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We cancelled the packshot session. Not for budget reasons. For time: the collection was out in 6 days and every studio was booked. Forty visuals later, produced in one afternoon from my li ... more

A client asked for 14 variations of the same box. Before, I'd have shown 3 and explained the rest were too expensive to mock up. He'd have picked number 2, the middle one, the one nobody ob ... more

In jewellery you don't photograph a piece. You photograph what it does to the person wearing it. This one hides half her face. That was the brief: don't show everything, or there's nothing ... more

Everyone is walking. One person looks up. That's the only idea in this image, and it took four minutes to exist. Not four hours of scouting, no filming permit, no thirty extras to brief. F ... more

The brand's first campaign. Total budget: nothing. I mention it because two years ago I spent 8,000 on a set of visuals I never dared publish. They were perfect and they looked like nobody. ... more