How it all began!

In 1997, my perspective on photography underwent a profound evolution with the reading of "The Aesthetics of Transience" in Eye magazine. This seminal article illuminated a seismic shift in design philosophy precipitated by the advent of technology. The emergence of computers and Photoshop catalyzed a departure from rigid grid-based design toward more fluid, captivating solutions. Designers began to explore novel avenues to captivate and engage viewers.

This revelation spurred the formulation of a guiding artistic ethos that underpins my every project. I believe that impactful photography, design, and advertising must achieve three critical objectives:

1. Encourage exploration: Each piece should serve as a visual journey, guiding viewers through its elements with masterful composition and subtle nuance.   In my food photography, for instance, we incorporate background ingredients as tantalizing cues for the palate.

2. Evoke memorability: A successful piece resonates deeply. It evokies sensory memories that linger in the mind of viewer. Whether it's the aroma of freshly brewed coffee, the indulgence of a decadent dessert, or the nostalgia of a beachside stroll, I strive to elicit profound recall. 

3. Deliver brand messaging effectively: Ultimately, the success of any campaign hinges on its ability to convey the intended brand message with clarity and impact.  After all, what good is a campaign if it fails to leave a lasting imprint and a call to action.