Nov. 26th, 2007
"When I started out, advertising photography was dominated (and still continues to grow in that direction) by a pseudo stylistic, over blown, artificial, embellished, colour splashed sensibility. A sense of naturalness about how we eat, drink, sleep, celebrate, f***, dream and live—was missing. So for me the niche was already there, I just had to ease in to it."
His official site.