I work with businesses of all sizes across a wide range of industries - from international brands through to small operators, and just about everything in between. Industries I've worked with include construction, manufacturing, primary production, consumer goods, social and community services, and charities. And because I'm a Hawke's Bay local, with a genuine love of food and hospitality, I have a particular passion for working with cafes, restaurants, and wineries. There's just something about capturing the energy and soul of a great hospitality venue that I find incredibly rewarding. The work I do tends to fall into three areas: capturing the people behind a business - the teams, personalities, and stories that make it what it is; capturing products, services, and partnerships to promote and build reputations; and creating imagery that brings a brand to life - photography that's in strong alignment with the client’s overall brand strategy.

Probably the key component of my photographic style revolves around injecting a sense of genuine human warmth into the imagery I produce. I believe in creating a comfortable and relaxed working environment, using both natural and artificial light sources, and focusing on careful composition, to generate a sense of atmosphere across the whole shoot. This results in images that feel well-considered as opposed to formulaic or contrived. Whether it's a hospitality shoot, a commercial campaign, or a rural landscape, I want my work to deliver depth and mood, while being versatile enough to anchor a brand or campaign, and distinctive enough to provide a business with their own unique visual identity. I also love working closely alongside other marketers and visual creatives. I’m a people-person by nature so I excel in collaborative environments and really enjoy the creative process and being part of a team working towards a common goal.

I guess what sets me apart is that I approach every brief like a marketer. Because before I was a photographer, I spent over a decade working in the marketing and communication industries - which means I don't just show up to take photos, I understand and truly believe in brand strategy, campaign planning, and how images need to perform across different environments - websites, social media, print, and PR - to deliver the desired results. So when a client shares a creative brief with me, I don't just see it as a set of rules and constraints I genuinely find it an exciting challenge. I know the level of thinking that's gone into that brief, and my job is to bring it to life. So with a strategic mindset, I make sure the images I shoot don't just look good; they work hard for my client’s business or organisation. The result is photography that feels authentic rather than staged, and images that work fluently across multiple channels and collateral.

Commercial photography is specifically created to support a business's commercial goals -whether that's drivi ng sales, building brand recognition, or strengthening their position in the market. It's purposeful, strategic work, and covers a wide range of subjects: people and teams, products, environments and spaces, lifestyle, food and drink, industry, operations, to name a few. Commercial photography is almost always shot according to a creative brief. And these briefs are shaped by brand guidelines and aimed at delivering a marketing campaign or a specific communications objective. In other words, the images need to deliver tangible results alongside the other components of the client’s marketing and comms approach.