I’d say it’s like Fiat mining. I shot big campaigns for Bacardi and Smirnoff where I was basically directing huge parties and shooting them… and then the photos go on to be on billboards around the world. It’s cool but not necessarily the most creatively full filling. Lots of stakeholders and when big money is involved, the photographer has to comply to a certain extent. The most creative jobs tends to come from smaller magazine, celebrity portraits, things like that. Smaller budgets where I have more freedom to flex creatively.