At the time of this shoot, I had read a study from the Gallup organisation that showed how the vast majority of people made a purchasing decision on how much pride an organisation and it’s people had in who they were and what they did.
Dean is a guy who is in love with hair design and there’s heaps of love and pride in his boutique studio situated in West Kensington.
I wanted to capture that pride, the essence of the place and the owner in his natural habitat.
I spent a little over 3 hours shooting and as the time passed, people relaxed to the point where they were hardly aware that a photographer was even there.
I managed to capture some very cool shots of Dean with clients, and of the meticulous pride with which he operates his studio.
The photos were a hit on social media and marketing collateral, paving the way for more customers and new customers coming into the store because of the vibe.