A collage of three images showing behind-the-scenes of film production. The first image depicts two men, one with a camera around his neck, discussing, with one pointing upward. The second image shows an outdoor scene at sunset with a helicopter, large lights, and crew members preparing equipment in a field. The third image shows a photo studio with a model posing with a balloon prop in front of a beige backdrop, and a man in a patterned sweater taking pictures.

Gavin Goodman is a Cape Town-based photographer and visual artist, recognised as a Hasselblad Master in the Fine Art category in 2021.

His fine art practice is defined by a minimalist visual language rooted in his South African heritage, distilling light, texture, and form into quietly powerful compositions. His work has been exhibited internationally, including the 1-54 Contemporary African Art Fair in New York and London, AKAA Art Fair in Paris, Amani Gallery in Abidjan, ImageNation in Milan, the Investec Cape Town Art Fair, and Filafrique Gallery in Switzerland. His works form part of private and corporate collections across several continents.

With two decades of experience and a background in cinematography, he brings the same precision and visual sensibility to his commercial work, shooting conceptually driven campaigns for agencies and brands worldwide.

Agencies: Ogilvy & Mather, M&C Saatchi Abel, McCann, DDB, Y&R, Havas Worldwide, BBDO, David Miami, FCB, Hill Holiday, TBWA, AKQA, Evoke

Clients: Mercedes, Facebook, Chrysler, Dos Equis, Eli Lilly, Heinz, Ameritrade, Adidas, Microsoft, Heineken, Living Social, Kaufland, Old Mutual, Ketel One, Volkswagen, Jardiance, Linzess, Caplyta, Tymbark, SABC, Media 24, Mutzig Beer, Otto Germany, Just Eat UK, Triage, Weylandts, Ploom, Remy Martin, Cabrito Tequila

For brands seeking a different production approach, Gavin also founded art-directed.com, a studio producing AI-executed campaign imagery with human-led creative direction.