Noel Hendrickson’s journey from underwater photography to collaborating with major global brands showcases the evolution of a photographer who thrives on blending creative vision with client expectations. Hendrickson’s work spans industries like healthcare, tourism, and fashion, while also pushing boundaries with personal projects like "The Cabin" and "The Aging Series."
In this interview, Hendrickson shares his thoughts on the impact of emerging technology, the power of collaboration, and the essential role of passion in shaping a career.
What initially inspired you to pursue photography as a career?
I was searching for a new life direction after having completed a degree in Marine Biology. I had been shooting a fair bit of underwater photography and thought that it would be great to spend some time learning more about it as I figured out what I wanted to do with my life. It turned out that photography was exactly what I was looking for.
Would you describe the evolution of your photographic style over the years?
I began my career shooting underwater scenes, architecture and weddings in a photo journalistic style. I feel that I have brought forward some of that photojournalism and melded it with the Advertising photography that I now shoot.
Having worked with renowned brands like Apple, Pfizer, and WestJet, how do you approach collaborating with such diverse clients?
I have an incredibly diverse clientele, what they have in common is that I am usually creating scenes that align their brand with a human emotion or a scene that shows a glimpse into the humanity of our talent and how the product is involved in their lives.
Can you share insights into one of your most memorable campaigns, such as the Sandoz or Travel Alberta projects?
For the Sandoz campaign we created stills and directed motion for a fun Pharma campaign in Miami with an incredible local team over 10 days while a hurricane threatened to shut us down. We worked hard and had fun on this amazing collaboration with the team from @mccannhealthnj, and the Sandoz team. We brought in one of our amazing LA producers, Rebecca from @ArpenProductions and DP @tonyoberstar and a whole cast and crew of wonderful individuals. After final casting and scouting days, the winds ahead of the hurricane had made the ocean visibility so poor that we had to pivot and shift our underwater location from a pristine reef near the Florida Keys to our hotel pool at the last minute. Our producer and team switched gears and worked hard to make our new location meet the creative needs for our shot. On so many of these productions we work incredibly hard during the preproduction phase where we talk through logistics, potential risks, shot-lists and create backup plans in case issues arise. Being prepared and calm and keeping a great sense of humor has always served me well.
You often combine still photography with motion campaigns. How do you manage the creative and technical challenges of both?
Managing both stills and motion campaigns at the same time is a lot to juggle! I always start by trying to work with the best possible DP and crew for that job. Having a DP that knows me and my style is a must. I also will often have a second photographer on set who will capture alternate angles or content depending on what we are shooting. Typically, if the content requirements are similar we will take turns between shooting motion and stills and keeping our talent acting within a set scene. I find that once our talent is working through what we need in the motion scene we will often notice the special moments that we want to focus on for photography; the two elements and the two crews work seamlessly together.
Your "Human Element" series focuses on the natural connection between people and their environments. What inspired this personal project?
The Human Element or human connection is what I’m looking for with every encounter. I have a lot of people watching and I like to notice the subtle changes in body language and facial features as we are going through different experiences. I find the human condition fascinating.
How has emerging technology influenced your work, particularly in the commercial and advertising space?
AI is certainly the most relevant technology today and it is changing my workflow for the better… everything from editing to writing proposals and treatments. AI will continue to change how we do things in the years to come… and we must adapt with it. As far as how technology has influenced my work in the advertising and commercial realms to date, I would suggest that our overall connection and onset communication has greatly improved due to the advent of remote shoots during covid and the tech that was needed to support them. From a photography standpoint some of the new incredible mirrorless cameras have simply improved my technical success rate and efficiency on set.
Can you discuss the role of personal projects, like "The Cabin" or "Aging Series," in shaping your professional work?
I feel that the role of personal projects is to shoot purely for something within yourself, something that you are feeling that you want to express. There should be no initial intent to succeed, monetize, or market the imagery. The Cabin series for instance is a showcase of personal work from our shared cabin on a remote island. I have moments when I’m inspired by how I feel when I’m there… That is the only time that I shoot imagery at the cabin.
How do you balance your creative vision with a client's expectations in high-stakes commercial photography?
