My background in documentary photography shapes the way I approach commercial work. I bring attention to people, places and real situations, together with the precision and control needed to meet a brand's brief.
Rather than photographing a product on its own, I build a story around it. I work with athletes, characters and environments to create a setting where the product has a natural role within the scene, becoming part of a situation, a lifestyle, or an experience.
The aim is to create images that build a world viewers want to be part of, giving them a sense of who the product is for, how it fits into their lives, and what it feels like to be part of that world.