Why Brands Choose Jay French for Outdoor & Adventure Photography
Jay’s story
Jay French is an award-winning commercial advertising photographer and director based in Christchurch, New Zealand. He specialises in creating cinematic outdoor, adventure and lifestyle imagery for international brands, tourism organisations and automotive, apparel, and agriculture companies. Beginning his career in mountain bike photography, Jay has spent more than a decade producing campaigns in challenging environments across New Zealand and overseas. His work has been recognised by New Zealand Geographic Photographer of the Year, Red Bull Illume, and Nikon, where he is a Nikon Creator.
“10+ years of experience
36x countries photographed
300+ jobs delivered
multiple awards won”
Recognised Expertise
Independent recognition earned through award-winning work, long-term industry partnerships and commercial success.
Jay French has built a reputation for creating commercially effective imagery in some of the world's most demanding outdoor environments. His work has been recognised by respected industry organisations and international brands, reflecting a consistent commitment to creative excellence and professional execution.
As the recipient of New Zealand Geographic Photographer of the Year, a Red Bull Illume Grand Finalist, and a Nikon Creator, Jay's work has earned recognition for its distinctive visual storytelling and authentic approach to outdoor photography. While awards are not the objective, they provide independent recognition of the standards he brings to every commercial production. Jay has been an NZIPP keynote speaker, has hosted many Nikon workshops, and has appeared on multiple podcasts.
Commercial Experience
Successful commercial photography is about far more than creating striking imagery. It requires an understanding of brand strategy, campaign objectives and the practical realities of modern marketing.
Jay has partnered with international brands, tourism organisations, advertising agencies and creative teams to produce campaigns across the outdoor, lifestyle, apparel, automotive, tourism and adventure sectors. Every production begins with a clear understanding of the creative brief, audience and deliverables, ensuring the final imagery performs across advertising, editorial, digital and social platforms.
Whether leading a small agile crew or managing a larger commercial production, working alongside his trusted producers and production partners, Jay's focus remains the same: delivering imagery that creates long-term value for clients and their brands.
Outdoor Production Capability
Outdoor productions demand careful planning, technical experience and the ability to adapt when conditions inevitably change.
With extensive experience working in alpine environments, remote backcountry locations, coastlines and challenging natural landscapes, Jay approaches production with the confidence that comes from years of photographing in unpredictable conditions. Weather, access and logistics are treated as integral parts of the creative process rather than obstacles to overcome.
From location scouting and permits to safety planning, specialist crew coordination and contingency planning, every aspect of production is carefully considered, allowing clients to focus on the creative while knowing the logistical details are being managed professionally.
Creative Approach
Jay's work is defined by cinematic storytelling, authentic moments and a deep connection to the landscapes in which his subjects exist.
Rather than relying on heavily staged imagery, his approach focuses on creating photographs that feel natural, believable and emotionally engaging. Working collaboratively with athletes, talent and creative teams, he captures moments that communicate both the personality of a brand and the experience of being in the environment itself.
Every image is created with the wider campaign in mind, ensuring it works seamlessly across digital, print, outdoor advertising and long-term brand content.
Global Production
Based in Christchurch, New Zealand, Jay works with brands and agencies throughout New Zealand and internationally.
His experience producing campaigns across diverse locations and environments enables him to adapt quickly to the logistical and creative demands of each project. Whether photographing in the Southern Alps, the remote wilderness of the Australian Desert or any exciting international destinations, he brings the same level of preparation, professionalism and creative consistency to every assignment. Years of international production experience have developed a practical understanding of travel logistics, local crews, changing conditions and working seamlessly across different countries and cultures. This experience enables Jay to mobilise quickly and integrate smoothly into productions around the world.
The result is imagery that not only reflects the uniqueness of a location, but helps brands tell compelling stories wherever their audience may be.
More Than Photography
The most successful outdoor campaigns are built on more than exceptional photography. They require a clear understanding of a brand's objectives, thoughtful planning, creative collaboration and the ability to consistently deliver under challenging conditions.
This is where Jay French's experience makes a difference.
With a career shaped by commercial production, remote environments and authentic visual storytelling, Jay brings together creative vision and practical execution to produce imagery that feels genuine, connects with audiences and performs across every stage of a campaign.
Whether working with an international agency, a tourism organisation or an outdoor brand, every project is approached with the same philosophy: create work that is visually compelling, strategically valuable and built to stand the test of time.
For brands looking to create authentic outdoor imagery with lasting impact, Jay is more than a photographer - he is a creative partner from concept through to delivery.
Planning any kind of campaign?
Whether you're developing a global advertising campaign, launching a new product or showcasing a destination, Jay welcomes conversations at any stage of the creative process - from initial concepts and location advice through to full production and final delivery.