The Inspirations: Emma Case (in Your Face)

January 11, 2012 in Green Room by Kat | 53 comments

There are a few things you need to know about Emma Case before you read today’s Inspirations interview. Emma and I met about 2 years ago when she submitted this wedding to me. It was only the second wedding she’d ever shot. This was before the whole ‘vintage’ editing that you now see, like, everywhere was popular and I fell instantly in love with her unique style. A few months later we decided to meet up in London. We went for sushi and I fell instantly in love again, only this time with her.

I really don’t have enough words to express how much I love this girl or how bloody talented she is. I heard her speak about her work for the first time at the Featherlove workshop this summer and I wanted to cry because she’s just so damn inspirational. Needless to say, she was the obvious choice to be included in this series…also because she’s just as obsessed with her cat Max and I am with Henry & Rachel. If you have’t heard of Emma before this then my dears, you are in for a treat.

…oh and the (in your face) thing? Yeah private joke, sorry about that…I can’t really remember where it came from but it was something to do with making everything in a conversation rhyme. I now can’t say her name without adding it onto the end now though. I’m pretty hilarious no?

Photography Credit: Emma Case by Anna Hardy Photography

So go on then, what’s the Emma Case story? How did you get into photography and how did you make the transition from that to being the all encompassing wedding photography force that you are now… in I might add, a dauntingly short amount of time?

Over the past 10 years I’ve worked as an actress. I’ve always hated saying that (but that’s what it says on my Self Assessment form) because when you tell people that they say “What you been in?”….. well nothing actually… on TV anyway. I’ve done a lot of theatre work in schools and have travelled the country teaching kids about sex, drugs, puberty, healthy eating – you name it. Most of this sort of work gets a bit of a bad reputation but I’m immensely proud of it and have absolutely loved every second. I’ve got to see the whole country, worked with some fantastic people, had an absolute ball at work every day and it probably sounds corny but maybe made a small difference, somewhere, maybe.

I then started to learn Sign Language in 2008. I volunteered for a Deaf and hearing drama group and then started working as a Support Worker for Deaf Adults in between acting jobs. I completely fell in love with the language, the culture… everything. I then got an acting job with Deafinitely Theatre (a Deaf led Theatre Company) touring a play called ‘Double Sentence’ at The Soho Theatre in November 09. It was the biggest job I’d ever had and when I think back to when I was at college… this sort of job was what I had dreamed about doing… so in a weird way I felt that I had accomplished what I had set out to do.

Meanwhile Pete, my now husband, gave me my first DSLR on Christmas Day 07. Thinking back now, I’m not actually sure why I asked for a camera… I’d had a polaroid camera for a few years and cheap film cameras when I went on holiday but I wasn’t one of these people who had a camera in their hand from the age of six or anything. The following day, Boxing Day, me and Pete went for a walk (with my new camera) and he proposed. I began to research things for our wedding and started with the photography but I couldn’t find the kind of wedding photography that I had in my head. However what I did find was a world of American weddings and photographers that just completely blew me away. They were natural and fun and relaxed and completely exciting and full of emotion… I wanted to take photos like that. So I became a complete photography nerd – reading blogs, watching tutorials, staying up til 3am playing with Photoshop… just soaking up as much as I could.

In May 2009 I decided to start a flickr account. I’d been taking pictures of Pete’s band and my friends’ children so it was a good place to put my pictures. About 6 months later some friends of ours, Ruth and Dan got in touch to say that they were getting married and would I take pictures. It was going to be a relaxed wedding at a Youth Hostel, Ruth was wearing a vintage dress, lots of wild flowers in jam jars, cupcakes etc. It’s funny, writing that now it seems pretty normal, but back then it was pretty different to what was out there. I photographed the wedding and put some images up on Flickr and and my own little photography blog. I was blogging about our life, our cat and my breakfast. It’s funny as I can distinctly remember getting my first comment and how happy I was… and slowly I started getting a few friends who would check in regularly. At the time I’d been devouring Rock n Roll Bride, looking at all the amazing photography, so I decided to pluck up the courage to send the wedding to Kat.

