You have to raise the bar. Give yourself a challenge. Ask yourself, 'How can one make the impossible materialise?'

When I was at college, the idea of fashion was more immediate to me, whereas art photography, the depth of it, was a different thing. Storytelling - fanciful storytelling - can only be told through fashion photography. It's the perfect way to play with fantasy and dreams.

Looking back at my earlier pictures, I think that the work is very much coming from the same place. I have gone through a period of challenging myself with a complicated idea to currently challenging myself with the idea of simplicity.

Your aim as a photographer is to get a picture of that person that means something. Portraits aren't fantasies; they need to tell a truth.

I like capturing stuff that is disappearing - that’s the point of photography. What I am photographing is an imaginary place that never existed, but is connected to something that has already been.

You have to raise the bar. Give yourself a challenge. Ask yourself, 'How can one make the impossible materialise?'

Even the pictures I was doing at college - a little narrative based on a butterfly catcher, or a chimney sweep - the images were always telling stories. They were all scenarios and moods which I storyboarded and worked through - it's exactly what I do now.