I’ve built my career on high-end commercial work, and that remains the core of what I do.

At the same time, I’m a working freelance photographer and director. I respond to what the job needs.

Social campaigns are a natural extension of that. Smaller crews, tighter timelines, more direct setups. I often run the camera myself, combining film and stills in one go. It’s fast and efficient, but the thinking doesn’t change.

The expectation stays the same. It has to feel real, considered, and well made.

When it’s done properly, this work holds up.