One of my favorite things about being a New York City portrait photographer is that every assignment comes with its own set of challenges.

For this portrait session with Olivia, a fitness trainer at Equinox. The goal was to create images for her social media and personal brand that felt authentic, edgy, and professional. The catch?

There wasn't a studio, a big production crew, or a perfectly controlled environment. We had a real apartment, limited space, and a few things to work around, such as a finicky one-eyed cat. We tried a few different approaches, made some adjustments along the way, and eventually got the take we were looking for.

That's part of what I enjoy about this kind of work. Photographing a CEO for an annual report requires a very different approach than creating content for a fitness professional's TikTok and Instagram. The subject, the environment, the audience, and the purpose of the images all change the way I work.

The common denominator is figuring out what the assignment needs and making the situation work.

Whether it be a location portrait for a personal brand, a studio-style editorial shoot, or social-driven content. Different assignment, same goal: make the person look great. Mission accomplished!