Craig Francis on Finding Purpose: Hunting, Creative Branding, and Serving Those Who Serve

Craig Francis is a storyteller, brand builder, and volunteer who credits much of his personal and professional growth to two defining passions: hunting and creative expression. His journey—from the turmoil of a difficult childhood, to rebuilding his life after a severe sports injury and struggling with addiction, to ultimately discovering avenues for restoration in the great outdoors—offers insights into resilience, community, and truly authentic brand-building. Today, as Vice President of Brand at UltraView Archery and as a dedicated volunteer at Big Sky Bravery, Craig embodies the belief that, with openness, honesty, and perseverance, it’s possible to create meaningful impact both in one’s own life and in the lives of others.

Below are some of the key themes Craig shared in this wide-ranging discussion: how he rediscovered purpose through hunting, why a sense of community is a critical ingredient for personal growth, what it means to build a truly authentic brand, and how serving those who risked it all can serve as a powerful reminder of our shared humanity.

1. From Athlete to Addict—and Climbing Back

• A Promising Start Cut Short: Craig’s first love was soccer. He played as a goalkeeper throughout high school and into college, driven by the dream of going pro. That dream, however, ended abruptly when he suffered a devastating leg injury—shattering bones on the field. In an instant, every aspiration of being a competitive athlete was gone.

• The Spiral of Addiction: With his identity tied up in athletics, Craig found himself in a downward spiral. Opiates entered the picture after major surgery, leading him to self-destructive behaviors with painkillers and alcohol. Pushing away from family and friends, he began to doubt that a healthy, meaningful life could ever be in reach.

• The Turning Point in the Desert: Faced with a choice—sink even deeper or find a radical new environment—Craig discovered the National Outdoor Leadership School (NOLS). Spending 88 days in the wilderness of Arizona, Texas, and New Mexico not only changed his surroundings, it gave him a renewed sense of purpose. Those months of living with only the gear on his back, he said, “became the first real therapy” he ever had.

Photo taken from Craig’s Instagram.

2. Rediscovering Hunting as a Means of Healing

• Returning to Childhood Roots: Growing up, Craig’s early fondest memories involved hunting trips with his father and grandfather. Although he drifted away from the sport while focusing on college soccer, he rekindled his love of the outdoors when new friends at Clemson University invited him back into the world of hunting.

• Balancing Solitude and Community: For Craig, the beauty of hunting lies in its flexibility. His earliest forays back into the sport involved duck hunting with friends—a communal, shared experience that brought steady brotherhood at a time he desperately needed positive social ties. Over the years, that sense of community would expand, especially as he moved out west to Montana and had easy access to extraordinary public lands.

• Pursuing a “Game That Cannot Be Won”: In describing hunting, Craig emphasizes an ongoing pursuit of “the infinite game,” something that yields no distinct finish line. Mastery in hunting is impossible, and that’s precisely the draw. He sees hunting as a living, breathing discipline—and one that also functions as an emotional and spiritual salve. In the field, he finds solace, quiet, and an intense connection to nature that fosters deeper introspection than everyday life.

3. Searching for Authenticity in Brand-Building

While he found a personal anchor in hunting, Craig was also nurturing a love for visual storytelling. He picked up cameras, explored creative roles, and eventually made his way into the brand and marketing world. Over time, he would collaborate with high-profile hunting apparel companies and learn the inner workings of brand development from multiple angles.

• Putting Authenticity First: “If your product sucks, then all your marketing is a lie,” Craig quips. In other words, trust within a brand is built by consistent integrity and excellence, whether you’re marketing gear, a service, or your own creative capabilities. Presenting yourself honestly—both personally as a creative and professionally in brand narratives—is nonnegotiable.

• Telling Your True Story: Craig warns against the dangers of “faking it till you make it.” Instead, he encourages entrepreneurs, creators, and marketers to share their journey openly—even the flaws and missteps. He believes admitting uncertainty and acknowledging current limitations can actually earn respect and loyalty from early supporters. “The minute you lie about your story, everything you build on top of it is a sham,” he observes.

• Building Brand Reputation vs. “Personal Brand”: When it comes to personal brands, Craig contends that your real currency is your reputation. Everyone, from emerging photographers to established creative directors, trade on who they are and how they engage with people. He stresses: “If you damage your reputation, you don’t just go back to zero, you go to negative trust.”

• Product vs. Service Differences: Whether you sell a physical product or your personal expertise, everything you do shapes consumer perception. On the product side, thoughtful packaging, thorough testing, and delivering on quality are crucial. Services, by contrast, must demonstrate competence through tangible proof—previous work, behind-the-scenes processes, or instructive content that says, “I can walk you through, step by step, how we’ll achieve results.”

