How I Bring Brands to Life: The Craft of Advertising Photography

Working as an advertising photographer in Melbourne means I get to live at the intersection of creativity, strategy, and storytelling—and honestly, that’s where I thrive. For me, great commercial photography isn’t just about making something look beautiful. It’s about understanding what a brand wants to communicate and translating that into imagery that feels intentional, engaging, and distinctly them.

Where Fine Art Meets the Commercial World

Before I stepped into the world of commercial photography, I studied fine art—and that influence shows up in every project I take on. Whether I’m capturing a hero dish for a restaurant, designing a dramatic still life for a beverage campaign, or shooting an interior for a design brand, I always start by asking: What’s the mood? What’s the story? What do we want people to feel?

That foundation shapes everything—lighting, colour palette, composition, and the way I build the set. It’s a blend of artistry and purpose that has become a signature in my work as an advertising photographer in Melbourne.

Light, Texture, and Atmosphere

If there’s one thing that drives my work (other than coffee), it’s light. I’m drawn to images that feel atmospheric and layered—cinematic shadows, sculptural highlights, and textures that make you want to reach out and touch the screen.

Whether it’s the glossy surface of a chocolate glaze, the grain of timber in an interior shoot, or the vibrant detail in a plate of seasonal produce, texture adds a sense of tactility that’s essential in food photography, beverage campaigns, and still life advertising.

These details help elevate the work beyond the expected, giving it that editorial, premium feel that clients come to me for.

A Collaborative, Hands-On Process

One of the things I love most about being a commercial photographer in Melbourne is the collaboration. Every project involves a mix of creatives—chefs, stylists, art directors, producers—and each one brings something important to the table.

Some clients arrive with a fully fleshed-out brief; others prefer to work together from the very beginning to shape the visual direction. Either way, I’m fully invested. Planning, testing, refining, troubleshooting—advertising photography is a team sport, and I’m all in.

Rooted in Melbourne’s Creative Culture

Melbourne has a unique energy—design-driven, food-obsessed, detail-oriented—and it’s influenced my work more than I realised. Shooting for restaurants, producers, wineries, designers, and lifestyle brands here means working with people who care deeply about craft.

As an advertising photographer based in Melbourne, I see my role as helping tell their story with the same level of care, refinement, and thoughtfulness they put into their work.

How Personal Projects Shape Commercial Work

My personal series—Formation, Transience, Fungi, Chocolate—are where I experiment and explore new ideas. These projects give me space to play with lighting, mood, and form in ways that often feed directly back into commercial briefs.

It’s a crossover clients notice. Many have told me they reached out because they saw something in my still life or fine art photography that felt different—something they wanted reflected in their brand.

Creating Images With Longevity

In advertising, images need to work hard—across campaigns, platforms, seasons, and shifting brand narratives. I approach each project with longevity in mind. How does this fit into the brand ecosystem? Will it feel cohesive across print, digital, and social? Can it stand alone as a hero but also sit comfortably in a series?

Whether it’s a national campaign or a small suite for social content, I craft images that feel timeless, intentional, and tailored to the brand.

Why I Love This Work

At the end of the day, being an advertising photographer in Melbourne gives me the best of both worlds—creative expression and strategic problem-solving. Every shoot is different. Every client has a new story to tell. And every project pushes me to create work that feels both visually striking and emotionally grounded.

It’s a privilege to help brands communicate who they are through imagery. And it’s a joy to bring a fine-art lens to the fast-paced world of commercial photography.

It’s More Than Just Food Photography.

After two decades with a camera in my hand, I’ve come to believe this: the most beautiful food photography isn’t just about the food. It’s about the story behind it. It’s about the light, the mood, and the feeling you get when you look at the image.

My journey began with a degree in fine art, where I learned to paint with light and shadow. That artistic foundation, paired with my commercial training, is the heart of everything I do. It allows me to create images that are not only striking and effective for a brand, but also deeply felt and full of soul.

My approach is all about finding that emotional core. I’m not interested in over-styling; I’m interested in creating a genuine atmosphere. It’s a process I’ve been honoured to share with some incredible partners, from capturing the rich heritage of Brown Brothers Wines and the rustic charm of Yarra Valley Dairy to creating campaigns for McCain Foods and bringing cookbooks to life for Penguin Random House.

Every project is a new story waiting to be told. It starts with us talking, with me listening closely to your vision. From there, we’ll work together to create something that feels elevated, intimate, and completely true to you.

If you’re looking for a partner to help tell your story with artistry and intention, I’d be delighted to hear from you.

View my food photography folio