My Philosophy

I take my craft very seriously and photography is an important part in what I do. I’m constantly striving to be at the top of my game.  It’s true that anyone can take a photo but creating a great image that resonates with someone is something I’ve dedicated the better part of 18 years toward.

I care less about how a space ‘looks’ and more about how a space ‘feels’ and that’s something that my clients respond to. On every shoot, whether it’s home or a commercial environment I strategically analyse the flow and layout to capitalise on space and natural light. This process helps to increase the size of a space and maximise its appeal.  My aim is for your eye to naturally lead from one point of the space to the other. That goes for everything – whether it’s colours, shapes or lighting - everything has to be complementing everything else. You don’t want your eyes to be stuck in one place or go somewhere they shouldn’t

The objective of any advertising is to hold the viewer’s attention for an extra few seconds, long enough to get your message across

When I arrive on a shoot, initially I don’t even pick up the camera. I take a slow walk around and just look. This applies to outside too, I might even walk down the street to find the right angle. It’s a crucial step some photographers don’t do. They start straight away and overshoot – maybe three angles per room and they miss the good angles.

I always think “More looking, less clicking”. 

It doesn't matter if it's been a shoot for an international retailer, an award winning home builder, or a mum and dad cafe. This approach to a shoot pays off massively and benefits everyone and that's what makes my clients happy.