Photography Highlights & Goals for 2024: Balancing Work, Empowering Stories and Creative Adventures / Galway, Ireland.

I've just updated my commercial photography and food photography portfolios, so I thought I'd also jump in here to offer a bit of insight into the work I'm hoping to create this year.

Looking back on 2023, it was an eventful year, with a lot of commercial campaigns for clients like Gym+Coffee, Revive Active, Clean Cut Meals, editorials, and covers for for Sunday Independent Life & Galway Now, Additionally, I created a 3rd cookbook with Sarah Butler and participated in three exhibitions, including a beautiful show co-created with Australian artist Jessica Wilson for Baboró. In those rare free moments, I engaged in personal projects that allowed me to grow, develop my photography skills, connect with other creatives, and bring awareness to topics close to my heart: female empowerment, inclusivity, and climate change.

As we enter 2024, I reflect on what I created last year and where I want to focus my energy moving forward. Balancing work and personal life has always been a challenge for me, as I openly discuss on social media. Despite being constantly immersed in producing and planning all my commercial and editorial projects, I find that the actual time spent on set with a camera in hand is less than 20% of the total time each project takes. Looking ahead, I'm eager to work and create high-end, punchy photography for the clients, new and returning. However, I also recognize the importance of finding time to switch off and recharge. Ultimately, I understand that this balance is key to maintaining productivity and delivering my best work.

Here are some areas I want to focus on when collaborating with clients:

1. Creative Direction

Over the past few years, I've increasingly focused on creative direction, finding it satisfying to develop creative briefs for clients, plan and execute shoots, and witness the results in print or social media campaigns. I'm eager to work with brands that are open to my ideas and share similar values and aesthetics.

2. Empowering Women

I aim to create more work that promotes inclusivity and boosts women's confidence in their bodies. The shift towards representing women of all ages, skin colors, and sizes is something I strongly support. An example is the campaign I created for Gym+Coffee Aurora collection, featuring three different yet equally talented and inspiring women.

3. Authenticity

In an era saturated with selfie filters and unrealistic images we see in media, my goal is to create photographs that feel beautiful and authentic. I achieve this by taking great care of details when planning the shoot, creating a connection with my subject during it, understanding the lighting techniques and knowing the poses that might best suit the model, and finally refining my editing and retouching style for natural and high-end results.

4. Dark Feminine Aesthetic

In fashion photography, I strive to create a dark, moody vibe with a feminine, alluring energy. Utilizing a light set-up to draw viewers in, combined with tasteful color grading and retouching, allows me to create images that feel luxurious and can be used across various mediums. This shoot for Ór Jewellery is a great example and it has been used from Image Magazine ads to PR and social media posts.

5. Food Photography for Restaurants and Hotels

Photographing food has been my passion for years, and I genuinely enjoy discovering new restaurants. I hope to explore different places across Ireland this year, collaborating with talented chefs and capturing beautiful dishes, including the always-fun task of photographing cocktails.

6. Headshots and Environmental Portraits

Capturing a person's essence and character, especially during a first meeting, is one of the most fulfilling aspects of my photography. Each location, story, and the personality of my subjects vary, and I enjoy guiding them to build confidence and get a great shot. I've worked with costume designers, motivational speakers, marketing executives, and high-profile public figures, learning something interesting about each of their professions.

7. Photography for Musicians and Artists

Working with musicians and artists allows me to be highly creative and inspired by their work. Each project is unique, contributing to the distinctiveness of the associated EP or project. Last year, I had a lot of fun working with Sinead Ann on the images for her single "Four Walls” or headshots for artist Robbie Blake.

8. Drone Photography

I recently acquired a drone for a personal project and plan to continue creating images with it, showcasing the breathtaking beauty of the Irish landscape and adding another dimension to my commercial work, be it a birds view over the restaurant or a team shot from an unusual angle.

9. Creative Product & Life-style Photography

I enjoy working with irish brands that offer great products. I don't just snap photos; I try to tell a story with the things I capture. Whether it's skincare range, stylish accessories, or things that make life better, I want to bring out what makes each product special. Collaborating with businesses in Galway and throughout the West of Ireland and understanding their brand values allows me to add a personal touch to the pictures, making them more than just images. It's all about turning great products into stories that stand out.

In a nutshell, looking back at 2023, it's been a busy ride! I've worked on cool campaigns, collaborated with awesome clients and had a few exhibitions. Now, in 2024, I'm all set for more adventures in photography.

Last year taught me a lot about finding a balance between work and life. Even though I'm always planning and working on projects, the actual time behind the camera is just a small part. I'm excited to continue working with regular clients and I'm open to new ones who want standout photos for their online presence.

So here's to a year full of fun, growth, and telling stories through my camera lens!