What do visuals do that text can’t?
The beautiful thing about visual image creation (across all forms of art and design) is that it transcends language, race, culture, age and education to speak universally to our human and emotional core. We can interpret what we see in a way that affects us on a personal level.
Why has visual content become so important in the past few years?
Visual content has always been irreplaceably important, and it’s no less or more so now. The bombardment of imagery and content we experience is due largely to the ubiquitous and addictive nature of internet and smartphones in our day-to-day lives.
Do you approach your work differently when shooting for print versus digital?
No, it’s rare that shooting for print is never also shown digitally.
What about shooting for social channels?
Sometimes, when I know something is going to be shot (for a client) and used only for social media, I might do less post-production on the image as the level of detail isn’t seen on such a large scale.
A relatively short time ago, social media was largely for behind-the-scenes and action snaps, or a visual diary for exclusive followers. They didn’t need to be high-quality images. This has rapidly changed because brands need to reach wide audiences online. What you put on social media now has to be the best representation of the brand, at its highest quality. Audiences see your social as an extension of the brand; it is no longer the sidekick, but centre stage, and needs to be treated with the same attention and respect as all shoots.
How do you create a visual that stands out among the millions we’re exposed to every day?
It’s so daunting in this digitally pervasive environment! We consume visual content so quickly and in such great volume, it makes it easier to expose your work, but also much harder to stand out. It comes down to good work, which takes creativity, dedication and serendipity. It is important for me to do work I believe in, to stay true to my style. The audience will connect with that sincerity and integrity.