Ten things I’ve learned from a decade of solopreneurship

Ten things I’ve learned from a decade of Freedom.

 Twelve years ago, on a regular run of the mill day, I got up from my comfortable corporate cubicle in a swanky office tower and handed in my resignation letter. I’d had enough of paperwork and politics and was ready to trade in my suit for sneakers, swap my posh Jaguar for a beaten up Land Rover Defender. I had little clue about the direction I was heading in, but deep determination solves all issues. Big dreams and real action fuels success. I was on fire and itching for freedom!

I now find myself a decade on. I must have passed Malcolm Gladwell’s 10,000-hour rule yet this is an industry that’s never matures. It is ever vibrant, dynamic and evolving… and as a result, I’ve kept evolving. Some clients have stayed aboard and others have left the boat. That’s the name of the game, I guess. Out with the old, in with the new. I value building long lasting relationships with clients yet I also love the pursuit of new ones. I’m generally not wired to do more of the same… I thrive on challenging myself, always chasing the next rung on the ladder. It’s all about the hustle. I found a great quote recently: “The dream is free. The hustle is sold separately.” Which sums is up nicely.

So in order to celebrate my 12 years of hustling, I thought I’d write an honest reflection of the lessons learnt and insights gleamed. I guess I’m reaching out to the young guns here, those transitioning towards their dream job and those corporate dudes ready to turn their back on that office cubicle.

TEN THINGS I’ve learned over a decade of DOING SHIT I LOVE

  1. Focus on your passion and don’t chase the money

A question I’m often asked is how to get started. That’s a big question but at the core, I always refer to passion. Everyone has a personal interest at heart and everyone can shoot their subject way better than anyone else. So start within your comfort zone, borrow or rent some basic gear and start to build a strong portfolio or show reel around this. Funny things happen after this. Doors open!

 Forget about chasing the money. We really do deliver our best work when doing something we’re really passionate about. That driving force feeds enthusiasm which feeds creativity that leads to amazing work. It’s a powerful cycle. The opposite is also true… when I’ve stepped into jobs that have either physically depleted me or where interest is lacking, my output has been below average. For this reason, I only do gigs that I’ll love working on.  I know that’s easier said than done at times yet my core message shall always remain… focus on your passion and don’t chase the money.

  1. Outstanding work leads to awesome opportunities

I’ve had some amazing opportunities come my way, doors that opened completely out of the blue. Shooting my aerial book on Dubai for example. And a client flying me around the world to shoot celebs or creating a cool destination film around Luxor, Egypt. These were fantastic opportunities that resulted directly from previous (unrelated) assignments… assignments where I busted my ass to produce outstanding work.

Sometimes it takes a while to connect the dots, but then you get that call, “Hey Wouter, you know four years ago you did that PR stunt in the desert with golf pro’s Kaymer and Donalds? How about recreating that look, feel and energy with Margot Robbie?” You can’t engineer great gigs like these. The reason I was called in for the golf shoot back in 2010 was thanks to my being ‘the desert photography specialist’… this, a credit earned by shooting and producing books for the four editions of the Abu Dhabi Adventure Challenge. Shooting Margot Robbie in The Empty Quarter, led to assignments in Hong Kong, Shanghai, London, Moscow and Milan. This is just one of many examples of how delivering wow work plants seeds. It really is that simple. But don’t forget that seeds take time to grow and mature. You can’t always control your inflow of work but you can decide to only deliver outstanding work… the rest will come.

  1. What you talk about is what you get

So create a portfolio around the subject you’re passionate about. That’s where it starts. You then want to share it, whether through social media, your own site, another portal or even a pdf you send to your wish list of clients. This work becomes your identity. This is how people store you in their brains; the work you do, your style and how you work. With people, I mean your mum and dad, your friends, prospects, editors, marketing managers, decision makers… everyone who sees your work. They’re the ones talking about you and they push new work your way, so they need to sing the right song, right? Let’s say your passion is food. You love making visual art around food. You share this in the hope of getting work that allows you to do more food projects. Those around you only know you as the food creative so logically word of mouth heads in the right direction. When the phone rings, it’s a job right down your alley.

