We are fortunate to host this amazing interview with Photographer Brett Florens. He is an internationally known South African photographer whose work has been published around the world. But to Brett photography, as a profession didn’t happen naturally, it was rather a fortunate accident. He started with photographing riot units and later got a chance to do a wedding photography for his friend and that’s how his journey started.
Read along to find out Brett’s unconventional introduction to photography and some heart-to-heart conversations.
“Photography is my passion. This is my purpose. I strive every day to become better and I love the journey.” – Brett Florens
1. Your journey into the photography world has been very unique. Can you tell us how it all began?
Ans. I stumbled across photography by mistake, maybe destiny…. I was serving my national service obligations in the Police Riot Squad and volunteered for the newly formed photographic unit, basically to break away from the monotony of patrolling townships. Prior to this I had no photographic inclination, but once the bug had bitten, I was obsessed.
With no formal photographic training, I taught myself about composition and lighting by reading photographic books and magazines. I observed how filmmakers make use of lighting techniques to create mood and tell stories. My journey had began.
2. From capturing the south African riot units, to later wedding photography, how did the shift happen?
Ans. I was asked to photograph a colleague’s wedding and soon saw wedding photography as a way to leave the Police force and start my own business. As I had no other tertiary education, I had to make it work and put my heart and soul into making a go of photography as a full-time career. I opened a small studio in Durban and started photographing happier events. Families, weddings, parties, anything really.
3. Your photography style is always trendy & spectacular. Where do you draw the inspiration from?
Ans. My style is editorially based with believability in the images. I believe style is a continually evolving phenomenon and is a reflection of the creator’s personality. I draw inspiration from many different places: Film, fashion magazines, and visual media in general. I think that creating a distinctive style is more about shooting images that you like rather than following trends.
This does mean that you have to know what you like, which can be difficult for some people as society has become a case of trying to please others, with social media becoming a major influence. People tend to judge an image by how many “likes” it receives and not on whether it has fulfilled your creative needs or the client’s expectations.
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4. You’ve shot luxury weddings across the globe. What do you think separates a ‘good’ wedding photographer from a ‘world-class’ one?
Ans. A good photographer captures moments. A world-class photographer anticipates them. It’s about more than just technical skill — it’s about emotional intelligence, knowing when to step in and when to disappear.
But beyond that, it’s understanding that I’m not my target market. I need to create a product and experience they want to buy, not just what I want to sell. That distinction is key.
5. You did an amazing destination wedding photography in Dubai. Is there a specific reason for choosing a dessert as your photography location?
Ans. I shoot in many wonderful destinations – The Dubai Dessert is gorgeous! I shoot a lot in the Middle East. There are a lot of ex-pats working there and it is a great central point for their friends and family to get to for the celebrations.
My clients living in the region know that it is a chapter of their lives as they don’t plan of living there permanently. This makes the dessert location for the wedding photography an easy choice as it is not often that you have the opportunity.
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6. Your work takes you around the globe, is there any location you’ve loved shooting the most?
Ans. Teaching is a big part of what I do and I have been to some incredible places to share my knowledge. My tour of the Middle East to launch the D850 for Nikon was my most memorable. Pakistan, Oman, Saudi Arabia, Kuwait, and the UAE.
The way I was welcomed was incredible and I have made friends with some of the most amazing people. Oman is my favorite location if I had to pick only one.
7. Your work consistently exhibits a sense of elegance and emotion. How do you ensure brand consistency while still staying creatively inspired?
Ans. For me, elegance is timeless — it’s not a trend, it’s a philosophy. I draw inspiration from fashion, art, and cinema, but always interpret those influences through my own lens.
Brand consistency comes from being intentional about my visual language: clean lines, flattering light, genuine emotion. I stay creatively inspired through personal projects, mood boards, and collaborating with teams who challenge me to grow.
8. What is your go-to camera gear for high-end luxury wedding photography?
Ans. I shoot with the Nikon D850 – My favorite lens is the 70-200 f2.8 as well as the 105 f1.4
I like shooting with the DSLR, the ergonomics are great and the image quality unrivaled.
9. You also shoot portraits, fashion, and wedding photographs. Which among the 3 is your favorite photography genre?
Ans. Haha – Sport. The genres you mentioned are the genres where it is more realistic to have a career with, but if I wasn’t shooting for money, then capturing sporting images would be my passion.
10. Can you walk us through your thought process during a typical wedding shoot, from planning to post-production?
Ans. It starts with a thorough consultation — learning the couple’s story, understanding the venue, and building the timeline. I scout locations where possible and plan my lighting approach. On the day, I aim to be a calm presence while directing with confidence when needed.
Afterward, I do a tight cull, apply my signature editing style, and deliver a product that reflects the emotional arc of the day. I also often create multiple albums to reflect each recipient’s unique experience of the wedding.
11. You offer online education and in-person workshops. What do you think is missing from most photography training today?
Ans. Too much of it focuses on gear and technique — which are important, but not enough. What’s often missing is business education: attracting the right clients, pricing for profit, and building a sustainable brand. There’s also not enough emphasis on communication — a vital skill for posing, selling, and relationship-building.
12. Many photographers struggle with posing clients naturally. What’s your strategy to make couples feel comfortable and authentic in front of the lens?
