My Philosophy

With regards to commercial photography

If you can take one beautiful picture, you can take a million beautiful pictures. So it’s important to learn the art of perfection.

My impression of the current commercial photography landscape, by and large, is that it more or less reflects the artistic mood of our era of hyper-consumerism: extravagant, unexpressive, flat.

I have only ever taken photographs of products, food and spaces that I love. My hope is that this love shines through in the meticulous attention to detail that I offer to each picture I take.

Each picture can take from one to fours hours or even longer to take. I see it as I do painting: every single detail must contribute to the harmony of the whole. All the lines and shapes, even the folds on a piece of cloth, are carefully sculpted in order to create visual music, flow, and rhythm.

Most importantly, I seek to instil the elusive quality of soul in my photos. I believe that the most effective marketing is one that is elevated to a high art, and thereby integrates all the elements that make a painting come alive and touch the heart and spirit.

When infused with life and depth, a photograph can tell a story that extends far beyond the frame. The different layers of distance, the anatomy of composition, and the dynamism of light, form, colour and texture all must combine seamlessly to express the invisible: atmosphere, social life, human feelings, and - most importantly - magic.