Inspiring talks

After graduating from the AUB I was awarded a scholarship to study a master’s degree at the London College of Fashion. This led to an exciting commission for River Island to create a large scale art-work for their HQ, on which I collaborated with Ana Burns an uber talented set stylist I was assisting. We made and photographed installations in the flooded basement of a disused ex-Military building inspired by Heavy Metal album covers Cutting a giant lightningboltthroughawallandsuspended a truck tyre from the ceiling to look like a UFO,wasalotoffun.

After trying out different types of projects I foundtheareathatseemedtoworkbestfor my style was kids photography I could use my imagination and have playful and inventive ideas which the energy and unpredictabilityofkidsthenbroughtalive.

AftergettingawebsiteImanagedtoattract the attention of an agent. I now have an agent in London and New York and have shot a variety of fashion and advertising commissions from micro budget editorials tolargescaleadvertisingcampaignsforthe likes of Fendi, Harrods, Clarks, John Lewis, Vodaphone,Mothercare,Huggies,Next,M&S

Myadviceforyoungcreativesistobeambitiousand don’t limit your creativity but start out by getting a good foundation and learning as much as possible. Find mentors who believe in you but can challenge and guide you. Work for talented and experienced people and learn not just about creativity but about the industry. Most of all don’t be deterred by making mistakes – it’s all a learning curve and that’s what’s important.

Joanna Paterson is a fashion and advertising photographer. Recent commissions include: Fendi, Maisonette, Next, IVI World, Milk Magazine, M&S, Clarks, Amazon, BBH, Tesco, Huggies, Mothercare, Telegraph, O2, Adam&Eve, Guardian, FY Magazine, Harrods, Harvey Nichols, Cadburys, Ogilvy, Tatler, Starwood Hotels, MarieClare, Sunday Times Style, Robinsons,NoAddedSugar,HooligansMagazine,Children’sSalon,Persil, Guardian Magazine, MilkKorea, ET Magazine, John Lewis, Tesco, Le MeridienHotels