ABOUT ME

I've been photographing people for over 25 years and it's the work that's always felt the most like me. Connection, energy, the in-between moments, that's where my soul is happiest.

I began photographing sports and when my babies came along, I pivoted to babies and young families, shooting very much from a mama's heart. As my own children grew (and somehow became adults), my work grew with them. These days I'm drawn to all the moments within parenthood, older kids, extended families, different seasons of life, and moments that feel layered, real, and full of story.

Looking back, I realise I've been marketing long before I ever called myself a marketer.

Every family I photographed, every website I built, every client relationship I nurtured, every referral I earned, every business decision I made - I was building a brand, telling stories, and learning what truly connects with people.

As my business grew, so did my love for marketing. That passion led me into over a decade split with agency life, in-house leadership roles, growing marketing teams, and eventually building Hey Ginger - a place where photography, strategy, creativity, and connection finally came together.

More recently, teaching has become another part of that journey. As a tutor at the Digital Marketing School NZIE, I've realised just how much I enjoy helping people connect the dots, build confidence, and understand the why behind great marketing. Whether I'm mentoring business owners, teaching students, photographing families, or helping brands grow, I'm happiest when I'm helping people tell their story.

It turns out all the best parts of my career were leading me to the same place all along.

Creating. Growing. Learning. Together.

Thanks for joining me on this crazy wild ride!

Sam

x

  • "I’ve never felt so relaxed during a photoshoot. It honestly felt more like hanging out than being photographed. The images we received feel so us! Natural, warm, and full of little moments I didn’t even realise were happening. These are photos we’ll treasure forever.”

    Sarah

  • “I usually hate being in front of the camera, but this shoot felt completely different. I felt calm, supported, and genuinely myself. The photos don’t feel posed or forced, they feel confident and real. I finally have brand images I actually love.”

    Katie

  • “From the moment we arrived, it felt easy. Sam has such a calm presence and somehow managed to make everyone - kids, adults and grandparents, feel comfortable. The photos capture our family exactly as we are, and that means everything.”

    Lennon Family

  • "Working with Sam feels like having a creative partner who actually gets the bigger picture. She understands branding, visuals, and marketing strategy, not just how things look, but how they work. Everything finally feels aligned.”

    Claire

  • “What I loved most was how thoughtful the process felt. It wasn’t rushed. She took the time to understand my business, my audience, and my goals and the results spoke for themselves.”

    James