4 minute read
Antigua through the lens of Marco Nardone
Marco Nardone is an entrepreneur, photographer, videographer, and creative director living between London and Antigua. With 20 years of experience in photography and eight in videography, he specialises in professional storytelling through filmmaking and visual content for brands with a focus on luxury hospitality in the tropics.
How do your roles as content creator, entrepreneur, photographer, and videographer complement each other?
Having built and scaled several businesses, I understand the importance of growth and retention. Attracting an audience is one thing; keeping them engaged is another.
For me, storytelling has always been at the heart of growth. I’ve worked with some of Antigua’s most prominent names to craft compelling campaigns that engage and influence their audience. Video plays a key role. I love sitting down with a company, understanding their challenges and objectives, developing a strategy and using filmmaking to tell their story in a way that truly resonates.
When did you first become interested in photography?
I’ve been passionate about photography for over 20 years, drawn to capturing people rather than landscapes, freezing a moment, an expression, or a feeling that will never be exactly the same again. About eight years ago, I expanded into videography and began working professionally with drones and pro underwater housings (I’m also a freediver). Drone technology is amazing; they’ve revolutionised how we capture the world, and in a place like Antigua, they’re an absolute game changer.
What kind of projects do you typically work on in Antigua?
Anything that lets me tell a story and capture lifestyle content. I’ve collaborated with some of Antigua’s leading brands, from luxury property developers to top hotels and fine dining restaurants. The island’s vibrant energy always offers something new to showcase.
How has photography’s role in brand storytelling changed with social media and digital marketing?
It’s everything. If you’re not telling your story and connecting with your audience, you’re irrelevant. That might sound harsh, but visibility is key in the hyper-connected digital age. Videography is even more crucial than photography – it’s the most powerful tool for capturing attention and driving engagement.
How does your approach differ between work and personal photography?
The creative approach is the same, but the intention differs. For work, I’m focused on storytelling, brand identity, and how the audience absorbs the brand’s soul. Personally, it’s more spontaneous - capturing memories rather than crafting a narrative. I also shoot fewer videos for myself as it’s more time-consuming.
Do you have a favourite location in Antigua to shoot?
If I’m flying a drone, Antigua’s bays are incredible, from Rendezvous to the coves around Pearns and Five Islands. You can get to beaches like Pinching Bay by boat, which is remote and almost always empty.
Is there a dream destination you’ve yet to visit and capture?
My list is long! At the top are Hawaii, the Exumas and The Bahamas, Okinawa in Japan, Indonesia and Tonga. One of my biggest dreams came true last year when I visited Dominica to film a short documentary on sperm whales. Dominica is one of the few places with a resident population of these incredible creatures. Freediving with them and capturing their world was a lifechanging experience.
What advice do you give aspiring digital content creators and brand storytellers?
Keep evolving, keep learning, and don’t be afraid to put your work out there. Imposter syndrome is real, but looking back and seeing how far you’ve come is the most rewarding thing. Growth is a constant process – embrace it.
To view more of Marco’s work, check out: Instagram.com/marconardone
