For me, every shoot starts with a call and a vision. I’ll pull a moodboard, draft a shot list, and set the direction, but once we’re on set, I let it breathe. The moodboard is just a starting point. The real story comes alive through the models, the styling, the light, and the energy in the room.

I like structure, but I never let it box me in. The prep keeps me grounded, and the spontaneity keeps the work human. That’s the sweet spot where a shoot stops being content and starts becoming storytelling.