I’m a photographer, lighting technician and retoucher with over 7 years of experience in commercial, product and lifestyle photography.

For several years I worked as a senior photographer within Primark’s in-house creative team, leading the photography and lighting across e-commerce and brand campaigns. I design and execute my own lighting setups, translating the art direction into the final lighting of each shot, and I work closely with stylists, art directors and cross-functional teams.

My work has run in Primark stores across Europe and the US (a network that today counts 509 stores in 20 countries), on Primark.com (an estimated 15M+ monthly visits*) and on Primark’s social channels, led by Instagram with 11 million+ followers. Every image across this portfolio was photographed, lit and retouched by me: I fine-tuned the lighting to suit each campaign and product so it looked its best, and I was hands-on in building the sets. It’s an end-to-end craft, from set to post-production.

*Third-party estimate (Similarweb/Semrush, 2026), not an official Primark figure.

I also build well-optimized workflows for fast production: from shot lists and lighting setups to selection, retouching and delivery, so campaigns move quickly without losing quality.

Originally from Barcelona, I’ve built my career across Spain and Ireland, and I’m currently based in South Korea.