Having said that, at the beginning, you do need to keep it real so if you get a call to work on something different (or not your specialty) in exchange for cold, hard cash, don’t necessarily turn it down because it deviates from your passion. If it’s a decent gig, think about how you might use it to grow and pay for new gear… take the job, deliver great work (no shortcuts), pocket the cash and then make little or no noise. We’ve all done this. Just stay low profile about it.

Now what if that work grows? You now need to think about some long-term implications. Cash may motivate but doesn’t rule all. How important is taking the gig versus spending your time promoting the area where your passion really lies? If you take the job, do you confuse your audience? One way to minimize confusion is to ensure your online presence is only filled with the work you’re passionate about.  Where your energy goes, your focus goes. Again what you talk about is what you get.

  1. Personal work is powerful

Big clients or brands rarely book you to do a project that allows you to experiment with anything new. Why? Because the bigger the production, the more clients and different agencies get involved and all too often, decision makers want to play it safe. It’s a game of risk management. So don’t bet on the call for an experimental gig. Instead, go out and create those opportunities yourself. This is what I call personal work. No clients, no brief, just collaboration with amazing people and the freedom to explore. I love my personal work. It allows me to experiment with new gear, build relationships and strengthen my portfolio. I sometimes do it to support an agency pitch or sponsorship proposal. It definitely helps when knocking on doors, with the aim of producing similar (and paid) work for clients. Forget fake it till you make it. Rather, create it to promote it.

Doing personal work should be fun and stretch you both creatively and technically. It calls for high energy and laughter on set. For those on the other side of the lens, it helps them build some nice visual content and tell stories of their own. My ‘Project Pause’ and ‘The Curiosity Film Series’ are personal projects where I share interesting stories. Project Pause is about inspiring people to spend more time in nature, away from the digital rat race we life in. Curiosity Series is about creating short films allowing interesting people to voice their stories and share their passions. I’ve no clear plan on where they’ll lead to, but I really enjoy the process and it feels like the right content to produce.

  1. Be fair in business and with people

What is your driving force to get up every morning? For me, it’s about creating impact and value, to produce art and share stories that move people. And I’m blessed to make a good living doing this. Yes … we should make a living from the skills we offer in exchange for a fee that is fair. Value your work. Your art should come with a price tag. Quality clients understand that. How much you charge is up to you but consider the product you offer and its market value. Don’t compete on price but rather compete with unique work, your style, your vision and how you deal with people. Again, quality clients appreciate that. Over the years, my fees have increased as productions got bigger and artwork more complex. Some clients have stayed on board, others haven’t. I would far rather lose clients due to my fees rather than poor delivery and if budget is a real struggle, I’d rather do a gig for free and work on my own terms than come in crazy cheap and be at the client’s mercy. Chase Jarvis wrote an interesting post here about decision making… how to validate (new) work by using three criteria, of which at least two need to be matched. It’s a good read.

I’m a big believer in teamwork. Productions can get insanely tough with long days, tight deadlines, chasing best light and hauling tons of gear around. The bigger the production, the bigger the crew. Amongst all that chaos, be fair with your team and look after them. Smiley faces, hydrated bodies and filled bellies still work the best… Perhaps this is a good opportunity to thank all the amazing heroes I’ve worked with over the years… You’re awesome.

  1. Connect with people not brands

As a creative, you have relationships with people not brands. Someone who says I do work for brand X actually says I have a relationship with someone at that brand, so that relationship is sacred. Look after them. You’re not married to a brand, you’re in a relationship with someone who represents that brand and gives you the opportunity to collaborate and have fun with it.

When that person leaves the company, so does your ongoing work with them and you have to re-apply with his/her replacement. Having a strong brand history helps but is no guarantee for future work. The new person might bring in someone he already has a relationship with, he might have a totally different vision and your style simply doesn’t match. Anything can happen so your best bet is to present your work, share that you’re keen to explore new ideas, discover his philosophy and take things from there. People come and go. So do brands. If all goes well, you stay with the brand and you’ll transition with the departing person in his or her new role and start collaborating with their new brand too. That’s a great way to organically grow your network and client base.

Pro actively reach out to those you want to work for and build relationships with marketing people, art directors, creative directors, brand managers and editors. Try to book in facetime with them and present your work. Don’t forget that there are 10’s or 100’s of others also knocking on their doors but if you’re hungry enough and bang the door for long enough, they do open…

  1. Curiosity rocks

Be curious about life. Travel the world, discover new places, immerse yourself in nature and breathe in fresh mountain air. Keep developing professionally. Grow personally and spiritually. Break old habits and seek new patterns. Curiosity keeps your fire going. It’s the fuel that get’s you out of bed at 4am to create magic.

