Practice 03

Media

I make the images that carry a product to market, and the interfaces where it gets seen and sold. Product and lifestyle photography, campaign and crowdfunding video, process footage from places most people cannot get a camera, and the web, ecommerce and product UI that the work lands in.

I light for the material first. If the finish is the story, the setup is built around the finish rather than around the composition.

Process

01

Shot list

Output · A named list tied to the brief

Every frame has a job. Hero, detail, in-use, scale, context. Nothing is shot speculatively.
02

Setup

Output · Lighting built for the material

The finish is usually the story, so the setup is built around the finish rather than around the composition.
03

Capture

Output · Tethered stills and coverage

Shot for the crop it will live in, including the vertical and square derivatives nobody remembers to plan for.
04

Grade and cut

Output · Delivered selects and a cut

Graded to the brand system, not to a preset. Motion cut to one track, tight.

Methodology

Light the material first: Matte, gloss, soft goods and metal each want a different setup. The surface decides the lighting, not the other way round.
Shoot for every crop: Campaign assets get cut into a dozen ratios. Framing for that at capture saves the whole set later.
Access as the differentiator: Factory floors, tooling and assembly. Shot-on-location manufacturing footage reads as credibility, not just craft.
Structure before surface: Information architecture and states resolved in grey box, then type and imagery brought in once the layout already works.
Token-first systems: One source of truth for colour, type and space, so the whole system swaps in one file rather than in fifty components.
Interfaces beyond the browser: The same discipline applied to hardware interfaces, where the constraints are harder and the feedback loop is physical.