In an age where anyone with a phone can take a decent photograph, what sets the professionals apart from the amateurs? Tracy Neal asks Nelson commercial photographer and film maker Daniel Allen.
UK-born Daniel Allen can almost call himself a local, having first arrived in New Zealand 26 years ago.
Nelson, less-so; he’s been here for only 19 years, having uprooted himself on a whim from solid, middle class British turf to travel the world. Daniel has carved out a successful career as a freelance and commercial photographer and videographer, which supports his great love of short film making and cinematography.
It all began when he was eight years-old, in genteel and historic southeast England where he was raised. His father recognised then that Daniel had a burgeoning talent and gave him his first camera – a Russian Zenit. By age 10 he was a member of the local camera club, built his own dark room at age 11, and never looked back.
The Daniel Allen Studio is run from the rear of the Parker Gallery in central Nelson, which is owned by Daniel’s wife Leonie. What was predominantly a photography-based business is now 80 per cent video content, producing brand films and commercials, as well as food and fashion shoots.
Since arriving in Nelson in 2003, the number of commercial image makers has gone from a handful, to about 50, Daniel says. With so much competition, and technology which allows almost anyone to become a commercial photographer, the best must draw upon artistic skill to stay ahead of the pack.
Daniel says separating the good from the even better relies on having a good eye.
“You can buy a digital camera and be proficient in photoshop and you’re good to go. There are many levels of skill, production technique and equipment but all that goes out the window when it comes to taking a great picture.
“It’s about seeing something no one else does and capturing it, which is more important than technical skills. The camera becomes an extension of your arm, which allows you to focus on capturing a moment.”
Until two years ago, Daniel was travelling overseas regularly on commissions, most of which were stopped in their tracks when Covid-19 appeared.
“It was nerve-wracking at first, sure, but we were all in the same boat. It seems a long time ago now but when that first lockdown hit, I was about to head to China, I had a big Swedish gaming firm book a 10-day shoot south of Gisborne, and another job booked in Queenstown - that was three jobs on the go which all got canned.”
Daniel says while that aspect of his work came to a screeching halt, what he and plenty of others never foresaw was the huge increase in domestic business.
“Business has been good, and the gallery business has been phenomenal. Because people have not been able to travel overseas, they have done things like buy art, cars, and have renovated their homes.”
It’s a world away from the life he could have imagined as a school-leaver at 16, without much to show for it except prowess in football and cricket.
“I wasn’t a great student, but I was heavily into football and cricket.
“I had a charmed upbringing really. I had lots of opportunities, went to good schools, a solid family and parents who backed me 100 per cent in whatever I did.”
After leaving school Daniel worked to save money to go backpacking. He spent three years travelling through the far east and into Nepal, and then Australia, all the while lugging his trusty, but large and heavy, SLR camera, shooting roll film which was then sent away to be developed, and the photos returned.
New Zealand appeared on the horizon when Daniel was travelling in Thailand with a friend whose mother had a house in Auckland.
“I’d run out of money, so I bought a Lonely Planet guide and a one-way ticket to New Zealand.”
Daniel spent the next year in Auckland, working in antiques removal, at the marina and a “whole load of things”, but still taking photographs the whole time, until it became a fulltime career. The move to Nelson happened after Daniel and his former partner – a Kiwi, had returned to the UK and then realised that New Zealand was the place to be for raising a family.
“We initially came back to Auckland and then realised within about a week we wanted to live somewhere smaller.
“We’d heard about Nelson’s high sunshine hours, its closeness to the ocean, the mountains and it being a creative city,” Daniel said, as the December rain beat down so hard on the gallery’s tin roof it was hard to hear him talk.
Daniel says setting up a business was at first challenging, but self-belief has never been an issue and the work began to pick up quickly, using a strong portfolio of work he’d done for agencies in the UK.
For the first couple of years Daniel pretty much shot the entire South Island for House & Garden magazine. It was through that he picked up more high-end magazine work, from which he discovered and developed a love for lifestyle and interior photography.
“I love the purity of interiors, gardens and space. I can get a real adrenaline buzz just from being in a hallway where the most spectacular light is coming through. It’s just a moment that gives me such a kick, much like my love for art.
“It’s great working for titles which command such high standards as it forces you to improve and excel.”
It’s also the simplicity around shooting an interior where it might just be Daniel, his camera and a tripod, whereas a film shoot might involve a crew of up to 35 people.
His move into video began a decade ago and it now forms the bulk of his commercial work.
“Directing is something I’ve always done, from early fashion advertising to working with people. It was a natural progression for me to move into that, and I really love it. If you think visually you know how you’re going to get the best out of someone.”
It also feeds his love of short film.
“Film had always inspired me and interested me. I started in more of an art house sense, making short film and enjoying that process.
“I’d like to make more short films, but they take a lot of energy, time and head space.”
Daniel is hoping that this year will be the time to rekindle his love of travel. The first port of call will be family back in England.
“It’s been hard not being able to get there, but we are planning a trip this year for a few weeks.”
