In the past 15 years, I’ve shot for Sydney's most awarded Branding Agencies, Re, Hoyne, Principals, Frost, Monkeys and BMF. I’m commissioned to shoot in a journalistic/editorial style , to create photographs, that are authentic, unique and real. Inevitably, I’m called in as part of a rebranding campaign and my job is to visualise an authentic brand voice. Nothing is fake, every thing is unique, everything is real. I shoot with a Leica, a 35mm lens, and cinema lights when I need light. It’s the same approach that I use on documentary book projects such as Franikes Pizza and The Last Days of Kings Cross and Bondi Republic.
The most unique aspect of the camera is its ability to freeze life at 1/1000th of a second. To tell a story, to communicate an emotion and cature imagination in a frozen fraction of time. That is photography. Documentary photography, reportage, jourlanism, those will be the lasting ways that a camera is used to create images. Ai will be used to create fictional worlds, a camera will be used to tell the truth. As a documentary photographer I’ve never beem more excited.. Brands need to be real to be trusted and respected. A documentary approch to brand story telling communicates the beautiful truth of things as they are. It’s the most authentic and unique approach to a branding possible.