Kat blogged the wedding the end of Oct 2009 and I remember just staring at the page, looking at my photos among all those others I’d admired. It all then went a little bit nuts. I started to get enquiries from like-minded couples who wanted something different, couples who were stamping their own personality on their wedding. I had no idea about setting up a business, no idea about what photographers charge etc so I started out really cheap. I was learning with each wedding I shot and before I knew it I was booked up with about 30 weddings in my first year. The whole thing was pretty daunting and I remember getting a comment from Steve Gerrard on one of my pictures (the wedding photographer not the footballer!) so I emailed him, pretty much a ‘help!’ email and he invited me to his studio for a cuppa. We chatted and from then on he was a constant source of help and advice and I’ve learnt so much from him.

Once I started shooting more and more weddings, my confidence grew and because they were all alternative weddings a lot of the wedding blogs would get in touch to feature them. This meant that very quickly I was reaching a wide audience and without having to pay for any advertising I was getting more and more enquiries from couples that wanted something different. The down side to this was that I booked myself up for pretty much 18 months on a very low price, so financially, the business didn’t necessarily flourish as quickly as it should and also I was learning very publicly Anything I did was being watched and although I’d pretty much only just started I felt quite a bit of pressure.

Once I’d finished my first year I had picked up quite a bit of a following through Twitter, my blog and Facebook and this just seemed to keep growing. Pete & I (he joined the business full time this year) have just finished our second year and have shot another 40 weddings and managed to get married ourselves (some where in the middle of it!) and the support from the very beginning has been incredible.

What is Pete’s role in the business and how is it working with your husband? Do you ever want to kill each other living and working together?

We’ve been working together for nearly a year now and it’s great. Pete’s always been the kind of person that has been interested in what I’m doing so even before we both worked on the business he knew the in’s and out’s, knew all my friends etc. But now we get to share it all. He comes with me to all the weddings so he gets to know all the couples and we get to go on little road trips every weekend (he makes a mean bap for the journey) and then we get to be together all week.

His role is more the admin side of things so he takes care of a lot of the enquiries and bookings, print orders etc and then (rubbish for him) he gets all the accounts too. We discuss any decisions together and if we want a cheeky morning off mooching around town then we can.. it’s fab!

Have you faced any obstacles or challenges so far and if so how have you overcome them?

I think the hardest thing for me is turning a passion in to a business. For a long time I viewed photography as my hobby, I love it so much so to then turn it in to a business is pretty hard as you have such an emotional attachment to it. I found for a long time I was way too soft. I’d be like, “Yeah, we’ll give you a discount. Yeah, we’ll pay for the accommodation. No, it’s OK we won’t charge you for that”… and in the end you realise all of it really adds up and sometimes we really struggled because of it. I wouldn’t say I’m harder now, but I’ve definitely learnt from it.

Your online presence is really strong and the way you present yourself and your work is very honest. Have you ever had any negative feedback because of this and how have you dealt with it?

I think I’ve always been a very honest and open person so when I started the blog that was the only way I knew how to be. I also felt that because I was learning I wanted to be honest. I didn’t want to bullshit my way through. I wanted to show my journey, warts ‘n all. I don’t think I’ve ever had any negativity over the way I presented myself but I have had some negative feedback about my work. But to be honest, I don’t mind that really, it’s not to everyone’s taste and actually I remember getting a ‘congratulations’ email from Noa (of Featherlove Photography) when I got my first negative comment. She said it must mean I’d ‘made it’ if I was pissing people off!

I don’t think there should be any hard and fast rule about putting ‘yourself’ out there so if you’re worried about doing it, then maybe you shouldn’t do it. I think if it comes naturally then great, but I don’t think it should be compulsory. I think if you do want to, a good place to start is just being yourself. If you’re not people will see through it. Also, when I started the blog nobody read it so I’d pretty much be posting for myself. I wasn’t out to impress anyone. Also being able to be a little bit of a wally now and again helps too!

Ms Case, your work is so unique and really stands out from the crowd. It’s very easy for me to see a photo and think ‘Ooh that’s an Emma Case photo right there’. Was this a conscious decision or a natural progression (or a combo?) and do you have any tips for people wanting to find their own style?

When I started I knew that I wanted to be different but it wasn’t about ‘trying’ to be. The kind of things I’m drawn to when I take a shot is literally just that -what I’m drawn to. I don’t think I can change that and what I wanted my processing to look like came quite naturally too. Of course, as you learn you develop your style, tweak your processing etc and I’m constantly experimenting. I’m also not afraid to say that I look at other’s work for inspiration. I find it difficult to advise people on how to find their own style as I think it comes naturally as you shoot. I think experimenting and playing is important and also knowing the kind of things that you like can also help a lot.