Travel is my greatest source of curiosity and I’m fortunate that I get to travel for gigs. A particular favourite was a gig in Hong Kong to recreate a British Airways vintage poster in celebration of 80 years of Asia flights. We shot David Gandy on a jam-packed corner near a busy night market, where the backdrop of neon lights just framed perfectly. With a crew of 20 and just thirty minutes to shoot four options, I suspect we fed the curiosity of the on looking crowd too!

Another favourite was right here in Dubai. I’ve lived here a long time but rarely venture to the historical part of town, to the old souks and the vibrant areas around the creek. A few years ago, I wanted to experience true Old Dubai so I booked myself into a heritage hotel on the creek for three days. Just me and an old Hasselblad, with no brief other than to wander from sunrise to sunset and long after. I just wanted to be present and feel the energy around me, without rush or urgency. To feed my curiosity! I would encourage everyone to experience their home town as a five year old child. Big eyes, lots of questions and a great sense of wonder.

Feeding your curiosity goes hand in hand with making a commitment to never stop learning. Here in Dubai, you have Gulf Photo Plus, which is a great photography community, and online, Creative Live, which has tons of content. I‘m also a big fan of podcasts. I follow Rich Roll and Lewis Howes’ School of Greatness but there are many many more. I listen to them during downtime, especially during long commutes.

  1. You are a brand

Building a business and a brand takes time. Twelve years ago, I (foolishly) started my brand as Orange Expressions, partly to shy away from using my own name and being insecure about what I would deliver. I quickly re-branded into Wouter Kingma Productions (adding productions gave me the baggage to go after bigger gigs and book productions). Now my brand is just my name, Wouter Kingma. Clients book me for my style and what I have produced based on my portfolio. If you’re a creative, your brand is YOU so I think your brand should be your name.

Get a website and only upload your best work and the work you love to do more of. Your online presence should only feature the stuff you really want to do. I seek help from the team at Wonderful Machine, who help me select what goes online. It’s good to get feedback from fresh eyes. When it comes to social media, ensure you only post value, I repeat only post value. Don’t join the crowd of junk, fake and useless content that clutters cyber space. Instead be real, be inspiring and be yourself.

Making noise about your work is a must. That’s how you get recognized and book new business. How and where to share stories is different for everyone. I’m perhaps a little old school writing my own blog, but over the years it has become my diary of sorts. It’s filled with real life experiences, my best work and behind the scenes videos and as it’s a blog rather than a social media channel, I own the content. I work with an amazing copy editor Tori, who turns my jagged words into words that flow. I often pull out posts to share with prospects… a handful of images, a video and a short captivating write up about what happened on set sells much better than a few jpgs at the end of an email. The blog also feeds my newsletter and the work I do in my Canon ambassador role.

  1. Surround yourself with creative brilliance

Success is a team sport and becoming who you are, is a collaborative journey. No one makes it alone so surround yourself with the best creative people you can afford. This applies equally to the established brands and the fresh ones. Sure, when you start out, affordability is an issue, but bear in mind that some work for cash, some just for love and others will put in their time in exchange for something you can offer them.  When it comes to meeting new creatives, it pays to attend regular gatherings, art shows, agency awards and talks. They can, at times, be hit or miss but they’re often a great place to source drive and contagious energy.

How I see it, every single day, we start with a fresh jar of energy, one jar with no refills. We all choose how to spend it so we need to be wise and spend it on the good stuff. If we surround ourselves with positive people who creatively inspire us, we have the right mindset to make the right decisions. So, pick the people around you wisely.

Surround yourself with inspiring work as well. I have a folder on my desktop called ‘creative by others’ and every time I see something that moves me, I screen grab it to add to this folder. It’s now full of stunning photographs, ad’s, artwork, quotes, interesting video’s, cool fonts, case studies, unique locations, brand books, strong design, articles and short captions. I go back to when I’m stuck with a brief or pitching for a new project. Follow in Picasso’s footsteps, who said, ‘Good artists copy… great artists steal’ so seek inspiration from others then build from it and twist it into your own.