Photo taken from Craig’s Instagram.

4. The Importance of Community Along the Way

• Cultivating the Right Circle: After finding he was drawn to the “red-blooded pursuit” of hunting, Craig encountered a supportive group of friends who not only shared his passions but offered positive examples of how outdoor recreation can anchor lasting bonds. In the creative realm, building genuine relationships has been just as vital. As projects ramped up or pivoted, he relied on these networks.

• Saying “No” to the Wrong Fit: Part of fostering genuine friendships, Craig says, involves turning down people or opportunities that simply do not align with his values or goals. By being strict with his “guard rails”—knowing where he does and doesn’t want to go—he channels his energy into partnerships that feel exhilarating and purposeful.

5. Big Sky Bravery: Serving the Ones Who Serve Us

Perhaps the most moving part of Craig’s story lies in his commitment to a nonprofit called Big Sky Bravery (BSB). The organization provides post-deployment decompression programs for active-duty Special Operations Personnel—those men and women who often face intense combat tours, clandestine missions, and unrelenting stress.

• A Rest from the Front Lines: BSB is unique in that they serve active-duty special operators. Through fishing, hiking, snowmobiling, and other outdoor activities in Montana, participants find solace in nature and in being treated like regular people rather than “heroes.” As Craig puts it, “They’re just guys and gals with a really, really hard job.”

• Providing an Opportunity to “Just Be”: For many warfighters operating in high-stakes realms, turning off hypervigilance isn’t easy. Retreats in wide-open, wild landscapes become a chance to safely decompress. Program volunteers, almost all civilians, don’t push for stories or ask for sensitive details. They simply extend personal warmth and gratitude—acknowledging: “We know you’re out there, we appreciate your efforts, and we’re here if you need rest.”

• Why It Matters: “I get more out of it than they do,” Craig admits. Being around individuals who sacrifice so much, who live by a code of duty and service, offers grounding perspective that he carries into every part of his life. Knowing that this program meets a true need has affirmed Craig’s belief in forging sincere human connections, even when backgrounds differ drastically.

6. Pursuing a Life of Meaning

Between brand-building, hunting, and volunteering, Craig’s overarching message is that fulfillment stems from sincerity, humility, openness, and willingness to help others. He has learned that walking away from destructive choices is easier if you re-channel the fire, the ambition, or the restlessness into something healthy (e.g., intense devotion to perfecting your craft or exploring the wilderness for perspective).

• “Progress Is Not a Destination—It’s a Trajectory”: Craig reminds us that mastery in any area, whether it’s archery, content creation, or personal well-being, takes time. Be patient. Keep putting in the work, and remember to celebrate the incremental milestones.

• Sharing Your Story Can Save Others: Your personal narrative—flaws, regrets, triumphs, and all—just might be what someone else needs to hear in order to move forward. Craig saw that in his own life, where confiding in supportive friends helped him let go of guilt and shame around not serving in the military himself.

• Leaving the World Better for the Next Generation: “I want to become a man worthy of my children’s admiration,” Craig says. This guiding principle underscores his approach to creative leadership, personal relationships, and communal service. Whether it’s designing high-caliber archery products or building heartfelt conversations around a campfire, everything is in service of that bigger vow.

Conclusion

Craig Francis’s story is one of resilience, creativity, and devotion to an honest, steady climb. From the day he broke his leg on the soccer field—believing his life’s dream abruptly ended—to leading brand teams today, Craig’s journey demonstrates that even the darkest challenges can pave the way for surprising opportunities. By forging real connections, both in professional circles and through initiatives like Big Sky Bravery, Craig shows it’s possible to craft an energetic, meaningful life that aligns with your values while offering a similar path of healing and hope to others.

If you’re looking for takeaways, consider these:

Find healthy outlets for adversity—whether that’s time in nature or a new hobby.

Share your story authentically. That vulnerability can be a powerful bridge.

In brand-building—product or service—value follows trust. Don’t compromise.

Embrace community. Lifelong friendships sustain us in ways we cant do alone.

Extend your gratitude and energy toward those who need it—friends, family, or individuals actively serving on the front lines.

Craig Francis’s life proves you don’t have to be flawless or have all the answers. You just have to be honest about where you are, open to growth, and willing to put one foot in front of the other. In his words, “I’ve seen some dark days, but I’ve come back to the light and found life is worth living.”

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