23 questions!

Okay, so it's really 24...but she's just so engaging, we couldn't help but keep the questions rolling!

Account Service has been one of the job titles that industry experts are predicting will continue to flourish in the current economic downturn, which makes this weeks A-List’er Emma one very lucky lady. Actually, if the truth be known, there are two reasons why she is one very lucky lady because she is also the first Account Service person we’ve ever presented in A-List too. With a creative edge and a wicked sense of humour, sit back and enjoy reading all about Emma.

1. What sparked your passion for design?
I'm still not quite sure how I ended up at art college. I already had a place at university to study some nice sensible academic subjects, but one day I woke up and there I was. I fell in love with photography instantly, ditching my uni place and taking a second job to keep me in spiral tanks and fiber-based paper.

2. How creative were you as a youngster?
I dabbled in macaroni wheels and glitter; legend has it that the neighbours would regularly throw themselves at our refrigerator in awe of my festive potato stamp stars but, you know, I kept my feet on the ground.

3. Do you come from a creative family?
My dad's creative with his tax returns, does that count?

4. Were they supportive of your desire to be a designer?
Incredibly. I was so nervous of telling them that I wanted to withdraw my place at Goldsmiths and apply for a photography degree but they knew how passionate I was and have been a pillar of support ever since.

5. What sort of education and training have you had?
One year Foundation Diploma in Art & Design, BA (Hons) in Photography and six years experience in photographic syndication, licensing and artist representation in London.

6. Who did you want to work for when you first entered the industry?
I discovered at uni that I was far more interested in discussing and critiquing other people's work than my own. I thought I would end up teaching when it dawned on me that Picture Editing was the way forward. I envisaged myself working for gorgeous cutting edge fashion mags like The Face, Dazed and Confused, Nova, Tank and Sleaze Nation.

7. Tell us about your first project and what do you feel about it now?
My first ever photography project at college was a 3-part piece about 'The Self'. They were really personal, contrasty black and white images of my body, my family and the landscape in which I grew up. It's 10 years old now but I still really like them, it reflects a really exciting time when I was totally uninhibited and just let myself go completely with my camera.

8. What is your preferred software to work with and what has been the greatest advancement in technology over the past 5 years?
Photoshop aside, the advent of web 2.0 technologies like Flickr have taken photo sharing to a new level, not just in a social networking capacity but as a fantastic tool for designers. I think it's great that everyone now has access to affordable equipment and internet distribution, there are some amazing amateur photographers out there doing some seriously crazy stuff. Digital cameras themselves have evolved immensely in the past few years, the quality is finally there now for professional shoots and they have really changed the way press and publishing works: I was working at a newspaper in 2003, watching England win the Rugby World Cup live in Sydney while editing PA FTP feeds from the game at the same time - that is one fast turnaround!

9. What are the various mediums that you’ve worked with and are there any that you would like to explore?
In photo syndication my clients are primarily in print, but do range across broadcasting, web and New Media. In my last role I coordinated a complete restructure of our Video Department and managed all the material for MMS distribution which was something new for me: eyeopening and very interesting. Books are still my favourite I think, I still get that lovely warm feeling when I stumble across covers I've placed in book stores.

10. Is digital technology going to eliminate the need for print?
I don't think so. Print has been struggling for a long time now, in London I've seen budgets slashed and titles fold across the board, but I think we're hitting the plateau now. I am confident there will always be a market for beautiful printed, quality material... in my heart anyway!

11. Whose work do you really admire and why?
Early in my career I had the pleasure of working with the wonderful reportage photographer Tom Stoddart; his i-Witness book is mind blowingly beautiful and heart wrenchingly emotive, a really important body of work. In complete contrast I recently discovered Ellen Stagg, a commerical photographer whose personal work focuses on erotica. The lighting is beautiful, the colours are fantastic, some of her shoots are just gorgeous. On the other end of the scale again I have always loved Hiroshi Sugimoto's theatre and seascapes from the late 70's and early 80's - truly evocative.

12. Who has been the greatest person that you’ve ever had the pleasure of working with and what have they taught you?
I have worked with some truly inspirational photographers over the years and am continually amazed by the creativity, bravery and quality of material out there but I think I was mostly influenced by a lady called Carla who I worked with in my first London role. A tiny, feisty Italian she had a great sense of humour, solid work ethics and a real focus and passion for her photographers and their material. I still find her a real inspiration.

13. What has been your greatest achievement so far?
Somehow managing to complete the Adidas Silverstone Half Marathon 18 months after being run over and breaking my leg. I raised GBP1000 for Amnesty International and it was my own little 'swansong' before leaving the UK to move to Melbourne.

14. How would you describe your work?
As an editor I am meticulous, a bit of a perfectionist but I love having fun with the material. I really enjoy getting to know my clients and making sure they receive the best images for their needs. I love discovering new photographers and helping them to realise their full potential in the professional industry.

15. What are your plans for the future?
I have no idea what the future holds and that's pretty exciting. I'm looking forward to putting my skills out into the wider circles of Media and seeing what happens.

16. What sort of company would you like to work with next?
If I can be in a friendly and creative environment with people who are focused and passionate about what they do, I will be a happy labrador.

17. What is your opinion of Australian design?
Young, vibrant and dynamic, very much in keeping with the Australian ethos.

18. What is the best/worst thing about being a designer in Australia?
From a photography point of view, I think it's difficult because the market is quite small, however, with the web today there's no reason why artists can't get their work out there, it's really a case of learning to market yourself and turning every opportunity to your advantage.

19. In your opinion, what is the greatest challenge the Australian design industry has to face in the near future?
I've been following the economic crisis over in my native Britain and unfortunately I think Australia has yet to feel the full effect.

20. What is your creative outlet outside of design?
I'm a real water baby so swimming, surfing and running through my neighbours' garden sprinkles. In the evenings Subversive Cross Stitch is a firm favourite: nothing says 'I Love You' quite like an offensive wall hanging.

21. What is the best designed bar in Melbourne?
I've only been here a short while so not really frequented that many... yet!

22. What are your top 5 websites at the moment?
www.guardian.co.uk
www.flickr.com
www.etsy.com
www.spradio.com
www.lonelyplanet.com

23. What CD are you currently listening to and is it any good?
Right now: Nouvelle Vague's self-titled debut album, good summer music.

24. If I was a font, I’d be...?
Comic Sans. Really, I don't think it's used enough. Especially in Word. Truly underrated.


Do you need an A-List Artisan like Emma in your studio? Would you like to know more? Contact Sophy NOW.