  1. Only Karma. Trust the process and believe in yourself

People land on your path at the right time. Phones ring and emails ping when you’re ready. Life unfolds just as intended. When I speak about this to my age groupers… the 40ish kids amongst us… they get it… so to the Millennials out there, just be cool about the journey you’re on. Everyday, people cross our paths and valuable lessons land on our laps for a reason.

It’s taken me a lifetime (or at least the recent dozen years) to be where I am today, comfortable with what I do with a body of work I’m proud off. Being a self taught photographer and filmmaker comes down to vision, dedication and believing in yourself. If I can do it, so can you. So please, quit the mundane and follow your heart. We’re surrounded by people addicted to their comfort zone, where not much happens… Precious time just slips away like water through your fingers. What might seem a giant leap isn’t as intimidating as it seems. It’s up to you to make it an exciting new chapter… bumpy at times, no doubt, but thrilling nonetheless.

I hope these words have planted seeds in those dreaming in their corporate cubicle. Feel free to follow my sporadic blog and irregular newsletters. Through the soon to launch Canon Academy, I’ll be running classes on making the big leap and following your dreams as well as some advanced tech stuff. Announcements will be made on Instagram.

Be great.

Stay great.


My six lessons from 2015

How to summarise a stunning year in one word? … Blessed.

It is a true blessing to work with so many amazing clients seeking to go that extra mile, athletes who are at the top of their game and so many interesting, inspiring and courageous people. Yip, 2015 has been a pretty awesome year and I’m very grateful for all that’s happened.


The last five or so years, I’ve written a recap post reflecting back on the twelve months behind me and every year I make the same observation about the speed of our lives. Consumed by the digital rat race, we play a constant juggling game between family, work and play. So much happens that unless I sit down and recap, I forget about all the great opportunities that have landed on my plate… and I forget, I realise, to often appreciate it all and say ‘Thank You!’

This year, I decided to keep my post short and sweet by sharing my six lessons from 2015. They’re in no particular order…

Nothing happens in isolation.

Simply nothing happens in isolation. Nothing. An idea might come from a quiet place but only grows once it’s out in the open. I built my own Studio//73 with the help of others. I work with creative talent to build greater books and deliver amazing shoots. As a brand ambassador and influencer, it’s about sharing the buzz about our industry. My behind the scenes videos is about giving back. We attract what we put out in the world and great ideas are worth spreading.

Be open to new things.

In 2015, we finally wrapped up the Falcons of Arabia book project… something we’ve worked on for 2 ½ years. Sure, we’ve produced over a dozen books but the sport of Falconry was new to me. Why it landed on my plate, I still don’t know, but I grabbed the opportunity. New topics require a great deal of research, study and learning… and in the process you evolve personally and connect with an entirely new crowd. This project meant immersing myself into the Emirati world of Falconry which I thoroughly enjoyed. I’m grateful for this opportunity and for being raised in a culture where exploring new things was always encouraged. And thankfully, I still have all ten fingers!

Turn thinking into doing.

In March, I spent a week solo in The Empty Quarter, which is the second biggest desert in the world. An entire week ‘off the grid’… self sufficient and without any digital connection, it was a week of pure quality time in nature away from the digital rat race that consumes us. I named it ‘Project Pause – The Empty Quarter’. I thought about it for twelve months or so but once I’d made the commitment to just go, there was a complete shift in my mind. Suddenly, I found myself saying, “In March, I’m going on…” and as luck would have it, brands, friends and clients all picked up on it and wanted to support. Wow. With a bit of cash, my thinking was to produce a cool film about the experience, with the aim of inspiring others to find a Project Pause of their own. And so it happened…


Be patient. Good things will happen, when you least expect.

A gig that pushed the boundaries in 2015 was shooting two big Hollywood stars. Two weeks prior, I got a call… “Are you available on the 5th of November. Please say yes”. Euan and I had worked on a gig in 2012, shooting the world’s biggest golf players in the world’s biggest bunker. This time he pitched a similar idea to do a shoot of Margot Robbie in the same stunning desert landscape. We did just that and the results were amazing. One led to another and the next day, I found myself on the Hyatt hotel’s rooftop helipad shooting Orlando Bloom. Clearly the story isn’t quite this short as there was all the pre-production to think about, but the message is there.  Creating great work leads to new work. Yes it might take time, but when it does, it rocks! This story is just one of a few. In March, I flew to Kuwait for ten days to shoot some amazing fast cars. This opportunity came out of the blue, but it also sort of didn’t…

Wouter Kingma Blog for Brittish Airways with Margot Robbie in Abu Dhabi 01

Create from who you are… and do what you love.

