about us

Whole Brain Photo is the brainchild of Phil Morrow and Cathy Lucas. With a bachelor’s degree from Boise State University as well as over 14 years’ experience in digital media and photography, Phil founded the company in 2016. Phil’s introduction to the industry was when he started working at Idaho Public Television in 2002 at the age of 16. After three and a half years with Idaho PTV, he took a job at Idaho’s News Channel 7 and was promoted several times.

During his college years, Phil worked summers at Cascade Raft and Kayak where he learned to paddle whitewater and share the love of the river with his friends. Not only was he a stellar student in school, but he enjoyed learning too. He graduated with a B.A. in Mass Communications/Journalism, an Anthropology Minor, and a Cinema and Digital Media Studies Certificate. Post-college, Phil has worked for companies like KIVI Channel 6 News, Hewlett Packard, Idaho Camera and TourFactory.

In high school, Cathy was a part of the Academic Decathlon team and graduated as Valedictorian. Cathy graduated with honors from Boise State University with a B.A. in English and worked at Blue Cross of Idaho for over 11 years. Cathy received her Master’s in Business Administration from Boise State University in 2007. She has nearly 20 years of proposal development experience with companies like Blue Cross of Idaho, Optum Health and Intelligent Decisions. Cathy enjoys traveling, snowshoeing, running, and spending time on the Payette River with Phil.

It all started when...

The company started when Phil saw a need for a camera rental business in the Treasure Valley. There was nowhere in town to rent a flash, lens, camera or even get a photography lesson! Phil thought to himself, “I’m tired of saying no [to potential customers].” So, he took his idea and started to figure out a way to rent equipment to local photographers and videographers in the Boise, Idaho area. As a photographer and collector of digital and film camera equipment, Phil had quite the selection of lenses and camera bodies. He also had a good idea of what potential customers would be interested in renting, so he invested in two full-frame cameras and then made a large purchase of lenses.

Cathy saw how well the business was doing and its potential, so she decided to join the company with Phil in 2017. Ever since, Phil and Cathy have been doing their best to invest in what local photographers want for weddings, portraits, events, travel, and landscape. With the largest selection of Canon L Lenses in town, Whole Brain Photo is Boise’s premier camera equipment rental company. Their most recent investment was more Canon and Nikon lenses, in addition to the introduction of two mirrorless camera systems: Sony and Micro Four Thirds. They’re looking forward to an awesome 2018 in a new location!