HOW I WORK

When I work with artists, particularly those I'm photographing with for the first time, I often say:

It's not about me or my vision. It's about your work and how you want to show it.

That's also how I approach commercial photography.

I don't believe a photographer needs to impose the same visual style on every project. Different subjects, audiences and briefs need different solutions. Instead, I start by listening. What are you trying to communicate? What needs to stand out? What should the viewer notice first? What do you want people to feel?

From there, I treat each shoot as a problem to solve. Sometimes that means designing a set from scratch. Sometimes it's finding the right way to light a reflective object. Sometimes it's simplifying an idea until the product becomes the focus. And sometimes it's taking a vague brief and developing the visual direction from the ground up.

The No7 Future Renew campaign was a good example. The brief was to create a futuristic feeling that referenced the years of laboratory research behind the products without making the imagery feel overly scientific. I designed a structure using laboratory glassware, creating a clean, minimal setting that allowed the products to remain the focus while subtly referencing the science behind them. My experience photographing glass became part of the solution rather than simply a technical skill.

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Time to think matters

I work best when there's enough time to think.

Good images rarely come from simply moving quickly from one setup to the next. Styling, lighting, composition and small adjustments all need attention.

For me, doing a shoot properly means having a moment to stop, look and think—not just act.

That's particularly important when working with complex materials such as glass, reflective packaging or objects with unusual surfaces.

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Every client matters

I work with established brands, creative agencies and magazines, as well as independent artists and people at the beginning of their careers.

The size of the client doesn't change the care I put into the work.

I pay attention to what people tell me. I remember details. I ask questions. And I want people to feel comfortable bringing me an idea even when they aren't sure how to explain it yet.

You don't need to arrive with the perfect brief.

You can simply tell me what you're imagining.

We'll work it out from there.