As many of you know, I’m a big outdoor and adventure guy. For that reason I tend to attract like-minded lifestyle brands as clients. Attracting them is one thing but turning their briefs into real, RAW imagery is where the real challenge comes in. I put it simple,  you have to work with real people in real places. With Adventure HQ, we went on a five day photo gig, touring the best locations and shooting the best possible content. Yes we got fried, dehydrated and sleep deprived but hell did we capture the real stuff. For Lululemon, it was all about creating the unstaged moments with their pro ambassadors. Creating the unstaged isn’t easy but if you can bring passion and positive energy to the shoot, it’s certainly do-able. My love for the great outdoors has been with me since childhood but turning it into a source of business has required patience and the constant seeking of opportunities.

Learn to let go. 

I normally start a gig with a clear vision in my head, knowing what imagery I want to get out of the shoot. Most of the time this works but not always. When you find yourself swimming upstream, there really is great value in letting go and leaving the shoot to chance. Just letting it flow. I’m not saying to settle on anything less but to allow something different to pan out. Just let things happens as they are meant to be. I’m a big believer in this and it works. Try it.


So there you have it. My lessons from my humble observations working as a photographer, a producer, a storyteller and an aspiring filmmaker. Our futures lie in our own hands and are transformed by the actions we take day in, day out and by the people that influence our lives. 2016 will bring amazing opportunities so make sure you’re ready to grab them with both hands.

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What feeds creativity?

Whilst buzzing along in my Defender today, this question came to mind. “What feeds my creativity?” It’s not a new subject, I know. There’ve been tons of books written on the topic. Nonetheless, here’s what came to my mind.

1. ENERGY. First of all, creativity needs energy and energy comes from sleep and downtime. At least for me, that’s very much the case. On the other hand, if I feel tired and drained, I operate on auto-pilot and the engine for new ideas operates in slow-motion.  If there’s anything more non conducive to creativity, it’s falling back into old patterns of thinking or creating images. For me, a complete recharge of the batteries from time to time is super important to keep on delivering amazing work… hence my recent Project Pause. Power-naps are another powerful tool, I’m an early riser where most of my writing gets done early morning before the world wakes up, so to reenergise with a quick 15min head down does the trick for me.

2. FRESH HORIZON. What feeds new ideas aka creativity is seeking new environments. I love travelling, exploring new cities… walking the streets, seeing the people, checking out the billboards and bus ads, chilling at trendy cafes or bars, discovering trendy designer hotels and equally the backpackers districts… Travelling certainly gives you one big, fresh take on things but what when travel isn’t possible? What also works is buying new magazine titles. Personally, I don’t think I’ve actually purchased a single photo mag in the last decade. Rather, I always pick up travel, design, culture, interior design or architecture titles. I’m a big fan of Frame magazine although it’s hard to find in this part of the world. Over the years, I’ve built an impressive collection of books and magazines which I often return to for ideas.


3. WORLD OF ART. I’m a huge fan of visiting art shows, galleries and museums. There’s just so much amazing work out there. I also love looking at how work is presented, packaged and displayed. A really worthwhile visit is the Museum of Islamic Art in Qatar which I visited earlier this year. I’m not necessarily a huge fan of historic artefacts but the way they’ve packaged and presented their collection is truly outstanding. So much about art appreciation for me is wondering how others got their ideas, what inspired them and how they sell it. I have a poster in my studio by Andy Warhol with the words, ‘ART IS WHAT YOU CAN GET AWAY WITH’. Love it! On the topic of art shows, I had the privilege recently of presenting a key note address at World Art Dubai.