So who are your biggest inspirations?

I think everyone knows about my girl crush on Noa (Featherlove Photography). I found her right at the beginning and it’s hard to explain the feeling I got when I looked at her work. She was what I was looking for – her style, her bravery, her eye, her ethos. I was blown away. She had just decided to do what she wanted to do, disobeying all those conformist views and her work is simply incredible. I still find it bloody weird that we’re friends and to have the opportunity to speak at her London Workshop last year was unbelieveable.

What have been your career highlights so far?

This job smacks me in the face pretty much every day. Speaking at Noa’s workshop was definitely a huge highlight but it’s weird, if I look up at my wallplanner above my computer and see all our couples I get taken back to each of their days – in the morning when the bride is getting ready… when they say their vows…when we go on a little adventure for some couples shots… it actually warms my heart. It’s funny, but by taking their wedding photos we’re giving them wonderful memories that will last forever but at the same time they’re giving us wonderful memories that will last forever too.

What drives you as a business woman and a photographer?

I’d say that I’m more driven in a creative way than a business way. I want to create things, I want to work with people, I want to challege myself and in turn, I suppose these things are pretty good for a business too. I’ve always been the kind of person to think “I want to do that and I’m going to do it”and although I might be bricking it, the feeling you get when you accomplish it is pretty special.

I think when it comes to the business, our main drive is to give our couples the best experience possible. That’s not in a clever, business strategy way, but because we care about them and we want to and if that’s wrong then tough.

As a photographer everything drives me. Photography is simply amazing. It’s an art but at the same time it has the ability to catch and hold emotion and give a memory. Now that’s pretty incredible if you ask me.

If you could go back and give yourself once piece of advice at the beginning of your career what would it be?

You know what, I don’t know any photographer that started their business and did everything right. We all work too much, have a blurry work/life balance and we all probably didn’t charge enough when we started, but the good thing is that once you do it wrong you learn pretty quick. But if I had to give myself one bit of advice at the beginning of my career I would probably say “don’t look at Twitter until after lunch time everyday! You’ll get soooo much more work done!

♥ ♥ ♥

See people, wasn’t I right? Isn’t she incredible? Thank you so much Emma for taking part in this series today. Comments please! Lets show this woman some lurrrrrrve!

You can see more of Emma’s work on my blog here.

All Photography Credit (except where stated): Emma Case Photography

Tags: emma case, the inspirations

53 comments so far

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Ashton Jean-Pierre on January 11, 2012 at 10:00

Well signed! Bokehiful images! x
Bryony on January 11, 2012 at 10:05

Ruddy love Emma

The way she captures the pure raw genuinity of a single moment always blows me away.
Alex on January 11, 2012 at 10:10

Good work, keep it up!
Veronica on January 11, 2012 at 10:10

What an apt title, this is so BLOODY inspiring. I’m no photographer but Emmas passion is totally contagious, I struggle with the confidence to put myself out there, but this is gonna be the year that I tackle it.

And The green room is just the best idea ever.

And Emma is hot.
Kat on January 11, 2012 at 10:11

haha thanks Ronny! and yes, agreed – she is all kinds of hot stuff
Lisa Devlin on January 11, 2012 at 10:12

When I grow up, I want to be Emma Case and I want to marry a Pete in a wonderful Under The Sea Adventure and live happily ever after.
amy f on January 11, 2012 at 10:14

Emma’s work makes me all gushy and fawning like a geeky fan girl!
Annabel Holland on January 11, 2012 at 10:15

What a great start to my day. Thank you.
Kat on January 11, 2012 at 10:16

Lisa – ooooh me too please!
Chloe Thompson on January 11, 2012 at 10:18

Bloody love Emma. Having her & Pete shoot my wedding was the BEST decision… Nearly a year on the pictures still smack me in the face in a “wow, these are so amazing” kinda way. People always comment on our wedding pics, and also always comment on how lovely our wedding photographer was – having Emma at your wedding is like having another friend there!!

