“An apprentice investment banker turned advertising photographer/director extraordinaire.”
That is how I describe myself when people ask to hear my story. I bought my first camera in 2012 at the age of 20 – and by the end of the year, I had left university to take a leap of faith and start my career as an advertising photographer.
The rest is history, as they say.
During the past two-and-a-half years, my career has taken me worldwide – to over thirty different countries on four continents! I have been fortunate to find opportunities that led to experiences I could never have dreamed of. I’ve had the chance to teach workshops, motivate young photographers, create tutorial videos and even write a book. When you combine all the incredible clients and campaigns I have had the privilege to work with, I truly believe that this is the career I was made for. I can’t imagine doing anything else.
I see photography (as well as films and other moving images) as a way of expressing something deeper than just words. It’s about conveying emotion and a narrative in a beautiful two-dimensional format. In my work, lighting is one of the key elements in taking that story and that emotion, to the next level. When the mood, lighting, pose and narrative of a photograph all work together in a cohesive way – that is when the photograph is at its strongest.
I’m a photographer and a director mainly focused on advertising and artistic work. I’m passionate about images. About light. About ideas and emotions. I love to build sceneries, to craft atmospheres and characters, and above all, tell stories.
Most of my photographs are taken in studio, where I can build the exact places I imagine and where I can control everything: from the material and texture of the walls to the proportions, the color palette, the shape of that stain on the carpet or the perfect light for the model. It takes a lot of work and time to create just one picture, but for me, it feels right.
Self-taught, I began to work in advertising at the age of 19, and since then had the pleasure of working for great clients and amazing ad agencies. Some of those works have earned me national and international awards that made my mom really proud, but they’ve also led to me giving lectures and conferences worldwide.
Being able to turn my passion into my profession is a great privilege. I'm so thankful to all the people who support me and make it happen every day.