Balancing a client’s needs with my creative vision usually begins in the bidding process when we are sharing our vision for the shoot in our treatment. We also talk through the scenes in exhaustive detail during the preproduction phase, scout locations, and plan weeks leading up to the shoot. I feel like it’s a delicate dance balancing my vision with that of the agency and client. Almost always we find alignment before the shoot. Sometimes if time permits, I will plan a bonus or unscripted scene that fits within the bounds of our creative vision… Often these are quick moments that I want to see come to life. I find that generally I’m my own worst critic, so if I am happy with a shot then it’s likely going to make my client happy too. There are times when legalities surrounding certain products limit our creative ideas, but that is the give and take of advertising. I love collaborating with the agency and the clients on these big projects. The way a dynamic team comes together to create something amazing feels so good!
Your portfolio spans industries like tourism, healthcare, and fashion. How do you tailor your approach to suit each industry's unique demands?
I tailor my approach to each industry's unique demands by immersing myself in the specific context and environment of the subject matter. For instance, in the tourism sector, I capture authentic moments that convey the spirit of a destination, as seen in my work with Travel Alberta and Destination Canada. In the healthcare industry, I focus on genuine human emotions and experiences, exemplified by campaigns for Pfizer and Sandoz. When working with technology and automotive clients, I emphasize dynamic compositions and the sleek aesthetics of the products, as demonstrated in projects for HP, Comcast and Toyota Canada. By adapting to the distinct characteristics of each industry, I ensure that the visual storytelling aligns with the brand's message and resonates with the target audience.
What is your approach to working with top agencies like Ogilvy, Publicis, and McCann?
When collaborating with top advertising agencies like Ogilvy, Publicis, and McCann, my approach focuses on storytelling, collaboration, and authenticity to align with their creative visions. I emphasize building dynamic, relatable narratives that resonate with the target audience, ensuring every project reflects the agency's high standards and campaign goals. My process begins in pre-production, where I work closely with the agency team to define the storylines, select locations, and cast authentic talent. I foster an energetic, collaborative atmosphere on set, empowering all team members to contribute creatively. This synergy ensures that the cumulative talent of the cast and crew elevates the final product and establishes a strong emotional impact.
Where do you find inspiration for pushing creative boundaries in your commercial and personal work?
My inspiration for pushing creative boundaries in both commercial and personal work stems from a combination of personal experiences and relationships, a deep connection to nature, and a passion for authentic storytelling. Growing up immersed in the landscapes of Canada, I developed a love for exploring the outdoors and a curiosity of my fellow humans; both of which continue to inform my work to this day. In commercial work, I draw heavily from the creative insights and collaboration provided by the agency teams that I work with, but I always look for opportunities to infuse those concepts with humanity and relatability. For personal projects, my inspiration often comes from travel, storytelling, and family experiences—whether it’s road trips, fishing expeditions, or simply observing everyday life. I also find creative energy in collaborating with friends and talented teams, exchanging ideas, and continuously seeking out fresh perspectives from diverse locations and cultures. Ultimately, my creative boundaries are expanded through a blend of personal passion and the collaborative energy of the teams and brands I work with, driving me to deliver imagery that is not only visually striking but also deeply impactful.
What advice would you offer to photographers aspiring to break into the commercial sector and collaborate with global brands?
My advice to photographers trying to break into the global advertising market is (most importantly) to believe in yourself no matter what!
- Master Your Craft: Brands look for professionals who can consistently deliver high-quality and creative results under stressful and time sensitive conditions.
- Develop a Distinct Style: Your portfolio should reflect a unique voice or perspective that sets you apart.
- Build a Strong Portfolio: Showcase work that mirrors the type of projects you aspire to shoot.
- Focus on Collaboration: Commercial photography is team-driven. Demonstrate your ability to collaborate effectively with creative directors, clients, and production teams. Cultivating a reputation for being adaptable, approachable, and solutions-oriented is invaluable.
- Be ready for the Long Game: Breaking into the commercial sector requires patience and persistence.
- Learn AI and adapt to Emerging technologies: Photography is going to go through massive changes over the next 5-10 years.
How has being a member of Production Paradise contributed to your visibility and growth in the industry?
Being a member of Production Paradise has significantly enhanced my visibility and growth in the industry and has allowed me to showcase my work to a global audience. The platform's targeted marketing approach connects me with the right clients, leading to increased opportunities and meaningful collaborations with talented partners.
This inspiring interview highlights the photographer’s journey from underwater shots to high-end commercial campaigns. From AI innovations to personal projects, Noel's approach balances creativity and client vision, proving that adaptability and passion fuel long-term success.
We thank Noel Hendrickson for the time and insight! You can see more of their work on his website!
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