I've been photographing Framar collections, product launches, and everything in between since 2021, but this collection felt different from the start.

Getting to watch the Framar x Diet Coke collection come together from the earliest conversations to physical samples arriving and eventually making their way into the studio was a pretty special experience. As Framar celebrated its 5th anniversary, it felt fitting that their biggest collection yet would become one of the biggest shoots I've been lucky enough to be a part of.

There was so much work happening behind the scenes from every department. What started as a collection quickly grew into multiple shoots, countless ideas, and a lot of creative problem-solving. My role included photographing the product collection in the studio, helping bring a large merchandise campaign to life, and heading to Toronto for a social content shoot. And honestly, that's only scratching the surface. There were plenty of last-minute concepts, extra image requests, and creative ideas that popped up along the way.

It was truly an all-hands-on-deck project.

One of my favourite parts of commercial photography is seeing how many moving pieces come together to create something that customers eventually experience as a finished product. By launch day, people see the packaging, the merchandise, the social content, and the campaign imagery. What they don't always see are the months of planning, collaboration, revisions, and creative energy that went into making it happen.

Being trusted to photograph Framar's collections over the years has given me opportunities I never could have imagined when I first picked up a camera. Every product launch, campaign, and photoshoot has pushed me to learn new skills, try new techniques, and build confidence in ways I didn't expect.

I've had the chance to work on projects and photograph brands that teenage me would have been completely amazed by. Looking back at where I started and comparing it to the work I'm creating now is something I'm incredibly grateful for.

Working on the Framar x Diet Coke collection was a reminder of how far I've come and how much I've learned, but it also made me excited for what's next. If there's one thing photography has taught me, it's that growth never really stops.

I'm thankful every day that I landed where I did, surrounded by talented people creating exciting things. I can't wait to look back five years from now at the images I'm creating today and realize just how much I've grown again.