I am Fiona McPherson, a multi-award -winning Photographer and Director with a diverse career spanning fashion, advertising, documentary filmmaking, and conservation.

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My  journey began in London where I had the privilege of assisting the renowned photographer Michael Joseph. This invaluable experience sharpened my skills and deepened my understanding of the industry. When I returned to South Africa, I became a successful fashion photographer, capturing top models for leading magazines.

 

As my career evolved, I expanded into advertising, where I became known for my distinctive style, innovative approach, and mastery of lighting techniques. While fashion remained a strong influence, my work also extended into directing TV commercials for global brands.

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Beyond the commercial world, I have been involved in documentary filmmaking. I contributed to Liza Key's award-winning Question of Madness and Lara Foot's acclaimed short film And There in the Dust. I also directed Mother City Sex, an eye-opening documentary exploring the realities of the sex industry in Cape Town.

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Over the past decade, I have had the privilege of working on many environmental conservation projects, crafting compelling narratives for plastics management and marine conservation NGO's. My collaboration with organisations such as PETCO South Africa and the Sustainable Seas Trust have allowed me to use visual storytelling to raise awareness and inspire action.

 

My artistic expression extends beyond film. My photography series Pony Express was exhibited at Erdman Contemporary and later acquired by the UNISA Art Museum. I also bring my passion for dramatic lighting to theatre photography, working with celebrated theatre directors to capture the essence of their productions.

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On production, I collaborate closely with Arthur Baradzwana Mataruse (Art), a creative producer  who plays a vital role in bringing my creative concepts to life.

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All About Art
 

As a seasoned creative producer, he brings technical expertise, artistic vision and precision to every project.

His background in video and animation production, writing and photography ensures that our work is executed seamlessly.

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Art is not only a master of detail but also excels in budget management and client relations, ensuring smooth project execution from start to finish. His collaborative spirit and passion for storytelling make him an invaluable partner in my creative journey.

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