[Joel Flory As the co-founder and CEO of VSCO, Joel leads the company on its mission to equip, educate, and inspire anyone on the journey toward reaching their creative potential. Joel and his co-founder Greg Lutze combined their passions for photography and technology to build VSCO in 2011. Prior to founding VSCO, Joel was a successful commercial and wedding photographer. A Bay Area native, Joel is deeply involved in the local Oakland community.]