4. ART DIRECTION. There’s always great value in working with an art director, either in the early creative stages of a project or on site at the actual shoot. I’ve had the pleasure of working with a few and have often found them to be great characters with lots of energy and ideas. With bigger productions, there’s such a large crew which can easily absorb more of my attention than is necessary so having an extra set of (art directors) eyes helps to push the envelope. Often art directors represent the brand and know it inside out so they can easily make instant decisions on the spot… I’m talking simple decisions like sunglasses on or off, socks yes or no. Simple things yes, but trying to discover the best answer at 5am can be a challenge otherwise and getting it wrong could have a negative impact on the whole shoot.

5. CREATIVITY FROM OTHERS. For many years, I’ve had a folder on my desktop named ‘Creativity by Others’, which is filled with inspirational work on a super wide range of subjects including photography, art, interior design, quotes, furniture, art installations and more. When I see something nice, I screen grab/photograph it and chuck it in this folder which, as you can imagine, now contains thousands of things. I guess the folder acts as a good summary of the person I am today, the work I do and the work I want to be doing. I tap into it regularly when working on a new gig or putting together proposals.

6. CREATE YOUR OWN SPACE. Finally, I believe we all need our own personal space to be at our best. With our recent move, I’ve had the opportunity to re-create my studio which is now my think-tank, editing suite, chill out zone and inspiration chamber all in one. Studio//73, check it out… it’s even cooler than you can imagine.

This is by no means an exhaustive list but rather the first thoughts that popped in my mind on this great topic. There a great quote by Ansell Adams that my copy editor Victoria Leckie once sent to me. It goes, “You don’t make a photograph just with a camera. You bring to the act of photography all the pictures you have seen, the books you have read, music you have heard and the people you have loved.”



New Nike brand images

Nike seem to shift their brand creative at a rate even more frequent than I buy new gear… and that’s saying something!

Wouter Kingma Blog for Nike Running Middle East 05We took some amazing environmental shots last year to put Dubai on the map at Nike Global. And now, we’re working in an entirely fresh direction. After going through an extensive 77-page brief, we’ve brought together this new set of creative content, a set of strong, black & white images, guaranteed to make an impact.

This epitomises what I really love shooting, in terms of both subject and art direction. And the style reminds me of an industry piece I want to put together called RAW. Just that… RAW. Strategically strong yet unpolished, crafted images, seemingly un-staged, moody and easy to connect with, a bit of dirt perhaps but not dirty, a blend of motion & unfiltered energy.  Sure, the focus may be a little… (more…)

New Nike brand images

Nike seem to shift their brand creative at a rate even more frequent than I buy new gear… and that’s saying something!


We took some amazing environmental shots last year to put Dubai on the map at Nike Global. And now, we’re working in an entirely fresh direction. After going through an extensive 77-page brief, we’ve brought together this new set of creative content, a set of strong, black & white images, guaranteed to make an impact.

Wouter-Kingma-Blog-for-Nike-Running-Middle-East-02Wouter-Kingma-Blog-for-Nike-Running-Middle-East-01 Wouter-Kingma-Blog-for-Nike-Running-Middle-East-04Wouter-Kingma-Blog-for-Nike-Running-Middle-East-03

This epitomises what I really love shooting, in terms of both subject and art direction. And the style reminds me of an industry piece I want to put together called RAW. Just that… RAW. Strategically strong yet unpolished, crafted images, seemingly un-staged, moody and easy to connect with, a bit of dirt perhaps but not dirty, a blend of motion & unfiltered energy.  Sure, the focus may be a little… off or there may be an added strain of lens flare which might otherwise render a shot an imperfect picture, but RAW is a lifestyle and an approach to how we see the world.

So how does this filter through to the imagery we see today?

With this Nike shoot, the timing and location threw in some challenges. I knew it had to be dark and the location on the iconic Palm Jumeirah was pretty much a given. But how do you then deal with the combination of faint darkness and furiously fast athletes? Five years ago, I would have struggled badly but now we have great camera’s where you can just keep on cranking up the ISO. Most images here are taken in the range of 8.000-12.800 ISO, shooting borderline handheld shutter speed. The Canon 1DX is a master machine in such conditions, made even sweeter by my beauty lens, the 50mm f1.2.  When darkness falls, there’s just no need to call it a day!

My thanks to Tristan and Dania at JWT for their support and ideas and a big hands up to Coach Tom at PTX Dubai for coming out on his birthday and bringing his awesome crew along. Together, we made it work. Wonders! And we created RAW. In all its glory.