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Every project starts with one question: What’s the story?

Before I pick up a camera, I want to understand the purpose behind the content. Is it about building excitement, capturing a moment, introducing a brand, or creating something people will remember? Once I understand the goal, the creative direction starts to take shape.

Inspiration can come from anywhere. Music, films, Pinterest rabbit holes, conversations, a colour palette spotted walking past a café — I’m always collecting ideas, even when I’m not actively looking for them.

I love having a plan, but I also leave room for the unexpected. Some of my favourite shots have never made it onto a moodboard. They happen naturally in the moment, and often those are the details that make the final piece feel authentic.

Then comes one of my favourite parts: the edit. This is where individual clips, sounds and moments become one cohesive story. Choosing the right music, finding the rhythm and shaping the pacing can completely change how a piece feels.

For me, the process doesn’t end when the project is delivered. Every project teaches me something new — whether it’s a different way of approaching a shoot, a new editing technique or simply a better understanding of what makes people connect with content.

There’s always another idea to explore, another story to tell and another way to bring it to life.