Well done on all your success Emma, it is so well deserved!!!
Claire Hawkes on January 11, 2012 at 10:26

Sigh. I love Emma quite a bit (a lot). She is such an inspiration and her work is beautiful and I love the kind of realness to it. One day I’d like to get married and imagine if we could have Emma photographing our wedding – amazing!

As well as the stunning photography I think a huge part of Emma’s appeal (for me) is that she just seems so damn nice, and like it’d be so much fun to have her and Pete as a part of your day. Obviously having her photography would be amazing enough as a memory, but I think you’d have an extra warm feeling looking back at your wedding photographs if you just loved the company of your photographer too. I think with Emma you would definitely get this.

Thanks Emma and Kat for another fabulous and oh so inspirational post. X x
Klaire Webster-Elton on January 11, 2012 at 10:29

Loved this post! I always look out Emma’s Weddings on here and learning of her journey is truly inspirational. xxx
Jade Angus on January 11, 2012 at 10:34

Totally inspiring! I LOVE your work Emma! =D
Andy Squires on January 11, 2012 at 10:40

I ‘effing love Emma Case! FACT! x
Matthew Long on January 11, 2012 at 10:44

Wonderful interview, wonderful photographs, definitely inspirational. Thank you for introducing me to Emma “In Your Face” Case.
Joanne on January 11, 2012 at 10:47

Inspiring because it is honest and heartfelt. Thank you for making me feel a little brighter today.
Eve on January 11, 2012 at 10:57

Kat and Emma thank you for a brilliant post.. makes you wanna grab the day by the horns & become an awesome photographer like Emma Case.. grrrr..motivated..tick!
Katy on January 11, 2012 at 11:04

Another cracking post – loving the Green Room Kat! And thank you Emma – great inspiration and super lovely pics. It is always encouraging to know where a little bit of passion can take you! x
Igor Demba on January 11, 2012 at 11:06

Incredibly inspiring post and the utter honesty encourages any photographer to be simply themselves. Emma is the jam!
RachyLou on January 11, 2012 at 11:37

I get that warm feeling in my heart when genuinely nice people have the success that they deserve and Emma definitely deserves hers! What I actually love about her story is that she didn’t grow up with a camera in her hand…she just accidentally found something she is passionate about and extremely good at!! It shows there is hope for all of us
She is always in my top 5 list of photographers I recommend to people!

Thank you, Kat, for yet another inspiring and personable read! xo
Sophie Childs on January 11, 2012 at 11:47

Emma Case is one of my favourite photographers. She rocks big time
Helen Lisk on January 11, 2012 at 11:48

Emma Case is one of the most inspirational photographers I have come across – I LOVE her images, but it’s more than that… she has an amazing spark that is totally contagious, and it is ALWAYS a pleasure to look at her work or read her words. Her whole approach – and genuineness (is that a word?) – is just fantastic… keep it up Emma, brilliant! Thanks for a great article Kat
Laura {Babb Photo} on January 11, 2012 at 11:49

Emma is bloody awesome. That is all.
Charlotte on January 11, 2012 at 11:52

I’m so glad for this interview and post. I needed to hear someone else admit to all the mistakes that I’ve made. It’s nice to know that every photographer doesn’t have it all together all the time. This really inspires me creatively more than ever. Thanks, Emma!
jacqui on January 11, 2012 at 12:20

I’m pretty sure Emma did make me cry at the FeatherLove Workshop , for she is *amazing* !
Toni on January 11, 2012 at 12:26

I love her photography, I’ve already decided I want Emma to shoot my wedding and I’m not even engaged yet!
Rebecca Douglas on January 11, 2012 at 12:26

Super-duper warm cuddles of inspiration Emma -tank you for sharing such honest insights I am starting my journey this year and it is a really exciting time to be encouraged by such wonderfully creative people. Thanks so much, Bex x
Amy on January 11, 2012 at 12:34

Kat, I’m loving your Inspirations posts, they are spot on – thanks so much. Emma’s work is gorgeous, I love her style and her passion for photography makes me want to go outside and start creating.
Addie on January 11, 2012 at 12:43

Great job, Emma… you are definitely an inspiration!
Charlotte on January 11, 2012 at 12:48

Having had our e-shoot with the fabulous Emma and Pete, I can wholeheartedly recommend them as both awesome and utterly inspirational – lovely lovely interview! XX
Binky Nixon on January 11, 2012 at 13:03

