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The tagline at the end of Volvo’s new ad, “Moments,” says: Sometimes the moments that never happen matter the most. If there’s a corresponding idea in filmmaking, it might be this: Sometimes what you don’t show is the most affecting. In “Moments” — an ad as heartwarming/heart-wrenching as any we’ve ever seen — a young girl speculates about the rest of her life before starting her first day of school. What friends will she make? Where will she travel? Who will she meet? What unfolds is a fantasy within a fiction: an entire life in less than four minutes. What you see is beautiful, striking even. But ultimately, it’s just a stencil for what you don’t see. The story — the girl’s life — is the negative space.

There is a point at which most creatives wonder if they’ll ever get where they’re going. Usually, it comes along after they’ve invested a number of years, a lot of effort, and a substantial amount of money. There doesn’t seem to be a way forward, and there doesn’t seem to be a way back. In story terms, you might call it a dark night of the soul. For Rachel Morrison, this point came about after she spent two and a half years directing photography for a reality show called The Hills.

At some point on the way to becoming who we want to be, we have to stop being who we were. Muhammad Ali had to stop being Cassius Clay. Rachel Morrison had to stop working on The Hills. And Katelin Arizmendi had to stop being a camera assistant. “I moved to L.A. and I decided I wasn’t going to introduce myself as a camera assistant ever again,” Katelin told us. “I only wanted to shoot.”

As David Foster Wallace famously put it: “Of course you end up becoming yourself.” Which probably just means that everything seems inevitable in retrospect. And maybe that’s why it’s not surprising that despite having so many things working against them, cinematographers Autumn Durald (Palo Alto, One & Two) and Rachel Morrison (Black Panther, Cake) have built not only successful film careers, but also families. Which isn’t to say it was easy. Just that, when you hear them talk about it, it makes sense. “I guess on some level, [being a DP and a mother was] always a part of the plan,” Rachel Morrison says. “But I got to the point where I was like, ‘How the hell can you be a DP and a mother?’”

How can you become a better filmmaker when there are so many aspects of filmmaking to improve? It’s easy to get overwhelmed. But here’s the thing: Filmmaking is inherently interdisciplinary. Every piece is related to everything else. Improving one part has a strange way of improving the whole. So when we asked some of our favorite cinematographers for their advice on taking their work to the next level, we realized that everything they were talking about could also be applied to a broader lifelong goal of becoming a better filmmaker. So whether or not you’re a cinematographer, here are some world-class opinions on how to get better.

If there is no “right way” to make a film, then is there no “wrong way” either? If you’ve seen Paul Özgür’s work — an award-winning Dutch cinematographer whose films have screened at festivals like Sundance and the Berlin International Film Festival — you’ll start to question if there are any boundaries at all. “This is filmmaking,” Paul told us. “There are no rules.”

In a film, “Every object, every color, every detail tells a story,” cinematographer Laura Merians told us. “For me, philosophy and filmmaking have a lot of similarities. You’re trying to communicate something. You’re trying to explore a subject or find meaning. As a filmmaker, I’m constantly trying to find the deeper meaning.”

Philip Bloom is a 25-year veteran of the filmmaking industry and an inspiration and mentor to thousands of followers online. Philip literally learned his craft under fire, and he has thoughts on everything from video gear to online collaboration to the perfect ratio of gin to tonic. He is both a gent and a genius: This is our conversation with Philip Bloom.

Shane Hurlbut, ASC is a legendary cinematographer who’s worked on such blockbusters as Into the Blue (2005), Terminator Salvation (2009), and Act of Valor (2012). After putting this much time into the business, he knows a thing or two about creativity, community, and collaboration. When we talked to Shane, he was color correcting his latest film, Need for Speed (2014), and he graciously took a break to let us hound him with our questions.