How would you describe what you do?
I mainly create video content but I also specialise in imagery and art direction. My videos are usually social media-based.

What’s been your favourite project to work on from the past year, and why?
Working on videos with The Face, I’ve been able to interview people and create some really fun content for them. Also Working with the Detroit musicians HiTech has definitely been a highlight so far. They and their fans had so much energy!

What has been your experience navigating your career without a university degree? How do you think this choice has shaped your professional path?
Without a degree, you have to work your own way up. For me, it’s the best thing I ever did. It forced me to chase the opportunities I could since I was 18, and focus on relationships in the industry that still help my work today.

Not studying one discipline has also allowed me to be open about what I want to do and work across different fields.

What was your journey like when you were first starting out?
I was extremely lucky and ended up in an internship that rolled into having a permanent role at Storm Model Management. It definitely taught me to keep up with the fast-paced industry and offered a unique look into what a client wants. I also became super-obsessed with magazines in this role. One of my jobs was to tear out the pages where our talent was featured, and if I was lucky I would be able to take the rest home.

How did you go about landing your first few commissions?
I am a big advocate for reaching out to the people that inspire you. Instagram is an amazing tool to reach out to creators, as well as the old-school method of just grabbing emails and trying your luck.

Do you think promoting yourself on social media is key to success in the current environment as a content creator?
Yes, but not always doing it for the engagement and the followers. I love using my Instagram as an online portfolio that leads to my website. Having your grid as a strong representation of you as an artist is super-important when you want to get noticed for work.

What would you say is the hardest part about working in content?
The video work I love making most uses different types of mixed media, which the algorithm often doesn’t respond well. This can be tough as a creator, especially when you’re working for a brand, as they’ll really want views and performance. It can be hard to throw yourself into the work. Often, it’s the simplest things that do the best in that sense.

Have you always wanted to work in photography and content creation?
I always wanted to be a documentary filmmaker or photographer at the beginning. I use that interest in all of my work today and any piece of storytelling.

What have been your greatest learnings with making money and supporting yourself as a creative?
Starting out, knowing your rate is a real struggle and calculating your worth can make you feel self-conscious. On reflection, at the beginning, I took on too much free work; I wish I had advocated for myself a little better. Now I know how much I should be paid and that makes things a lot easier. I think it’s really important to be open with other creatives and encourage people to ask questions about money and rates.

Where do you find inspiration or references for your photography?
A real mixture. Some documentary photography books include Ray’s a Laugh by Richard Billingham or Raymond Depardon’s ‘Glasgow’ (where I’m from!) for colour, texture and storytelling.

Then, fashion photographers like Harley Weir for their unconventional style. I also find inspiration in magazines like Marfa Journal, Re-Edition and Apartamento.

What advice would you give someone looking to get into a similar role?
Keep being curious. It’s so important to keep your finger on the pulse and have a curiosity when looking for references that can take you outside the box.

Reaching out to people you admire and asking to assist them is a good route, or trying to get yourself on set in any capacity. That’s how I learnt how everything works, from making BTS to how to work with clients. It doesn’t always work and getting constant "no"s is so hard, but being consistent and persistent will pay off. Offering to shoot BTS videos on jobs can be useful for building your network.

I also use Instagram as my online portfolio, and I would advise others to do the same. You can build it slowly and it’s a great direct way for clients or talent to see how creative you are.