As a past creative director in the advertising industry it has been my responsibility to determine the “look” — the visual vocabulary that is used to communicate to an audience. Telling an interesting story and connecting emotionally with the audience is the most important thing. Great images connect on many different levels, this is what I am a master at. I have had the privilege of learning and working with some of the best agencies and photographers in the world. It’s all about the light — understanding how to shape light anticipate light and use light to tell a story. I have directed and shot over 2,000 photo shoots yet I still learn something new every day. That is the joy of photography each image gives you something else to think about for the next story you want to tell.