One of my highlights from last year was seeing Emma at the Featherlove workshop! A true inspiration and a great read Kat, Thanks! xx
Petey Pete on January 11, 2012 at 13:30

It goes without saying how proud I am of Emma. My little gushing blog post recently, pretty much said it all. I am in total awe of her. Her bravery and out and out ‘balls’ and desire to keep pushing herself is so inspiring. Kat its so bloody lovely that you’ve run this article, its all coming full circle, Emma found your ‘little’ blog and was inspired and now Emma is inspiring others to get out there. Again, the Green Room is a genius idea, a respite and quiet moment to drink in the information without rushing.

Love, hugs and disco thrusts all round!

Pete

xx
Lee on January 11, 2012 at 13:38

Two words. Love Emma (and Pete…. so that’s 4? Shit, this is out of control now…) Great work too Kat! Muchos love x
Kathryn on January 11, 2012 at 13:51

Thank you Kat and Emma. This was a really interesting read, and great to hear how Emma started out. Thanks for sharing. From a fellow actress turned photographer. Kx
Charley | London Bride on January 11, 2012 at 13:56

Fab fab fab! love love love! whoop whoop whoop!
Kelly@ Boho Weddings on January 11, 2012 at 13:57

Lovely to hear a bit more behind this lovely, talented and warm hearted lady. Emma is a truely gorgeous person inside and out. xx
Usy on January 11, 2012 at 14:29

I don’t know if this can put a smile on Emma’s face but: I am starting my business just now and you have no idea how much reading this post meant to me. Thanks Emma, really.
Bran on January 11, 2012 at 15:44

I think I might have to get married again so I can have Emma take my photos and Petey Pete run around being chased by my small boys. Big family Cook crush on Mr and Mrs Smyth. x
blue elephant photography on January 11, 2012 at 15:58

Emma = Epic! I love her work and I get inspired with it ♥
Jen Owens on January 11, 2012 at 16:23

Brilliant post. Such a big Emma Case fan, she’s just an amazing photographer and having read this sounds like an amazing person too! Thanks for posting
Linda on January 11, 2012 at 16:34

Wow! This girl is pretty amazing. I’m in love with Emma’s work <3 Thanks Kat for the inspirational post and the amazing new green room x
Sharon Coooper on January 11, 2012 at 16:58

Fabulous post…what a lovely lady she is, this really comes over, great interview…inspirational. x
Jayne Sacco on January 11, 2012 at 17:02

Great blog post Kat. Love Emma’s photography its heartfelt and real just like Emma. x
Hannah on January 11, 2012 at 17:19

Kat, we love you. Emma, you amaze us. What fantastic gals you both are, and it’s been such a pleasure to watch your creative adventures and mad successes in such a short period of time. Such a great interview. Happy New Year, you two!

Hannah {of Steep Street }
Danielle Benbow on January 11, 2012 at 19:09

I adore your story Emma – you truly are an inspiration. How far you’ve come & how stylishly you’ve got there!

Rock on Missus! x
Kierstin on January 11, 2012 at 19:45

She is number one in my book! My top inspirer. Though Ive never met her (Im in America but I truly hope when I revisit Jolly Ol’ England later this year I can meet her) I can tell just through her blog and Facebook that she is an amazing woman and I look up to her every day!
Thank you, Kat for sharing this!
Ali Lovegrove on January 11, 2012 at 22:14

Beautiful post, Emma is such a sweetheart and so deserving of wonderful things. Really interesting post and loving The Green Room so much – genius!
kerry baker on January 11, 2012 at 23:29

love love love!!! Have spied Emma’s work before, loved it but never realised what a damn lovely lady is hholding the camera! Another fab piece for The Green Room…feel really inspired by the guest pieces
Lauren Gautier-Ollerenshaw on January 12, 2012 at 12:51

I was lucky enough to have some business photos taken by Emma and I can honestly say she is the sweetest, most open, warmest person I’ve ever met. She met me for the first time with a hug and not only took some amazing photos but dished out dollops of advice and inspiration that she’d learnt on her journey to where she is now. I feel privileged to know her. And Pete is adorable too!
Elly Mac Photos on January 12, 2012 at 14:26

Great post x