Ans. It starts with trust and connection. I guide couples with light direction — never too much, never too little. I mirror their movements, offer subtle cues, and most importantly, make them feel at ease.
I also encourage photographers to study body language and storytelling through posing — it helps you guide your subjects in a way that feels intentional, yet authentic.
13. You’ve worked with major brands like Nikon and Elinchrom. How important is building a personal brand for aspiring photographers in today’s world?
Ans. It’s everything. Your personal brand is how people feel about you before they’ve even met you. In today’s saturated market, your visual style, your tone, and your professionalism are what set you apart. Brands like Nikon and Elinchrom don’t just want someone who can take a great photo — they’re looking for ambassadors of excellence, reliability, and inspiration.
14. You talk about the “business of photography” in your courses. What’s one business mistake most creatives make early in their career?
Ans. They build their brand around what they like and price themselves based on what they can afford. That might have worked years ago, but not today. You need to research your market, identify what’s missing, and craft a product and experience that fulfils that gap. You are not your target market.
15. Do you have a creative ritual or routine that helps you get into the zone before a big shoot?
Ans. Definitely. The night before, I go over the timeline, review the mood board, and finalise my lighting plan. I double-check gear meticulously. On the day, I arrive early, walk the venue, and visualise the story I want to tell. I also make a point of connecting with the couple — even a short conversation can set the tone for the day.
16. You’ve mentioned the importance of mood boards in your creative process. Could you explain how you build one and how it helps your shoots?
Ans. Mood boards bring clarity and cohesion. I build them by pulling together visual references — from fashion, lighting, colour palettes, and editorial work — that align with the couple’s vision. It ensures we’re all creatively aligned and avoids surprises. It’s not about copying — it’s about setting a visual intention for the shoot.
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17. How do you handle challenging lighting situations at weddings, especially in high-pressure moments like the ceremony or reception?
Ans. Preparation is key. I always scout the location and plan for different lighting scenarios. I’ve trained myself to read light instinctively, but I also use off-camera flash and bounce techniques to shape the light when necessary. With experience, you learn to adapt quickly — whether it’s harsh midday sun or a candlelit reception.
18. With AI becoming part of the editing process, what’s your opinion on its role in wedding and fashion photography?
Ans. AI is a powerful tool — when used intentionally. I use it for culling and retouching, but never at the expense of authenticity. The soul of photography lies in storytelling and emotional connection. AI should enhance the process, not replace your creative voice. Tools like Evoto have completely transformed my workflow — I can now spend more time creating and less time editing.
19. What’s one wedding moment you’ve captured that still moves you today?
Ans. There was a wedding in Florence where the groom whispered something to the bride just after the ceremony. She burst into tears and he held her in silence. I captured it from a distance, and it still gives me goosebumps. It wasn’t staged — it was raw, real, and deeply human. That’s what makes an image timeless.
20. You’ve been in the industry for over two decades. How has the wedding photography industry changed most in the last 10 years?
Ans. Social media has changed everything — both positively and negatively. Couples are more informed and have a clearer visual language, but there’s also constant pressure to produce content. The rise of AI has sped up workflows, but it’s also made genuine artistry more important than ever. If you want to stand out, your work has to feel.
21. Can you tell us about a time a shoot didn’t go as planned, and how you handled it?
Ans. Once, we took a helicopter to a mountaintop for portraits. While we were up there, the clouds rolled in and we became stranded. The pilot had returned to fetch the bride’s family but couldn’t find us. We were stuck for hours.
Drawing on my riot unit experience, I stayed calm and kept shooting as the story unfolded. The bride was drenched, but when we returned just before nightfall, the reception turned into a celebration of relief. The story — and the photos — made the front page of the Sunday paper.
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22. Your blog and YouTube content provide a wealth of free value. Why is education such an important part of your brand?
Ans. When I started out, I had to figure things out the hard way. I believe in lifting others as I climb. Education allows me to give back, build community, and elevate the industry. It also keeps me learning, evolving, and staying relevant. Ultimately, education is my why.
23. For those just starting out, what three qualities should every professional photographer aim to develop?
Ans. Resilience – You’ll face rejection and setbacks. Keep going.
Empathy – It helps you connect, guide, and capture people authentically.
Professionalism – Be dependable, respectful, and committed to excellence.
24. What would be your advice for aspiring wedding photographers?
Ans. This advice is probably not going to be the advice that someone wanting to get into the industry is going to want to hear. I believe that you should master your craft first and get your branding and marketing in order until you are ready to launch your brand to a market that you have researched.
If you start off shooting for friends and family, you will be trapped in a demographic that expects you to do everything on the cheap. This is due to the fact that with the digital age, anyone can profess to being a photographer, because it’s not as difficult as it used to be. And, the problem with entering the market at this level is that it will take you a long time to escape.
You need to target people with more disposable income than you have, otherwise, in this day and age, it’s not a career that can sustain a reasonable standard of living. I always say to my workshop delegates “Remember, you are not your target market.” Most people won’t get that, but that’s an important point.
25. What’s next for Brett Florens? Are there any upcoming workshops, courses, or creative ventures that we should be excited about?
Ans. I’m developing an advanced mentorship program focused on the business of photography and long-term sustainability. I’m also expanding my work with Evoto AI, creating global educational content, and launching international workshops. My focus is on creating impact, not just great images, but lasting transformation for photographers and clients alike.
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