Right Now with Wide Wing Shoots
Meet Ashleigh Frans, a 29-year-old photographer based in Cape Town and the owner of Wide Wing Shoots, a photography business specialising in product and food photography. As a relative newcomer to the product photography scene, she has had an incredibly successful year, working with iconic local brands like Kos Gangsta, Ugly Gin and Sweet Lionheart, and winning a Food XX Women in Food award. We chatted with her about process, creativity, and what a career in food photography looks like.
JN: How did you kick off your career as a photographer?
AF: My journey into photography began during my school years when I was determined to pursue this passion. I went on to study photography for three years, initially aspiring to be a sports photographer. However, my direction shifted when I had the opportunity to assist food photographers, igniting a newfound passion for food photography. Plus, who can resist free food on shoots, right?
JN: On your Instagram, you often showcase your inventive methods of constructing the perfect shot. How important do you think your ability to improvise has been to your success as a photographer?
AF: Credit goes to Uncle Jeffrey Abrahams who, during my high school job shadowing at the Cape Argus, emphasised the importance of initiative. This has stuck with me throughout my career, pushing me to constantly improve not only in photography but also in life. Without a studio or the latest equipment, I've learned to improvise with my surroundings, fostering creativity and problem-solving skills. This improvisational approach is reflected in my strong work ethic.
JN: You’ve found something of a home working with chefs and brands in the culinary
industry. Why do you think this is?
AF: Having previously owned a food business, Side Wing, I intimately understand the challenges and struggles faced by food businesses. This firsthand experience allows me to empathise with the industry's unique demands, fostering a valuable connection with my clients as a photographer.
JN: What are some of the most memorable shoots or fun jobs you’ve worked on?
AF: One of the most unforgettable experiences was a three-day shoot with a local butcher. This butcher was not only a client but also a supplier for my previous food business. I had the privilege of both photographing and styling the food, with my partner as the food assistant and chef. Despite challenges, like accidentally breaking my only light, we completed the shoot successfully. Seeing my images on billboards and in-store promotions afterwards was a source of immense pride.
JN: What are your goals going forward?
AF: My future goals include establishing my own studio space, upgrading my equipment, and expanding my photography work beyond Cape Town.
JN: What advice do you have for any aspiring photographers reading this?
AF: Make the most of what you have, never hesitate to ask questions (even if it's from Google or YouTube), build meaningful connections, work diligently towards your goals, avoid comparing yourself to others, and be patient with your journey.
Words by James Nash for Letterhead