The last 16 years I’ve been studying and working as a photographer. Lately almost solely in commercial fashion, and before that in the streetwear niche. For commercial clients it’s crucial to incorporate their identity into the imagery, so they can use them to communicate what they stand for. In taking these jobs as far as possible, conceptually and within a budget, creativity starts to soar. Now it starts to become more like art-direction and it’s here that the creative consultancy bug started to appear. I very much enjoy doing these jobs in the context of art-direction and being able to create a product that portrays the brand in the best way I can.