JAMAICAN photographer and videographer Herbert Thomas has been selected to travel to Tokyo this September with World Athletics for the 2025 World Championships. He is the first Jamaican to be accepted into the organisation’s Content Creator Academy, a programme that brings together creatives from around the world to produce coverage for the sport’s governing body.

“I was always interested in making videos while in high school; however, it wasn’t until I got to university where I was exposed to the vastness of photography and videography and the possibilities that can arise from it business-wise,” Thomas said. “I needed a way to supplement my tenure studying dentistry at the University of Technology, as it was not only an expensive programme, but regular day-to-day living expenses was difficult for me at the time…food, transportation, etc. So this was a way to assist in that.”

A former track and field athlete who competed up to the university level while at the University of Technology, Jamaica, Thomas believes his sporting background gives him a clear edge.

“The biggest of them all is that I truly love the sport of track and field. So I genuinely get so much joy from just being able to apply my craft in something that I love. Another thing is that I think I have an understanding of what the fans would like to see and, as such, I think I can contribute to the development of the sport through my craft,” he said.

Thomas’ portfolio includes producing track-and-field content at local meets and for some of Jamaica’s most recognisable athletes, including Shelly-Ann Fraser-Pryce, Julian Forte, and Asafa Powell. “Most recently I was also a part of the content team for Grand Slam Track that was held here in Kingston for which I was able to create some notable pieces of content,” he said.

He applied to the World Athletics programme after seeing the advertisement online.

“I just applied and sent in all those videos I would have created before. I didn’t think much on it to be honest, but then I got the e-mail that I had an interview, and from there I was selected from over 800 persons across the globe.”

Thomas describes the programme as both inspiring and liberating.

“What I like about the programme is the space to create freely and be I already am. The programme has also inspired me to step out of my comfort zone to expand the type of content I produce to possibly include being in front of the camera as well.”

Reflecting on his experience with Grand Slam Track, Thomas said it was one of the best experiences he has ever had.

“I am used to working solo; however, being a part of such an awesome team I learnt a lot from them, and the energy was just awesome. They trusted in my ability and gave me the space to create, and I am proud of what we were able to produce, which certainly uplifted my drive to creating sports content. Big shout-out to Duncan and the team.”

Looking ahead, Thomas has clear ambitions for his legacy and expects to make a meaningful impact in the sport of track and field through his craft.

“Sports has always been that thing that brings people together from all walks of life,” he added.

“Jamaica and the region has some of the most talented persons ever lived in sports and we must ensure that they are represented well all the time, especially by our own. The athletes are seeing where the media can be beneficial to them if used properly and I aim to always represent the sport, the athletes, and myself in the best and most up to date way possible. The combination of traditional media and the ‘new school’ media has a lot of room for growth as the business of sports evolves.”