Tomás Karmelo Amaya doesn't just take photos or make films—he breathes stories into existence. A visual artist, writer, and director, Amaya’s work is a bridge between past and future, memory and movement. Rooted in his A:shiwi, Rarámuri, and Yoeme heritage, his artistry is about more than aesthetics—it’s about intention, healing, and reclamation. Raised in West Phoenix, Arizona, on the ancestral lands of the O’odham, Yavapai, Piipaash, and Yaqui peoples, his lens is both a witness and a voice, capturing narratives that have too often been ignored or misrepresented.
KANION: A Creative Partnership Rooted in Purpose
In 2018, Amaya co-founded KANION, a creative agency and production house, with his partner and now wife, Siera Begaye (pictured together below). KANION isn’t just a studio—it’s a statement. Every project carries the weight of storytelling with purpose, blending Indigenous teachings with contemporary media to amplify voices that demand to be heard. Their work spans film, photography, branding, and immersive experiences—all crafted with the understanding that art is more than just a medium; it’s a means of authentic connection, cultural preservation, and evolution. And folks paid attention. KANION's visual language through the lens of Amaya led to collaborations with some of the biggest names in fashion, tech, and media. From Nike, to Apple, Adobe and Meta, you've seen their work.
Where Culture Meets Clothing
Our work with Tomás and Siera involved a meeting of minds on culture and creativity. When together, we'd discuss the challenges and opportunities to tell stories about who we are as people, and how best to use our abilities in the arts to connect others to those stories, and to each other. At one point it led to a memorable collaboration, producing, some of our most talked-about photographs to this day—a visual fusion of fashion, narrative, and identity. We weren't the first fashion campaign KANION undertook, and we won't be the last.
KANION's Born x Raised x Levi’s campaign ensued soon after—and, more than a fashion moment, it was a tribute. Shot in honor of Spanto’s late father, the campaign fused personal history with Native heritage, proving again that style is storytelling in its own right. Amaya's photography captured not just the garments but the spirit behind them, turning the collaboration into something both deeply personal and universally resonant.
Reclaiming the Narrative: A Legacy in Motion
For far too long, mainstream media has flattened Indigenous love into stereotypes or erased it altogether. The power couple sought to change that with Native Love Stories, a project dedicated to celebrating the diversity and depth of Indigenous relationships. Through photography, film, and interviews, the project stands as a reminder: Love, like culture, is enduring. Love, like land, cannot be erased.
Whether team KANION is behind the camera, in the director’s chair, or collaborating with global brands, Tomás' and Siera's focus remains the same—telling stories that matter, stories that heal, stories that demand to be seen. Art can be aesthetic, but their work is something deeper. It’s a statement, an offering, and a call to remember.
Follow Tomás: tomaskarmelo
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