What was a standout moment of this last year for you?
It’s not a moment per say, but the most standout aspect of 2021 has been surrounding myself with a like-minded team of people who understand our company goals and values and are helping me to move towards them.
The last decade has been go-go-go, and I think a lot of people are still caught on the more-is-more wheel. Personally, I want to shoot less, shoot better, and be really thoughtful in the process. Not everyone is in that same frame of mind, but I think it’s the way forward.
Looking back on 2021, what were the key lessons you learned?
To be honest, I learnt the importance of slowing down. Having large breaks due to lockdown allowed me to reflect on the past decade of my career, and although I’m really proud of what I have achieved until now, I know that, moving forward, I want to work at a slower pace, be more selective about the work I take on, and be more thoughtful about how my images impact the world.
Photography is one of the most powerful historical records, so I’m asking myself, not only “how do my images impact the people that see them today?”, but also “what’s of value to me and what is the story I want them to tell from a historic perspective moving forward?” Our images outlive us, after all.
What are your goals for 2022?
In 2022, we have two main goals. We’re taking the first steps to becoming a carbon-neutral business, with the aim of contributing a clear and measurable approach to the sustainability conversation related to our industry. This will involve the mandatory 12 months of record keeping and a deep look into all aspects of our business, from the number of emails we send, to the way we capture images, our mode of transport and the brands we choose to work with. The end goal is to become carbon neutral by the end of 2023. Slow, steady and sustainable. Our other main goal is to actively seek and develop our current portrait portfolio to include a more diverse mix of people.
Is your move towards carbon neutrality why you chose the EQA 250 from Mercedes-EQ?
I selected the EQA 250 because it’s an all-electric model. It aligns with my values, and I know it’s the way of the future.
What advice would you give someone who wants to make the most of the next year?
Take time off at the beginning of the year, read, think and redefine a path forward. Goals, big and small, need to be defined before you can work towards them, and the slower you move in the direction the more sustainable it will be for your future.