Background & Approach

 

Can you share how you first fell into photography and creative direction — when did you realise this was your path?

 

"I remember being around 21, trying to figure out what I wanted to do in my life. A colleague of mine was studying photography and invited me over one day. He showed me his workspace and the project he was working on, and something just clicked… and here I am today.

 

Big shoutout to James!!" 

 

 

When you start a new project, what’s the first element you focus on (e.g., concept, set, styling, talent)?

 

"It honestly changes from project to project. It depends on what’s inspiring me at the time.

 

But if I had to choose the most common starting point, it would probably be styling. The clothes often set the tone for the whole direction."

 

 

Creative Process & Collaboration 

 

How much creative freedom do you typically have when working with brands, and how do you navigate brand requirements vs your own artistic vision?

 

"It really depends on the brand. Most of the time, I have a good amount of freedom to express myself with the camera.

 

But there have been times where my creativity was more limited and I had to stick closely to the client’s vision. That’s just part of the job — being flexible, patient, and still delivering strong work even when it doesn’t fully match your personal taste… I guess!" 

 

What does a “successful” shoot look like for you, beyond the final image — in terms of teamwork, concept realisation or brand impact? 

 

"For me, it’s all about the energy on set. When the whole team is in sync, everyone feels good, and we’re all working towards creating something we’re proud of — that’s a successful shoot.

 

The final images matter, but the process and the vibe are just as important."

 

 

"The final images matter, but the process and the vibe are just as important."

 

 

Themes, Culture & Impact

 

Can you share a shoot where something unexpected happened and turned into a creative win?

 

"I’ve had so many unexpected moments! But one that stands out is a shoot I did with the Flag Twins.

 

The trainers we were supposed to shoot never showed up, so we had to use another pair and improvise a little.

In the end, the photos turned out amazing. It’s still one of my favourite shoots to this day."

 

 

 

What impact would you like your work to have on the people who see it — whether they’re fellow creatives, brands, or the wider audience??

 

"I’ve never really thought about my work in terms of impact.

 

I’m still growing into the photographer I want to be.

 

But if my images inspire someone, whether it’s a creative, a brand, or just anyone looking at the work, then that’s just incredible."

 

 

Reflection & Future

 

How has your work evolved over the past few years — in terms of style, technology, or the kinds of clients you work with?

 

"Honestly, everything has changed.

 

When I first started, I never ever shot in the studio. Now it’s basically where I shoot all the time!

 

The way I prepare for shoots, the way I shoot, even the way I edit… All of it has evolved. That’s part of the creative journey: you’re always learning, adapting, and finding new ways to express yourself." 

 

"If my images inspire someone, whether it’s a creative, a brand, or just anyone looking at the work, then that’s just incredible."

 

 

If you could give one piece of advice to a young photographer or creative director entering the streetwear/brand-shoot world, what would it be?

 

"Shoot and create as much as you can. 

Take your camera everywhere. Make moodboards in your spare time. Experiment, learn, make mistakes, and keep going. Train your eye to see things differently — in a way that’s uniquely yours."