of your brand that you see in it.

    Marketing is a lot of storytelling and if I can effectively share yours with people then they will see the same value in you and your brand that inspired you to start it in the first place.

  • I grew up hunting and fishing, I shot my first deer when I was 7 years old and haven’t stopped since. One of my favorite childhood photos of me is when I was about 4 years old and fishing, with my dad, using a Finding Nemo pole on my grandparent’s ranch.

    As I got older I was gifted a small camera and took photos of anything that caught my eye, architecture, nature, experiences, anything.

    Both of these things inevitably got more advanced until I realized I could join the two and make a job out of it.

  • At the center of all my photos is my faith. I want to use the tools and blessings I’ve been given to show people the world through my eyes. I see the beauty of God’s creation everywhere I go and I hope I can draw others closer to our Creator with my perspective. When someone looks at your photo they are forced to see the scene the way you want them to see it because it’s through your lens and mental perspective. So when someone sees my photos I hope it stirs some deep wonder in them and gets them out into the natural beauty around them.