“You have a great eye and you never know where this may lead.”
These are the words that inspired Justine’s journey into professional photography. Words that encouraged Justine to follow her true passion and become the best photographer she could be. The path that Justine went through to get where she is today is proof that success is never a straight line.
@applejustine is a Toronto-based photographer, born and raised in Johannesburg, South Africa. She is a coffee connoisseur (I can relate). She devours pancakes with peanut butter and finds true happiness in the great outdoors. Especially in a kayak.
Recently, I had the pleasure of working with Justine on a branding photoshoot. Despite the precautions we took to be COVID safe, our shoot was a huge success. The details of the plans. The ease and productivity of the session. The quality of my images. All were the result of Justine’s expertise. I ended up with 250 amazing shots that perfectly captured what I was looking for to promote my brand.
Don’t you want to find out how Justine got that camera in her hand? I sure did! Here’s the scoop about Justine’s journey into professional photography.
Justine and I during our photoshoot. Photo credit: Murray Margel
What was your career path?
I double-majored in Visual Arts and Psychology at York University. The human condition has always fascinated me and plays a pivotal role in how I connect with my clients. After York, I received my Bachelor of Education from OISE, University of Toronto. For the next five years, I taught Grade 4 in the York Region District School Board.
My next role was as Executive Director of @kulanutoronto, Toronto’s pre-eminent Jewish LGBT organization.
Over eight years, I worked hard to build greater awareness and acceptance of queer Jews in our community.
What lead you to “Justine’s Journey into Professional Photography?”
After working at @kulanotoronto, I felt a pull to return to my artistic roots. I was always known as the “family photographer”. I loved taking photos at birthdays, family gatherings, and on vacation. One day, an acquaintance of mine suggested I take a photography class at @avenueroadartschool. Little did I know that this was the beginning of my journey towards becoming a professional photographer.
I took two semesters of photography classes. I had an excellent teacher who taught me all about the camera, composition, lighting, and design. After completing the photography program at @avenueroadartschool, I wanted to develop my knowledge even further. This led me to enroll in The Digital Photography Program at @gbcollege. Shortly after receiving my Certificate in Digital Photography, I launched my own photography business “Justine Apple Photography“.
I specialize in family photography, Bar/Bat Mitzvahs, special events, and professional headshots. My goal is to compose the very best quality images for my clients; of course while having some fun along the way!
What do you love about the art of photography?
I love taking a photo and making it my own. Manipulating an image in post-production can take a shot from good to outstanding. For example, I can saturate an image so the colours really pop. Or, I can desaturate an image and boost the contrast to create a stunning black and white shot.
Showing love and connection through my photography is my specialty. Taking candid shots of family members hugging and laughing, or simply sharing a moment together is what I love to document. There is nothing more fulfilling than capturing the authentic human spirit.
For branding shoots, my priority is to find out what my client’s goals are. I then collaborate with them to develop a tailored photoshoot where we create beautiful images together. These shots help my clients elevate their visual presence online, and by so doing, they generate more business.
What are some of the challenges you face as a photographer?
There’s a lot of competition out there. I have to work hard to differentiate myself. I achieve this by engaging with my clients and making them feel comfortable during a session. Being professional and respectful while delivering high-quality images is my top priority.
What are the greatest lessons you’ve learned as a photographer?
Mentorship! Working alongside experienced photographers has been critical to my professional growth. I shadow my mentors at gigs and then practice the skills they teach me. Working alongside more experienced photographers has significantly improved my work.
Staying creative! To break out of my routine and think outside the box, I do street photography and casual photoshoots in cool urban venues. I focus (no pun intended) on new poses and shooting from different angles. This helps me get creative, all whilst having fun and taking eye-catching shots.
Social media marketing! The power of social media cannot be understated enough. I regularly post my pictures on Instagram, Facebook, and LinkedIn. Showcasing images that people can connect with emotionally is critical to increasing engagement and attracting new clients.
Famous Last Words
I love being a photographer. It took me a while to find my passion, but now that I’m here, I’m never turning back! I truly enjoy interacting with clients and capturing their personalities with my lens. It’s an honour to document the special, intimate moments in people’s lives. I can’t wait to take photos without the barrier of COVID masks and social distancing!
For a superior photography experience, email Justine at hello@justineapple.com and check out her website here.
I’m so grateful to be able to have the opportunity to write what I’m passionate about and what I think will serve others. If you would like me to write for a product or service you represent or for your own company, please be in touch.
