+Photographer
+Director
+Generative Production

I've spent more than twenty years making pictures for advertising, first as an agency art director, then as a photographer, retoucher and director. Now, generative production accompanies the list.

The art director part never really left, which is pretty useful. It means understanding a brief from both sides, enjoying the thinking as much as the making, and knowing what has to happen between the first idea and the final version of the final version. Along the way I've worked on campaigns locally and internationally and have been fortunate enough to receive awards, first as an art director and currently for photography. The work is considered, but looks spontaneous. Natural is usually the goal, even when getting there involved rather a lot of planning. And after enough years on set, learning that plans are useful right up until they aren't. Solving problems quickly and keeping everyone moving can be half the job.

Technology has always interested me, be it cameras or software, whatever has just landed and changed the rules again. Generative Ai is the latest game changer, and I use it fluently. But it is just a tool. Sometimes the best solution is new technology, sometimes it's just a camera and good light. Photography, film, post and generative production no longer live in separate boxes, and used well, each does what it does best. Technology will keep changing. Knowing how to make a great picture never does.

I like being part of the creative conversation, not arriving at the end of it with a shot list. Good can be elevated to great. And producers know that when a job is handed over, it comes back on time, and exceeding expectations.