Creative Direction & Photography
2022
My first photoshoot at LASALLE marked my initial experience with a camera. The project centred on trends, and I opted for an avant-garde approach. Despite being unfamiliar with this genre, I dedicated time to researching and grasping its essence in order to effectively convey it through my work. This exploration led me to contrast avant-garde fashion with the commercial advertisements I was accustomed to. I discovered that avant-garde fashion emphasises creativity and unconventionality, encouraging me to approach photography in a more experimental and boundary-pushing manner.
2023
This photoshoot aimed to showcase a versatile dancer skilled in multiple genres. I wanted to capture each dance style as a unique character, emphasising their distinct essence. By highlighting the stark contrasts between these genres, I aimed to illustrate the dancer's versatility, adaptability, and skill. Despite these differences, each style remains an integral part of her identity as both an individual and a dancer, showcasing the breadth of her talent and passion.
2024
In this project, I experimented with a softer aesthetic to capture and sell a lifestyle centred around slow-living. This contrasted with my previous work in other genres. Despite its apparent simplicity, the challenge lay in making minimalism just as visually appealing and intriguing. By focusing on subtle details and a restrained approach, I aimed to convey a sense of tranquility and mindfulness. This project underscored the idea that through photography and creative direction, we can evoke and market an entire way of life, emphasising the beauty found in simplicity and the deliberate choices that define it.
2025
For my final project at LASALLE, I had the opportunity to lead the creative direction for the shoot, focusing on a mature and natural aesthetic that exuded modernity and a relaxed atmosphere. As the creative lead, I was responsible for every aspect of the shoot—from conceptualising the vision to selecting the right location, styling, down to the photography. The challenge here was the shift in emphasis from narrative to emotion, which called for a more intuitive and subtle approach. I explored a photography style that highlighted natural elements, clean lines, and soft tones, capturing moments that felt authentic and unforced.
2022
This photoshoot focused on street style. I understood that personal style isn't just about clothes; it embodies a lifestyle. Therefore, it was crucial to choose locations frequented by those who embrace this specific street style. This decision was integral to building a world within the photoshoot, enhancing the visual narrative through carefully selected settings and props. Ultimately, my aim was to convey that style is intricately connected to personality and can tell a compelling story through its visual representation.
2023
This project took a unique approach compared to others, as it centred on the food and beverage industry instead of fashion. Since this industry is very customer-centric, I needed to empathise with their perspective to anticipate their expectations and create suitable content. Specifically, I focused on photographing an alcoholic brand. My challenge was to shift my viewpoint to align with the preferences of this new target audience, infusing the product with a sense of sophistication and allure while ensuring it remained appealing.
2024
In this photoshoot, I drew inspiration from Japanese photography and my deep admiration for Studio Ghibli, an animation studio from Japan. I aimed to capture the essence of a third-person perspective on the model, offering a glimpse into her everyday life. My direction aimed to evoke a sense of tranquility and simplicity, portraying a serene yet mundane moment in her day.
This section highlights my work in creative direction and photography, showcasing my openness to step out of my comfort zone to explore different genres. In these projects, I led the ideation and execution as the creative director and photographer.