The Brief

When UGG approached me to shoot the European leg of their 2024 Pride campaign, "Feel Seen Feel Heard," the objective was clear: to capture the authentic, vibrant, and defiant joy of the LGBTQ+ community. The campaign was set to feature an incredible roster of talent from Germany, France, and the UK, including the avant-garde drag artist Hungry, the energetic pop performer Lynks, and collectives like The Divine and Body Language, which are the lifeblood of queer nightlife. My role was to translate this energy and the core message of collective visibility into a series of still images that could stand on their own while complementing a larger global narrative.

My Approach

The creative direction called for images that felt alive, spontaneous, and deeply genuine. The global campaign was co-created with the writer and performer ALOK, whose vision was about transforming timidity into power through audacious fashion. My task was to echo that ethos in Berlin, focusing on the European talent. I wanted to avoid sterile, overly-posed studio shots. The goal was to create portraits and group images that felt like they were captured in the middle of a real moment. 

On-Set Challenges: Navigating a Dynamic Environment

The shoot presented a unique set of logistical challenges that ultimately shaped the final images for the better.

The primary challenge was the environment itself. We were working alongside a very large film crew that was capturing the motion components of the campaign. The set left limited space for a separate stills production. Rather than competing with the motion team, my approach was to go outside, at least for the individual portraits, and only to shoot the group shots in the film set.

This required a discreet and agile way of working. I focused on capturing the key visuals in the interstitial moments. Adding to the complexity was the sky above us. Heavy thunderclouds were threatening to break at any moment. This put immense time pressure on the entire crew, especially for the crucial outdoor sequences. We had to move with speed and purpose. There was no time for indecision.

This combination of a crowded set and threatening weather demanded a fluid, responsive style of photography. It forced me to rely on instinct and a strong connection with the talent, guiding them to deliver joyful, genuine performances on cue.

The Brief

When UGG approached me to shoot the European leg of their 2024 Pride campaign, "Feel Seen Feel Heard," the objective was clear: to capture the authentic, vibrant, and defiant joy of the LGBTQ+ community. The campaign was set to feature an incredible roster of talent from Germany, France, and the UK, including the avant-garde drag artist Hungry, the energetic pop performer Lynks, and collectives like The Divine and Body Language, which are the lifeblood of queer nightlife. My role was to translate this energy and the core message of collective visibility into a series of still images that could stand on their own while complementing a larger global narrative.

My Approach

The creative direction called for images that felt alive, spontaneous, and deeply genuine. The global campaign was co-created with the writer and performer ALOK, whose vision was about transforming timidity into power through audacious fashion. My task was to echo that ethos in Berlin, focusing on the European talent. I wanted to avoid sterile, overly-posed studio shots. The goal was to create portraits and group images that felt like they were captured in the middle of a real moment. 

On-Set Challenges: Navigating a Dynamic Environment

The shoot presented a unique set of logistical challenges that ultimately shaped the final images for the better.

The primary challenge was the environment itself. We were working alongside a very large film crew that was capturing the motion components of the campaign. The set left limited space for a separate stills production. Rather than competing with the motion team, my approach was to go outside, at least for the individual portraits, and only to shoot the group shots in the film set.

This required a discreet and agile way of working. I focused on capturing the key visuals in the interstitial moments. Adding to the complexity was the sky above us. Heavy thunderclouds were threatening to break at any moment. This put immense time pressure on the entire crew, especially for the crucial outdoor sequences. We had to move with speed and purpose. There was no time for indecision.

This combination of a crowded set and threatening weather demanded a fluid, responsive style of photography. It forced me to rely on instinct and a strong connection with the talent, guiding them to deliver joyful, genuine performances on cue.