Gallery

Women are biologically programmed to want to look beautiful.
We look at magazines, covet the models’ perfect bodies and buy whatever product says you’ll end up looking permanently airbrushed in real life.

Fabricating that feeling of aspiration was one of my first great strategic projects... inspire women to buy into the new make-up range the company had to offer. I had to strategise an approach for the launch. Identify the look and feel and execute the launch imagery that would roll out to their entire distribution.

After a lot of research and finetuning the company’s need for the launch, my solution came down to a unique and maybe unorthadox approach.

We decided to use the office employees and some of the stand-out salesforce team members as the subject for our advertisements, instead of bought models.

The results.

The results surprised even us.

The ladies were thoroughly pampered and meticulously made up by a professional make-up artist.

Instead of just taking some fashion shots, we ended up empowering these women. Their faces lit up as they recognised their own beauty in their reflection and their inner confidence were evident in the end results.

It had just as a significant impact on the launch and the sales of the project. The customers’ inspiration was to aspire to mimic the look of the girls in the photographs. Girls they know. Ladies they respect, who they work with everyday.

The strategy is Still Being Used, 10+ Years Later.

Ongoing sales growth for the Company.

Come for the vibe.
Stay for the food.
Make memories for life.

A new restaurant opened in Johannesburg, eager to connect with the vibrant, artist-driven community around it. They needed powerful imagery to kickstart their social media presence, showcasing both their food and the lively atmosphere.

The Job. My mission was to create eye-catching visuals that would sustain their social media for months. I aimed to capture the restaurant's essence while appealing to the local artistic crowd. The challenge? Covering a myriad of angles to truly reflect the vibe.

To bring this vision to life, I featured local regulars in the shoot, highlighting the community's diversity. The restaurant’s stunning graffiti-filled location became our canvas, with vibrant colors and harsh shadows creating an edgy, captivating aesthetic.

The Results. The campaign was a hit, providing enough imagery for four months of unique posts. The restaurant saw a 30% increase in followers and welcomed about 15 new orders each week, thanks to the engaging content.

Big Wins. The success of this project opened the door for me to create imagery for their new Chinese takeaway venture. One key takeaway? Let the locals dictate the vibes; their insights reveal what truly intrigues and inspires.

Increased Engagement on all Platforms.

The Relationship Led to Another Project for their Chinese Restaurant.

Real education starts with a full stomach.
Getting some meals to the little ones who need it most.

An advertising agency approached me to create engaging video shorts for an NGO project focused on delivering food boxes to underprivileged kids. The aim was to highlight how these meals support their learning and raise awareness about what goes into each box.

The Job. I needed to clarify where donations were going while making the content appealing to kids. The challenge? Transforming a concept filled with stats into something fun and eye-catching for social media.

We brainstormed ideas that connected learning with food. One video featured a child playing with playdough that magically turned into a real apple through stop motion. The second showcased the food box as a "magic box," with contents playfully popping out to reveal its abundance. Logistics were tricky, but with help from the agency team, we executed it flawlessly.

The Results. The videos were shared by a leading supermarket chain as part of their social responsibility campaign, effectively spreading the NGO's message.

In South Africa, the braai is more than just a meal; it’s a vibrant cultural experience.

A company that manufactures reusable firelighters approached me to create a social media campaign that would tap into this rich tradition. They enlisted a chef to craft mouthwatering braai recipes, all starting with the essential fire.

The Job. The objective was clear: engage the audience and draw attention to the brand. I aimed to create enticing visuals that would elevate the braai experience and encourage interaction. The challenge? Capturing food photography that looked delicious and inviting in the moment.

Working with a fantastic team, we focused on the details and maintained consistency throughout the shoot, ensuring that every image reflected the essence of braai culture.

The Results. The campaign resulted in increased likes and engagement on the company’s social media platforms, establishing a strong content consistency that resonated with followers.

Big Wins. The content we created is still being utilized across all their platforms, proving its lasting impact. I learned that selling the sizzle—using a cultural angle like braai to promote a practical product—is a powerful strategy that captivates and connects with the audience.

Comfort food so good, your first thought should be: "That has to be vegan!"

Product Range Growth and Increased Sales.

Increased Engagement on all Platforms - More Enquiries.

We Worked Together on Quite a Few Projects.

Capturing the Heart of the Community

I was approached by a framing company to create a series of images for a major hospital chain. The goal was to photograph the surrounding areas of the hospital, reflecting the vibrant community it serves.

The Job. The objective was clear: the images needed to convey the heart of the community, filled with emotion, to comfort and distract people during difficult times. However, I faced a challenge—I couldn't include people in the photographs unless they were completely concealed.

The Results. To overcome this, I identified key locations where the community gathers, ensuring they were recognizable to everyone. I took multiple batches of images, aiming to creatively capture the culture in unique ways. The hospital ultimately approved 150 of my images, a testament to their impact.

Big Wins. The project received great feedback, with staff members expressing their happiness about the hospital's new look. I also received messages indicating the images were making a meaningful impact. This experience reinforced my belief that the culture of a community is deeper and more beautiful than one might initially think.

The Alberton Hospital Led to a Second Location in Pretoria.

Launching a Unique Convenience Store

When I joined prettysim.pl, I was tasked with helping a new convenience store open its doors and attract customers. The goal was to showcase their unique offering of fresh products that would excite the community.

The Job. Our objective was clear: present the store as a one-of-a-kind destination for healthy, fresh products unavailable at traditional chains. The challenge? Convincing people accustomed to established retailers to give this new store a chance.

We prioritized promoting unique products, highlighting their benefits, and showcasing how they could transform lifestyles. We also focused on the pride of the George community, emphasizing local farms and their connection to the store.

The Results. We created short videos featuring the farms, styled images of products, and developed recipes using lesser-known items. This approach laid the groundwork for a strong brand image and established the store as a successful health and lifestyle convenience option.

Big Wins. The initial images became the foundation for the store's ongoing branding. They eventually moved content creation in-house to keep pace with their fast-moving marketing needs. I learned that inspiration and aspiration are vital in content creation; your company and products can be gateways to evoke those feelings in potential customers.

Increased Engagement on all Platforms.

More Customers through the Doors.

You say dirty factory, I say a work of art.

I was approached by the CFO of an engineering company to photograph their factory, aiming to showcase the capabilities of both the engineering and foundry divisions. Portraying such technical environments visually can be challenging, but I was excited to capture the dynamic elements at play, including sparks, flames, and smoke.

The Job. My objective was to highlight the intricate workings of the factory, showcasing all the moving parts that define their operations. The challenge was that I didn't know what the machines would do until they started moving, which required quick thinking regarding angles and lighting. The result? An exhilarating shoot filled with literal and figurative sparks.

The Results. With guidance from factory workers, who pointed me to key locations and ensured safety protocols were followed, I was able to capture incredible images that were almost artistic. These visuals effectively showcased everything the two companies could do.

Big Wins. While the long-term impact is still to be seen, the images will soon be rolled out on their website and featured at expos. This experience reaffirmed my belief that you can find art anywhere, even in the most industrial of settings.

Stepping into AI