Exacting visual standards for product advertising
Fifteen years ago when I started working on product photography, I really learnt the craft of retouching. Still shooting on analogue film in the studio, I scanned transparencies in order to retouch them and deliver back to clients. This hands-on familiarity with processing and my own experience as a photographer, means I am uniquely placed as a creative retoucher to respect the authenticity of a photograph. This shines through my work as I spend time considering whether each image is natural, accurate and truthful to the original image.
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Upgrading to digital backs and cameras sped up the entire process immensely. However, I believe my grounding in the mechanics of photography is a real asset and lends me a huge advantage in how I look at images and approach my post-production work. Even when the brief calls for a very stylized or abstract look, my compositions always retain a truthfulness to the original photograph that is one of my trademarks. My experience in product advertising is wide ranging for clients including Nokia, Pulsar, Amstel, Heineken, Gordons Gin, Pimms and Bells.